There’s something for everyone in the beauty space. From contour kits to hydrating lipsticks, most of the beauty launches we come across already have an allocated space at our favorite retail stores or a large following online. But what if we could learn about more companies that are flying under the radar?
There are plenty of Latinx-owned brands in the beauty space, but many consumers don’t know about these makeup, skincare, and haircare companies because they can easily get lost in the shuffle of bigger names. “The Latinx community is still very small. It’s crucial we support these brands that are using their own money and resources to get in the game of beauty and personal care,” says Stephanie Flor, a New York City-based makeup artist and founder of Around the World Beauty who has an Ecuadorian and Costa Rican background. When Flor is working with non-Latinx clients, she also makes it her mission to share ingredients that are inspired by Latinx culture. “It’s important for me as a makeup artist to be the voice of many Latinx brands when they’re not in the room with my clients.”
Starting a beauty brand is a great feat and a dream come true for many Latinx founders, for whom beauty rituals have been passed down through generations. It’s these cultural rituals that oftentimes guide their brand ethos. “From ancestor recipes to formulas; these colorful dreams truly come with many goods to share,” says Estefani German, a cosmetologist and founder of Earth’s Shell. “To discover is not only to support another Latinx dream but also to help carry on the traditions that started it all; this way we share our culture with many more generations to come.”
Part of what makes beauty so fun and fascinating is that sense of discovery. Learning and getting excited about a new brand can then turn you into a loyal fan, and all it takes is an Instagram follow, a recommendation to a friend, or a curated list to help the company grow. “It’s important to advocate for one another to get in the door—to see each other and lift one another,” says Flor. Ahead, get to know the best Latinx-owned beauty brands, spread the word, and definitely add to your cart.
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We think the best ventures stem from a specific need and that’s exactly how Daily Dose got its start. Co-founder David Perez was fighting a constant battle with his daughter’s frizzy and tangled hair. To make styling her hair much easier (and their mornings a breeze), David created the Miracle Moisture Spray Leave-In Conditioner to leave dry, damaged hair soft and manageable.
Chances are you’ve heard of this powerhouse brand, which is loved by celebs like Mindy Kaling and Julianne Moore. Joanna Vargas is a celebrity esthetician turned brand owner who knows a thing or two about great skin. We love the Vitamin C Cleanser, which gently cleanses while removing dirt, oil, and makeup.
Rare Beauty by Selena Gomez
Actress and singer Selena Gomez wants you to embrace your unique, individual self with her makeup line, Rare Beauty. After launching in 2020, the brand has dropped everything from lipsticks and glosses to eyeshadow palettes and medium coverage foundations. Today, Rare Beauty is sold in Sephora stores around the globe and supports mental health services via the Rare Impact Fund where 1% of sales from the brand go to this initiative. We’re partial to this aptly named Confident Energy Eyeshadow Palette, which offers up six sparkly shades of shadow.
Raise your hand if you have a Beautyblender in your makeup bag? The fluffy sponge that comes in different colors is a makeup bag must-have. The sponge is single-handedly one of the easiest ways to apply your foundation or concealer. That’s why founder Rea Ann Silva created it—for seamless application. She believes that great makeup begins with how you apply your base, and using the beloved blender is key to having your makeup look flawless.
If you’re looking to give your curls some frizz-free TLC, try Rizos Curls. The brand has curly-friendly products like hydrating shampoo, leave-in conditioner, defining cream, and gel. The products are formulated with natural oils like coconut, sunflower, and moringa to give your waves, curls, and coils all-day moisture. They even came up with a collapsable diffuser hair dryer attachment, so you can have the perfect curls post-shower, no matter where you go!
Mia del Mar
Miami’s beautiful beaches and stunning sunsets are the backdrops of this tropical-inspired makeup and skincare brand. Known for their colorful palettes featuring eyeshadow, contour, and highlighter, you’ll be able to get that Miami glow in no time with Mia del Mar. Check out the eyeshadow palette for a mix of everyday mattes and glistening shimmers.
Shark Tank fans may recognize Afro-Latina and Dominican-American sister duo, Mabel and Shaira Frias, who together founded makeup brand Luna Magic in 2019. They took inspiration from their vibrant Caribbean culture to start a line of bold eyeshadows, lipsticks, highlighters, and more–all of which catered to all Latinx, especially those with a darker complexion. Bonus: Their products have budget-friendly prices.
When Aisha Ceballos-Crump couldn’t find the right products for her kids’ unique hair textures she took to her grandmother’s love of honey and formulated a unique recipe. In 2016, she launched the honey-infused haircare and skincare line Honey Baby Naturals, which offers shampoo, conditioner, body butter, and more. The styling gel helps give hair a frizz-free flexible hold, while the honey and moringa multipurpose oil can be used on hair and skin to hydrate.
Classic Color Lipstick
Experience a blast from the past with this retro cosmetics line founded by Gabriela Hernandez. Find your perfect shade of red with over eight lipstick options of the hue or check out their highly-pigmented rougues, or blushes, that come in throwback tubes. And if you want to see how vintage Besame’s packaging is try out the Black Cake Mascara, which also works as eyeliner or an eyebrow fill (and is constantly out of stock!). Inspired by the 1920s, the mascara looks like a bar of soap and is water-activated—just use the brush to apply to lashes.
In 2012, brand founders Lora Arellano and Dana Bomar started Melt Cosmetics to bring bold, highly pigmented, ultra-matte lipsticks to market. They’ve now expanded into blushes (like the creamy one pictured here), lip liners, and their newest, a liquid highlighter. Beyond formulating quality makeup, Arellano and Bomar also want to encourage their customers to not be afraid to follow their dreams just like they did.
Shades by Shan
TV and radio personality Shan Berries founded the San Francisco-based brand Shades By Shan in 2018. The line offers eyeshadows in neutral tones, matte loose setting powders, lip sets, and brushes for your toolkit. Being raised by her Ecuadorian single mother inspired Shan to also start the non-profit, The Mamaberries. Proceeds from her makeup line go to this foundation to help support single parents in need.
For skincare that’s effective yet affordable, turn to Latinx-owned Overt. This line caters to those with skin concerns such as dryness and dullness. Their potent but gentle serums deliver natural good-for-you ingredients. The Hydrator, for example, is packed with hyaluronic acid, aloe vera, and vitamin E to help bring back moisture to dehydrated skin. And you can make an impact when you shop—10% of their profits goes to fight human exploitation via the Anti-Slavery International organization.
Shocks of Love
Consider Shocks of Love a fusion of aromatherapy and skincare. These hand-blended scents are the brainchild of aromatherapist and perfumer, Juan Felipe. The Dreamlover spray, for example, acts as a relaxing ritual loaded with lavender and chamomile, while carrot seed and cucumber nourish the skin. Spritz it overhead or on your face for a moment of Zen. Fragrances are unisex and non-toxic, and giving back is in the brand’s DNA—5% of profits go to Activation Residency, an organization that supports Black, Brown, trans, and queer artists.
Belle en Argent
Can’t get enough lipstick? This is the brand for you. No matter what color you gravitate towards, Belle en Argent will have the shade you’re looking for. Get the perfect pout with lipsticks that come in a creme or matte finish, lip glosses that double as blush, and lip pencils that help you stay within the lines. In the formulas, you’ll find decadent oils like jojoba, castor, and argan so your lips never look parched.
When she’s not singing on stage (or in the Shower) you can now catch Becky G playing with eyeshadows and lip liners from her makeup brand, Treslúce Beauty. Rooted and inspired by Latinx culture, the brand’s first collection aims to celebrate the singer’s Mexican heritage. Notably, her eyeshadow palette features mattes and shimmers infused with blue agave that’s sustainably sourced from Jalisco, leaving eyes with a buttery soft finish.
Influencer Julie Sariñana (a.k.a. Sincerely Jules) believes nail care should not only be fun but should be healthy, too. Enter Color Dept., her line of vegan nail polish that’s free of potentially harmful chemicals and instead made from fruits and veggies (because wearing your recommended serving may be cooler than eating them). And the bright colors will give your nails the best pop of color for about six days of wear. Look out for Strawberry Jam, a baby pink that’s everything that’s right with the world.
Eva + Avo
One of the first things you’ll notice about telenovela actress Ana Brenda Contreras is her shiny hair. She is the co-founder of Eva + Avo, a line of haircare featuring avocado as its star ingredient. You can find shampoo and conditioner as well as treatments like the Nutritive Hair Mask and Shine Avocado Oil that promise to deeply condition and restore your hair for instant silky strands.
Latin-American botanicals are at the heart of Vamigas, a clean skincare brand founded by Latinx angel investors, Christina Kelmon and Ann Dunning. Frustrated with the lack of inclusivity in the beauty space they wanted to create products that could uplift the Latinx community. Their formulas include rich ingredients like acai berry, prickly pear, and Chilean rosa mosqueta, which can be found in one of their face oils targeting hyperpigmentation—one of the biggest skin concerns Latinx typically face.
With fun names like “slice of life” and “let them eat cake,” Lights Lacquer is a nail polish brand that has something for everybody. From pops of color to nudes to shimmers to mattes, you’ll find your next mani shade here. Founded by Kathleen Fuentes, who you may recognize from her beauty YouTube videos, Lights Lacquer is vegan, cruelty-free, and formulated without seven potentially toxic chemicals found in nail products.
Estefani German’s skincare brand, Earth’s Shell, is all about self-care while keeping in mind our planet. “I created my line to be 100% natural, ethically sourced, vegan, and leaping bunny certified with recyclable packaging and a pledge to plant a tree for every single order,” she says. Take an indulgent moment just for you with soaking bath salts and body and face oils that replenish and help keep skin supple.
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