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When it comes to beauty, one size does not fit all. The Latinx community is made up of people of every gender, skin tone, and hair texture (which is why many have begun using the inclusive phrase as opposed to gendered terms like Latina or Latino). And until recently, having those unique beauty needs met by the industry was a real challenge. The community has serious spending power, but they’re also the most industrious, with many launching their own beauty brands. So to celebrate Hispanic Heritage Month, we’re looking to the future by highlighting a number of burgeoning Latinx-founded brands that are bound to shake things up in the beauty aisle. Scroll on to see a sampling!
Joaquina Botanica
The founder of Joaquina Botanica, Giovanna Campagna, is a proud Columbian woman who grew up in New York and wanted to share the spectacular botanical beauty rituals of South America. The brand is named after Giovanna's great-great-grandmother, who founded one of the first apothecaries in Columbia in 1975. With vibrant, powerful, and clean oils, cleansers, creams, and essences, Joaquina Botanica is a brand you'll definitely want to check out.
Not only did the brand start from pure intentions, but it continues to give back. The company gives a portion of their profits to the non-profit organization, Glasswing International. Glasswing International supports at-risk children and young adults in Latin America with a variety of services, including after-school education, vocational training, and mental health support. This means that not only do you get a fantastic product with your purchase but the knowledge that you're helping out those in need.
Bomba Curls
Lulu Cordero, an Afro-Dominican woman, is on a mission to make sure that curls are celebrated, and that's why she created Bomba Curls. She is sharing Domincan beauty secrets with the world through her hair-care line that boasts premium and organic ingredients. Lulu also pulled from her own experiences suffering from traction alopecia and used her findings to help others.
She shared that her "mother made sure to instill in me a sense of pride in my lips, hips, hair, and melanin... because she knew we lived in a world that didn't celebrate our type of beauty. The seeds of self-love she planted in my are the same seeds that created Bomba Curls." Those seeds of self-love have created a blossoming beauty brand with an iconic hair oil and a hair mask that's made its way to the shelves of Nordstrom and Target.
Melt Cosmetics
Melt Cosmetics was co-founded by a Mexican makeup artist named Lora Arellano in 2012. Lora and her co-founder, Dana Bomar, noticed that there was a lack of highly pigmented and ultra-matte shades of lipsticks, and they wanted to fill that gap. Thus, Melt Cosmetics was born. Since its inception, Melt Cosmetics has made its way over to Nordstrom and Sephora.
If you're looking for some seriously bold makeup products in beautiful packaging that will look great on your countertop, Melt Cosmetics is the way to go. Their lipsticks and eye shadow palettes, in particular, are to die for!
Ere Perez
Ere Perez is based out of Australia and was founded by a woman named Ere whose childhood was spent in Mexico. Her mother's fascination for home remedies and beauty recipes led her to eventually create her own natural beauty line. She describes natural beauty as "how you live your life, how you connect with the world, and how you nourish your body - inside and out."
Her love for her Latin Heritage led to her creation of a culturally rich brand of both skincare and makeup products. Their best-sellers include an oat milk foundation, avocado waterproof mascara, and their herbal face toner.
Vamigas
Vamigas was started by a Mexican-American woman named Christina Kelmon and a Chilean-born woman named Ann Dunning. Ann recognized, while going through IVF, that Latinas face disproportionate exposure to harmful chemicals in beauty products. This led her to be inspired to bring beauty back to its roots and utilize the simple beauty rituals that her Latin American ancestors used.
The brand is available at Target and Whole Foods and sells serums, cleansers, face mists, and lip products. The ingredients are all natural, allowing you to feel good about what you're putting on your face!
Glamlite Cosmetics
Glamlite Cosmetics is a food-inspired line that was founded by a Caribbean immigrant named Gisselle. Giselle took the bullying and fat-shaming she received as a kid and decided to create a brand with the motto "Beauty isn't a one size fits all."
Not only does the brand stem from an inspiring message but the products are so much fun! The company has collaborated with huge and beloved franchises, including Chucky, Strawberry Shortcake, Scoopy-Doo, and Barbie. Their palettes and lip products are so colorful and pigmented, making this a brand you won't want to miss out on.
Reina Rebelde
Reina Rebelde was created by a bold Latina woman, by the same name, who wanted to combine her passion for makeup with her pride in her cultural identity. Seeing her moms beauty rituals before going out with her friends created a life-long love of makeup for Reine. Her products are meant to be "luxurious, sexy, and severe".
All of the brand's makeup is cruelty, paraben, and phthalate free. They have bold lip, eye, nail and face products that are sure to impress!
Luna Magic
Luna Magic's motto is "Say adios to beauty as defined by celebrities and unrealistic beauty standards. And hola to beauty that makes you feel confident and strong in your own vibe." Created by two Hispanic sisters, the brand has been featured on Shark Tank and is now at Target and CVS!
They have luxurious feeling makeup brushes, mascara, lip products, and more. Their colors are fun and fresh, and it feels like Luna Magic has been able to carve a magical space for themselves in the beauty industry.
Lendava
When I peruse Lendava's website and products, the word that always comes to mind is "luxurious". With sleek and neutral packaging and products formulated with the best of ingredients, Lendava products feel like a treat to my bathroom counters and to my skin. Their line includes everything you'd need for a solid skincare routine, including cleanser, face creams, and tools.
The brand was created by Priscila, a Latinx engineer whose family has had over 50 years of experience in the beauty space. She became frustrated with the laundry list of skincare steps that brands encourage consumers to use (aren't we all?) and wanted to put a stop to trendy ingredients and novelty in the space. She strongly believes that "when you have the right formula, achieving a healthy complexion doesn't have to be complicated."
Rizo's Curls
Curly girls, listen up, because Rizos Curls is changing the industry. Founded by a Latina woman named Julissa Prado, the brand has a mission to remind people that curly hair is beautiful and deserves to be celebrated with prHoducts designed to enhance it. Her vision for the brand was to create products "with quality and natural ingredients that could celebrate all curl types, from my Tia’s coily strands to my sister’s loose waves."
From curl-defining mousses to wave sprays to repair masks and oils, Rizos Curls creates products that are suitable for a whole spectrum of hair-types. Their products smell heavenly, and they get extra bonus points for their seriously adorable packaging!
Gloryscent
Gloryscent was created out of a journey of self-discovery and self-love that many women of color go on. The founder of the brand, Rafaela Gonzalez, said that " growing up as a Hispanic woman, I believed that fair skin and easily manageable hair were the epitome of beauty. That notion was challenged when I confronted my fear of embracing my natural hair." Now, she empowers others to challenge that notion as well through her products that enhance people's natural melanin.
The products are absolutely stunning, not to mention effective. They have serums, balms, gels and everything in between that set you up for a skincare routine that will have you looking and feeling your best.
Hyper Skin
Hyper Skin was founded in 2019 by an Afro-Latina who was sick and tired of Black and Brown women being left out of the beauty and skincare conversations. So she brought her own seat to the table and created "Hyper Skin", a brand that is "rooted in realness."
Hyper Skin's products are available at Sephora and are some of the best for fighting against hyperpigmentation and dark spots. Users rave about the products, as they provide real results and seriously glowy skin!
Nopalera
Nopalera was founded by a woman named Sandra Velasquez who is passionate and prideful when it comes to her vibrant Mexican heritage and wants to share it with the world. She grew up in the Mexican immigrant projects in California and has seen resilience in action. The brand is designed to encourage consumers to "stand in your worth, embody the bold, and by any and all means - remain resilient."
The packaging is fun, colorful, and unique, and the products are even better. From Flor De Mayo Cactus Soap to Dulce De Cuerpo Cream, the brand has created a line of luxurious and culturally-rich products that demand being purchased time and time again.
Lights Lacquer
Lights Lacquer is a vegan and cruelty-free nail polish company that was founded by beauty YouTuber and influencer, Kathleen Fuentes. Kathleen was born to Cuban immigrant parents and has deep pride for her Cuban culture and roots. Her brand draws inspiration from these roots, as well as her Miami upbringing.
The company has stunning nail products, including polish, tools, and press-ons. The colors are bold and fresh, making them a stand-out company in the nail space. They also collaborate with fan-favorites, such as Care Bears, making them a fun brand to stay on top of.
Will you be stocking up on these Latinx-owned beauty brands? Tell us @BritandCo!
Brit + Co may at times use affiliate links to promote products sold by others, but always offers genuine editorial recommendations.
Header images via Ere Perez, Joaquina Botanica, Vamigas, Nopalera.
This post has been updated.
