19 Latinx-Owned Beauty Brands To Support Right Now

There's been a wave of international influence on the American beauty market in the last few years. From K-beauty skin care to French-girl makeup, brands from all over the world have been appearing in our favorite U.S. stores, consuming our Instagram feeds, and inspiring new beauty trends. As unique beauty communities get more attention in the beauty aisle, we're seeing an uptick in brands owned by Latinx men and women, too.

The Latinx community prides itself in having a strong connection to la belleza. It has given birth to some of the most talented makeup and hair artists and created some of the best beauty hacks. But before now, the Latinx consumer hasn't been fully represented in the beauty space — whether it be in foundation shades or curly hair products — which is why entrepreneurs took it upon themselves to create new brands that speak directly to their specific needs and culture.

Now, the Latinx consumer is finally getting some much-needed time in the spotlight. From curly hair products to eyeshadow palettes, these are the Latinx-owned beauty brands you should support right now.

We’re here to help you navigate this overwhelming world of stuff. All of our market picks are independently selected and curated by the editorial team. 

Pinkness Co.

When Farah Vargas was laid off from her corporate job in 2017, the blogger seized the opportunity to launch her own business and founded lifestyle brand Pinkness Co. The Dominican-American entrepreneur debuted with an organic face oil that's become a best-selling product for the brand, and has earned the praises of celebrities like Adrienne Bailon.

Pinkness Forever Flawless Beauty Oil, $, available at Pinkness

Lights Lacquer

Just eight months after announcing the closure of KL Polish, her nail-polish line that launched in 2016, YouTuber Kathleen Fuentes — a.k.a KathleenLights — returned with an entirely new line called Lights Lacquer in 2019. The vlogger, who has over 4 million subscribers, aimed to have a larger stake in her business after sharing ownership in the last company. Now, under her vision, Lights Lacquer has several different collections, including the latest lineup of nudes.

Lights Lacquer Alyanna, $, available at Lights Lacquer

Honey Baby Naturals

When Aisha Ceballos-Crump felt like her six-figure job wasn't fulfilling her mentally, the Puerto Rican entrepreneur took all of her savings and 401k and put it towards launching a skin and hair-care line inspired by her grandmother's use of honey. The brand, Honey Baby Naturals, features an array of products that can be found at several mass retailers, including Target and Sally Beauty.

Honey Baby Naturals Hold It Honey Styling Gel, $, available at Honey Baby Naturals

Bomba Curls

When Lulu Cordero created Bomba Curls, she was inspired by the oils used in Dominican culture, like coffee seed oil and black cumin seed oil. Both of these ingredients can be found in the inaugural product, a multipurpose oil that can be used on the hair for growth and hydration or on the body for moisture and glow.

Bomba Curls Dominican Forbidden Oil, $, available at Bomba Curls

Brujita Skincare

As an esthetician with over a decade of experience, Leah Guerrero had the perfect segue into creating her line of skin-care products. The Brujita collection includes products like body lotions and facial scrubs, with ingredients sourced from Mexican mercados (markets). Some of the products are also scented with ethically-sourced Palo Santo from Ecuador. Bonus: With each purchase of the brand's body lotion, 10% of the proceeds go to Nature and Culture International, a nonprofit organization that protects rainforests and indigenous communities.

Brujita Skincare Full Body Lotion, $, available at Brujita Skincare

Golden Dream Beauty

Ydelays Rodriguez started her YouTube channel to keep up with her family in Venezuela. Now, she has over 800k subscribers, and she's using her beauty expertise to launch her own line of silk false eyelashes. Some of the products from Golden Dream Beauty have Spanish-language names, like Divina and Dama, but more importantly, these falsies are vegan and cruelty-free.

Golden Dream Beauty Dama, $, available at Golden Dream Beauty

Botánika Beauty

Years after dreaming up a natural-hair line, vlogger Ada Rojas made her dreams a reality. With a name inspired by botánicas, the apothecaries in Latinx communities, Botánika features an array of products, from a defining curl cream to a protein treatment, all under $12.

Botanika Beauty The Revitalizer, $, available at Botanika Beauty

Melt Cosmetics

Indie brand Melt Cosmetics might be new to the Sephora roster as of last year, but they've been making noise in the industry for quite some time. Back in 2012, cofounders Lora Arellano-Tovar and Dana Bomar, who met while working the beauty counters at Nordstrom, set out to create products that they felt were missing from the makeup aisles. They went on to build just that, with sell-out eyeshadows and blush-highlighter hybrids.

Melt Cosmetics Impulsive Pressed Pigment Palette, $, available at Sephora

Luna Magic Beauty

Founded by Dominican-American sisters Mabel and Shaira Frias, Luna Magic celebrates Latin culture with vibrant colors and Spanish-language shade names. The brand's first collection — which is fittingly called Uno (meaning "first" in Spanish) — includes false eyelashes, a highly-pigmented eyeshadow palette, and bold liquid lipsticks.

Luna Magic Beauty Uno Matte Liquid Lipstick - Gostosa, $, available at Luna Magic Beauty

Shaina B. Cosmetics

Inspired by her hometown of Miami and its multicultural energy, Shaina created a cosmetics line with vibrant colors, as seen in the pigments and packaging. She also used her experience in doing her own makeup to create pro tools such as brushes and application sponges that she felt was missing from the market.

Shaina B. Cosmetics Miami Palette - Blush and Highlight, $, available at Shaina B Cosmetics

Alamar Cosmetics

Cuban-born makeup artist Gabriela Trujillo wants her followers to remember that "there are beauty and inspiration in your very own roots." And Trujillo's roots are front and center in the tropical influence (vibrant colors, palm leaves...) and Spanish product names. She even named her company, Alamar, after the Cuban neighborhood where she grew up. Her newest collection, DesNUDEas, features four nude lip glosses and two nude liners that promise to work for every skin tone.

Alamar Cosmetics DesNUDEas Lip Gloss - Dulce, $, available at Alamar Cosmetics

Belle en Argent

Christina Kelmon had two priorities when creating her makeup line: luxury and safe ingredients. That's exactly what the Latina entrepreneur delivered with her beauty brand Belle en Argent, which pairs clean and cruelty-free products with art-meets-deco packaging. She didn't stop there; a portion of the brand's sales goes to The BEAMuse Project, a program "committed to the advancement of women who write, photograph, film, act, direct, and produce."

Belle en Argent Doing It All Auteur Matte Lip Color, $, available at Belle en Argent

Reina Rebelde

Reina Rebelde is a makeup line inspired by the telenovelas Regina Merson watched growing up in Mexico. Everything about the line touches back to her culture, from the rose-covered packaging to the vibrant colors and the product names. The brand's lip colors, eyeshadow palettes, and eyeliners are currently sold at Target. If you are having trouble deciding what product to pick, go with the eyeliner shade Bonita Bandera (a cobalt blue) — proceeds from every sale go to UNIDOS, Disaster Relief & Recovery Program to Support Puerto Rico.

Reina Rebelde Rebel Eye Definer Liquid, $, available at Target

Mia Del Mar

Mia Del Mar is a brand that aims to change the "lack of authentic representation for Latinas in the American beauty mainstream," according to the brand website. The brand has cultivated an active community on Instagram with empowering, fun, and culturally relevant content. Diana Briceno started the company with just one product, a night cream, and has now expanded into more skin care and makeup.

Mia Del Mar Novelera Eyeshadow Palette, $, available at Amazon

Araceli Beauty

Makeup brand Araceli Beauty was the brainchild of licensed cosmetologist Araceli Ledesma, who wanted to bring her Hispanic heritage to the beauty market at an affordable price. Ledsema launched her company on Mexican Independence Day (September 16) with an array of products in colorful packaging. The collection includes everything from an eye palette, brushes, and false eyelashes.

Araceli Beauty Jalisco Eyes Palette, $, available at Araceli Beauty

Vive Cosmetics

As beauty lovers, Joanna Rosario and Leslie Valdivia never felt like they saw themselves in the products they were purchasing, and so they came together to create Vive Cosmetics, a brand that's centered around "Beauty con cultura" (Beauty with culture).

"I have never felt truly represented by any brand out there. This brand is made by Latina women for our Latinx community," says Rosario on the brand website. Where the Latina influence shines is in the product names, like this highlighter duo with shades Reina and Diosa.

Vive Cosmetics Luz & Glow Highlighter Duo, $, available at Vive Cosmetics

Orlando Pita Play

Cuban celebrity hairstylist Orlando Pita, who has been in the industry for decades, has always been passionate about diversity and natural textures. That's why it only made sense for him to create an inclusive line when bringing a hair collection to life. His award-winning product line — that has everything from conditioning masks, leave-in concentrates, and tinted dry shampoos — was made with many different hair types in mind.

Orlando Pita Argan Oil Glossing Shampoo, $, available at Orlando Pita Play

Rizos Curls

After learning to embrace her curls, Julissa Prado set out to find hair products that were inclusive of all hair textures, from transitioning to coils. When she couldn't find what she was looking for, she set her mind to creating her own brand. That's how Rizos Curls was born. The line — which is now sold at Walmart — has detangling sprays, defining creams, shampoo, and conditioners. On top of all that, she's created a community for curly girls on Instagram with over 100k followers.

Rizos Curls Curls Refresh & Detangle Spray, $, available at Walmart

Bianca de la Garza Beauty

Former talk show host Bianca de la Garza knows a lot about makeup and skin care (thanks to hours sitting in a makeup chair before going on air). That knowledge inspired her to start her own beauty brand called Bianca de la Garza Beauty. She began with an illuminating serum and recently expanded her line with an eye cream, neck cream, and lip care product.

BDG Beauty In Glo We Trust Illuminating Serum-Golden, $, available at BDG Beauty

After realizing that there was an untapped market in the beauty industry for affordable, high-quality makeup catering to Latinas, Cai Para Mi decided to do something about it. The cosmetics brand offers everything from foundation to liquid eyeshadow formulated with olive, yellow, and brown undertones in mind. The products are available now on the brand's website, but will be available in Target as of February 2019.

CAI Para Mi Liquid Eye Shadow Cocoa, $, available at Amazon

You can take a perfumer out of Mexico City, but you can't take Mexico City out of the perfumer. Master perfumer Rodrio Flores-Roux's newest perfume is an ode to his native Mexico — not just with a Spanish name but with the citrus and floral notes, a combination that he finds to be as vibrant as the colorful city he was born in.

Flores Perfumer's Edition Flores, $, available at Jafra

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