There's been a wave of international influence on the U.S. beauty market in the last few years. From
K-beauty skin care to French-girl makeup, brands from all over the world have been popping up in our favorite 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. At Refinery29, 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. If you buy something we link to on our site, Refinery29 may earn commission. 1 of 27 Pinkness Co.
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.
Forever Flawless Beauty Oil, $30.00
Buy 2 of 27 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 more than 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 romantic hues.
Buy 3 of 27 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, $10.99
Buy 4 of 27 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, $18.00
Buy 5 of 27 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
(markets). Some of the products are also scented with ethically-sourced
Crema N•8, $20.00
Buy 6 of 27 Golden Dream Beauty
Ydelays Rodriguez started her YouTube channel to keep up with her family in Venezuela. Now, she has over
, 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
Buy 7 of 27 Botánika Beauty
Years after dreaming up a natural-hair line,
vlogger Ada Rojas
made her dreams a reality. With a name inspired by
, the apothecaries in Latinx communities, Botánika features an array of products, from a defining curl cream to a protein treatment, all under $12.
The Stimulator, $10.99
Buy 8 of 27 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
Día de los Muertos-inspired
Amor Eterno Illuminacion Highlighter, $39.00
Buy 9 of 27 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, $12.00
Buy 10 of 27 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, $29.00
Buy 11 of 27 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. Whether nude lip liners or face palettes, the brand offers a variety of products that promise to work for every skin tone. Alamar Cosmetics
DesNUDEas Lip Gloss - Dulce, $15.00
Buy 12 of 27 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, $32.00
Buy 13 of 27 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
Rebel Eye Definer Liquid, $13.99
Buy 14 of 27 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
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,
Buy 15 of 27 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
Azteca Eyes Eyeshadow Palette, $30.00
Buy 16 of 27 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
" (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,"
Rosario on the brand website. Where the Latina influence shines is in the product names, like this highlighter duo with shades Reina and Diosa.
Luz & Glow Highlighter Duo, $21.00
Buy 17 of 27 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.
Argan Oil Glossing Shampoo, $34.00
Buy 18 of 27 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
that, she's created a community for curly girls
with more than 100k followers.
Curls Refresh & Detangle Spray, $16.95
Buy 19 of 27 Sigma Beauty Sigma Beauty, famed for its bestselling makeup brushes, was founded by Brazilian natives Simone Xavier and Rene Xavier Filho in 2009 after they discovered that there was an untapped space in the market. With their backgrounds in science and engineering, the two set out to create innovative makeup brushes that were better quality at a better price. Their brushes became the first-ever waterproof makeup brushes in the industry and have remained a popular brand among beauty enthusiasts for over a decade. Sigma Beauty
F10 Powder/Blush Brush, $25.00
Buy 20 of 27 Overt After struggling with skin-care issues growing up, including acne and hyperpigmentation, Giselle Chirinos — who was born in Lima, Perú — felt inspired to start a skin-care company with products that made people feel good about themselves. The line offers a collection of serums formulated with sustainably sourced ingredients, including this hydrating formula that has aloe vera and other plant-based ingredients. OVERT
The Hydrator, $39.00
Buy 21 of 27 Skinergy Beauty Priscilla Jiminian grew tired of experimenting with different products that never ended up being effective for her skin. That's when she took matters into her own hands and created potent skin-care products that tackle a wide range of concerns. Within the brand, customers can find dark-spot correcting creams to skin-balancing toners in luxe, minimalist packaging. Skinergy Beauty
Dark Spot Correcting Cream, $54.99
Buy 22 of 27 Artist Couture
After having to mix four or five different highlighters to get the impact or look that he wanted when doing his makeup,
Angel Merino felt inspired to create his own brand
. "I felt like there were so many things lacking in my makeup kit, and I knew I needed to fill that void," says the Latino founder. After raising the money himself to launch Artist Couture, the products were met with immediate success (selling out at pre-sale) and are now available on Sephora shelves.
Caliente Palette, $30.00
Buy 23 of 27 Shocks of Love You can take a perfumer out of Colombia but you can't take Colombia out of the perfumer. Perfumer-aromatherapist Juan Felipe, who resides in Brooklyn, worked with his family in his home country of Colombia to launch a line of 100% sustainably-sourced, non-toxic fragrances. Each scent was created with conscious efforts, from formulating it without alcohol to using 100% plant-distilled ingredients. Shocks of Love
sweet on you, $65.00
Buy 24 of 27 Sanara Skincare After realizing that there was an untapped market for skin-care formulas that incorporated tried-and-true botanicals that her ancestors used, Rebekah Jasso Jensen turned her dining room into a test lab. The result? Sanara Skincare, a plant-based skin-care line that uses indigenous Latin American ingredients like cupuaçu seed butter and bamboo fibers. Jasso Jenson, who has psoriasis, made sure every formula was designed to work for those with skin sensitivities. Sanara Skincare
Cupuaçu Seed Body Butter with Aloe... , $39.00
Buy 25 of 27 Wildland Organics After living in an eco-conscious tiny house in Topanga, California for two years followed by nine months on the road in a van, Marisa Quintanilla Griffeth wanted to take her new bond with nature to another level. So, with her husband, she founded a line of eco-conscious, mindful hair- and body-care products. Whether you're in front of your bathroom mirror or living out of a van like Quintanilla Griffeth, these multi-use products were made for anyone wanting a simpler routine with oils that could be used on the hair, face, and hands. Wildland Organics
Daily Ritual Oil - Sun Sage, $38.00
Buy 26 of 27 Jdez BeautyYouTuber Jackie Hernandez has always wanted to provide her audience with a bicultural experience by creating content in English and Spanish. Now, her inclusive, empowering platform features a beloved product line. From the heart designs to the fun names, you'll feel the same positive vibes Hernandez brings to her platforms in all of her products. Jdez Beauty
Simply Blush - Totally Peachy, $21.00
Buy 27 of 27 Ella's Eve Cosmetics Dominican sisters Melissa and Lissa Polanco fell in love with makeup while watching YouTube tutorials. But in absorbing all that content, they realized that many of the brands used in these videos were not Latinx-owned. That's when they decided to launch their own cosmetics brand that now features a variety of matte liquid lipsticks and an eyeshadow palette. Ella's Eve Cosmetics
Valentina | Velvet Posh Liquid Lips, $20.00