Today, there are roughly 60 million Latinx people living in the U.S. — each one of us with our own unique cultural experiences and points of view. We are launching Somos, a cross-platform channel created in collaboration with the Latinx staff at Refinery29. We seek to elevate, educate, and inspire a new generation of changemakers committed to Latinx visibility. We’ll explore the unique issues that affect us and dive into the parallels and contrasts that make our community so rich‚ all while celebrating nuestras culturas.
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. 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. 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 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.
Buy 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 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 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
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.
Full Body Lotion,
$40.00 $34.00 Buy 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 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 Revitalizer, $11.99
Buy 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, $65.00
Buy 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 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 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, $15.00
Buy 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 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 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, $0.00
Buy 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, $28.00
Buy 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 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 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 over 100k followers.
Curls Refresh & Detangle Spray, $16.95
Buy Bianca de la Garza Beauty
Former talk show host
Bianca de la Garza
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.
In Glo We Trust Illuminating Serum-Golden, $59.99