National Hispanic/Latinx Heritage Month officially starts on September 15, but supporting Hispanic and Latinx-owned businesses should be a year-long occurrence. As the largest minority group of the US population, with a population of over 60 million people, the Hispanic and Latinx communities are also a top consumer of beauty products. As we all work towards a more inclusive beauty space, it’s important to support communities who have helped make the beauty industry what it is today. Supporting Hispanic and Latinx-owned is a great place to start.
Latinx and Hispanic beauty brand founders increase the community’s visibility. Many of their lines include ingredients that relate to their respective heritages or cater to a vast number of nuanced skin tones. From the OG BeautyBlender, to ultra-pigmented eyeshadow palettes to clean haircare, here are some Hispanic and Latinx-owned brands you will want to check out ASAP (if you haven’t already).
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Desiree Verdejo, who is Puerto Rican and African American, founded Hyper! Skin as a skin care line to cater particularly to the needs of melanated skin, like treating hyperpigmentation gently. This serum is formulated with powerful natural botanicals and Vitamin C to make skin’s texture tone even and texture, smooth.
You probably already have this one in your makeup bag, but perhaps you didn’t know that this beloved makeup sponge was created by Latina makeup artist Rea Ann Silva. The brand has now expanded far past sponges to include color cosmetics and large range of foundations that suit all skin tones.
Melt Cosmetics was founded in 2012 when Lora Arellano and Dana Bomar identified that highly pigmented, ultra-matte, bold shades of lipstick were missing from the market. Since then, they’ve expanded their beauty collection— including a recent release of their buildable ultra-matte bronzer.
When it comes to luxury, Brazilian designer Francisco Costa is an expert. Former director for Calvin Klein, the creative decided to produce a collection of ethically sourced skincare and aroma products that are beneficial to humans and the earth. It’s no wonder he launched this unisex fragrance that has alluring floral woody parfum that also has aroma therapy benefits to reduce stress levels.
Honey Baby Naturals
A cult favorite that’s now available at most major beauty retailers, Honey Baby Naturals was launched by former chemical engineer Aisha Ceballos-Crump. Her initial products were created to meet the various needs of her three kids for their unique hair textures.
Luna Magic is a beauty brand founded by Mabel and Shaira Frías. The sisters founded the brand to years before receiving an offer from Shark Tank in 2021. Today, they have a full assortment of matte lipsticks, faux mink lashes, high-pigment eyeshadow palettes, and tools.
Former makeup artist and hairdresser Araceli Ledesma founder Araceli Beauty, which proudly produces products in Los Angeles and Mexico because those places encompass her identity and culture. The latest addition to the cosmetic brand is the Monarch Mascara which is infused with avocado oil to promote soft, full lashes.
Brand founder Giovanna Campagna named her brand after her great-great grandmother Joaquina who founded one of the first apothecaries in Cali, Columbia in 1875. Her brand Joaquina Botanicals offers a beautiful face oil and essence that deliver super glowy skin.
Antedotum was the first CBD skincare company to officially be recognized as minority owned and operated by Minority Business Enterprise. Their Vital Face Oil is powered by vegan squalene in addition the brand’s CBD complex for hydrating, soothing, and anti-inflammatory benefits.
Founded by Gabriela Trujillo Lopez, Alamar Cosmetics takes its name from her native city, Alamar. Gabriela intentionally created collections that highlight the experience of Latinx people, including one called Spanglish, and another collection collaborating with Disney’s Encanto.
Manny Gutierrez, aka Manny MUA is one of the pioneering “boy beauty vloggers”, who currently has over four million YouTube followers. His line, Lunar Beauty makes colorful products for practically every beauty need, including the fan favorite “Life’s A Drag” palette.
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