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23 Latinx-Owned Beauty Brands to Have On Your Radar


It’s no doubt that the contributions the Latinx community has brought to the world of beauty are major. From art and music icons like Frida Kahlo, Selena Quintanilla-Pérez, and reigning queen of glow, J-Lo, to Instagram and TikTok creators like Monet McMichael, Karen Sarahi Gonzalez, and Angel Merino—the inspo and influence reaches far and wide.

The Latinx community is one of the most diverse, spanning over 20+ countries around the globe, with multiple languages and countless cultures and subcultures each as unique and layered as the next. Latinx beauty goes deep, and there are some amazing brands out there working toward improving representation in the beauty industry and celebrating the diverse range of skin tones, undertones, hair types, and racial and culture diversity within the community.

We’ve rounded up some of our favorite Latinx-led beauty brands that are changing the game—from innovative skincare tools to one iconic makeup sponge we can’t live without. Meet 23 Latinx-founded and -owned beauty brands to love and shop (with some great promo codes!) now and forever.


Studio portrait of Manny Gutierrez

If you’re an OG to the IG makeup game, then you’re familiar with the work of Manny Gutierrez ( a.k.a. Manny MUA). His signature is that soft but super sculpted glam with perfectly lined lips and brows so sharp, they could cut. So, it’s only right that with skills like his, he created his own brand called LUNAR BEAUTY. The brand prides itself on creating products for “out-of-this-world beauty,” hence the name. From their colorful, galaxy-inspired eye shadow palettes to their pigmented lip liners like the Lipliner Duo in Blushing & Doodle, LUNAR BEAUTY has everything you need to create the glam of your dreams.


Smiling Oliver Gauci on a cliff

As PHASE ZERO puts it, “Beauty is about expressing individuality, uniqueness, not covering up.” The brand, founded by Oliver Gauci, delivers clean, beginner-friendly formulas designed for everybody. Their products come in a wide range of shades for all skin tones and skin types, and were made to be comfortable and versatile enough to be worn all day long. Our product pick: The Quad Eyeshadow Palette in Santorini for its pink-hued selection of shimmer and matte pigments that blended seamlessly into the skin.


Close-up of a glam Giselle Hernandez holding the Hershey's KISSES x GLAMLITE limited edition bundle

GLAMLITE is a food-inspired brand motivated by its founder’s childhood experiences. From a very young age, GLAMLITE founder Giselle Hernandez endured bullying and fat shaming because of her weight. Her dream was to create a cosmetic line where everyone would feel welcomed, represented, and accepted. In January 20118, she did just that. She invested her life savings into the brand’s first food-inspired product, the viral Pizza Palette, and she hasn’t slowed down. The S'mores Highlight and Contour Palette is a makeup-lover favorite! To date, the brand still lives by its original mission with its motto "beauty isn't a one size fits all!"


Portrait of Becky G against colorful background

A lot of us have memories of sneaking into our parent’s bathroom as a child to play with makeup, and for most of us, that’s where the childhood similarities with Becky G end. Not only did she move on to a successful musical career opening up for major artists on tour at the age of 15, but shortly after she was also named the youngest-ever spokesperson of a mass beauty brand. Nearly a decade of experience later—plus a handful of successful beauty collaborations—Becky G was ready to take on her next role. In 2021, she launched her very own makeup brand TRESLÚCE BEAUTY. The brand creates, celebrates, and supports Latinx heritage with high-performance and high-impact (and vegan!) products with Latinx-sourced ingredients and art on the packaging, like the best-selling Beautiful Bella Eyeshadow Quad.


Portrait of a glam Nikita Dragun

You might recognize the name Nikita Dragun from social media. The Asian-Hispanic-American entrepreneur gained millions of fans by sharing her journey as a Transgender woman online. She shared her love for the way that makeup can change your face. From day one, beauty was a huge part of her transition story, so it only made sense that she took matters into her own hands by creating DRAGUN BEAUTY. Nikita believes no one should have to hide who they are, so she created transformational makeup, like the DragunWing Liquid Eyeliner in blackout, that celebrates people of all ages, races, sizes, genders, and identities.


Portrait of Reina Rebelde rocking a floral head piece against floral background

From tarot cards to sugar skulls to artful tattoos, Reine Rebelde’s ultra-bold beauty brand celebrates her love for her Mexican culture. Rebelde’s makeup obsession started as a child watching the telenovela Rosa Salvaje with her mother as she got ready to go out with her friends. After becoming a self-proclaimed “makeup hoarder,” Rebelde set out to create a brand that reflected her unique and layered cultural identity as a Mexican woman living in America. Look to Rebelde’s brand for sexy, unexpected, out-of-the-box beauty products—from vivid green and blue liners to bright pink lip colors and silky smooth bronzers—that will bring out your bold side. Our fave product right now: On Your Face Finishing Powder for its avocado- and rose oil-enriched formula that sets your base without drying or caking. 


Portrait of Gabriela Trujillo against white background

ALAMAR founder Gabriela Trujillo was surrounded by beauty from a young age. Her mom was an esthetician, and by the time she got to high school, Gabriela was doing all of her friend’s makeup. She decided to take her passion for beauty and turn it into a career, or more specifically, the Cosmix School of Makeup Artistry. She learned everything she could to be a successful makeup artist and uses that experience to jumpstart her own line. Not only is the line an homage to Gabriela’s hometown of Alamar, Cuba, but it’s also a tribute to her hustle and serves as a testament to what a young girl from a small island can do.


Tricia Hernandez holding a beauty sponge and posing against corrugated metal sheet

Founded by Latina entrepreneur, artist, and educator Tricia Hernandez, FLIRTACIOUS LOOKS®️ helps empower women through the founder’s passion and knowledge for makeup and self-expression. Tricia worked as a professional makeup artist for many years before launching her own brand, and through that experience she has learned what works, what doesn’t, and what her community loves. Her line includes unique tools and lashes (like the Girls Night Out Lashes Pack), all designed to help you empower your inner flirt.


Studio portrait of Karina Moises

As a result of dealing with lifelong health challenges related to her gut and immune system, the brand’s founder Karina Moises was inspired to take a more holistic approach to health to target the root of her issues—and this included skincare. Every BEAUTOLOGY product is made by fusing health, nutrition, and longevity to create skincare routines that help solve your unique concerns, without exposing your body to harmful chemicals and preservatives. Our pick: Their Refresh + Revitalize 24K Gold Collagen Eye Masks that help de-puff and soothe your eye area (and are so pretty to use).


Portrait of Rea Ann Silva

Of all the beauty products we know and love, we simply cannot live without our BEAUTYBLENDER. From flawlessly blending every foundation and concealer to perfection to the sheer longevity of the product (you can wash, use, and repeat), the BEAUTYBLENDER has earned a permanent place on our list of holy grails. So, who is the brains behind this ingenious product? Meet celebrity makeup artist and entrepreneur Rea Ann Silva. With a blended Mexican, Portuguese, Spanish, and Irish heritage, Silva centered her 20+ year career around improving makeup for women of color. Her experience on the sets of popular music videos and TV shows like Moesha, Girlfriends, and Friday solidified her place in Hollywood as an expert in makeup for a diverse range of skin tones. If you haven’t applied your makeup with her ORIGINAL BEAUTYBLENDER Makeup Sponge yet, get ready for your life to change.


Studio portrait of Araceli Ledesma holding a white rose close to her chin

If you’re looking for makeup that’s easy-to-use, affordable, and fun ARACELI BEAUTY is your go-to. Founder Araceli was born in Jalisco, Mexico and moved to the United States at the age of five5. Her beauty career began as a hair stylist and freelance makeup artist in Los Angeles, where she identified a need for more Latinx representation in the beauty space. Araceli’s high-quality, cruelty-free products (like her beloved Ojos Perfectos Gel Pencil Eyeliner) celebrates her love for makeup and her heritage.


Portrait of Christina Kelmon against a brick wall

Founded by Latina entrepreneur Christina Kelmon and creative director Lauren Young, this line of vegan lipsticks, lip glosses, eyeshadows, and more come in luxurious textures and take inspiration from screen sirens of the past. With an appreciation and love for art, BELLE EN ARGENT celebrates powerful women in film, music, photography, and more through their high-quality pigments and gorgeous design. We love their beautiful Auteur Creme Lip Color in Smoking on Screen—a perfect deep berry-red that instantly makes you feel ready for your close-up. Another reason to love? All products are certified vegan and cruelty-free.


Close-up of Sandra Lavie with blurred background

If you’re looking to define your features and glow, LUCE BEAUTY’s genius facial products and accessories are real game-changers. CEO and founder Sandra Lavie grew up in a small town in Peru and moved to the US as part of a scholarship program studying sustainable projects in biosphere reserves. Sound smart? She is. Lavie eventually landed in Los Angeles and began seeking solutions to solve her adult acne and common skin concerns amongst her family and friends—from fine lines and wrinkles to dullness, and more. She started LUCE in her kitchen in 2018, and today her tools, like this chic little LUCE180° Facial Cleansing and Anti-Aging Device (it helps gently cleanse skin while minimizing pore size, reducing under eye puffiness, and more), are beloved by many.


Studio portrait of Mabel and Shaira Frías

For all things, bold, bright, and downright beautiful, look no further than this indie beauty and lifestyle brand founded by Afro-Latina and Dominican-American sisters, Mabel and Shaira Frías. Mabel is a digital strategist with experience at some major brands (Savage X Fenty, anyone?) and Shaira is a professional makeup artist and former journalist. Inspired by the rich culture and music of the Caribbean and Latin America, and the bustle and glamor of NYC and LA, the duo set out to create a brand that celebrates their multicultural heritage and champions diversity and inclusivity in beauty. The result? Vibrant makeup that will light up your looks and your life. We can’t get enough of their Soft Perfect Foundation Powder for its lightweight formula that gives you a beautiful soft-matte finish and makes pores basically undetachable.


Studio portrait of Shan Berries against grey background

Now here’s a brand that truly makes an impact. Growing up with a single mother, Shan Berries (founder and CEO) has seen first-hand the struggles parents face to support their children. Between her time as a radio and TV host, she created Shades By Shan as a way to help these heroes. A portion of proceeds from each purchase goes to support single parents in need, through the brands own 501c3, The Mamaberries Nonprofit Foundation. Our pick: Their beautiful, buildable eyeshadows like this Eyeshadow Duo in Pinot & Taffy are sooo pretty and pigmented. Plus, applying them with their Precision Blend Brush and Tapered Crease Brush will give you the perfect, seamless blend.


Studio portrait of Shaina Bassan

Hailing from sunny Miami fan-fave brand, SHAINA B. MIAMI. As a young girl, founder Shaina discovered the confidence-boosting powers of makeup and fell in love. But when she realized she was looking to multiple brands for her makeup needs, she set out to create a brand with palettes, brushes, tools, and even lashes as a one-stop beauty shop. Shaina’s high-performance products (like this Mini Miami Blush and Highlight Palette) are inspired by her multicultural roots and the hustle and bustle of Miami, and encourage you to live boldly and vibrantly with or without makeup. We’re also obsessed with her lip glosses like the shimmery Lip Gloss in Heat Wave for its long-wearing and ultra-hydrating formula.


Studio portrait of Jules Miller

Sustainable skincare, satisfying textures, and effective formulas and supplements based on science makes THE NUE CO. a brand to watch if you’re looking to transform your skin (and health). CEO and founder Jules Miller suffered from IBS for years, and discovered the benefits of probiotics and probiotics in gut health. This inspired her to take a different approach to wellness by merging science and innovation to create supplements that have zero fillers and really work. The same applies for their highly-effective skincare, like this Barrier Culture Cleanser that helps balance your skin’s microbiome to help address over 90% of skin issues—from breakouts to sensitivity and more.


Portrait of Christina Kelmon against wooden fence

This Cali-based brand founded by two Latina friends harnesses the healing power of botanicals used for centuries by the people of Chile, Mexico, Brazil, Perú, Paraguay, Argentina, and more. Co-founder Christina immigrated to Los Angeles from Chile at the age of nine, and met fellow co-founder Anna through a network of women and femme investors in Silicon Valley. Christina and Ann seek to change the way beauty brands speak to the Latinx community, to improve representation, and to address the lack of products for unique skin concerns like hyperpigmentation, and more.


Portrait of Yashira Cancel against textured wall

As a Puerto Rican woman living in the US, founder Yashira Cancel noticed that Latinx-founded beauty companies were hard to come by. She wanted to represent the beauty of her culture with colorful, high-quality makeup that inspires creativity and self-expression. Founded in Miami in 2016, YC COLLECTION specializes in innovative cosmetics—from liquid blushes infused with vitamin-rich plant oils to long-lasting setting powders—that draw from the festive traditions & the rich colors of Puerto Rico.


Close-up image of Lala Romero and Natalia Durazao posing and pouting

Founders Lala Romero and Natalia Durazao were inspired by their personal experiences and by iconic women from their neighborhoods, pop culture, and more to create makeup that celebrates the beauty and artistry of everyday women of color. They believe everyone can be a neighborhood queen—glamorous, independent, ambitious—and their line of high-impact eyeliners, eyeshadows, liquid lipsticks, and more are guaranteed to bring out the unique beauty in you.


Studio portrait of Julissa Prado carrying RIZOS CURLS hair care products

As a child, curly-haired beauty Julissa Prado tried every curl product under the sun to keep her coils bouncy, healthy, and frizz-free. Prado committed to creating the best products for her fellow curly-haired girls. Her requirements? That her products would be made with quality, natural ingredients and celebrate all curl types—from loose waves like her sister’s to her Tia’s coils. Her curl-loving formulas include everything you need to give your curls life from shampoos and conditioners to styling products and detangling combs.


Studio portrait of Joanna Rosario-Rocha and Leslie Valdiva on light pink background

Beauty and culture in one place—that’s what VIVE COSMETICS is about. Mexican-Puerto Rican founder Joanna Rosario-Rocha and Mexican-American founder Leslie Valdiva are both first-generation Latinas with a shared passion for realizing the power of the Latinx community in beauty. From their own backgrounds to the brand’s models, campaigns, and products, Rosario-Rocha and Valdiva aim to authentically represent the rich diversity of the Latinx community.


Studio portrait of Angela Ubias against brown background

Skincare that delivers great results using only the good stuff—that’s what this sustainable skincare brand is about. Few people know clean beauty like co-founder and Chief Product Officer Angela Ubias. Ubias has nearly a decade of experience in clean beauty product development and has helped formulate over 50 brands (and counting!). In creating COMMON HEIR, Ubias was inspired by beauty traditions passed down to her from her grandmother, and that she now shares with her nieces. Ubias and the brand’s Chief Executive Officer Cary Lin are working together to make sustainable beauty truly accessible for all, and part of a beauty tradition that we can pass on to others.

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About the author
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Maddie Aberman
Maddie is the senior manager of editorial at IPSY. She’s been covering beauty and wellness for more than nine years. Her work has appeared in Allure, Cosmopolitan, Popsugar, Women's Health, Good Housekeeping, and Seventeen, among other publications.
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Article Last Updated August 31, 2023 12:00 AM