Lately, there’s been an ongoing push in the beauty community to support brands that are typically underrepresented. This movement started with black beauty influencers, like Jackie Aina, creating videos like “Calling ALL Non-Black YouTubers! New Makeup Challenge!” Her video challenged influencers to step out of the box and use only black-owned products. The main goal here is to support brands that are more diverse and inclusive.
Making an effort to purchase from minority and women-owned businesses is a huge step forward. The Latinx community is heavily disenfranchised, and in order to make a change, we should back those who are often overlooked or mistreated. In the spirit of wholesome support, I’ll be providing you with a list of 10 Latinx-owned beauty brands!
Two very popular Latinx brands at the moment are Beauty Blender and KL Polish. However, I will be providing a list of lesser-known companies as both of these businesses have been under fire for insensitivity. When Beauty Blender launched their new line of foundations, they received heavy criticism for their severe lack of deep and dark shades. KL Polish, founded by YouTuber Kathleenlights, was in hot water last year when she was caught on camera using a racial slur. While these are popular brands are owned by Latinx women, there are many others that we have the opportunity to throw our support towards!
Founded by Lora Arellano and Dana Bomar in 2012, this brand is known for its innovative packaging and pigmented products. Their magnetic eyeshadow stacks have been very popular amongst beauty influencers. Just in time for fall, check out their Haze Stack, which retails for $48.
Adassa, the founder and creator of MicMas ReMix, is an Afro-Latinx woman from the Caribbean. MicMas ReMix’s mission is to provide women with products that work for multicultural hair textures. They also sell merchandise that proudly states, “Afro Latina Magic.” MicMas ReMix even provides a service called “MY MIX” where they tailor hair care products specifically for you!
Angel Merino, also known as Mac Daddy, is known on instagram for his ICONIC looks. His brand, Artist Couture, has become increasingly popular for their blindingly bright loose highlighting powders. His collaborations with Jackie Aina are holy grail products to a number of influencers. La Bronze and La Peach sell out frequently, so if you have your eye on them, act quickly!
Founder Julissa Prado is very motivated by her own natural hair journey. Rizos Curls focuses on being inclusive, providing products for women with various curly and wavy hair patterns. Not to mention, their packaging is adorable! Check out their Rizos Curls Refresh and Detangle Spray in the NaturallyCurly shop, currently retailing for $19.99.
This vegan-friendly brand was created by a couple based in Puerto Rico. Des Otero and Zal Perez specialize in providing vegan and cruelty-free lipsticks to local consumers, and those outside of PR as well. They like to keep their aesthetic dark, giving their products a very intriguing look. Unfortunately, when Hurricane Maria hit this year, their business was negatively affected. Help support Necromancy Cosmetica by checking out some spooky cool products, like this Black Coffin Display, for your lippies!
Their Instagram caught my eye months ago when their multi-chrome-shifting pigments went viral! Founder Megan Martinez, a 28-year-old Texas native, works with only a few other people to make these pigments come to life. While they sell out extremely often, I’d recommend keeping an eye on their product Nirvana, which retails for $22.
Founded by Gabriela Trujillo, this brand focuses on giving consumers a taste of her Cuban roots. Gabriela named her brand Alamar after the barrio she grew up in. Her products are a reflection of her heritage, and never fail to add some excitement to your life! Her eye shadow palette Reina Del Caribe Vol.1 is currently retailing for $28.
Yamira Venegas is changing the game for Latinx women everywhere with her vegan brand! Her bath bombs are inspired by Chicanx culture and practices. The Bruja Body Pudding and Concha Bath Bombs are products to look out for since they’re extremely popular on her site.
Founder Regina Merson says she created her brand for “The exquisite and ambitious woman who embodies her powerful cultural duality.” Reina Rebelde comes out of her Mexican roots and admiration of telenovelas. Her unique aesthetic is reminiscent of bold and beautiful tattoo artistry. The company’s best selling Bold Lip Color Sticks come in a variety of interesting shades!
Created by Hayley Barna and Katia Beauchamp, this subscription service sends beauty products to consumers every month. By 2017, their company had become very successful, obtaining 1 million global subscribers. The service, which you can sign up for here, costs $10 a month.
It’s good to be mindful of the people and brands we choose to support. Start this fall off by giving back to companies that provide diverse and inclusive products. To browse even more minority-owned brands, check out our shop! Know of any other lesser-known, Latinx-owned beauty brands? Share them with us in the comments below!