Being Hispanic, I love seeing Latinx representation in the world. Since I’m also a certified makeup artist, I also love seeing small beauty brands get the exposure that they deserve. Because of those two things, here are 19 Latinx-owned beauty brands that are totally changing society and showing the representation that Latinx people need.
1. Ella’s Eve Cosmetics
Ella’s Eve Cosmetics was founded by sisters Melissa and Lissa who originated from the Dominican Republic. After they moved to the United States, they realized both their love of makeup and lack of Latinx representation in the beauty world. Their brand sells mainly lip products, but also includes eyeshadow and apparel.
2. Melt Cosmetics
3. Midas Cosmetics
Midas Cosmetics is an Afro-Latina-owned beauty brand that was founded in 2018 by Rocio Nuñez. The brand features cruelty-free and vegan products and aims to celebrate and appreciate every person and skin tone. Some unique products sold are pressed and loose glitter and neon eyeshadow palettes.
4. CAí Para Mi
CAí Para Mi is a progressive beauty brand based in New York City. They pride themselves on unique and inexpensive products that range from blush to foundations. The website includes a foundation shade matching feature that helps each customer find exactly what shade they are without the hassle of guessing and returning.
5. Bésame Cosmetics
Bésame Cosmetics was founded by Gabriela Hernandez in 2004 when she wanted to bring back the glamor of her grandmother’s makeup routine. Products from this company are cruelty-free and free of gluten, parabens, and mineral oils, and are all produced in California. Not only does this brand cover a multitude of products, but they feature specialty collections including a Mary Poppins set and an I Love Lucy set.
Elaluz, founded by Camila Coelho, features products that include smells of Brazil – coconut and papaya specifically. This simplistic and minimalistic brand not only makes makeup but also creates skin and hair products, as well.
7. Necromancy Cosmetica
Necromancy Cosmetica is a “gothic romance” brand that was founded by Desiree Rodríguez (Des) Salvador Pérez (Zal) in Puerto Rico. Their creation is a celebration of the beauty world and “gloomy, striking, brooding, and seething” world vibe. Des and Zal produce 100% vegan lipsticks, as well as eyeshadow and brand merch.
8. Sweet Street Cosmetics
Sweet Street Cosmetics was founded by Lala Romero and Natalia Durazo who pull their own life experiences and pour them into their beauty products. Products range from eyeshadow palettes to lashes to makeup bags.
9. Araceli Beauty
Araceli Beauty was founded in 2018 by Araceli (Cely) who was born in Jalisco, Mexico. Her products include everything from eyeliner to lashes and highlights her roots in Mexico as well as the brand that she’s formed in Los Angeles.
10. Belle En Argent
Belle En Argent, founded in 2017, is a Latinx-owned cosmetics brand created by Christina Kelmon and Lauren Young. It focuses on non-toxic and fragrance-free products and sells everything from nail polish to eye shadow to lipstick.
11. Shaina B. Miami
Shaina B. Miami was created by Shaina B. in her hometown of Miami. Her products have been featured by Refinery29, Star Magazine, and more, as well as including tutorials of the products. You can purchase these products online and have a wide range of items such as makeup brushes and eye shadow palettes.
12. Sigma Beuty
Sigma Beauty was founded in 2009 by Dr. Simone Xavier and Rene Xavier Filho. They launched this cosmetics brand with just one brush but quickly grew their products to include makeup and brush care products, as well. Sigma products are currently available in stores worldwide including Dillards, Sephora, and Van Maur.
13. Reina Rebelde
Reina Rebelde, created by Regina Merson, branched from a love of makeup and Mexican heritage. This brand features eyes, lips, and face makeup, as well as nail products and beauty accessories. With affordable prices and quality products, this cosmetics brand has grown into a Latinx-beauty world must-shop.
14. J’dez Beauty
J’dez Beauty, founded by YouTuber Jackie Hernandez, is an international beauty company that brings affordable products to its customers. The majority of the products are lip colors and blush, although the company sells lashes and shadow palettes, as well.
15. Mia del Mar
Mia del Mar is a cosmetics brand that brings Latinx Miami culture to the beauty world. The all-woman team comes from Columbia, Argentina, Venezuela, Cuba, Brazil, and the USA to bring clean, vegan, and cruelty-free products to customers. With products made from tropical ingredients and scientific formulas, this company sells both great makeup and skincare products.
16. Artist Couture
Artist Couture was founded by Angel Merino, a celebrity makeup artist and beauty influencer. This brand features many different products including eyeshadow palettes, highlighters, lip colors, and loose glitter powders. You can also find this brand in beauty stores nationwide.
17. Luna Magic Beauty
Luna Magic Beauty, created by sisters Shaira & Mabel Frías brings together the celebration of Afro-Latina and Dominican-American backgrounds. Their products have been featured on Shark Tank, as well as being sold online and in select Walmart stores. Products include eyeshadow, lashes, lip color, and more.
18. Alamar Cosmetics
Alamar Cosmetics, founded by Gabriela Trujillo, celebrates Cuban backgrounds while bringing in Floridian vibes. You can purchase products for eyes, lips, and face, as well as accessories and makeup bundles.
19. Vive Cosmetics
Vive Cosmetics was created in 2016 by Joanna Rosario-Rocha and Leslie Valdivia. This beauty brand highlights the mixture of Latinx makeup in the beauty world and sells a wide range of lip colors as well as killer makeup accessories.
About the Author
Emmie Pombo is a latte and tattoo-loving Tennessean who specializes in mental health and beauty writing. She holds a degree in Journalism and a certification in Makeup Artistry and Airbrushing. Follow her on Instagram, Facebook, and Twitter.