Alamar Cosmetics Emerges as a Latina-Owned Brand With Cultural Intent Under Gabriela Trujillo

Alamar Cosmetics Emerges as a Latina-Owned Brand With Cultural Intent Under Gabriela Trujillo
Credit: Instagram/gabyteemua

Latino and Latina-owned brands deserve support year-round, but during Hispanic Heritage Month, the urgency to uplift them becomes even clearer. These businesses carry the stories of resilience and cultural pride. In Miami, where hustle defines the rhythm of life, Alamar Cosmetics stands as a brand that ties beauty directly to heritage.

At a recent happy hour organized by Mar y Sol, BELatina spoke with Gabriela Trujillo, the Cuban immigrant and Miami native who founded Alamar Cosmetics. She described the heart of her company plainly: “Being able to have a brand that encapsulates Latino energy is a huge honor because I feel like it’s very rare to see even now in 2025.”

Alamar Cosmetics Is a Brand Built on Heritage

Gabriela was born in Cuba and raised in Hialeah, a city that shaped her sense of identity. Alamar Cosmetics, named for her hometown, is designed to reflect the intensity of Latino culture. She explained how intentional she is with every detail: “The colors being very vibrant and intense, kind of like how we are. The names resonating with every generation of Latino. And for me, it just means that a lot of Latinos growing up can run into it and be like, ‘Oh my gosh, that reminds you of my tía. That reminds you of my abuela.’”

Her refusal to dilute heritage has come with challenges. She recalled how a large retail buyer once advised her to tone down “the hardcore Latina of it all,” warning it might “pigeonhole” her brand. Gabriela pushed back against the notion, pointing to global musicians who succeed without erasing themselves. “We have artists like Bad Bunny that are the biggest artists in the world, and he’s speaking in Spanish, and you’re either with it or you’re not.” She continued, “he doesn’t have to change and speak English to make it mainstream. Spanish is mainstream.” And that’s how standing on business with all your toes looks like.

Balancing Business and Motherhood

Running a company while raising a daughter has tested her, but Gabriela frames it as both sacrifice and gift. She said she owes much to her own mother, who sometimes put aside her business to help care for her granddaughter so Gabriela could keep building Alamar. “Of course I have my days where I feel guilty, but I know I’m doing it for her in the long run and that she’s not alone. She’s with my husband. She’s with my mom. So it’s really like a mental challenge and also a scheduling challenge.”

She spoke about beginning late-night livestreams on TikTok only three weeks after giving birth, a decision that shows both her drive and the realities of balancing motherhood with entrepreneurship. “It’s so hard, but it’s the best hard. So I don’t regret it at all.”

Beauty With Authenticity

Gabriela’s advice for Latinas seeking an easy routine reflects her philosophy that beauty should feel accessible. “One of the most non-negotiables is lip gloss. Like when your lips look shiny and hydrated, your face lights up.” She added that a little bronzer and a red-tinted gloss, like Alamar Cosmetic’s “Plumping Lip Water – Agua Ardiente,” can make anyone look awake and ready for the day.

As for the business side, she remains committed to evolving with her audience. “Right now we’re focusing very heavily on TikTok, TikTok shop, being live and building a community through live shopping. The key word to success is being willing to pivot and change and evolve over and over again.”

@alamarcosmetics

Disrespectfully, NO. We are who we are. if you like it, amazing. If you don’t, incredible. 💕 #latinaownedbusinesses #smallbusiness

♬ original sound – | Nikki Rossi |

Hispanic Heritage Month as a Year-Long Practice

Gabriela’s story shows that Hispanic Heritage Month is not an isolated celebration but a call to deepen our support for Latino and Latina-owned businesses throughout the year. After all, cultural pride gains strength when communities choose to invest in brands that carry heritage into the mainstream with authenticity and purpose.

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