Latinx Beauty Brands and the Women Behind Them

BIG Business in Beauty

It’s no secret that beauty products are a big business. And now more than ever, several of the beauty brands you know and love (or that you should know and will love) come from an international influence. In fact, Latinx beauty brands are taking the world by storm, and the women behind them are equally impressive and gorgeous inside and out.

According to the report Global Cosmetics Products Market-Analysis of Growth, Trends and Forecasts (2018-2023) published by, “The global cosmetic products market was valued at USD 532.43 billion in 2017, and is expected to reach a market value of USD 805.61 billion by 2023.”

That growth can be attributed to several factors, from product innovation to the constant desire to enhance our physical appearance to the inspiration from social media beauty gurus. It’s undeniable — the beauty business is booming. And even more so, it’s booming with entrepreneurial companies and international beauty brands that are changing the face of beauty, literally.

The Rise of Latinx Beauty Brands

Latinx beauty brands are becoming more prevalent, more popular and are getting a lot more attention in the beauty space, which is really good news for women everywhere, especially those of us with curly hair or a hard-to-match skin tone.

After all, there is no one-size-fits all solution to beauty needs. And while beauty trends may come and go, one trend that will always be in style is looking and feeling comfortable in your own skin. That means you need to find beauty products, lip-gloss colors, skincare shades and hair-care goods that work for your features. And these Latinx beauty entrepreneurs are making sure that women of all skin tones and hair textures have access to the best beauty products to suit their needs.

Here are some of the best Latinx-founded brands that are changing the way we approach beauty, and the way we buy and rock our beauty products.

Bésame Cosmetics, founder Gabriela Hernandez

If you love retro shades and vintage-inspired makeup trends then you will love this beauty brand, created by Argentinian-American Gabriela Hernandez. Hernandez, who immigrated to the U.S. from Buenos Aires at the age of 12, was always mesmerized by her grandmother’s beauty routine, and her cosmetic brand is inspired by those vintage trends and classic Latinx beauty styles.

Vive Cosmetics, co-founders Joanna Rosario and Leslie Valdivia

This beauty brand, founded by 2 Latina immigrants (Rosario is half Mexican/Half Puerto Rican and Valdivia’s family came to the United States from Mexico), is all about celebrating Latinx beauty and embracing pride for our heritage and culture. They create their makeup brand to help empower women to be unapologetically who they are — armed with great “beso-proof” lipstick and cultural pride.

There is no one-size-fits all solution to beauty needs. And while beauty trends may come and go, one trend that will always be in style is looking and feeling comfortable in your own skin.

J’dez Beauty, founder Jackie Hernandez

You probably know beauty and lifestyle guru Jackie Hernandez (aka MakeupByJH) from her YouTube videos, offering beauty tips and inspiration, but now you can achieve her looks at home thanks to J’dez, her international cosmetics company and online beauty destination. The brand is all about empowering mujeres through bilingual beauty positive education. Her products combine glamour and excellence, and embrace the idea of simple beauty that also celebrates cultural qualities.

Beautyblender, founder Rea Ann Silva

Latinx founder Rea Ann Silva, whose mother is Mexican, has changed the face of the makeup industry with this groundbreaking product. You’ve definitely seen these beauty blenders everywhere, from the beauty aisle to fashion and beauty magazines and expert gift guides. Beauty pros love these sponge applicators because they are so functional and versatile, and we love them because they make it effortless to achieve flawless coverage.

Reina Rebelde, founder Regina Merson

This makeup line, created by American Latina Regina Merson, is the passion project inspired by a love for makeup and beauty as well as extreme pride for Merson’s cultural identity as a Latina. Everything from the products to the shades, product names and the packaging are inspired by the telenovelas Regina Merson watched growing up in Mexico.

Mia del Mar

This skincare brand, based in Miami, Florida, is dedicated to celebrating L-Beauty, short for Latina Beauty. The founders noticed that there was a significant underrepresentation of Latinas in the beauty industry, so they created products that recognize that beauty is more than skin deep. They believe that truly looking your best is about embracing your heritage and traditions by mixing beauty with cultural expression a tu manera (in your own way).

Rizos Curls, founder Julissa Prado

Prado, a daughter of Mexican immigrants, always struggled to manage her own curls growing up. She tried everything from a gelled-down ponytail to extra hairspray to a straightening iron, but nothing really worked or really helped her embrace her unique look. She set out to create a product that would celebrate all curl types, inspired by her Tia’s coils strands to her sister’s loose waves.

Honest Beauty, co-founder Jessica Alba

The Honest Company launched in 2011 with safe-for-everyone products, emphasizing baby, kid and home goods (think baby shampoo, diapers and detergent). But in 2015, Latinx actor, beauty guru and Mexican-American entrepreneur Jessica Alba co-founded the beauty branch of her company, Honest Beauty, a makeup and skin-care brand that produces beauty products that celebrate diversity in a safe and natural way.

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