As international influence continues to permeate the American beauty market, it's hard to ignore the passion, camaraderie, and confidence that radiates from Latina-owned beauty brands. It's as if there is an unspoken bond rooted deep in Latina culture that shines through their glowing complexion in a way that not even my favorite highlighter can replicate. Every detail of their meticulously-designed product lines stems from their roots, from the intricate packaging, unique product design, and cheeky shade names.
But these Latina-owned beauty brands span well beyond a lineup of must-have products. They tap deeper into their community of beauty believers who connect, relate, engage, and celebrate the brand, in the genuine, passionate way that speaks to their heritage and way of life.
"When I look at the history of art, everything from old sculptures in Mexico to the revolutionary art in the 50s, [Latina] women are [portrayed as] goddesses," Kat Von D, who is Mexican, once said in an interview with Mario Lopez. "They're strong. There's something about Latin women that make the most inspiring females out there. To be in the same sentence with that is probably the coolest thing."
Though that sense of pride can't be purchased, you can shop the 13 well-known and indie Latina-owned beauty brands, below, this holiday season.
There’s a reason why when the greater beauty universe thinks makeup sponge, images of bright pink eggs dance in their heads. Her name is Rea Ann Silva, and she’s the Portuguese-Mexican makeup artist behind the genius beauty applicator that has changed the way we apply foundation (and highlight, and contour, and concealer) for good. This limited-edition holiday collection stocks you up with four bright sponges and four equally cheerful-looking cleansers so you can keep your eggs fresh for application.
Kat Von D credits much of her work, both as a tattoo artist and beauty mastermind, to her Mexico birthplace and delivers striking, stand out pigments that regularly set the beauty world into full frenzy mode. Her decadent colors and formulas don’t just feel good on your face; the cruelty-free products also tug on your heart strings. This lavish limited-edition gold brush set includes five insanely soft brushes to cover all your blending, buffing, and beauty baking needs.
Melt Cosmetics was born when Mexican-American co-founder Lora Arellano and her Nordstrom beauty counter neighbor Dana Bomar, set out to create a collection of matte lipsticks in daring, bold colors. They quickly attracted a dedicated following that clung to their unapologetically bold color range and the obsession has only intensified as their range and product lineup continue to expand. A current favorite: this velvety shadow palette complete with a mix of taupes, mauves, browns, and terracottas in matte and heavy metal finishes.
This elegant, vintage beauty lineup brings throwback glamour to life in a very real way. The brain behind the operation is Argentinian artist, designer, and cosmetic historian, Gabriela Hernandez who channeled the charm of decade-defining makeup favorites and revived them with a modern twist. Case in point: this classic red lipstick collection. It plucks the best rouge pigments from decades past and combines them with deliciously, buttery formulas for fresh, contemporary finish.
Colombia-born founder Tata Harper pioneered the natural beauty space creating a farm-to-face brand sourced directly from her Vermont homestead. The 100% natural, non-toxic formulas deliver impressively glow-y results that continue to hook celebrity and natural beauty lovers alike. This holiday edition serum duo, includes Tata’s coveted Rejuvenating and Resurfacing face serums, which work double time to smooth, brighten, hydrate, and instantly refresh complexion.
Half-Mexican co-founder Katia Beauchamp launched Birchbox in 2010 with the everyday woman in mind. Her idea was to speak to the not-so-obsessed beauty consumers by making shopping and discovering products insanely convenient, easy, and fun. As the OG subscription sampling service Birchbox did exactly that, attracting more than 2.5 million active customers and 500 brand partners to date. In addition to monthly subscription boxes, the brand also offers limited-edition box sets, like this Oribe travel-friendly set including nine of their best-selling minis and a limited-edition full-size bottle of their coveted Dry Texturing Spray.
First, Jessica Alba stole our hearts on the big screen. Then the Mexican-American actress spoke to our souls with the launch of her clean beauty empire, Honest Beauty, offering over 100 beauty, baby, and household essentials that skipped all the toxic stuff (like parabens, synthetic fragrances, mineral oils). This year, she scrapped the line in half, focusing on core, best-selling formulas to deliver a less overwhelming shopping experience. My top pick: this powerful (yet gentle) skin clearing lineup which includes a cleanser, moisturizer, retinol night serum, and spot treatment, perfect for blemish-prone skin.
It’s the brand that set the gold standard for makeup brushes and continues to raise the bar with innovative, new concept tools like their genius brush cleaning glove. Founder Simone Xavier and her husband make up the Brazilian powerhouse couple that continues to deliver high quality, Instagrammable brush sets at desirable prices, like this original mega kit of 12 classic brushes that covers just about any makeup need imaginable—including a convenient brush holder that doubles as a travel case so you can take all that beautifying on the go.
After a heart-wrenching breakup, Angelique Velez channeled all her heartbreak energy into a versatile use-for-everything clutch branded with cheeky and inspiring beauty quotes. The Puerto Rican and Cuban makeup artist completely reimagined the classic makeup bag and how the modern-day beauty lover stylishly totes their favorite essentials (or every product in their collection) around town. This special-edition makeup clutch features her original slogan “Love Raised Me Lipstick Saved Me” and a hand-painted lip design from artist, Moises Ramirez.
It’s hard to talk luxury skincare without mention of Mexican-American facialist Joanna Vargas. She’s the glow master behind a star-studded lineup of A-listers but thanks to her eponymous skin collection you don’t have to have an Oscar to benefit from the results of her magic touch. This set of five at-home face masks help you achieve all that red carpet glowiness directly from your couch.
This adored Venezuelan actress-turned-beauty entrepreneur launched a lip and nail collection that helped to translate the glamour of the big screen into a striking at-home beauty experience. These saturated pigments and stunning finishes do exactly that, with unapologetically bold ranges that fans obsess over, like her top-selling matte lip kits which combine a liner and liquid lipstick that set to a “matte not flat” finish.
Founder and former corporate lawyer Regina Merson created the brand to celebrate her Latina roots, and celebrate she does. Every element from the bold colors, cheeky shade names, and striking packaging are inspired by her Mexican heritage. The brand name translates to “rebellious queen” and the pigments drive home the point. Case in point, this flirty Coqueta contour trio which includes a deep matte bronzer for defining, a pearly white highlighter for radiance, and a rose blush for a believable healthy flush.
Julissa Prado was inspired by her Afro-Mexican roots—both in origin and those at the base of her bombshell curls—to bring to life a hair collection made for the curly girl. The inspiring entrepreneur formulated a range of hydrating and curl defining products for all curl types, from loose spirals to tight coils, and has created a curly girl community with fans regularly gushing over her products across social media. The results of this conditioning quartet, complete with shampoo, deep conditioner, detangle spray, and curl cream, explain the obsession.