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There are a plethora of beauty brands to choose from when looking for ways to accentuate your complexion, eyes, hair or nails. It’s easy to get overwhelmed and stick to the same familiar few, but during National Hispanic Heritage Month, there’s no better time to honor the culture. The month begins on September 15, which signifies the anniversary of independence for Costa Rica, El Salvador, Guatemala, Honduras and Nicaragua.
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Whether you count yourself among the 60.5 million Americans with Hispanic or Latin heritage or want to expand your beauty horizons, we’ve rounded up eight popular Latinx-owned beauty brands that you’ll be glad to add to your routine.
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More likely than not, if you like makeup, you’ve heard of (and probably used) a Beautyblender. The hot pink teardrop-shaped sponges—which have earned countless awards—are wildly popular in the beauty industry thanks to their ability to flawlessly blend makeup for an airbrushed effect.
Beautyblender was founded by Rea Ann Silva, a highly sought-after Hollywood makeup artist. “I am Mexican, Portuguese, Spanish and Irish,” she revealed in an interview with Business Insider. “My children are Black. My career has been centered around women of color, and I became known in Hollywood, and really around the world, as one of the first makeup artists that really understood ethnic skins, learned how to really match those skins, be creative in ways to create the colors that just didn’t exist.”
Since launching in 2003, Beautyblender has released a series of special edition blenders in different colors and sizes, as well as foundation, concealer, powder and more. In addition to being high quality, all of the brand’s products are made with innovations that make them easier (and less messy) to apply, like a concave foundation bottle that’s designed to serve as a palette for the liquid formula to dip your sponge into.
2. Dominique Cosmetics
Dominique Cosmetics launched in 2018 and encompasses everything from highly-pigmented eyeshadow to creamy blush to skin-softening lipstick. Christen Dominique, the brand’s founder, is a Mexican and Guyanese-Portuguese American who has “always loved helping people look and feel beautiful.” When she was 14, Christen struggled with insecurities surrounding her dark under-eye circles. After trying her mother’s color-correcting concealer, she fell in love with the power of makeup and began her artistry journey. Eventually, Christen launched her own YouTube channel, which skyrocketed with followers and led to launching her own makeup brand, Dominique Cosmetics.
Each highly-rated item has an uplifting tagline to remind users that makeup is about embracing yourself, not covering up the real you. “Our brand tagline is ‘You’re beautiful inside and out,’ and with every launch, we have another tagline that’s included on the mirror or the vial so that people can look at it and remind themselves that beauty starts from within,” Dominique shared in an interview with Insider. “I feel like that’s something I don’t see other brands doing, and I’m really passionate about it—especially because my beauty journey started from an insecurity. I want to make sure people know that their beauty inside is so important.”
Hair care brand Ceremonia launched in October 2020 and aims to inspire users to embrace their natural hairstyles while making them look as great as possible. “We’re manifesting modern day rituals, stemming from rich culture, that feed your hair from the roots and beyond, because hair wellness is the key to unlocking the best hair days,” the site reads.
Babba C. Rivera is the beauty and brains behind Ceremonia, which she “rooted in Latinx heritage” with an eye toward sustainability and community. The Swedish-American founder with Latin roots uses her platform to advocate for women and other members of the Latinx community, which has earned her a place on Forbes’ 30 Under 30 List.
As for the products that help make way for those good hair days, shoppers can expect shampoo and conditioner (Wash Day), detangler (Guava Rescue Spray), a reparative hair treatment (Guava Rescue & Repair Kit) and more. All of the products come in gorgeous packaging, combining rich brown bottles with bright colorful labels and bold fonts.
4. Sigma Beauty
Sigma Beauty began in 2009 with a single brush set—the Essential Kit—and, after selling out, aimed to become a destination for makeup brushes, as well as brush care, faux eyelashes and high-quality makeup. Brazilian founders Dr. Simone Xavier and Rene Xavier Filho set out to create products with quality, function and innovation top of mind.
And it worked: The highly sought-after brand is found in just about every celebrity makeup artist’s kit as well as the cosmetic bags of everyday folks from near and far. The brand regularly collaborates with influencers to create Favorites Kits combining complementary products, which (you guessed it) often sell out. So, if you hear of one ahead of time, be sure to act fast.
Chillhouse began as a nail studio in the Lower East Side of Manhattan and quickly became a destination for Insta-worthy manicures, as well as drinks and light bites to enjoy while getting the service of your choosing. Knowing that non-New Yorkers couldn’t enjoy its offerings, the brand launched its stylish press-on nails called Chill Tips. Since the launch in July 2020, Chill Tips have exploded in popularity, with new styles coming out each season. Each kit comes with 24 nails, a dual-sided buffer and file, a cuticle stick and non-toxic glue.
The brand was founded by Cyndi Ramirez-Fulton, a first-generation Colombian-American woman. Cyndi revealed in an interview with The Everygirl that her brand inspiration was and is her mother. “I grew up watching my mother run a business primarily marketed to Latinos, so I was constantly surrounded by my people growing up,” she said. “My mother also has 14 brothers and sisters (insane, I know), 10 of which are women. Growing up, I was constantly surrounded by supportive women who are strong yet compassionate—brutally honest, yet caring. They are what helped shape me. Colombian women are some of the strongest/most resilient women in the world. I stand by that and I am proud to be one of them.”
6. Joanna Vargas
Joanna Vargas is a luxe skincare brand that focuses on refining the complexion using plant-based ingredients. Eponymous founder Joanna Vargas, a Mexican-American aesthetician, began her career in hopes of being a photographer and ended up becoming the woman behind some of Hollywood’s most gorgeous complexions, including Elisabeth Moss, Constance Wu and Greta Gerwig, who frequent her New York and Los Angeles salons.
Shoppers anywhere can peruse the various face and body products online and make their own choices, or they can take the brand’s quick complexion quiz to uncover the best-suited regimen for their skin. No matter the products you choose, you can expect them to elevate not only the appearance of your skin but your vanity, too, given the brand’s gorgeous black and white packaging and statement font.
Rather than providing shoppers with bold, colorful makeup, Elaluz is all about cultivating a natural glow and embracing the beauty you’re born with. Brazilian mega-influencer Camila Coelho is the brains behind Elaluz, a “clean” beauty brand that offers skincare, haircare and beauty products. Having loved makeup from a young age, and even forgoing college to work at a Dior makeup counter, it was only a matter of time before Camila became a highly watched YouTuber and, as a result, the well-known beauty influencer and entrepreneur that she is today.
Elaluz offers products like a creamy bronzer, a cheek and lip stain and an overnight facial product that exfoliates and moisturizes. Of course, those are just three of the standouts, so be sure to check out the brand for yourself if natural-looking makeup is the look you’re after.
8. Treslúce Beauty
Treslúce Beauty is all about “culture, community and color.” Whether you’re looking for colorful eyeshadow, bright lipstick, voluminous lashes or the tools to bring a stunning makeup look to life, Treslúce Beauty has you covered. Becky G, a Mexican-American singer and actress, founded Treslúce Beauty in June 2021 with the goal to create something that elevated the profile of the Latinx community. “Treslúce is the proudest thing I’ve done yet,” she shared in an interview with Teen Vogue. “It’s done with so much love! I could’ve named it ‘Becky G Cosmetics’ but I didn’t because it’s not about slapping my name on something and getting my bag, and that’s it. Treslúce is more ‘we’ than ‘me.’ It’s really about creating spaces in the beauty industry that elevate our voices and that elevate our stories.”
With the huge number of products to choose from, you may have trouble narrowing it down. To make it easier (and more affordable) on shoppers, the brand offers Value Sets that include multiple brand best-sellers for a discounted rate, like the Becky Made Me Do It Collection, which includes the I Am Shadow Palette, Like an Artista Brush Set, three eyeliners, three sets of lashes, a lash case, lash applicator and stickers to decorate the case (or whatever else you choose to use them on). Sold separately, that bundle would cost $163, but purchased as a set, it’s $120.
Prices were accurate at the time this article was published but may change over time.