During Latine Heritage Month, Reflect Beauty will highlight Latine-founded beauty brands that honor diversity and Latine American cultural roots.
Below, are 24 makeup brands whose businesses are making a big impact in the beauty industry.
Regina Merson has been obsessed with makeup since she was a kid growing up in Mexico. She founded Reina Rebelde in 2016 to honor the duality of women who embrace both their sophisticated and fierce sides. The brand is known for its Americana art style branding and bold pigments across beauty categories including lipsticks, eyeshadows and nail decals.
Brazilian couple Dr. Simone Xavier and Rene Xavier founded Sigma Beauty in 2009 by using their backgrounds in science to create their first beauty product: an innovative makeup brush. While their brushes remain a staple, they also offer makeup including blushes, setting powders, brow pencils, and lipsticks, to name a few products.
Golden Dream Beauty
Los Angeles-based Golden Dream Beauty was founded in 2019 by Venezuelan-American beauty influencer Ydelays Rodriguez. She started in 2015 with a beauty YouTube channel and today she has over a million followers across Instagram and YouTube. She relaunched the brand by starting with mascara and lashes.
Suhay Gonzalez created Seis Cosmetics in 2021 as a creative project honoring the life of her mother, who passed away in 2016 due to cancer. Gonzalez created a line of lipsticks, glosses, and lip treatments manufactured free of chemicals known or suspected as carcinogens. In memory of her mother, Seis Cosmetics pledges to donate a portion of profits toward brain cancer research.
Sweet Street Cosmetics
From the Latinas who brought you Los Angeles-brand Bella Doña, Lala Romero and Natalia Durazo co-founded Sweet Street Cosmetics in 2020 to celebrate the essence of 1990s’ L.A. culture and beauty trends pioneered by women of color. The cosmetics line includes liquid eyeliners, liquid lipsticks, lip liners and more.
Araceli Ledesma went from freelance beauty artist to beauty founder in 2018 when she created Araceil Beauty. She honors her Mexican roots by sourcing ingredients such as agave oil for her makeup from her hometown in Jalisco, Mexico. The brand has become known for its lashes, eyeshadow palettes, and highlight palettes, among many other makeup products.
Alamar Cosmetics was founded In 2018 by Cuban-American Gaby Trujillo, a Miami native residing in Hialeah. Before launching her brand, Gaby started as a makeup artist with MAC and later worked at BoxyCharm when at 25, Trujillo launched her line with her first palette, Reina del Caribe Volume 1. In 2022, Alamar Cosmetics became the first Latina-owned makeup brand to collaborate with Disney on a makeup collection.
Joanna Rosario-Rocha and Leslie Valdivia launched Vive Cosmetics in 2016 when they saw a gap in Latina representation in beauty. Rosario-Rocha, who is Mexican-Puerto Rican, and Valdivia, who is Mexican, created a brand that didn’t tokenize their communities but rather uplifts and empowers them. The brand is known for their variety of lip products.
Madame Gabriela Beauty
Gabriela Navejas was born and raised in Mexico City and was inspired to launch her brand Madame Gabriela Beauty in 2019 to create safer cosmetic formulas. Unable to find a nontoxic luxury lip care brand that she loved, she created her own.
In 2018, Gisselle Hernandez launched a pizza-shaped eyeshadow palette that went viral.
Glamlite Cosmetics was born from the Dominican entrepreneur’s desire to combine her favorite food and her love for makeup. To date, Glamlite has created full cosmetic lineups—eyeshadows, lipsticks, eyeliners, and more—in collaboration with major brands including Ghost Face, Scooby-Doo, Barbie, and Hershey’s.
After a decade of sharing her makeup looks on her YouTube channel, Christen Dominique created Dominique Cosmetics in 2018. The Latina beauty influencer’s line consists of eyeshadow palettes, lashes, 4-in-1 brow pencils, and more.
Dominican sisters Mabel and Shaira Frías founded Luna Magic in 2019. Two years later they famously made an appearance on Shark Tank in 2021. That year they also launched their lashes, eyeshadows, lipstick, and more at Target.
Mexican-American makeup artist Lora Arellano co-founded Melt Cosmetics in 2012 with the idea to create bold lipsticks. Since its successful launch in 2013, Melt Cosmetics has expanded its makeup line, including eyeshadows, mascaras, lashes.
Manuel Gutierrez, better known as Manny MUA online, founded Lunar Beauty in 2018 – just four years after becoming a beauty-artist-turned-beauty-blogger on YouTube. Lunar Beauty has almost all the color cosmetics and tools needed to do a full face of makeup.
Boss Up Cosmetics
Aaliyah Arnold founded Boss Up Cosmetics in 2018 at 14 years old. Now at 19 years old, Arnold’s latest success is her color-changing lip oil which has gone viral on TikTok multiple times, capturing the attention of influencers including Bretman Rock and Mikayla Nogueira.
Celebrity makeup artist and influencer Angel Merino, aka “Mac Daddyy” fell in love with doing makeup when he began coaching a competitive dance team and would do his team’s makeup. He would leave that job for a cosmetics counter role at Nordstrom and later became a MAC makeup artist. After success in doing a makeup class tour and gaining a following on social media, he founded Artist Couture in 2014.
Puerto Rican couple Des (Desiree Rodríguez) and Zal (Salvador Pérez) founded their makeup brand Necromancy Cosmetica in 2015. The couple produces their vegan and cruelty-free makeup in Puerto Rico and are known for the makeup’s goth artistry and deep color palettes across their lipsticks and pigment palettes.
Valdé Beauty is a Latine-owned prestige beauty brand that launched in October 2020 with a mission to elevate luxury beauty and bring forward artful products that defy convention. Before launching her brand, Peruvian founder Margarita Arriagada served as the Chief Merchant of Sephora USA. Valdé is known for its lipsticks and mission to empower women in the beauty industry.
When Mexican American beauty founder Ericka Rodriguez set out on her entrepreneurial journey, she started out in the wellness and skincare spaces. Combining that expertise with research on animal testing in the cosmetics industry, she set out to create a natural lipstick formula of her own. In 2015, she launched Axiology Beauty on Etsy with a 10-ingredient lipstick in six shades. The plastic-free beauty line now offers multi-use color creams, balms, and sticks in dozens of colors.
Xicana beauty founder Cece Meadows launched Prados Beauty in 2019. Through her brand, she works to bring awareness, amplification and collaboration with other Native and Indigenous artists using cosmetics, including eyeshadow palettes, blush, and lipsticks just to name a few.
Ere Perez Cosmetics
Mexican-Australian entrepreneur Ere Perez founded her namesake brand in 2002. Taking a skincare-first approach to creating the cosmetics in her line, the products—including mascara, cheek and lip tints, and color crayons—feature Australian native ingredients.
Actress and singer Selena Gomez became a beauty founder in 2020 when she launched Rare Beauty. The cosmetics line debuted with a foundation and concealer range of 48 shades and a range of eyeshadows, lip products, and more.
At 16, Becky G became the youngest COVERGIRL ambassador. Just five years later, she launched her own makeup brand. Inspired by her Mexican heritage, award-winning singer Becky G launched Treslúce Beauty in 2021.
Brazilian influencer and former makeup artist Camila Coelho founded Elaluz in 2020 with a combination of makeup and skincare aimed at giving you glowy, sunkissed skin.