22 Latinx-Led Brands to Try Now and Forever

It’s no doubt that the contributions the Latinx community has brought to the world of beauty are major. From art and music icons like Frida Kahlo, Selena Quintanilla-Pérez, and reigning queen of glow J-Lo, to Instagram and TikTok creators like Monet McMichael, Karen Sarahi Gonzalez, and Angel Merino—the inspo and influence reaches far and wide. 

From art and literature to science and technology, the Latinx community has been a driving force in pushing boundaries, sparking innovation, and impacting the world. Representing over 20 countries across Central and South America, this diverse community  carries a rich tapestry of cultural wisdom, tradition, and revolutionary voices that have shaped the global landscape.

Latinx leaders have redefined beauty by sharing their culture, bringing us more inclusive products that embrace a wider range of undertones, hair textures, and skin types. Formulations infused with indigenous plant knowledge (shout out to the wondrous benefits of the yucca plant for healthy hair, rosehip oil for glowing skin, and aloe vera for literally everything!) have elevated the industry’s product offerings and combined with the rich tradition of storytelling, have set a new standard for authenticity and efficacy in the marketplace.

In honor of Hispanic Heritage Month, we’re spotlighting 22 Latinx-led brands that are changing the beauty game. Scroll down to discover their stories and enjoy exclusive promos on participating brands!

1. PINKY B BEAUTY

Since 2016, founder Pinky Barrios has amassed fans who fell in love with her beauty-focused social media livestreams. Her passion for beauty and uplifting personality earned her a growing audience, which inspired Barrios to start PINKYBBEAUTY.com to offer her followers access to the same high-quality makeup she uses. In 2018, Barrios launched her own beauty line starting with faux mink lashes and the help of her husband (a.k.a. Big Daddy). Her makeup line offers vibrant eyeshadows, precision-tip eyeliners, lip liners, glosses, and lipsticks. Our top pick: Had Me At Primer helps to create a smooth and virtually poreless foundation base that keeps makeup looking fresh and flawless all day long.

Shop PINKY B BEAUTY’s products now and get 20% off! [ Use Code: LATINX20 ]

2. BEAUTY CREATIONS COSMETICS

Founder Esmeralda Hernandez emigrated from Mexico to Los Angeles, CA with her mother at the young age of nine. Her interest in beauty began with her love of buying Barbies from local garage sales and giving them makeovers. She would sell these Barbie glow-ups the next day. At the age of 18, Hernandez started her own hair care line. She had already struggled between being able to indulge in her love of high-quality makeup or buying a new pair of jeans when she was in high school, which later prompted her to launch her own line of effective, high-quality skincare and makeup products for affordable prices. Now, her beauty empire is worth $40 million, with customers in nearly 40 countries worldwide. She’s collaborated with influencers to create beauty kits like YeriMua My Faves Lip Trio, a fave of ours for its three kiss-proof formulas that add color and shine to your lips.

3. BEAUTY FOR CERTAIN

Multi-platinum artist and rapper Bianca Miquela Landrau (who goes by her stage name, BIA) founded BEAUTY FOR CERTAIN after taking the music industry by storm. Her lifelong love of makeup and fashion made this a dream-come-true for the Massachusetts-born artist, who’s of Puerto Rican and Italian descent. The brand’s line of vegan and cruelty-free beauty products boasts an impressive ingredient list and powerful pigments with high color pay-off. Among the most popular are her sought-after lip kits, which contain a combo of lip liners paired with high-impact colored glosses, and a complexion-perfecting primer.

Shop BEAUTY FOR CERTAIN and take 25% off your order! [ Use Code: LATINXBFC ]

*Restrictions: Cannot be combined with other offers or discounts.

Live Dates: 8/30/2024 (12:00AM EST) - 10/15/2024 (11:59PM EST)

4. RARE BEAUTY

It’s no secret that Selena Gomez is an iconic figure with a devoted fan base consisting of millions of people of all ages and walks of life. The actress, singer, mogul, and advocate for mental health has inspired many to embrace their truest, most authentic selves, so it’s not surprising that her brand RARE BEAUTY would do the same. Founded in 2020 during the pandemic, RARE BEAUTY aims to help you find beauty within yourself, regardless of what you look like. But the brand’s real mission is to address mental health education and promote awareness through initiatives like the Rare Beauty Impact Fund, which receives 1% of RARE BEAUTY sales. The gimmick-free marketing, inclusive shade range, high-quality ingredients, and affordable price points have made the brand one of the top sellers at stores like Sephora. The brand’s coveted lineup includes creamy Bronzing Sticks, hydrating Dewy Lip Balms, skin-perfecting Liquid Touch Weightless Foundations, and more.

5. DOMINIQUE COSMETICS 

YouTube beauty influencer, Christen Dominique, always had a love for beauty and makeup. You might know her from her in-depth makeup tutorials, which she’s made since 2009. Dominique is known for her honesty about feeling insecure and her willingness to talk about real issues that young women face with the ubiquity of social media. She launched her eponymous beauty brand in 2018 with a focus on beauty from the inside-out and a motivational message written on the packaging of every product. Her products range from a brow pencil that effortlessly carves out the perfect brow shape with every stroke, to her popular complexion and eyeshadow palettes that offer buttery-smooth, highly pigmented shades for every occasion. 

6. LUNAR BEAUTY

If you’re an OG to the IG makeup game, then you’re familiar with the work of Manny Gutierrez ( a.k.a. Manny MUA). His signature is that soft but super sculpted glam with perfectly lined lips and brows so sharp, they could cut. So, it’s only right that with skills like his, he created his own brand called LUNAR BEAUTY. The brand prides itself on creating products for “out-of-this-world beauty,” hence the name. From their colorful, galaxy-inspired eye shadow palettes to their pigmented lip liners like the Lipliner Duo in Blushing & Doodle, LUNAR BEAUTY has everything you need to create the glam of your dreams.

Shop LUNAR BEAUTY and get 25% off your order. [ Use Code: IPSY2024 ]

7. PHASE ZERO MAKEUP

As PHASE ZERO puts it, “Beauty is about expressing individuality, uniqueness, not covering up.” The brand, founded by Oliver Gauci, delivers clean, beginner-friendly formulas designed for everybody. Their products come in a wide range of shades for all skin tones and skin types, and were made to be comfortable and versatile enough to be worn all day long. Our product pick: The Quad Eyeshadow Palette in Santorini for its pink-hued selection of shimmer and matte pigments that blended seamlessly into the skin.

8. REINA REBELDE

From tarot cards to sugar skulls to artful tattoos, Reine Rebelde’s ultra-bold beauty brand celebrates her love for her Mexican culture. Rebelde’s makeup obsession started as a child watching the telenovela Rosa Salvaje with her mother as she got ready to go out with her friends. After becoming a self-proclaimed “makeup hoarder,” Rebelde set out to create a brand that reflected her unique and layered cultural identity as a Mexican woman living in America. Look to Rebelde’s brand for sexy, unexpected, out-of-the-box beauty products—from vivid green and blue liners to bright pink lip colors and silky smooth bronzers—that will bring out your bold side. Our fave product right now: On Your Face Finishing Powder for its avocado- and rose oil-enriched formula that sets your base without drying or caking. 

Shop REINA REBELDE now and get 20% off your order. [ Use Code: IPSY ].

9. ALAMAR COSMETICS

ALAMAR founder Gabriela Trujillo was surrounded by beauty from a young age. Her mom was an esthetician, and by the time she got to high school, Gabriela was doing all of her friend’s makeup. She decided to take her passion for beauty and turn it into a career, or more specifically, the Cosmix School of Makeup Artistry. She learned everything she could to be a successful makeup artist and uses that experience to jumpstart her own line. Not only is the line an homage to Gabriela’s hometown of Alamar, Cuba, but it’s also a tribute to her hustle and serves as a testament to what a young girl from a small island can do. Our top pick: Viva Las Cheekas Palette is an essential for on-the-go girlies who want their everyday blush, contour, and highlight all in one palette. The trio of complexion-perfecting powder pigments are beyond blendable and velvety smooth.

10. FLIRTACIOUS LOOKS®️ COSMETICS

Founded by Latina entrepreneur, artist, and educator Tricia Hernandez, FLIRTACIOUS LOOKS®️ helps empower women through the founder’s passion and knowledge for makeup and self-expression. Tricia worked as a professional makeup artist for many years before launching her own brand, and through that experience she has learned what works, what doesn’t, and what her community loves. Her line includes unique tools and lashes (like the Girls Night Out Lashes Pack), all designed to help you empower your inner flirt.

11. BEAUTOLOGY LAB

As a result of dealing with lifelong health challenges related to her gut and immune system, the brand’s founder Karina Moises was inspired to take a more holistic approach to health to target the root of her issues—and this included skincare. Every BEAUTOLOGY product is made by fusing health, nutrition, and longevity to create skincare routines that help solve your unique concerns, without exposing your body to harmful chemicals and preservatives. Our pick: Their Refresh + Revitalize 24K Gold Collagen Eye Masks that help de-puff and soothe your eye area (and are so pretty to use).

12. LUCE BEAUTY

If you’re looking to define your features and glow, LUCE BEAUTY’s genius facial products and accessories are real game-changers. CEO and founder Sandra Lavie grew up in a small town in Peru and moved to the US as part of a scholarship program studying sustainable projects in biosphere reserves. Sound smart? She is. Lavie eventually landed in Los Angeles and began seeking skin and beauty solutions to solve her adult acne and common skin concerns amongst her family and friends—from visible signs of aging like fine lines and wrinkles, to dullness, discoloration and more. She started LUCE BEAUTY  in her kitchen in 2018, and today her tools, like this chic little LUCE180° Facial Cleansing and Anti-Aging Device (it helps gently cleanse skin while minimizing pore size, reducing under eye puffiness, and more), are beloved by many.

13. LUNA MAGIC

For all things, bold, bright, and downright beautiful, look no further than this indie beauty and lifestyle brand founded by Shaira Frías. Inspired by the rich culture and music of her Afro-Latina and Dominican-American roots and the bustle and glamor of NYC and LA, she set out to create a brand that celebrates her multicultural heritage and champions diversity and inclusivity in beauty. The result? Vibrant makeup that will light up your looks and your life. We can’t get enough of the brand’s velvety-smooth lipsticks in universally flattering shades, and the Soft Perfect Foundation Powder for its lightweight formula that gives you a beautiful soft-matte finish and makes pores basically undetachable. 

Shop LUNA MAGIC to get 25% off your entire purchase of $25 or more. [ Use Code: HHM25 ]

14. SHADES BY SHAN

Now here’s a brand that truly makes an impact. Growing up with a single mother, Shan Berries (founder and CEO) has seen first-hand the struggles parents face to support their children. Between her time as a radio and TV host, she created Shades By Shan as a way to help these heroes. A portion of proceeds from each purchase goes to support single parents in need, through the brands own 501c3, The Mamaberries Nonprofit Foundation. Our pick: The Setting Spray is our go-to for its next-level makeup-locking powers that ensure your face looks flawless all day. We’re obsessed with the skin-loving ingredients that nourish and boost radiance in your complexion, like niacinamide to help even out your skin tone and hydrating hyaluronic acid.

15. SHAINA B. MIAMI

Hailing from sunny Miami fan-fave brand, SHAINA B. MIAMI. As a young girl, founder Shaina discovered the confidence-boosting powers of makeup and fell in love. But when she realized she was looking to multiple brands for her makeup needs, she set out to create a brand with face and eyeshadow palettes, makeup brushes, beauty tools, and even false lashes as a one-stop beauty shop. Shaina’s high-performance products (like this Mini Miami Blush and Highlight Palette) are inspired by her multicultural roots and the hustle and bustle of Miami, FL. The brand’s ethos encourages you to live boldly and vibrantly with or without makeup. The brand’s signature Flaminglow Liquid Highlighter is on the top of our list of things to try if you’re a glow-getting girlie like we are. Its velvety formulation glides onto skin and blends seamlessly, for a glow that turns the heat all the way up.

16. THE NUE CO.

Sustainable skincare, satisfying textures, and effective formulas and supplements based on science makes THE NUE CO. a brand to watch if you’re looking to transform your skin (and health). CEO and founder Jules Miller suffered from IBS for years, and discovered the benefits of probiotics and probiotics in gut health. This inspired her to take a different approach to wellness by merging science and innovation to create supplements that have zero fillers and really work. The same applies for their highly-effective skincare, like this Barrier Culture Cleanser that helps balance your skin’s microbiome to help address over 90% of skin issues—from breakouts to sensitivity and more.

Take 15% off all orders on thenueco.com (US site only). [ Use Code: IPSY15 ]

*Valid 9/15-10/15. Not valid on subscriptions. One use per customer

17. YC COLLECTION

As a Puerto Rican woman living in the US, founder Yashira Cancel noticed that Latinx-founded beauty companies were hard to come by. She wanted to represent the beauty of her culture with colorful, high-quality makeup that inspires creativity and self-expression. That’s what led her to her founding YC COLLECTION in Miami in 2016, which specializes in innovative cosmetics—from liquid blushes infused with vitamin-rich plant oils to long-lasting setting powders—that draw from the festive traditions & the rich colors of Puerto Rico. Right now, we’re loving the Neriah Cream Eyeshadow for high-impact color that stays flawless all day.

18. JLO BEAUTY

If you’re all about that dewy, lit-from-within look, JLO BEAUTY is definitely your new go-to. Founded by the legendary Jennifer Lopez (a.k.a. the CEO of glow), who is known for her radiant and ageless skin, her namesake brand embodies luxury, offering a bespoke selection of skin and body care products that are proven to brighten, tighten, and tone your skin from head to toe. Made with premium active ingredients and J.LO BEAUTY’s proprietary “J.Glow” complex (which includes a blend of next-gen ingredients and natural plant extracts that target and help reduce visible signs of aging), J.LO BEAUTY’s products are carefully crafted for efficacy, so expect a lit-from-within glow fit for a celeb. Among our faves are That JLo Glow™ Serum, which delivers age-defying results, and That Star Filter Complexion Booster for a flawless-looking and luminous glow, with or without makeup.

19. SWEET STREET COSMETICS

Founders Lala Romero and Natalia Durazao were inspired by their personal experiences and by iconic women from their neighborhoods, pop culture, and more to create makeup that celebrates the beauty and artistry of everyday women of color. They believe everyone can be a neighborhood queen—glamorous, independent, ambitious—and their line of high-impact eyeliners, eyeshadows, liquid lipsticks, and more are guaranteed to bring out the unique beauty in you.

20. RIZOS CURLS

As a child, curly-haired beauty Julissa Prado tried every curl product under the sun to keep her coils bouncy, healthy, and frizz-free. Prado committed to creating the best products for her fellow curly-haired girls. Her requirements? That her products would be made with quality, natural ingredients and celebrate all curl types—from loose waves like her sister’s to her Tia’s coils. Her curl-loving formulas include everything you need to give your curls life from shampoos and conditioners to styling products and detangling combs.

21. VIVE COSMETICS

Beauty and culture in one place—that’s what VIVE COSMETICS is about. Mexican-Puerto Rican founder Joanna Rosario-Rocha and Mexican-American founder Leslie Valdiva are both first-generation Latinas with a shared passion for realizing the power of the Latinx community in beauty. From their own backgrounds to the brand’s models, campaigns, and products, Rosario-Rocha and Valdiva aim to authentically represent the rich diversity of the Latinx community.

22. COMMON HEIR

Skincare that delivers great results using only the good stuff—that’s what this sustainable skincare brand is about. Few people know clean beauty like co-founder and Chief Product Officer Angela Ubias. Ubias has nearly a decade of experience in clean beauty product development and has helped formulate over 50 brands (and counting!). In creating COMMON HEIR, Ubias was inspired by beauty traditions passed down to her from her grandmother, and that she now shares with her nieces. Ubias and the brand’s Chief Executive Officer Cary Lin are working together to make sustainable beauty truly accessible for all, and part of a beauty tradition that we can pass on to others.

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