14 Latina-Owned Beauty Brands to Support this Hispanic Heritage Month
You may find your new fave!
If you’re anything like us, you’re always on the hunt for new products and small businesses to support and love. We’ve just entered Hispanic Heritage Month, making it a perfect time to discover some cool Latina-owned beauty brands you may have never heard of that deserve to be incorporated into your daily routine.
Did you know that Hispanics make up 18.5% of the country’s population, but also 30% of all cosmetic and beauty purchases? So naturally it makes sense for there to be a need for amazing Latina-owned beauty brands on the market as they cater to all skin and hair types and tones.
From nail polishes inspired by cities in Latin America, to Chilean dry oils, here are 14 Latina-owned brands to support this Hispanic Heritage Month and beyond.
A first-generation Chilean-American born in Santa Monica, California, Evelyn Ginossi was raised on the beaches of Southern California before becoming an attorney who traveled the world. In 2019, Evelyn founded Marine + Vine, combining her memories of the beaches of Southern California with the vineyards of the South of France. Marine + Vine’s debut product, Tahitian Oil, is a clean, nontoxic, cruelty-free natural dry body oil blend with a light tropical floral fragrance.
Owned by Cuban-American entrepreneur and beauty influencer KathleenLights, Lights Lacquer just launched its Los Barrios capsule collection as an open letter to Miami aka The Magic City. The otra noche en Miami collection includes three new lacquer shades titled Cubana, named after her heritage; Meet me at Space, named after Miami’s legendary after-hours nightclub; and Spanglish, the official language of Miami—English with a bit of sazon.
NTRL by Sabs is a female founded, Afro-Latina owned brand on a mission to offer sustainable, clean beauty options. The brand was founded by celebrity hairstylist and makeup artist, Sabrina Rowe Holdsworth. The collection provides all-natural sustainable and zero-waste shampoos and conditioners, bars, oils and more which are rich in botanical ingredients like matricaria, coconut and avocado oil.
Founded by Joanna Rosario and Leslie Valdivia, Vive Cosmetics is geared toward making everyone regardless of ethnicity feel valued and beautiful. Focused on lip care, this brand features shades that look good on every skin tone in fun, bright red, pink, and gold packaging. Bestsellers include the Selena Forever liquid lipstick, inspired by the queen Selena Quintanilla and Luchadora, a bright red lipstick that looks great one everyone.
It all started a decade ago in Barcelona when Andrea Lisbona decided the world deserved better hand sanitizer. Packaged in a sleek, modern container perfectly sized for your pocket, Touchland Power Mist’s pulverizer spray is a fast-evaporating sanitizer that kills 99.99% of harmful, illness-causing germs, while the naturally hydrating ingredients keep your skin feeling soft and moisturized all day long. It’s available in fun scents like velvet peach, rainwater, berry bliss, and pure lavender. You’ll get 500 sprays out of each one and these formulas are vegan and cruelty-free.
Before founding Shielded Beauty, Sonia Summers worked and represented global beauty brands including L’Oreal, Avon, and PerriconeMD. Frustrated by the lack of purifying beauty products during the pandemic, she decided to create the products she wanted for herself. With lively bright colored packaging, these probiotic-filled skincare products safeguard your skin and keep you glowing. Try the Face the Day face mist for an on-the-go dewy finish you can apply under or over your makeup.
Growing up, Gabriela Hernandez lovingly watched her grandmother as she applied her makeup and that’s exactly what inspired this stunning cosmetics line. A makeup artist with a love of vintage beauty, she’s created products that are encased in packaging reminiscent of eras past with. Special items include Mary’s Red Lipstick—which is the actual shade used in the Mary Poppins movie filmed in 1964. There’s also the Cake Mascara, where rather than being in a tube is a solid that you add water to and create a paste with a brush—much like the mascaras of the 1920s.
This skincare line places an emphasis on enriched treatment and moisture preservation, because repairing and maintaining a strong and healthy skin barrier is what helps skin “Breathe In, Glow Out!” Using clean ingredients from both nature and science, some of their most loved products include the GLOW Exfoliating Soft Peel, which Kate Hudson called her “new fave!” and Adriana Lima shared she was “obsessed!” with. Other celebrity favorites include the double-cleansing duo NOURISH Oil Cleanser and REFRESH Jade Purifying Cleanser, and the RESTORE Propolis Collagen Gel.
Founded by Afro-Latina and Dominican-American sisters Mabel and Shaira Frías, Luna Magic sets out to provide high-performance cosmetics that add diversity, inclusivity, and vibrancy to the beauty industry. With shades for all skin tones, their palettes are bold and heavily-pigmented like the fan favorite Goddess palette featuring nine funky electric colors or the Nude/Desnuda palette with nine perfectly smokey, glittery, and nude shades. They also have eyelashes, glosses, nail polish, and more.
Plant-based body care by Christina Kelmon and Ann Dunning, Vamigas uses botanicals found in Latin America to create products that nourish and revive your skin and hair. Favorite products include their Rosa Mosqueta oil that helps with hyperpigmentation, dull and sensitive skin or their Cielito hair oil that works magically to improve the overall appearance and condition of your hair by keeping frizz at bay and preventing breakage.
Owned by Mexican-American actress and singer Selena Gomez, this is a vegan and cruelty-free beauty brand with an array of products made to encourage embracing your uniqueness, starting with makeup products that make you feel like you’re completely yourself while using them. Each product has an uplifting and inspiring name (which follows the brand’s focus on mental health) like the Positive Light Liquid Luminizer or the Kind Words Matte Lip Liner. Plus there’s a convenient shade finder to help you pick what’s going to look best on your skin tone.
Latina-owned and made with love, Rizos Curls products are made by Julissa Prado who learned plenty about curls while growing up and trying to figure out how to style her own hair. She’s created a special formula that helps define and hydrate curls of any kind. Popular products include a curl defining cream, a light hold gel, and a refresh & detangle spray. Let’s be real though, you’re gonna want the 4-Step Bundle that has everything you need to keep your curls perfect.
Growing up in Puerto Rico, Karina Perez-Marconi had constant sun exposure, giving her lots of skin issues, then she moved to Aspen where the unforgiving mountain climate only intensified her conditions. These struggles were what led her to creating Antedotum, a brand that looks to local flora and fauna—like Aspen Bark which has cell-preserving and renewing properties. From an Essential Daily Sunscreen to an Elixir Firming Serum that’s an antidote for sagging skin, dark spots, and hyperpigmentation, to a Vital Face Oil that will strengthen the outer layer of your skin by softening and sealing it, preventing water loss—this brand has it all.
A self-made entrepreneur, Carolyn Aronson, has over 20+ years in the hair industry. She created her own hair care line, It’s A 10 Haircare, that began with a star product, Miracle Leave-In, and quickly rose to fame through professional hair stylists, who shared the cult-favorite product with their clients. More recently she launched her cosmetics line that makes you look and feel your best. The Be Discreet concealer comes in three shades and erases any imperfections, while the Be Groomed brow pencil makes sure your brows are always on point.