It's Hispanic Heritage Month (from September 15 through October 15), and while the term "Hispanic" is generally viewed as a problematic way of lumping tens of millions of individuals under one label, this month, at the very least, offers an occasion for drawing attention to those in the community. With that disclaimer out of the way, it's time to celebrate Latinx/Hispanic individuals making waves (sometimes, literally) in the beauty industry via a roundup of the best Latinx beauty brands.
There are many, many beauty brands created by Latinx individuals from countries all over the world, so narrowing it down to just a few is a tough task, and this list is by no means a comprehensive accounting of them all. Nevertheless, it includes brands that have hooked us to their products, charmed us with their branding and goals, and/or done all of the above.
Below, find 11 products from some of the best Latinx beauty brands around, along with a little background on the faces behind the vanity table, so to speak.
11 products from the best Latinx beauty brands including makeup, skin care, and hair care companies we'll be shopping forever
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Mexican American aesthetician Joanna Vargas is the go-to gal for many a glow-y A-list celeb. She’s known for melding skin care technology and product into treatments that offer legit results and yet somehow, her off-the-shelf products manage to package that in-person magic for those who can’t make it to her NYC- or LA-based spas. She’s been using plant-based ingredients since long before it was the trend, too. These masks from the line are a personal favorite—they’re amazing hydrators pumped full of antioxidants to soothe and nourish the skin.
Chillhouse founder Cyndi Ramirez-Fulton launched her flagship spa in Manhattan’s SoHo neighborhood after realizing existing spa options didn’t really speak to her or others in her demographic; it was difficult to find quality services in a chic environment without an untenable price tag. She’s since made a splash with a product line most famous for its clutch-in-a-pandemic press-on nails embossed with cool, millennial-y patterns. The brand also makes all-natural face and body oils that aim to simplify your beauty regimen and elevate your mood through carefully-crafted scents.
Colombia native Tata Harper is a green beauty pioneer who was inspired to launch clean skin care after learning about the potential harms of synthetic chemicals during a family member’s battle with cancer. But she didn’t take the easy route by creating simple oils made from one or two ingredients. Instead, Tata Harper’s products are complex, innovative, luxurious, and—most importantly—effective AF. Everything is made from farm to bottle on the Vermont farm where Harper lives, too. This dermatologist-approved mask is a hero of the line which relies on pomegranate enzymes to hydrate the skin and white willow bark to diminish both wrinkles and pores.
BeautyBlender founder Rea Ann Silva was one of the first makeup artists to work on a high-definition TV show (you know, the ones that make everyone look *too real*), and so her custom-made, now-famous sponge was born from the challenge of trying to make actors’ skin look perfect in those all-too-revealing conditions. When her sponges began to go missing from set, she realized she was on to something and set to work launching them commercially. They are now ubiquitous, and Silva has since launched a foundation in 40 shades so that modern women of color don’t have to do the most to bootleg hues that match their skin tone, as she did for years to service her non-white clients. The BeautyBlender line now also offers primers, highlighters, and more.
This company’s founder likely needs no introduction, unless you’ve been living under a rock for the last, IDK, 15 years. Rare Beauty is Selena Gomez’s brand, and like Rihanna’s Fenty, it’s not just a celebrity vanity project; in fact, its products are actually…great. The line consists of a weightless serum foundation that comes in 48 shades, a fan-favorite, melt-into-your-skin cream blush, a liquid eyeliner I personally swear by, and much (much!) more. The company also offers mental health resources through its website and donates a percentage of its proceeds to efforts to increase access to mental health services.
Sigma Beauty was founded by Brazilian natives Simone Xavier and Rene Xavier Filho, and it launched with a single makeup brush in 2009. That product quickly became a must-have, and the line has since expanded into additional brushes as well as a full makeup offering. Now, the company owns over 60 patents on their products, which speaks to the innovative nature of their creations. Trust me, there’s almost no reason to use any other brush but Sigmas’.
Artist Couture is the creation of beauty influencer and professional makeup artist Angel Merino—or Mac Daddyy, as he is known online. Merino is not exactly famous for an understated aesthetic, but his products work as well for those who want to look au naturel as they do for those who live to stand out in a crowd. The line is extensive, but its hero product is the Diamond Glow Powder, a loose powder highlighter that adds an otherworldly shimmer wherever (e.g. cheeks, eyes) you want to shine.
Dominque Cosmetics is another line created by a beauty influencer, in this case the super popular Christen Dominique. She got into makeup in her early teens, when she found that playing with concealer could help erase dark circles. After a long journey through the vlogosphere, she decided to launch her own line of multi-tasking products that offer luxury results without an out-of-reach price tag. Her pigmented eyeshadows and matte lipsticks are fan-favorites, though you really can’t go wrong with any of the line’s extensive offerings.
Melt Cosmetics began in 2012 with the simple realization that it was difficult to find matte lipsticks in bold—even “crazy”—colors (think hot pinks, purples, and more). Founders Lora Arellano and Dana Bomar set out to fill this void quickly thereafter, and fill it they did—inarguably, they launched the bold lip trend still popular (despite masking!) to this day. Having experienced phenomenal success with their initial lip products, the two makeup experts have since expanded to a fuller line of cosmetics including blushes, highlighters, eye pencils, and more.
Shocks of Love—created by aromatherapist and self-taught perfumer Juan Felipe Rendon—exists at the intersection of beauty and wellness. Its “scent rituals” (read: aromatherapy products) are handcrafted, responsibly-sourced, and certified organic. Next, the company plans to launch perfumes designed in collaboration with various artists. And if you love a brand with a little heart behind it, you should know that Rendon donates five percent of profits to an organization called Activation Residency, which is a Black-led artist residency designed for Black, Brown, Indigenous, Trans and Queer individuals.
Hair care brand Bomba Curls’ Afro-Dominican founder, Lulu Cordero, created the brand to celebrate curls, and to share the beauty secrets Dominicans have long-used to maintain lustrous locks. At the time, she suffered from alopecia and found herself turning to those cultural hair care practices to help regrow her hair. Eventually, she began mixing her own formulas, which she then bottled to sell to the world. The resultant plant-based hair oil and mask have since become holy grail products for those seeking nourished-to-health curls.
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