Latina entrepreneurs are transforming the beauty industry by infusing it with passion, creativity, and rich cultural heritage. In honor of Women’s History Month, we spotlight trailblazing Latina beauty founders who have transformed personal experiences into inclusive brands that celebrate diversity, embracing our skin tones, language, traditions, and unique stories. With many leading the way from beauty hubs such as California, New York, and Texas, their influence extends nationwide. Choosing Latina-owned beauty brands means supporting diversity, fostering economic empowerment, and uplifting the next generation of Latina leaders while enjoying innovative products that truly represent our community.
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Latina-Owned Makeup Brands to Support:
Vive Cosmetics
Vive Cosmetics
Founded by: Joanna Rosario-Rocha (NY) & Leslie Valdivia (LA)
Heritage: Mexican & Puerto Rican
Story: Vive Cosmetics was created in response to the lack of Latina representation in the beauty industry. The brand unapologetically celebrates cultura by naming its products in Spanglish and carefully crafting shades that enhance and complement real Latina skin tones. Their creative approach not only honors heritage but also ensures every product feels personal and inclusive
Shop:
Website: vivecosmetics.com
Amazon: Limited availability
Elaluz
Elaluz
Founded by: Camila Coelho (USA / Brazil roots)
Heritage: Brazilian
Story: Founded by global entrepreneur Camila Coelho, Elaluz brings mindful luxury to beauty. Inspired by Brazilian rituals, the brand fuses skincare and makeup to create radiant, effortless looks for all. Each product is crafted with high-performance, clean ingredients, reflecting a commitment to inclusivity, sustainability, and transparency, ensuring everyone can find and shine their own light.
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Website: Elaluz.com
Amazon: Click Here
Luna Magic Beauty
Luna Magic Beauty
Founded by: Shaira Frías (NYC)
Heritage: Dominican-American
Story: Founded by Afro-Latina sisters Mabel and Shaira Frías, LUNA MAGIC celebrates vibrant Caribbean culture through bold, high-performance makeup inspired by their heritage and love of music. The brand blends joyful color with inclusivity and self-expression, empowering everyone to embrace their unique magic.
While the sisters co-founded the company together, Mabel Frías departed in December 2023 to launch her fragrance brand, Love Magia, Inc. Today, Shaira Frías leads LUNA MAGIC as CEO and owner, continuing to bring its multicultural vision to life.
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Website: LunaMagic.com
Amazon: Click Here
Valdé Beauty
Valdé Beauty
Founded by: Margarita Arriagada (California)
Heritage: Peruvian
Story: A luxury refillable lipstick brand, Valdé Beauty was created by former Sephora Chief Merchant Margarita Arriagada, who is redefining luxury beauty through craftsmanship and intention. With over three decades in the industry, she built the brand around clean beauty—formulating without over 50 common ingredients, including synthetic fragrances, sulfates, phthalates, and parabens. Using bioactive botanicals and richly saturated pigments, Valdé delivers high-performance, sensorial lip products designed as modern “armor” for women. The brand is proudly 100% cruelty-free and vegan.
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Website: ValdeBeauty.com
Reina Rebelde
Reina Rebelde
Founded by: Regina Merson (Texas / formerly NYC)
Heritage: Mexican-American
Story: Reina Rebelde was born from a passion for makeup and deep pride in Latina cultural identity. Founder Regina Merson’s love for beauty began watching the iconic telenovela Rosa Salvaje, inspiring a brand that celebrates bold self-expression and heritage. Today, Reina Rebelde creates high-performance products that are paraben-free and phthalate-free, designed for women who embrace their cultura with confidence and color.
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Website: ReinaRebelde.com
Amazon: Click Here
Bésame Cosmetics
Bésame Cosmetics
Founded by: Gabriela Hernandez (California)
Heritage: Argentinian-American
Story: A tribute to vintage glamour and timeless beauty, Bésame Cosmetics blends classic Hollywood inspiration with Latina heritage. Founded by makeup historian and designer Gabriela Hernandez, the brand was created to honor the enduring elegance of classic beauty through craftsmanship and tradition rather than trends. Bésame is known for long-wearing, luxurious formulas that combine beauty and skincare, designed even for sensitive skin. All products are free from harsh chemicals, parabens, mineral oils, and gluten, and are proudly 100% cruelty-free.
Shop:
Website: BesameCosmetics
Axiology Beauty
Axiology Beauty
Founded by: Ericka Rodriguez (Oregon)
Heritage: Latina
Story: Founded in 2013, Axiology Beauty began as a kitchen experiment when Ericka Rodriguez set out to create ethical, high-performance makeup after learning about animal testing in the industry. What started as a simple 10-ingredient lipstick has grown into a fully vegan, cruelty-free, and plastic-free brand known for innovative products like Balmies and Fungdation. With a strong commitment to sustainability, Axiology uses recycled, trash-based packaging and plant-based ingredients, proving that clean beauty can be both high-performing and environmentally responsible.
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Website: AxiologyBeauty.com
Amazon: Click Here
Sigma Beauty
Sigma Beauty
Founded by: Dr. Simone Xavier & Rene Xavier Filho (USA / Brazil roots)
Heritage: Brazilian
Story: Founded in 2009 by Dr. Simone Xavier and Rene Xavier Filho, Sigma Beauty was built on a shared vision of innovation, quality, and accessibility. With a background in science and a PhD in infectious diseases, Xavier brought research and product development expertise, while Filho contributed strong entrepreneurial experience from building successful businesses in Brazil and the U.S. After identifying a gap in the market for high-quality, affordable makeup tools, they launched Sigma with a single brush set that quickly gained a cult following. The brand went on to revolutionize makeup application with innovations like the F80 Flat Kabuki™ brush and continues to set industry standards in beauty tools and cosmetics.
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Website: SigmaBeauty.com
Amazon: Click Here
Dezi Skin
Dezi Skin
Founded by: Desi Perkins (California)
Heritage: Mexican-American
Story: Inspired by her roots and personal struggles with hyperpigmentation, Dezi Skin reflects Desi Perkins’ journey into skincare and her deep connection to Latino identity. Drawing from family traditions and natural remedies passed down through generations, the brand blends cultural heritage with modern, results-driven formulas. Each product is a tribute to the richness of Latino beauty, combining effective ingredients with the belief that skincare should be both personal and powerful.
Shop:
Website: DeziSkin.com
Amazon: Limited availability