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According to a study conducted by the University of Georgia, Latinx consumers possess $1.5 trillion in buying power worldwide. If that number alone isn’t impressive enough, 44 percent of Latinx business owners are women.
And the numbers are growing: According to the 2018 State of Women-Owned Businesses Report by American Express, 400 Hispanic women-owned businesses are launched each day.
Why does that matter? Not only do the numbers show that there is an insatiable need to buy products from the Latinx community, but more importantly, there is an increasing opportunity for Latinx entrepreneurs to tap into markets that have so long been underrepresented.
Growing up, I didn’t see many brands that were led by women who looked like me or my family members. Thankfully, we see representation changing today, whether it’s Cardi B or Amara La Negra making your latest pop hit or Monica StyleMuse on YouTube showing you that the Latinx community comes in all shades, sizes and skin tones.
Below, we’ve rounded up 16 Latinx fashion and beauty brands that should be on your radar, hoy, mañana y siempre.
Credit: Melt Cosmetics
Melt Cosmetics first began over a brunch conversation in 2012 between founders Lora Arellano and Dana Bomar. Starting off with a matte lipstick line, the brand has now expanded into eye shadows, lip glosses, highlighters and more.
2. Selva Negra
Credit: Selva Negra
Selva Negra was founded in 2016 by designers Kristen Gonzalez and Sam Romero in Brooklyn. Sourced locally in Los Angeles, California, the brand taps into both designers’ love for their Latina heritage with “engineered comfort, contemporary shapes and multi-use silhouettes,” according to the brand’s site.
Credit: Kids of Immigrants
Kids of Immigrants was founded by Daniel Buezo and Weleh Dennis as a medium to express their passion to create, empower and love, inspired by their Latinx roots and life experiences. For the brand, the mission statement stands on a simple principle: “Do the best we can with what we have.”
Credit: Alamar Cosmetics
Back in 2019, I met Alamar Cosmetics founder Gabriela Trujillo for a panel at Boxy Charm and instantly fe
ll in love with the brand’s mission. Created in 2017, Alamar Cosmetics offers vibrant palettes and products that come in a variety of tones and shades.
Credit: Hija de tu Madre
According to its website, “Hija de tu Madre is a creative outlet that celebrates the complexities of being a product of more than one culture. Thus, Hija de tu Madre caters to Latinx who bravely question everything, while reconciling our complicated history, culture and identity. The brand is an ode to mujeres who are unapologetically Latina.”
Need I say more? When Rea Ann Silva launched BeautyBlender, she undoubtedly changed the beauty industry. Today, BeautyBlenders come in all sizes, shapes and colors.
7. Sigma Beauty
Credit: Sigma Beauty
And following right behind is Sigma Beauty, known for its coveted brushes that can seriously turn your makeup game around. Founded back in 2009 by Simone Xavier and Rene Xavier Filho, the beauty brand has expanded and grown into a makeup lover’s staple product.
8. Bronx Native
Bronx Native highlights and embraces what “the Bronx truly is,” according to its site. “Our borough is strong, beautiful and ambitious and we intend to expose that by highlighting and embracing our home through apparel, art and media.”
“A lifestyle and apparel brand inspired by the spirit of the mujeres who are fearless,” the brand says on its site. From shirts to tie-dye bags, Viva La Bonita serves up all types of flair.
Luna Magic Beauty is a new indie beauty and lifestyle brand founded by Afro-Latina & Dominican-American sisters Mabel and Shaira Frías. By combining their passions for beauty and lifestyle, the duo created a vibrant brand that celebrates their mutual love for their multicultural heritage, Latin culture and music — in living color.
Known as Cuba’s first clothing brand to sell online, designs are made in Cuba, though the pieces are manufactured and sold in the United States. Launched by designers Idania Del Rio and Leire Fernández, this brand allows you to show Cuban pride in style.
12. Sugary Cosmetics
CEO and Founder Kathy Brogna started Sugary Cosmetics in 2019. With on-brand makeup products that have chic (and tasty-looking) packaging, Sugary Cosmetics considers all of its customers to be “sweethearts” and wants to provide a unique offering inspired by some of the brand’s favorite sweets.
13. Rabble and Rouse
If graphic tees are your jam, these T-shirts from Rabble and Rouse are sure to speak to you (see what I did there?). Not only can you grab a T-shirt with witty and informative catchphrases, but the brand is also doing its bigger part for the community. The Atlanta-based shop donates 20 percent of its profits to nonprofit organizations.
14. Rizos Curls
Rizos Curls is a Latina-owned hair care brand made to embrace and celebrate the beauty of curls, kinks and waves everywhere.
15. Peralta Project
Founded by artist M. Tony Peralta, a New York native with Dominican roots, the Peralta Project includes menswear, womenswear, hats, keychains and pins. I love the brand’s rolos, icons posters and tees featuring legends like Selena Quintanilla, La Lupe, Frida Kahlo and Celia Cruz.
16. Honest Beauty
Launched by Jessica Alba back in 2015, Honest Beauty is a mission-driven company that provides safe and effective products for baby, personal care, cleaning and vitamins. A third-generation Mexican-American, Alba uses her personal and professional platform to educate people on the Latinx community and allyship.
If you liked this post, read about how society has trained Black and Latinx girls to only see their worth through their bodies.
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