34 Latinx-Owned Fashion and Beauty Brands You Should Know
September 15th marks the beginning of Latinx Heritage Month and while we encourage you to celebrate Latinx brands and creators all year round, now is a great time to introduce you to some of the best Latinx-owned businesses that are all around you. In fact, many popularized styles and trends have been heavily influenced by Mexico, the Caribbean and Central and South America. So if you're in the market for an off-the-shoulder silhouette, tropical prints or a bold red lip, you've come to the right place. Here's an extensive list of 34 Latinx-owned fashion and beauty brands to shop now. Plus, a few of our favorite picks from each to get you started.
Founders María Puente Silva and Vanessa Alarcón collaborate with artisans to create sustainable pieces that are imbued with the spirit of the Andes. All of Allpamamas’s garments are designed and produced by hand in Ecuador using natural fibers, upcycled materials and an organic dyeing process. The ethical fashion project often features silhouettes and prints reminiscent of the South American mountain range (think: fringe, patchwork and ponchos).
2. palma swim
After Hurricane Maria, Quiria Rodriguez Romano started Palma, a sustainable swimwear brand with the mission to let the world know that Puerto Rico and its beautiful beaches were ready for visitors again. In addition to using fabrics made from recycled bottles, Romano donates 8 percent of sales to charities in Puerto Rico like Mentes Puertorriquenas, an organization that empowers young Puerto Ricans to become agents of change. The brand includes a range of swim trunks, one-pieces and accessories for a day in the sun.
Colombianas Renata Black and Modern Family's Sofia Vergara teamed up to cater to women of different sizes with the inclusive, seamless underwear brand EBY (which stands for Empowered by You). All of the thongs, bikinis, briefs, cheekies and high-waisted pairs are available in sizes XS to 4X. The undies are available via subscription service, meaning your underwear drawer will get a refresh—shipped for free—for just $39 a month. Further, EBY funds microfinance loans for women all around the world, enabling them to start their own businesses and break the cycle of poverty. Now that’s the definition of feeling and doing good.
4. Hija de tu Madre
Blending American fashion with Latinx representations of identity, Hija de tu Madre’s founder, Patty Delgado, set out to create a fashion label that celebrates dual identities. As she told Teen Vogue, “I aimed to build the brand that I would have loved seeing when I was growing up. In this political climate, it's our job to take up more space than ever, and support POC businesses who are paving a way for themselves in a predominately white business world.” In addition to cute graphic tees, the brand has tons of empowering desk accessories and jewelry, featuring sayings like "Si Se Puede" (yes you can) and "Make Jefa Moves" (make boss moves).
5. Selva Negra
Inspired by Kristen Gonzalez and Sam Romero’s Latinx heritage, Selva Negra is an ethically-focused clothing brand that makes bold pantsuits, dainty patterned dresses and everything in-between. Founded in 2016, the brand implements low-waste solutions (like reducing the use of plastic and using compostable packaging). They currently offer sizes up to 4X to ensure everyone can rock their latest styles. Plus, they work with non-profits like United We Dream, ACLU and RAICES, to name a few, donating proceeds from their sales, while also raising awareness to their customers.
6. Jen Zeano Designs
Founders (and married couple) Jennifer and Veronica Zeano were inspired to grow their brand Jen Zeano Designs (JZD) after the initial success of their popular "Latina Power" tee back in 2016. Since then, the duo continues to produce apparel, accessories and decor to empower and celebrate the culture. The queer, Latinx-owned brand has collections like "Growing Through It" and "Latina Power" to highlight their Mexican-American heritage, while embracing all Latinx communities.
7. Maygel Coronel
In 2019, a designer competition put Mayfel Coronel on the map, where they won the $10,000 prize (and a host of partnership opportunities) to produce their collection. From there, Nicaraguan designer Estefania Lacayo and retail specialist Samantha Tams went to work to bring their passion project to the masses. Drawing from their hometown of Cartagena, Colombia, the luxury swimwear brand offers a range of one-pieces, bikinis and coverups to wear at the beach and core pieces to add to your wardrobe.
8. Raggedy Tiff
Whether it was illustrating, sewing or marketing, Jessica Resendiz always had a passion for all aspects of the fashion world. After graduating from college, she began building her brand RaggedyTiff. Inspired by her Mexican roots, 50s and 60s fashion and vintage art, each collection combines these interests together. All her pieces (which includes headbands, tops and bathing suits) are handmade by the designer herself using paints, embroidery and sustainable fabrics. As Resendiz's mission states: She wants "every person that wear[s] her pieces to feel empowered, powerful and proud of where they come from."
9. Flor de María
Flor de María Rivera spent 12 years in sports broadcasting (reporting, producing and writing) before making a switch to the fashion world. The Peruvian creator ran a bilingual fashion blog where she spoke about her love for shoes. Despite the the fact that she owned more than 500 pairs, she was still on the lookout for a shoe that catered to her needs. So, she decided to create her own line, Flor de Maria Collection, that combined style and comfort. Since launching, the shoes have been worn by celebs like Megan Fox, Saweetie and Thalia. From sandals to pumps, Rivera wants you to look and feel like a queen—no matter the occasion.
10. La Gotta Swimwear
While "La Gota" means "drops of water" in Spanish, La Gotta Swimwear put a fun twist on the traditional spelling, which reflects the vibrant designs of their swimwear brand. Puerto Rican designer Valeria del Ray was heavily influenced by the sea and nature, so she decided to create pieces that not only protected the environment, but were also chic enough that you'd want to rock them at the beach or pool. The brand has since branched into the skincare and haircare as well.
Cuyana is all about being a "fewer, better" fashion brand. To that end, founders Karla Gallardo and Shilpa Shah created pieces with the everyday women in mind and encourage their consumers to buy fewer, higher-quality products made with luxe fabrics like silk, cashmere, cotton and leather. The brand has also promised that by 2022, 100 percent of their products will be sustainably-made (so far they've already reached 96 percent).
12. Valerie Madison Jewelry
Valerie Madison went from selling her jewelry on Etsy and farmers' markets to creating a full-fledge business that features contemporary, elegant designs. The Afro-Latina designer mixes traditional and modern styles to create earrings, necklaces and rings using only recycled metals and sustainably sourced gems. As of 2020, she was Washington's only Latina and Black-owned fine jewelry store in the area.
13. Farm Rio
The Brazilian fashion and lifestyle brand celebrates culture through their colorful prints and patterns. For over 20 years, Katia Barros and Marcello Bastos have produced clothes (mainly midi and maxi dresses) that are inspired by the country's biggest city, Rio. Aside from being a staple in Brazil's fashion scene, the brand also stands behind environmental causes. With every purchase, they plant trees with help from the SOS Mata Atlântica Foundation and the Institute for Conservation and Sustainable Developments of the Amazonas. They've also started working with One Tree Planted, an organization that helps in global reforestation.
14. Coco & Breezy Eyewear
In 2009, Puerto Rican designers (and twins) Corianna and Brianna Dotson created Coco and Breezy Eyewear. Inspired by pop culture, brands and their background in music, they have produced fun, bold eyewear. Whether you're looking for sunglasses or prescription lenses, all of their frames pack a statement. Their snazzy accessories have even caught the eye of celebs like Lady Gaga, Prince and Nicki Minaj. And if you're unsure of which pair is right for you, they offer virtual try-ons to check out as many styles as you like before committing.
15. Viviana D'ontañón
At the age of 15, Viviana D'ontañón was already creating jewelry and selling her pieces locally. It wasn't until 2015 that she made it an established business.Three years later, she began to sell her items in a brick-and-mortar store in Puerto Rico. If you're into layering your necklaces or stacking your rings, look no further than her complementary gold and silver options. You'll find the island's inspiration across all her accessories, which will elevate your jewelry game to the next level.
16. All For Ramon
In honor of their late brother, two Latina sisters created All For Ramon, a fashion brand that stands for culture, community and sustainability. Based in Los Angeles, every piece is ethically sewn, cut and dyed in the LA area. You'll find unisex styles that are eco-friendly, chic and comfortable for everyone. With each purchase, a portion of sales go to the Calvin Preston Foundation (which helps families with children who are in treatment for cancer) and One Tree Planted (to aid in planting trees around the world).
17. Wasi Clothing
There's a special backstory to how Wasi Clothing was named. "Wasi," which means "home" in Quechuan was the last word founder Vanessa Acosta's grandfather taught her before he passed. This word stuck with her and eventually became the inspiration behind her fashion brand. Aside from the name, all of Acosta's clothes, accessories and home goods are steeped in Bolivian culture. The Afro-Latinx designer's mission is to infuse her Bolivian background into every piece, while staying sustainably conscious by producing solely in the Los Angeles area, where the brand is based.
Founded by Edwin Jimenez Casanova, a native of the Dominican Republic, Cuerpa is a natural skin and body care line crafted from high quality, responsibly sourced ingredients. The name Cuerpa, which stems from the Spanish word cuerpo, or ‘body,’ is also an idiom used in some Latin American countries to describe a beautiful woman or a voluptuous and sensual body. Per the brand, “We always strived to make the most of women's beauty and this is why we want to empower them with such a feminist brand name Cuerpa, as we also fight against feminicide and machismo.”
You know Beautyblender, you love Beautyblender, but did you know that the innovative makeup sponges were created by Rea Ann Silva, a proud Latina? After getting a degree at the Fashion Institute of Design & Merchandising in Los Angeles to pursue a fashion career, Silva discovered she was more drawn to beauty, and became a makeup artist for music videos, films and TV shows, including Friday, Girlfriends and Moesha. As shows started to shoot in high definition, Silva realized that the actors’ makeup needed to be flawless, so she set out to create a tool that would provide an airbrushed finish. And that's how the iconic pink Beautyblender was born.
20. Melt Cosmetics
Founded in 2012 by Lora Arellano and Dana Bomar, Melt Cosmetics was created to fill a void in the market for highly pigmented, bold cosmetics. They began developing lipsticks (which made them IG-famous), before expanding to eyeshadows and highlighters for all skin tones. Per the brand, “The story of Melt is not just another story about two young women who created a business that quickly outgrew their homes. It is about being unafraid to take the risks involved in pursuing your dreams, and the willingness to put customers at the center of it all.”
21. Bomba Curls
Bomba Curls was created when Lulu Cordero, an Afro-Dominicana, found herself suffering from severe traction alopecia. For relief, she turned to the hair care recipes used in her native Dominican Republic that promote hair growth and health. As such, the brand blends the unique elements of Dominican formulations with time-tested hair care secrets and organic ingredients to naturally nourish the scalp, achieve luscious curls and promote healthy hair growth.
22. Honey Baby Naturals
When Aisha Ceballos-Crump searched for products that catered to all of her children's different hair textures, she came up short, so she decided to create those products herself, and Honey Baby Naturals was born. The key ingredient—honey—is featured throughout the entire line. The CEO used her background in chemical engineering to develop a beauty brand for kids of all ages who have curls and coils. The line has since expanded to include skincare options for dry to very dry skin.
23. Vive Cosmetics
After seeing a lack of representation for the Latinx community in the beauty industry, founders Joanna Rosario-Rocha and Leslie Valdivia started Vive Cosmetics to fill in the gap. They sought to combine beauty and culture in their products—specifically their lipsticks—creating shades like "Selena Forever," "Sin Limites" and "Azúcar." As they state on their site, "We're creating space in the beauty industry for meaningful Latina/Latinx representation by building a brand that truly reflects our community—from company leadership, brand development, product inclusivity and so much more!"
24. Bésame Cosmetics
Step into the '50s with this vintage-inspired beauty brand. Bésame Cosmetics rose from designer and CEO Gabriela Hernandez's love for her grandmother's beauty routine. By 2004, she had a cult following of fans who enjoyed the brand's retro packaging and ultra-pigmented products. Just look at the Marilyn Monroe collection, which includes a guide to recreate the old Hollywood star's iconic look—or the best-selling Cake Mascara (which constantly sells out to this day).
25. Rizos Curls
When she was growing up, CEO Julissa Prado went through a lot of products but none felt right on her curls. This led her to developing her own formula featuring natural ingredients (like aloe vera, coconut oil and shea butter) that would work on all hair types and textures. By 2017, Rizos Curls became a favorite among the curly community, while dismantling the notion that curly hair is "pelo malo" (aka "bad hair" in Spanish). As Prado explained to Who What Wear: "Since our launch, I have prioritized the brand’s three Cs: curls, community, and culture. And many told us it’s not possible to make money based off of such strong values. Yet, it's these core values that drive our business."
26. Alamar Cosmetics
Beauty was always a passion for Gabriela Trujillo. Whether she was learning new skills from her mother (who was an esthetician) or trying makeup looks on her friends, Trujillo's lifelong love of beauty eventually became her calling. After investing in beauty school and freelancing as a makeup artist in Miami, she launched Alamar Cosmetics. Named after her hometown of Alamar, Cuba, she combined her expertise and her love for her heritage to create collections that are shade-inclusive, cruelty-free and affordable.
27. Reina Rebelde
The biggest inspirations always come from our moms and this cosmetic brand is proof. Reina Rebelde (which means "Rebel Queen" in English) was inspired by Regina Merson's childhood. In awe of her mother's beauty rituals, Merson saw firsthand how powerful beauty can be—especially in the Latinx community. This guiding belief has helped the CEO embrace her identity, while bringing out the boldness from within (which is displayed in her products). In her own words, she describes the brand as for "the unapologetic woman who embodies and celebrates all her powerful dualities."
28. Lights Lacquer
Created by Cubana creator and beauty vlogger Kathleen Fuentes (who is known as "Kathleen Lights" on the internet), Lights Lacquer features vibrant nail polishes for every season. The vegan brand prides itself on having a 10-free formula, which means you won't find the 10 most toxic chemicals often used in polishes. From shimmers to mattes, seasonal shades, and fun names like "Talk To The Hand" and "Fuzzy Socks," the line has something for everyone.
29. Mia Del Mar
If you're looking for a skincare brand that's vetted by experts you're in luck. Every collection released by Mia Del Mar has been tried and tested by a team of estheticians who are also women of color from Latinx countries like Brazil, Cuba and Colombia. Using core ingredients like seaweed, coconut oil and squalene throughout their line, Mia Del Mar offers a cleaner option for skincare and makeup mavens who are looking to get that Miami glow.
30. Luna Magic Beauty
Afro-Latina and Dominican-American sisters Mabel and Shaira Frías started Luna Magic Beauty to infuse their love of beauty, culture and music together. The LA-based company (that's only three years old, BTW) even pitched their brand to Shark Tank and got an offer to jumpstart their brand and make it more widely available to the mainstream markets. The cosmetics brand features pigmented eyeshadow palettes, elegant false lashes and daring lip shades that are high-performing (and their vivid blue and hot pink packaging sets them apart from their competitors when you're browsing the makeup aisles).
Ceremonia is all about hair wellness and using raw ingredients like cupuaçu butter, aloe vera and patauá oil to promote strong and healthy hair. Growing up, founder Babba Rivera, a Latin American immigrant who grew up in Sweden, didn't feel represented in the limited selection of haircare products that were available to her. So, when she made her way to the United States after college, she vowed to start a haircare company that catered to her needs. "Ceremonia was born out of the desire to celebrate the richness of Latin culture, while highlighting the next generation of Latinx," she expressed on her website.
32. Araceli Beauty
CEO Araceli Ledesma saw an overwhelming trend of her clients feeling confused about makeup and feel underrepresented in the beauty space. After spending years as a hairdresser and a freelance makeup artist, and seeing that many of her clients were confused and felt underrepresented in the beauty space, CEO Araceli Ledesma decided to launch her own cosmetic line to help her community. In 2018, she launched Araceli Beauty, a cruelty-free and budget-friendly brand that offers eyeshadow palettes, lashes and highlighter kits to create everyday looks—and full-on glam for a night out.
33. Belle En Argent
Belle En Argent strives to be a clean beauty brand you can depend on. The clean formulas feature castor, jojoba and argan oil to soothe and nourish your skin without any harsh ingredients. Aside from the ingredients, the brand's mission is "to break barriers in the cosmetic space, while celebrating women in arts." Fun fact: All of their products are inspired by iconic women (like photographers, filmmakers and musicians) who have made an impact in the world.
34. Artist Couture
Beauty influencer and celebrity makeup artist Angel Merino (aka Mac Daddy on YouTube) is no stranger to bold and unique looks. The Salvadorian creator launched Artist Couture to promote self-expression and confidence through makeup. Since launching, he's offered palettes, lipsticks and powders. The influencer has even dedicated a line to his mother and heritage called the "Caliente Collection" featuring red and orange hues.
Shop our picks: Diamond Lights Finisher ($25); Diamond Glow Powder ($27); Supreme Nudes and Pressed Pigment Eyeshadow Palette ($42)