44 Latinx-Owned Fashion and Beauty Brands You Should Know

From wardrobe staples to nourishing skincare

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latinx owned fashion and beauty brands
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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 44 Latinx-owned fashion and beauty brands to shop now. Plus, a few of our favorite picks from each to get you started.

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1. 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).

2. 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've 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.

3. 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 "Metiche Madness" and "Latina Power" to highlight their Mexican-American heritage while embracing all Latinx communities.

4. Poplinen

Poplinen is all about two things: sustainability and inclusivity. Founded by Latina Desiree Gaitan-Buchanan, this apparel brand sources recycled fabrics like Tencel, linen and organic cotton in crafting their staple pieces that range from sizes XS to 3X. As stated on their website, "Poplinen was founded on the principle to make women feel more than, not less than. We create for the ones who have felt left out." You'll find everything from comfy sweatshirts to lounging shorts to linen blouses.

5. 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 include tees, tote bags and earrings) are handmade by the designer herself using paints, embroidery and sustainable fabrics. As Resendiz's mission states: She wants "every person that wears her pieces to feel empowered, powerful and proud of where they come from."

6. 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 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.

7. Yo Soy AfroLatina

When founder Bianca Kathryn was growing up, she didn't see much Afro-Latinx representation in the Midwest. It wasn't until her travels to Mexico, and living in NYC, that she was exposed to the diversity of the Latinx community around the world. Her experiences inspired her to start Yo Soy AfroLatina, which celebrates and honors Black and brown Latinx. The brand strives to empower Black women within the Latinx community and validate their experiences through clothing, accessories and more.


This LA-based fashion brand is rooted in sustainability, community and premium apparel. While ÉTHICA offers knits, jackets and dresses, it's the denim picks that have customers coming back. However, the brand goes beyond clothing; they also offer water to local farmlands and partner with local organizations for various environmental initiatives around the world.

9. Ayanegui

Whether you're eyeing their ready-to-wear or interested in their silver jewelry, Ayanegui has a statement piece for everyone. The idea came straight from founder Guiseppe Ayanegui, who started his label in Mexico City. The contemporary fashion brand strives to create aesthetically-pleasing designs—from unisex attire to snazzy accessories to swimwear.

Swimsuits & Intimates

10. 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 (like jumpsuits, bodydresses and sets) to add to your wardrobe.

11. 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.

12. EBY

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.

13. Gonza

In June 2023, singer Becky G became the creative director of Gonza, a swimwear brand dedicated to inclusive sizing and bold prints. She told WWD in a statement, "I'm thrilled to be joining Gonza as its creative director and embark on this new journey. I have no doubts in taking this opportunity knowing that the brand actively seeks to uplift Latin creatives across its entire business model. I hope each piece I create becomes an armor of strength that captures the essence of summer and fuses it with confidence and self-expression." Since then, the swimwear brand has launched several collections including "Panama," "Magarita," and "Luz" to name a few.

Shoes & Accessories

14. 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.

15. Beamina

In 2018, mother-daughter duo Beatriz Martinez and Paulina Anchia set out to make high quality handbags and accessories together with their brand Beamina. Inspired by Paulina's nickname (amina) and the first two letters of Beatriz's name, the brand's core mission is to empower women everywhere and encourage them to be their best selves. Designed in Puerto Rico, the founders work with local artisans, where traditional crafting is used to mold 100 percent grain leather into each luxury bag. With every handbag purchase, a portion of the brand's proceeds goes to Glasswing International Foundation, a non-profit organization that empowers others toward positive change.

16. Cuyana

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 with global partners in Ecuador to Vietnam. The brand also recently met its goal to use 100 percent sustainable materials, and has now set its sights on achieving carbon neutral packaging by 2025.

17. Valerie Madison Jewelry

Valerie Madison went from selling her jewelry on Etsy and farmers' markets to creating a full-fledged 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. In 2020, she was Washington's only Latina and Black-owned fine jewelry store in the area.

18. 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.

19. 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.

20. Sensi Studio

If you're looking for a stylish handbag or a chic summer hat, Sensi Studio has you covered. Founded by Stephany Sensi in 2010, the fashion brand features all handmade products crafted by artisans in Ecuador (where she's from). In an interview with Forbes, Sensi described the brand as "evoking a sense of summer all year long" with each piece reflecting "an attitude that one is constantly traveling, and a feeling of bring on vacation."

21. Santos by Mónica

Founder and creative director Mónica Santos Gil launched Santos by Mónica during the pandemic. With a heavy focus on sustainability, the brand uses natural textiles like cactus-based biomaterial to mimic the look and feel of traditional leather. The brand also uses a blend of cotton and eucalyptus lyocell to create high-quality, long-lasting accessories. Plus, for every item sold, the brand plants a tree with One Tree Planted.

22. Daniela Uribe

Whether it was at her Quinceanera or when she started her own brand, designer Daniela Uribe has always challenged fashion norms. Inspired by her Colombian heritage and her travels throughout Europe, Uribe began developing fashion-forward designs. After winning a design project competition from Ted Baker London, she launched her own luxury footwear brand featuring pumps, boots and platforms.


23. Beautyblender

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.

24. 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.”

25. 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!"

26. Bésame Cosmetics

Step into the '20s 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 Ella Fitzgerald collection, which includes lipsticks, an eyeshadow palette and a commemorative scarf—or the best-selling Cake Mascara (which constantly sells out to this day).

27. 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.

28. 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 "the unapologetic woman who embodies and celebrates all her powerful dualities."

29. 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.

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 even pitched their brand to Shark Tank in 2021 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).

31. 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.

32. 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.

33. Elaluz

Brazilian-American model and influencer Camila Coelho launched Elaluz with three key pillars in mind: sustainability, inclusivity and minimalism. To that end, the luxury beauty brand only uses recyclable packaging and reusable materials throughout the line. Elaluz also sources clean ingredients from plants, fruits and nuts in every product.


34. Bomba Curls

Bomba Curls was created when Lulu Cordero found herself suffering from severe traction alopecia. For relief, the Afro-Latina founder turned to haircare recipes used from the 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.

35. 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 on such strong values. Yet, it's these core values that drive our business."

36. Ceremonia

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.

37. Hello Updo

Inspired by a hot day in the Dominican Republic, founder Magdaline Hurtado wanted to make hair ties catered to curly and coily hair. Tired of her hair ties constantly snapping and seeing an overall lack of hair accessories dedicated to textured and voluminous manes, Hurtado sewed her first (and most popular) item—the Biggish—straight in her abuela's kitchen. Two years later, she continues to give naturalistas an accessory they can rely on. "My hair means the world to me. It's not just hair; it's part of my identity, history, and pride. I wear it with honor," says Hurtado.

38. Inala

After years of over-styling and damaging her hair, actress and TV personality La La Anthony decided to launch a haircare brand that would strengthen her locks again. In 2022, Inala was born using clean ingredients like rice water, which plays a big role in the brand's top products, as it encourages hair growth and supports overall hair health. The collection also features a distinctly floral fragrance of violet, rose and jasmine notes that enhance the washing and styling experience.

39. Rëzo Haircare

With over 40 years of experience in the hair industry under her belt, Nubia Suarez started her own brand Rëzo in 2018. Since the beginning, the Colombian hairstylist and curl specialist has offered curl education by training future stylists in her cutting and coloring techniques. In 2019, she launched a line of products for all textured hair types and opened her very own salon in New York City.

40. Ocoa Beauty

Founders and sisters Nicol Varona Cancelmo and Cory Varona-Corniel created Ocoa to celebrate and cater to curly hair. Coming from the Dominican Republican, they knew firsthand the discrimination many women still faced for rocking their natural hair texture. With Ocoa, they wanted to make a haircare brand for Latinx women that encouraged them to find confidence in their curls. Per their site, "Ocoa Beauty goes beyond hair care. We want to stop hair assimilation so future generations embrace their authentic beauty." Each product uses clean ingredients like aloe vera, apple cider vinegar, avocado oil and tea tree oil to strengthen, moisturize and encourage healthy hair growth.


41. Nopalera

The name "nopalera" comes from the nopal cactus found in Mexico, which represents the culture, health and beauty of the country. In 2020, Sandra Velasquez launched Nopalera using the plant's natural oils (along with other vegan ingredients) to develop the products. Whether you try one of their body soaps or butters, you'll notice the sweet scents of jasmine, rose clay and amber featured throughout the line. As stated on their site, "Nopalera exists to champion the richness of Mexican heritage, but also the resilience we see within our customer community. We see you as a reflection of our cultured boldness, and a reminder of the strengthen in natural beauty born from our native land."

42. Vamigas

For co-founder and CMO Ann Dunning, the idea for Vamigas came to her after going through IVF. While going through the treatment, she discovered the Latinx community were often left out of the clean beauty/wellness space. She sought to decolonize the skincare industry and educate others on harmful chemicals in beauty products. With 20 years of experience working with start ups, Dunning and her co-founder (and third-generation Mexican American) Christina Kelmon launched the clean beauty brand in 2021. Using plant-based ingredients and inspired by the traditional rituals of Latin America, the brand offers a line of skincare products that are filled with local herbs and botanicals (like acia berry, aloe vera and jojoba oil).

43. Dezi Skin

Makeup was always essential to Desi Perskins, but as a content creator, she wanted to be more transparent with her followers. For the first time, she began showcasing her face without makeup and corporate more skincare into her content. In 2021, she launched Dezi Skin to help her customers feel confident in their own skin, too. The brand worked closely with chemists to formulate products with people of color in mind. Not only do the names tie into her Mexican heritage (like "Agua Fresca" and "Claro Que C"), but some ingredients derived straight from the country. You'll find all the staples you need in a skincare routine, such as a cleansing gel, overnight face mask and a vitamin C serum, which helps target dark spots, uneven skin tone and dryness. The brand also carries belly butter for the mamas-to-be.

44. Hyper Skin

Afro-Latina Desiree Verdejo was tired of Black and Brown skin being left out of the beauty conversation, so in 2019, she launched Hyper Skin to target the most common skincare concerns of many BIPOC individuals: dark spots and hyperpigmentation. Whether you're trying their popular vitamin C serum or their fade and glow AHA mask, the formula is powered by natural and clinical-grade ingredients like vitamin C, tumeric, aloe and glycolic acid.

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