40 Latinx-Owned Fashion and Beauty Brands You Should Know

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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 40 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. Kayamamas

Previously known as Allpamamas, founders María Puente Silva and Vanessa Alarcón recently branded to Kayamamas, which stands for "the women of tomorrow." All of the garments in the line are designed and produced by hand in Ecuador using natural fibers, upcycled materials and an organic dyeing process. Imbued with the spirit of the Andes, the silhouettes and prints are reminiscent of the South American mountain range (think: fringe, patchwork and ponchos).

Shop our picks: The Patchwork Bomber ($290); Beaded Handwoven Dress ($320); Ikat Maxi Dress ($370)

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 eight 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.

Shop our picks: Trim Roll Up Beach Visor ($35); Platano Swim Trunk ($80; $35); Arena One Piece ($118; $45)

3. 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.

Shop our picks: Cheeky Underwear ($16); Bralette ($45); Bra Bodysuit ($75)

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).

Shop our picks: Make Jefa Moves Mug ($24); Yo Hago Lo Que Me Da La Gana T-Shirt ($35); Motherland Necklaces ($58)

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.

Shop our picks: Playa Top ($150); Sabi Pant ($158); Bella Dress ($190)

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.

Shop our picks: Hoy Es Tu Dia Notepad ($16); Defund Tote Bag ($30); Latina Power Tee ($34)

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.

Shop our picks: Lucila Two-Piece Swimsuit ($330); Bruma One-Piece Swimsuit ($345); Sol Maxi Dress ($390)

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 include 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 wears her pieces to feel empowered, powerful and proud of where they come from."

Shop our picks: Shades of Brown Ariba Tee ($35); Sporty Ojito Nylon Shorts ($56); Friducha Embroidery Crewneck ($60)

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.

Shop our picks: Franchesca Sandal ($285); Elva Pink Sandal ($345); Milly Red Leather Boots ($595)

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.

Shop our picks: Amelia Short Amanda Oleander x La Gotta Collaboration ($70); Mecca Lilac ($165); Brassica x Jean Cintron ($145)

11. 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. The brand has also promised that by the end of the year, 100 percent of its products will be sustainably-made (so far they've already reached 96 percent).

Shop our picks: System Flap Bag ($128); Silk Slip Dress ($228); System Tote ($278)

12. 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. As of 2020, she was Washington's only Latina and Black-owned fine jewelry store in the area.

Shop our picks: Small Tapered Hoops ($465); Ruby Diamond Kiss Ring ($350); Selena Rose Cut Diamond Halo Necklace ($2,175)

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.

Shop our picks: Flower Scarves Lenzing Ecovero Viscose Pants ($175); Neon Macaws Maxi Dress ($230); Yellow Floral Dream Maxi Dress ($275)

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.

Shop our picks: Peyton-102 ($225); August 101 ($249); Inspire-103 ($249)

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.

Shop our picks: Ella Hoop Earrings ($24); San Benito Flat Chain Bracelet ($24); Initial Pendant ($24)

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 goes 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).

Shop Our Picks: AFR Hoodie ($90); AFR Jogger Pant ($90); The Loma Recycled High-Rise Mom Jeans ($190)

17. El Cholo's Kid

Bringing together Mexican traditions and local artisans since 2008, El Cholo's Kid offers handcrafted bags for everyone to enjoy. Whether you're into the large totes or their most popular style ("the mini"), each bag features traditional weaving techniques and recycled plastic. When describing her brand, Romero shared in an interview: "I grew up as a border kid always going back and forth between Mexico and California, so I grew up with an appreciation for the beauty of the culture and I love being able to show others the talent of our artisans."

Shop our picks: Mini Bag ($45); Slim Clutch ($52); Multicolor Tote ($72)

18. 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.

Shop our picks: Agave Triangular Tote ($275); Dolores Square Tote ($275)

19. 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 You 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.

Shop our picks: Made with Cariño Tote ($25); Morenita Tee ($35); Latina Black AF Tee ($35)


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.

Shop our picks: Tyler High Rise Straight Jeans ($178); Austyn Safari Dress ($208); Birdie Halter Jumpsuit ($218)


21. Cuerpa

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.”

Shop our picks: Rose de Cristal Lip Polish ($22); Floraison au Sahara Hydra-Plumping Face Mist ($32); Déesse De La Forêt Revitalizing Facial Oil ($48)

22. 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.

Shop our picks: Blendercleanser Solid ($16); Liquid Blendercleanser ($18); Original Beautyblender ($20)

23. 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.”

Shop our picks: Cream Blushlight ($24); Ultra-Matte Lipstick ($22); Smoke Sessions Eyeshadow Palette ($48)

24. 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.

Shop our picks: Silky Satin Scrunchies ($12; $9); Dominican Forbidden Oil ($22); Forbidden Hair Mask ($30)

25. 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.

Shop our picks: Hold It Styling Gel ($11); Honey Sweet Softening Conditioner ($11); Bee Sweet Face & Body Butter ($15)

26. 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!"

Shop our picks: Amor Eterno ($20; $17); Selena Forever ($20; $17); Maria ($20; $17)

27. 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 Disney Villains collection which includes nail polishes, lipsticks and eyeshadows inspired by our favorite characters—or the best-selling Cake Mascara (which constantly sells out to this day).

Shop our picks: Dreamy Pink 1959 ($19); Forever Red Lipstick 1925 ($28); Black Cake Mascara Set ($24)

28. 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."

Shop Our Picks: Hydrating Shampoo ($20); Refresh & Detangle Spray ($20); Curl Defining Cream ($22)

29. 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.

Shop Our Picks: DesNUDEAs Lip Liner ($12); Colorete Blush Trio ($25); Brighten & Bronze Complexion Trio ($25)

30. 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."

Shop our picks: Bonita Bandera Blue Liquid Eyeliner ($17); Brava Bold Lip ($18); Azteca Wet Dry Eyeshadow ($23)

31. 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.

Shop Our Picks: At Last ($11); Jefa ($11); Mia ($11)

32. 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.

Shop Our Picks: Marvelous Silicone-Free Makeup Primer ($12); Instant Bliss Glycolic Face Wash ($13); Overnight Miracle Glow Night Cream ($28)

33. 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).

Shop our pick: Matte Liquid Lipstick in Bon Bon ($8); Matte Liquid Lipstick in Gostosa ($8); Eyeshadow Makeup Palette ($20)

34. 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.

Shop Our Picks: Aceite de Moska Remedy Oil ($28); Wash Day ($40; $35); The Scalp Power-Duo ($44; $40)

35. 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.

Shop Our Picks: Morelia Lashes ($14); Night/Noche Ojos Perfectos Liquid Eyeliner ($20); Jalisco Eyes Eyeshadow Palette ($30)

36. 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.

Shop our picks: Light a Grape Nail Polish ($13); Smoking on Screen Auteur Creme Lipstick ($17); Panchromatic Palette ($26)

37. 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 Lip Tease Lip Gloss ($18; $13); Diamond Glow Powder ($27); Supreme Nudes and Pressed Pigment Eyeshadow Palette ($45)

38. 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.

Shop our picks: Flora Silk Scrunchie ($13); Cloud Silk Scrunchie ($24); Silk Pillowcase ($64)

39. 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.

Shop our picks: Overnight Facial Glow ($29); Stick Bronzer ($29); Beauty Oil ($39)

40. 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.

Shop our picks: Curl Manifest Shampoo ($35); Curl Manifest Har Serum ($65); Curl Manifest Gel ($75)