There are so many things to celebrate throughout Latinx Heritage Month - which runs from September 15th to October 15th. The food is delicious, the music from legendary artists like Selena and Jennifer Lopez is extremely danceable, and the Latinx community has contributed amazing things to the beauty world. Beyond the glam makeup of Mexican-American Desi Perkins and beauty trends like glowing skin and perfectly-lined lips that Latinas have been owning for years (thanks, J.Lo!)...there are dozens of Latinx-founded beauty brands that celebrate the beauty of expression alongside the vast and diverse Latinx culture.
You’ve probably heard about Selena Gomez’s brand new makeup line, Rare Beauty, but have you tried Alamar Cosmetics or Vive Cosmetics? These Latinx-founded brands show appreciation for the beauty trends and traditions of their cultures, focusing on inclusivity and representation while blending out eyeshadows with names like Mango Mami and Mojito. Even as Latinx Heritage Month comes to an end, you’ll always feel connected with our favorite Latinx-founded brands below!
You may have heard a thing or two about the owner of Lunar Beauty. Just kidding, you definitely have. It’s Manny Gutierrez, also known as Manny MUA! For years, the Mexican-American YouTuber and beauty influencer has acquired millions of subscribers who tune into his eyeshadow tutorials and hilarious beauty tips, and even became the first male brand ambassador for Maybelline. He’s since channeled all of his energy and popularity into Lunar Beauty, his own makeup line that strives for “out of this world” beauty.” Since we all know that Manny loves his eyeshadow, the Life’s a Drag palette should be your first purchase from this Latinx-founded beauty brand. The 14-color palette features a mix of neutral shades like brown, peach, and white, along with vivid brights like the satin blue Fishy and Barbie-pink Kai Kai to blend out a variety of eye looks that can be seen from outer space. And don’t forget the Lunar Beauty highlighter and lip gloss to go with it! Manny MUA is no stranger to diversity, and that’s clear in his Latinx-owned beauty line. As the website says, “our founder Manny MUA is a gay latino man who LOVES makeup… even when times were HARD for a gay man in a makeup world he never gave up, he followed his passion and we want the same thing for YOU!”
Since 2020 hasn’t exactly been the year any of us expected, why not revisit the Roaring Twenties with this luxury vintage beauty brand? Argentina native Gabriela Hernandez started Bésame Cosmetics in 2004 as an ode to “classic elegance, modern beauty.” The brand celebrates the history of makeup, launching vintage products with a modern twist. For example, the Black Cake Mascara that’s unlike any you’ve ever tried. It’s not a creamy formula that arrives in a tube, but a clean, natural wax that lives in a tin. Just add water, dip your mini brush, and apply your mascara in the most unique way for clumpless, waterproof, and long-lasting wear that makes you feel like the ultimate pinup girl. And don’t stop there, as the brand’s Classic Color Lipstick is a hydrating and pigmented formula that you can collect in a range of vintage shades - from the pink-red of American Beauty to the cocoa shades like Chocolate Kiss. And we can’t forget Magic Pink, the magical lipstick that looks blue in the tube, but magically turns pink once applied to your lips as it adjusts to your body’s natural pH levels. This shade is inspired by the classic pink-and-blue dress scene in 1950’s Sleeping Beauty, and there are way more Disney references and vintage throwbacks to be discovered with this Latinx-founded beauty brand.
This is more than just a Latinx-founded beauty brand... Alamar Cosmetics is a pure celebration of founder Gabriela Trujillo’s cultural background and artistry. Alamar is the name of the small Cuban barrier where she was born, and Trujillo celebrated her Cuban roots even further after moving to Miami, FL at three years old. A lifelong beauty enthusiast and makeup artist, Trujillo founded Alamar Cosmetics in 2017 as a combination of her cultures, telling Beauty Independent “my brand connects to where you are from and your roots, and finds inspiration in that for new things.” The shade names from Alamar definitely prove that statement right, with eyeshadows called Varadero, Cafecito, and La Costa. But our personal favorite product? Brighten & Bronze Complexion Trio, a set of three sculpting powders to add dimension and luminosity to your features. With different sets to match your skin tone, these bronzers, highlighters, and deepeners blend out flawlessly on your face and contain Hyaluronic Acid to keep skin hydrated. Pair it with your Reina Del Caribe Vol. 2 eyeshadow palette, with shades like Mambo and Rumbera, to discover the beauty of your culture with one of the best Latinx-founded beauty brands.
If we had to choose just one symbol of the beauty community, it might just be the Beautyblender. Your favorite influencers talk in YouTube videos about buffing out foundation with a “damp Beautyblender,” and the egg-shaped sponge has saved you from streaky application or missed spots around the eyes more times than you can count. There’s no denying the power of the Beautyblender, but did you know that the brand was founded by a proud Latina? Hollywood makeup artist Rea Ann Silva changed the beauty game with this cult product, which provides precise and even application of your foundation, concealer, or cream bronzer for a flawless finish. The brand has since expanded to include about a million different shapes, sizes, and colors of the Beautyblender, along with a makeup line to go along with it. Pretty cool. Silva is proud of her cultural background during Latinx Heritage Month, and every other day. "Being Latina gave me the vision and understanding about the nuances in skin tone, which directly correlated to my hands and my eyes mixing colors that made people feel comfortable in their own skin,” she once told NBC. Thanks for your Beautyblender, Mrs. Silva… you’ve saved us from cakey concealer more than you know!
Glowing skin is always the mission with Joanna Vargas, the celebrity esthetician whose salons in NYC and LA inspired her to launch her own line of innovative, cutting-edge skin care solutions. “I developed my skincare collection because I wanted good nutrition for the skin and products that multitask when I use them," Vargas told The Zoe Report. "All the products in my line do a variety of things and are made for everyone – they are the foundation for healthy skin!" Joanna Vargas skin care makes great use of brightening classics like Chlorophyll and Vitamin C to help your skin radiate and look youthful, and you’ll especially love the Supernova Serum. It’s packed with Retinol to firm and refine the skin, along with healing ingredients like Vitamin A, Chamomile, and Fatty Acids to give your complexion an instant glow up. There’s plenty more face masks, cleansing bars, and serums to try from this Latinx-founded brand, and the list of celebrity fans like Naomi Watts and Julianne Moore shows you just how A-list these products are.
That’s right. Your favorite clean beauty skin care brand was founded by the Colombian-born beauty lover of the same name. As a child, Tata Harper used to make homemade face masks and body scrubs in the kitchen with her abuela, who taught her the importance of pampering yourself and never risking your health for beauty. And thus, the brand was born! Tata Harper is one of the most clean skin care lines in the beauty community, as each product is 100% natural and made without toxins, fillers, artificials, or synthetics. Oh, and each one is made with chemists on a farm in Vermont. How much more natural can you get? We’re particularly fond of Tata Harper’s Resurfacing Serum, which contains an AHA Superfruit Blend (lactic, glycolic, citric, malic and tartaric acids) to exfoliate and remove dead skin cells, BHA from White Willow Bark to minimize pores and inflammation, and Vitamin C brighten up discoloration and fight free radical damage. All while producing the glowing skin you deserve. Tata Harper is a natural skin care lover’s dream, and you should treat yourself to all the serums and moisturizers through Latinx Heritage Month.
“Melt is more than a cosmetics brand, it embodies the freedom of expression through makeup, while empowering its cult following to be unapologetically themselves – just like its co-founders.” Ah yes, the co-founders. Proud Latinas and makeup artists Lora Arellano and Dana Bomar started the brand back in 2012 when they realized the lack of ultra-pigmented and bold lipstick colors within the beauty world. Melt Cosmetics went from five sold-out lipstick shades to a spectrum of eyeliners, highlighters, eyeshadow palettes, and bronzers that express your artistry while showing appreciation to culture. In Arellano’s case, it’s her Mexican-American heritage, and it shows with the Amor Eterno Illuminacion Highlighter. This opalescent pink shimmer looks warm and luminous on all skin tones, blending out like a dream on your skin for a radiant glow that comes from within. But that’s not even the coolest thing about it - the design is that of a sugar skull, one of the most popular symbols of Día de Muertos that gives edge and cultural significance to this shimmery product. May your makeup always be pretty and pigmented with beauty products from this top Latinx-founded brand.
Meet the Latinx-founded brand that combines two of your most favorite things: eyeshadow palettes and food. Glamlite Cosmetics was inspired by founder Gisselle Hernandez’s love of pizza, after she migrated from the Caribbean to Brooklyn, NY and discovered her passion for the cult food. Long story short, Hernandez decided to launch her Pizza Palette for a taste of beautiful eyeshadows that make you feel just as good as pizza does. The palette is shaped like the food, while 18 shades with names like Jalapenos, Sausage, Meatballs, Pepperoni and Marinara can be blended together for a real treat. And it doesn’t just stop at pizza, either. Glamlite also carries other eyeshadow sets based on your favorite foods, like the Glam Donut, Burger, and Street Taco palettes… plus a complete Ice Cream collection. If you’re really in the mood to get in touch with your Latina heritage, the Kaliente palette features colorful shades like Sol, Mango Mami, Como la Flor and MaliBlue inspired by Hernandez’s home of the Caribbean.
While Midas Cosmetics is still just a baby, founded in 2018 by Afro-Latina Rocio Nuñez, the brand has gained major attention in the beauty world for its glam essentials. Bronzer, foundation, highlight… all the products you need to recreate makeup looks from your favorite digital creators. Speaking of which, these creators are the foundation (pun intended) behind the brand, with influencer palette collaborations from all your faves. The Midas x NeonMUA Dusk to Dawn collection features 4 all-in-one face palettes for every skin tone - with a bronzer, contour, highlighter, and blush to sculpt and define your features while keeping inclusivity in mind. Or keep it simple with the Smokey Glow Highlighter Duo, featuring a gold and pink shade for a custom glow. As much as you love the palettes from Darius McKiver (or NeonMUA,) just know that there’s plenty more influencer palette collaborations coming your way from Midas Cosmetics.
“We are more than just a brand, we are a community made up of bold and fearless #GLOWGETTERS!” Artist Couture isn’t kidding with these words, as the brand’s lineup of highlighters is influencer-approved and ready to finish off your most glamorous makeup looks. Founded by makeup artist and influencer Angel Merino, or Mac Daddyy, this Latinx-owned line began out of passion and dedication to defying social norms. Just like Manny Gutierrez… Angel Merino is proud to be a Latino male who loves makeup, and wants to encourage others like him that they should never dull their sparkle. Literally, because there are so many glowing skin products in this collection. Diamond Glow Powder is a great place to start, as it has top ratings on MIRA for pigmentation, blendability, and staying power… and you can spread it on your face and body for all-over radiance!
What's your favorite Latinx-founded beauty brand? Tell us on MIRA.