Career Diaries: LaLa Romero, Co-Founder of Sweet Street Cosmetics, on the Importance of Representation in BeautyDecember 17, 2020
Tell us about your background. How did you get into beauty?We are both Chicanas born and raised in Los Angeles. In 2013, we co-founded Bella Doña, a streetwear brand rooted in the love of our neighborhoods, with the sole purpose of celebrating sisterhood. In our efforts to highlight our personal stories through fashion, we instantly noticed that our beauty story was missing from the general market conversation too. So, that sparked an internal conversation about beauty as a ritual and the generational beauty stories in our own families. Once that started, there was no stopping us — we knew we had to move into makeup.
What was the inspiration behind Sweet Street?Our inspiration for Sweet Street is a combination of two forces of nature. The first is the beautiful, everyday woman in neighborhoods across the globe who blazes her own beauty trail by being true to herself. That includes our mamás, tías and abuelitas. We intentionally don’t use agency models for either of our brands. Our models have always been our customers and muses. The second is our city, Los Angeles. We are deeply inspired by the colorful palette, the sunshine, palm trees and cool ocean breeze.
Sweet Street seeks to celebrate women of color and share a narrative in the industry that has been historically overlooked. Why is this important to you?
Our Latinx culture and neighborhoods are never properly credited for the huge impact they have on the beauty and fashion world at large. We are here to loudly applaud and celebrate our community and all the beauty innovation that has come from it and will continue to come from it.