16 Latinx-Owned Beauty Brands That Belong on Your Radar

September 27, 2023
Jazmine A. Ortiz
By: Jazmine A. Ortiz | Makeup.com by L'Oréal
products collaged onto a blue and purple gradient background

Latinx-owned beauty brands celebrate a narrative in the cosmetics industry that has been historically overlooked. These brands are here to close the gap that exists in mainstream beauty with offerings that celebrate diverse cultures. In honor of Latinx Heritage Month, we’ve rounded some of our favorite Latinx-owned beauty to shop, this month and beyond.

Latinx-Owned Beauty Brands to Shop

Treslúce Beauty

Founded by Mexican-American singer Becky G, this makeup line is bursting with bold, intensely pigmented colors and formulas that glide on effortlessly. The Ready to Bounce Cream Blush is a standout for its velvety, cream-to-powder finish and vibrant shade range.

Tresluce Beauty Ready to Bounce Cream Blush


For powder puffs and makeup sponges that look like they belong in a professional makeup artist’s kit, look no further than May Cintron’s line, TUHLZ. Cintron, a Dominican makeup artist born and raised in the Bronx, started the line to give everyday makeup enthusiasts access to tools that usually only the pros know about, like mascara shields and eyelash separators. The Abstract Sponge is the brand’s best-seller, thanks to its pointed shape that’s perfect for the delicate under-eye area. 

TUHLZ Abstract Sponge

Bésame Cosmetics

Designer and cosmetics historian Gabriela Hernandez started Bésame Cosmetics in 2004. The luxe, clean beauty brand carries lipsticks, compacts, fragrance and more inspired by Old Hollywood style icons. We recommend the Fairest Red Lipstick, especially for medium and olive skin tones.

Besame Fairest Red Lipstick

Melt Cosmetics

Mexican-American makeup artist Lora Arellano launched Melt Cosmetics alongside her business partner Dana Bomar. Their range is fun, edgy and filled with products that deliver an impressive color payoff. Case in point: the brand’s liquid lipsticks and range of shimmery liquid highlighters.

Melt Cosmetics highlighter


Food-inspired Glamlite Cosmetics was founded by a Caribbean immigrant Gisselle. She grew up in Brooklyn, New York and took her love of pizza to another level when she launched her brand with the Pizza Palette. Several foodie-themed drops later and makeup lovers can’t get enough. Right now, we’re loving the Ice Cream Dream Palette.

Glamlite Ice Cream Dream Palette

Bomba Curls

Created by Lulu Cordero, an Afro-Dominicana, this brand celebrates curls, coils and kinks. She funneled tightly-kept Dominican beauty secrets used by generations into products that are recognized throughout the beauty industry. Try the Forbidden Hair Mask during your next hair-care day.

Bomba Curls Forbidden Hair Mask

Better Not Younger

Founder and CEO of Better Not Younger, Sonsoles Gonzalez, started her hair-care brand in an effort to create effective products that addressed the needs of aging hair and to change the narrative surrounding the aging process. The name of the brand, which offers a wide variety of hair and scalp products, speaks for itself. We’re currently eyeing the Hair Densifying Scalp Serum and Gentle Scalp Massaging Applicator, which work together to help thinning hair appear thicker and to soothe distressed scalps. 

better not younger Hair Densifying Scalp Serum and Gentle Scalp Massaging Applicator

Sigma Beauty

Sigma Beauty is widely hailed as an it beauty brand among influencers, but did you know its founders, Simone Xavier and Rene Xavier Filho, are a Brazilian-American couple? The brand launched with an eye for creating professional quality brushes, so it's only right we recommend its Classic Face Brush Set.

sigma beauty Classic Face Brush Set

Artist Couture

Celebrity makeup artist and beauty influencer Angel Merino created Artist Couture to celebrate individuality through makeup artistry. The brand’s Diamond Glow Powder has a light bronze base with golden shimmering pearls to make your complexion pop.

arist couture Diamond Glow Powder

Luna Magic Beauty

Afro-Latina and Dominican-American sisters Mabel and Shaira Frías were inspired by the rich cultures and music of the Caribbean and Latin America, the hustle and bustle of NYC and the glamour of Los Angeles when launching Luna Magic. That richness comes across in their lash offerings like Love Amor Faux Mink Lashes.

Love Amor Faux Mink Lashes


Portuguese and Mexican beauty innovator Rea Ann Silva changed the makeup application game when she introduced the world to the bright pink, egg-shaped makeup sponge known as the Beautyblender. The original model now comes in a variety of sizes and colors though. We like the Shadeshifter Makeup Sponge, which transforms into different colors once you wet it.

Shadeshifter Makeup Sponge

Rare Beauty

If you’re an avid #BeautyTok follower, you’re likely familiar with Rare Beauty’s famous Soft Pinch Liquid Blush. (The color payoff is beyond impressive.) This celeb-founded brand is a must-try if you’re looking for minimalist makeup staples that’ll help you create the perfect five-minute routine.

Soft Pinch Liquid Blush

Honey Baby Naturals

In 2016, Honey Baby Naturals became the first Latina-owned hair and skincare line for naturals. Former chemical engineer, Aisha Ceballos-Crump created the brand with her kids and other curly-haired folks in mind. The Milk & Honey Leave-In Conditioner is great for adding softness and protecting your hair against heat styling. 

Milk & Honey Leave-In Conditioner

Rizos Curls

Latina Julissa Prado was inspired to create Rizos after her ups and downs with trying to find the right products that worked for her curly hair. Her award-winning products can now be found in stores all over and online. The Refresh & Detangle Spray is a must-have for keeping curls bouncy in between washes.

Refresh & Detangle Spray

JLo Beauty

It was only a matter of time before this celeb dropped a beauty line as fierce as her. The Puerto Rican mogul’s skincare secrets are laid out in her skincare range that features the beloved That Jlo Glow Serum.

That Jlo Glow Serum

Vive Cosmetics

Leslie (Mexican-American) and Joanna (Mexican and Puerto Rican), founders of Vive Cosmetics, are first-generation Latinas on a mission to combine their love for beauty and cultura in one place. They have a range of lippies with names that represent Latinx culture to choose from, but the Que Matte Liquid Lipstick in Spanglish is one of our favorites.

Que Matte Liquid Lipstick in Spanglish
Visual Designer: Juliana Campisi

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