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30+ Latinx Beauty Brands To Support Now and Forever



30+ Latinx Beauty Brands To Support Now and Forever

Representation is crucial. Full stop. For many in the Latinx community, that much-needed representation doesn’t exist within the beauty industry. And while according to a Nielsen 2019 consumer report, “the Latinx consumer outspends any other group in beauty product sales by close to 30%,” that same shopper— particularly 69% of older Latinx people (age 5o+)— agree with the sentiment that the industry sees them as just an afterthought. Below, a few Latinx leaders took matters into their own hands (and labs) to create brands founded by Latinx people for Latinx people. On the list, you’ll find everything from super-soft makeup brushes (the company has more than 60 patents on their designs!) to experimental functional fragrances and the one-and-only OG beauty blender. So shop today, tomorrow, and the next below.

Óleo Para O Corpo Kaya Jungle Firming Body

Costa Brazil


When Brazilian-born fashion designer Francisco Costa (Calvin Klein, Gucci) retired from designing, he returned to his homeland—and visited the rainforest for the first time in his life. There, he met with the Yawanawá tribe, which planted the seed for Costa Brazil, a skincare brand inspired by the natural beauty and strength of the rainforest. 

Our pick: The secret ingredient in this fast-absorbing body oil is kaya—it’s rich in selenium, vitamin E, and magnesium to not only hydrate skin, but help even tone and texture. 

Lip Souffle Matte Cream Lipstick

Rare Beauty by Selena Gomez


ELLE’s September cover queen Selena Gomez has her own makeup line, Rare Beauty, and we’re fans. Focused on shattering the unrealistic standards that surround the beauty industry, Gomez established the Rare Beauty Mental Health Council and the Rare Impact Fund, which has set a goal of raising $100 million over the next 10 years to help address the gaps in mental health services for underserved communities.

Our pick: Featherlight but richly pigmented, this whipped air cream comes in 12 pretty shades with equally pretty names.

Forever Glow Anti-Aging Face Mask

Joanna Vargas


Celebrity esthetician Joanna Vargas knows not everybody can visit her Manhattan salon for a skin-changing facial, so she created a equally efficacious products for you to try at home. 

Our pick: This is your post-party all night, about to walk down the aisle skin savior. These bamboo sheet masks are mega-hydrating to give you glowing skin in just 15 minutes.  (Bonus: There’s enough potent goop inside to use at least twice!) 

Flor de Mayo Cactus Soap



Mexican-American Sandra Velasquez found inspiration in the universality of the nopal cactus (it’s edible, super-hydrating, and can even be woven into fabrics), which grew in her backyard growing up. Nopalera’s products (hand soaps, scrubs, and moisture bars) are all palm oil-free, vegan, and gorgeously giftable. 

Our pick: Jasmine oil gives this baby-pink soap a gorgeous, tropical scent. And the fluffy lather will leave your skin feeling clean but not stripped. 

Dominican Forbidden Oil

Bomba Curls


Diagnosed with traction alopecia, Lulu Cordero sought refuge and a solution in the Afro-Dominicana beauty secrets of her family. Her curls and edges bounced back, and she founded Bomba Curls to share the love. 

Our pick: It’s “forbidden” because Cordero can’t tell you the secret potion that makes this oil so amazing for hair. What we can tell you: pure coffee seed and castor oil hydrates the scalp and adds shine to all hair types. 

2-in-1 Extreme Length Mascara + Lash Primer

Honest Beauty


Jessica Alba’s company, Honest, has democratized “clean” everything—cleaning supplies, baby diapers, and beauty products—for the masses. The Honest Beauty collection is filled with efficacious products for those who are cautious about what’s on an ingredient list (the brand’s No List has more than 2,500 chemicals and materials on it). 

Our pick: This mascara works just like your tried-and-true department store favorite: holding inky-black lashes at attention until bedtime. It washes off easy, too. 

No Remorse Heat Protection & Taming Spray

Better Not Younger


Beauty brand veteran Sonsoles Gonzalez’s 25-year career revealed a major white space in the industry: a haircare brand that addressed the changes that come with aging. She (along with a team whose resumes include MIT and Procter & Gamble) developed each Better Not Younger product to treat the signs of aging so women can feel empowered.

Our pick: Not only does is shield strands from from damage (up to 450 degrees!) but this spray also tames frizz and adds in moisture. 

Guava Rescue Spray

Babba Rivera is creating a movement toward thoughtful hair practices with her totally-irresistible haircare line Ceremonia. Each of the products draws inspiration from Rivera’s own Latin heritage, and is free of parabens, sulfates, phthalates, and artificial colorants. 

Our pick: Smells amazing, looks cool on our bathroom counter, and instantly makes our hair shiny: The Guava Rescue Spray really has it all.  

That JLo Glow 4-Piece Kit

JLo Beauty


Whom among us hasn’t thought at least once (or, perhaps daily): “I want to glow like Jennifer Lopez.” Now, you’re one step (or if you get the whole skincare regime, four) to that wish. The Puerto Rican multi-hyphenate launched her own skincare line last year with hero ingredients like olive and squalane. 

Our pick: This minis kit where you can try out the cleanser, serum, complexion booster, and hydrating cream. 

Clarifying Blemish & Oil Control Cleanser

Tata Harper


Colombian-born Tata Harper now lives on a beyond-idyllic farm in upstate Vermont. There, she and her team hand-craft the beauty potions that go into the gorgeous vivid green bottles that are a staple of any clean beauty routine. 

Our pick: It was so hard to choose just one thing. Acne-prone skin will appreciate this gentle foaming cleanser filled with both chemical and physical exfoliants. 

Curl Defining Cream

Rizos Curls


As a little girl, Los Angeles-based Julissa Prado spent all her money trying to find curl products that actually nourished her hair type. Feeling disillusioned, she started saving her money around 15 and mixing her own products at home—and Rizos Curls was born. 

Our pick: This leave-in blended with aloe vera, shea, and coconut oil (and without sulfates, silicones, and parabens).

The Original Beautyblender



Almost 20 years ago, Mexican makeup artist Rea Ann Silva changed the makeup industry when she invented the beautyblender: an edgeless makeup sponge that seamlessly blends makeup into skin. 

Our pick: Often imitated, never duplicated, the OG beautyblender, of course. 

Scent Rituals Aromatherapy Fragrance

Shocks of Love


The five functional fragrance blends from perfumist Juan Felipe Rendon’s (he/they) Shocks of Love go beyond perfume—each one is about aromatherapy and ritual. 

Our pick: Envelop yourself in a cloud of Dew Me’s uplifting blend of geranium, cypress, and vetiver anytime you’re feeling that 2 p.m. slump. 

it’s a 10 miracle leave-in product

it’s a 10


It’s been 15 years since Puerto Rican hairstylist Carolyn Aronson founded it’s a 10 because she was frustrated with single-purpose haircare products. Since then, she’s turned it into a multi-million dollar haircare empire—and it’s one of the only female-owned professional haircare brands in the world. 

Our pick: It’s saved our strands at the beach, post-bleach, and many other times over. This leave-in isn’t filled with magic, but a blend of amino acids, aloe vera, green tea extract, and sunflower seed extract, to save damaged hair and return silkiness. 

DesNUDEAs Lip Gloss in Coqueta

Alamar Cosmetics


Named for the city in Cuba where founder Gabriela Trujillo was born, this cosmetic line pays homage to Latinx culture with each and every launch. Inclusion and fair price points are the founding principles of the brand. 

Our pick: We love the formula (super glossy with just the right amount of color) but it’s the two sided applicator that’s genius—one side is a silicone scoop so you can get the right amount of product, and the other side is your classic doe food applicator for spreading. 

Smoothing Shampoo & Conditioner Duo


Cuban-born celebrity hairstylist Orlando Pita (Madonna, Gwyneth Paltrow, Beyoncé) channeled his 30 years of experience into an eponymous haircare line: Orlando Pita Play. 

Our pick: Giant shampoos and conditioners in the shower are super chic. This color-coordinated Smoothing duo makes hair soft, shiny, and bouncy without weighing it down. 

Orquídea + Vitamin C Hydrating Glow Oil

Joaquina Botanica


Former fashion editor Giovanna Campagna named her skincare line after her great-great-grandmother, who opened one of the first apothecaries in Cali, Colombia in 1875. All of the products are inspired by Colombian beauty traditions and use Latin American ingredients. 

Our pick: The Hydrating Glow oil, which has 12 nourishing botanicals and gives you “spa skin” instantly. 

Skin BHAvior Resurfacing Essence

Skinergy Beauty


Founder Priscilla Jiminian created Skinergy because she couldn’t find skincare products on the market that catered to Latinx skin—ones that fought hyperpigmentation and dark spots but were also hydrating and brightening. 

Our pick: A super-concentrated multitasking essence that makes your skin look alive. It has a little bit of every buzzy ingredient—salicylic acid, retinol, niacinamide, vitamin C and hyaluronic acid—to fight blemishes and tone. 

Cali Queen Face Palette

Elaluz by Camila Coelho


Each grid-worthy product from Camila Coelho’s clean beauty and makeup brand Elaluz is spiked with Brazilian superfood ingredients like camu camu and acai berry.  

Our pick: Everything you need to fake a glow just like Coelho’s can be found in this four pan palette—bronzer, highlighter, and blush—that’s made with ethically sourced mica and squalane. 

Brunet Eyeshadow Palette

Melt Cosmetics


Lora Arellano and Dana Bomar first drop in 2013—5 shades of super-saturated matte lipsticks—sold out in one minute. Ever since, the duo have focused on super pigmented products: highlighters that reflect back like foil and liquid lips in any and every color imaginable, to name a few. 

Our pick: This 8-shade palette has everything you need for a subtle daytime eye to to go all out smokey. 

Claro Que C Vitamin C Glow Serum

Makeup artist Desi Perkins understands the importance of good skincare, which is is the foundation for perfect makeup. 

Our pick: The fragrance-free vitamin C serum is supercharged with ingredients inspired by her Mexican heritage: plum, avocado, mango, and guava. 

Carmine Red Nail Polish

Beauty historian Gabriela Hernandez launched Bésame Cosmetics to pay homage to beauty shades and formulas that are no longer found on the market. Each product is thoroughly researched and comes in true-to-era packaging. 

Our pick: Did your husband just come back from war? Then paint your fingers and toes this alluring, glossy shade of orange-red, inspired by a shade from 1931. The formula has been updated to be 12-free, vegan, and cruelty-free. 

Sigma Essential Kit



Brazilian power couple Dr. Simone Xavier and Rene Xavier Filho (a molecular bacteriologist and civil engineer by trade) have more than 60 patents on the designs behind their high-performing Sigma makeup brushes. Now, they employ a team of over 90% women and are consistently listening to customer feedback to figure out new way to innovate. 

Our pick: A brush for every occasion. The full-size synthetic set comes with 12 different face and eye brushes. 

Forever Flawless Beauty Oil

Dominican-American blogger Farah Vargas turned a job layoff into an opportunity to focus on launching her own beauty brand, Pinkness. The clean and cruelty-free brand has focused on a single, hero SKU for years, but has big things coming this year. 

Our pick: Twelve oils combine into a super-hydrating, super-brightening oil that’s sold out… a lot. We’re currently on the wait list for a new bottle. 

Compact Blush with Mirror

Luna Magic


Afro-Latina & Dominican-American sisters Mabel and Shaira Frías founded Luna Magic to celebrate the color of Latinx culture. 

Our pick: Bright and beautiful blush (which is available in 3 shades) and comes with a mirror for touch-ups on the go. 

OLINDA Prickly Pear, Acai & Chia Clarifying Cleanser



Co-founders Christina Kelmon (a serial beauty entrepreneur who also founded Belle en Argent) and Ann Murray-Dunning created a super clean skincare line inspired by their families Latinx roots (Mexico and Chile, respectively).

Our pick: Ingredients like prickly pear, jojoba, and chia seed oil brighten and cleanse at the same time. 

Spanglish Lip Gloss

Vive Cosmetics


Founding Vive Cosmetics was a dream come true for Joanna Rosario and Leslie Valdivia, who felt like Latinx shoppers were both under-represented in the beauty community and powerful consumers. 

Our pick: This velvety, full coverage formula comes in every shade from a bright berry (Selena Forever) to this subtle dusty rose named Spanglish. 

Auteur Creme Lipstick

Belle en Argent


Serial beauty entrepreneur Christina Kelmon (she also co-founded Vamigas) and Lauren Young didn’t understand why clean beauty had to be so expensive—so the duo helped create an accessible clean beauty brand with an artsy vibe.

Our pick: A rosy-pink moisturizing lipstick that’ll give you major main character energy. 

Vitamin C Serum

Common Heir


Founders Angela Ubias and Cary Lin were disillusioned with all the plastic used in high-performance skincare, so they formulated an environmentally-friendly version of everybody’s favorite serum.  

Our pick: Vitamin C is clinically proven to give your brighter, more even skin—but it’s hard to keep potent to the last drop. This genius packaging system puts daily doses into biodegradable, vegan capsules so your serum is always effective. 

The Mender Protein Treatment

Botanika Beauty


Chemical engineer Aisha Ceballos-Crump worked for 16 years developing beauty products before she founded Botanika Beauty. 

Our pick: Egg protein and oregano? These aren’t just Gin Fizz ingredients, but also Botanika Beauty’s secret to restoring damaged hair back to its original form. 

Reina Rebelde Lipstick Brava in Fierce Red

Reina Rebelde


Regina Merson’s beauty obsession started with watching the telenovela “Rosa Salvaje” while her mom got dressed for the evening. The entire collection is filled with bold formulas and hues for the queens and rebels. 

Our pick: Is there anything more empowering than a red lip? Reina Rebelde is known for this chubby lip stick, which has a satin finish. 

Mountain Balm

Wildland Organics


Marisa Quintanilla Griffeth created Wildland Organics while spending living in a tiny house in Topanga. Inspired by the Latina and Native American founder’s love of nature, the formulas are simple and effective. 

Our pick: A multipurpose balm that smells amazing and is safe for the entire family. 

B&B Oil

Tired of CBD products filled with a bunch of fluff but not a lot of, well, CBD, Brenda Sandoval Zorkin set out to develop her own line. Along the way she found inspiration from her Mexican heritage and love of fashion. 

Our pick: The Bath and Body oil—add it to the bath for an aromatic treat or smooth over skin to hydrate. 

Unveiled Cool Nudes

Midas Cosmetics


Rocio Nuñez founded her brand in 2018 with a focus on digital influencers—giving them a platform and products to express themselves. Since then, the brand has collaborated with influencers like Nyma Tang, to create palettes with super-inclusive shade ranges. 

Our pick: The Cool Nudes palette, which has a mix of mattes and shimmers for a chilly look. 

Liquid Liner Queen Bundle

Sweet Street Cosmetics


Each of the products Sweet Street Cosmetics founders Natalia Durazo and LaLa Romero create were inspired by women in their own neighborhood. 

Our pick: Double the fun with this duo of super-sharp brush tip liquid liners in black and brown. 

Head To Toe Coconut & Cocoa Beauty Butter

Tap Tap Organics


Patricia Fonseca felt disconnected from from nature while living in San Francisco—so she founded a beauty brand inspired by her childhood in Costa Rica. The entire line is zero-waste: everything from the packaging to the mailer you receive the product in is reusable, recyclable, or compostable. 

Our pick: Smooth this thick body butter (which smells comes in three scents: Rose, Lavender, and Natural) onto skin and it leaves you super gleamy. 

The Artista Essentials Bundle

Treslúce Beauty


Singer and actress Becky G. started doing glam for friends and family at the humble age of 13—and she was also Covergirl’s youngest spokesperson at 15—so it only makes sense that she has her own beauty line. Treslúce Beauty honors Latinx artists and ingredients in both the formulas and the packaging, as well as cruelty free. 

Our pick: All of the shadows in the 18 shade palette are infused with Mexican blue agave, and it comes with three brushes to create any look imaginable. 

Crema N•8

Brujita Skincare


The idea for Brujita Skincare first came to founder Leah Guerrero during her Saturn return. The products are inspired by Mexican mercado staples, with a dash of pop culture (and maybe a tarot reading to two, too). 

Our pick: Argan and mango butter combine with jasmine into a beautifully textured, thick cream for normal to dry skin.

Birthday Bundle

Artist Couture


Makeup artist and influencer Angel Merino (aka Mac Daddy) founded Artist Couture on the basis of self expression—and having fun with makeup. In the seven years since, the brand has exploded into a celebration of all beauty looks, including over-the-top colorful glam and subtle natural no-makeup makeup. 

Our pick: Three creamy pink lipstick shades (July, A Moment, and Highly Favored) in a moisturizing formula that’s weightless. 

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22 Hair Masks That Will Give Your Hair a Speedy Recovery



22 Hair Masks That Will Give Your Hair a Speedy Recovery

Why is it that we use tons of products to treat impurities on our faces, but leave our hair strands deprived of a little TLC? Just as we have quick fixes for acne breakouts and uneven skin, so too should our hair. Yes, we’re talking about hair masks. When your ends are fried, curls are limp, and strands are breaking, hair masks to the rescue! Think of them as a conditioner, but on steroids. Because all of our hair woes can’t be fixed with one product, the hunt to finding the perfect formula often feels never-ending—but these hair masks come pretty close. Meet the 22 best intensive, hydrating, and transformative hair masks your money can buy.

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Chromat Gave Me Permission to Celebrate Myself



new york, new york   september 12 models walk the runway during the chromat x tourmaline springsummer 2022 runway show at new york fashion week on september 12, 2021 in new york city photo by sean zannigetty images for chromat

We’re by the ocean, but it’s not just any beach. It’s Jacob Riis Park, where queer people flock to get away from city noise and flaunt our bodies, curves, bulges, rolls, scars… everything that makes us beautiful.

“It’s the place where I’ve seen more Chromat in the wild than any place on earth,” says Becca McCharen-Tran, designer of the brand.

Bodies of water have always been a source of power for us. In New York City, those who aren’t at the beach often hang at the piers along the Hudson River. Water is a source of life.

As a model for this collection, I am walking alongside people of different sizes, ancestries, and abilities. We are living embodiments of our lineage carried forward. In these times, colonization has severed us from our past selves, where many of us were spiritual leaders, historians, shamans, mediums—we were respected for the knowledge we brought to our people.

The runway procession at Chromat.

Sean ZanniGetty Images

This collection, titled “Collective Opulence Celebrating Kindred,” demands that the world witness us. We are beautiful and unchanged. We are beautiful in all the ways we seek to transform, too.

“As trans and gender nonconforming, non-binary, intersex people, we deserve to feel pleasure and feel sexy, like hot and delicious, as huge meals and little snacks,” says artist and filmmaker Tourmaline, who collaborated with McCharen-Tran on the spring/summer 2022 collection.

Runway shows have begun to diverge from thin, white, and tall because of the many years activists spent trying to shift entrenched cultural norms. Plus-size models are only sprinkled into runway shows, even though the majority of American women are plus-size in the eyes of the fashion industry. Chromat has consistently showcased the full scope of humanity, in all of our abilities, genders, and body types.

“When we used to ask our friends to model, it was so shocking. Now it’s the bare minimum with brands,” says McCharen-Tran. “With this collection, it’s also a jump forward in how trans bodies can be envisioned.”

new york, new york   september 12 a model walks the runway during the chromat x tourmaline springsummer 2022 runway show at new york fashion week on september 12, 2021 in new york city photo by shannon finneygetty images for chromat

Xoài Pham.

Shannon FinneyGetty Images

“Chromat has consistently showcased the full scope of humanity, in all of our abilities, genders, and body types.”

I have spent years strategizing how to warp my body in a way that creates safety for me. At the beach, especially, where our bodies are on full display, trans women are constantly wracked with danger. What makes it all the more heartbreaking is that my ancestors lived by the Pacific, in central Vietnam. They would greet the day at sunrise to be in the ocean. It was a source of food, play, and solace. The ocean is home. But it was made to be dangerous to me after many centuries of criminalization and targeting of gender-variant people.

What’s remarkable about Chromat’s commitment to showcasing all kinds of bodies is the way it allows us to experience a future we’ve always deserved. For a moment, we are time-traveling together. We are bringing the future to us.

When I nervously slipped on the one-piece, made with a pouch for people who have penises, I thought of all the times I had to hide and pretend that I had a body that wasn’t mine. This time, I was given permission to not only come as I am, but celebrate myself and those who share my experience. I was asked to let myself breathe and take pleasure in just being me, alongside my community.

Hair and makeup was intended to emulate archival photos of Black trans icon Marsha P. Johnson, with heavy blush on her cheeks and flowers throughout her hair.

new york, new york   september 12 models pose with designer becca mccharen tran after the chromat x tourmaline springsummer 2022 runway show at new york fashion week on september 12, 2021 in new york city photo by sean zannigetty images for chromat

Models at Jacob Riis Beach.

Sean ZanniGetty Images

“So much of Marsha’s legacy was around fashion,” says Tourmaline. “Marsha’s actions were in rebellion to the morality of the state, using fashion to control trans bodies, like with the anti-crossdressing laws police enforced to raid Stonewall. Those laws have an aesthetic level of violence.”

The runway show was a ritual in remembrance of the people who led the way for us to be able to be all of who we are.

When we listen to the ocean, we are listening to ourselves. If we listen closely, we can hear the laughs of Marsha P. Johnson, the shouts of Sylvia Rivera in between drags of her cigarette. We can hear the clacking heels of Octavia St. Laurent.

As writer and scholar Alexis Pauline Gumbs teaches us, water holds memories through sound waves that live inside the ebb and flow. All of this history is stored and carried along the Hudson, down to where the river meets the coastline of the Rockaways. And from there, it travels to the oceans that carry our trauma and our lineage. Here we are, unabashed, in each other’s arms, in their name, in their memory.

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Billie Eilish Changed Into a Stunning Red Oscar de la Renta Cape Dress Inside the 2021 Met Gala



billie eilish at the 2021 met gala in her second dress

Billie Eilish’s nude princess dress just started her night at the Met Gala. While most celebs debuted their second looks at the Met Gala after parties, Eilish changed inside the gala. She switched into a sheer red Oscar de la Renta cape dress.

Kevin Mazur/MG21Getty Images

billie eilish at the 2021 met gala in her second dress

Kevin Mazur/MG21Getty Images

She wore a third look, a lace top and sleeveless black mini dress, at an after party later.

Eilish spoke to The Guardian at the end of July about the pressure some people feel to always look good and how she views it. “Since I was a kid, my dad and I have always talked about a certain type of person who’s so insecure, or hyperaware and self-conscious, that they never move in a weird way, or make a weird face, because they always want to look good,” she started. “I’ve noticed that, and it makes me so sad. If you’re always standing a certain way, walking in a certain way, and always have your hair just so… It’s such a loss to always try to always look good. It’s such a loss of joy and freedom in your body.”

She added that she is not fully immune to the pressures social media or unaffected by the edited photos posted there. “I see people online, looking like I’ve never looked,” she said. “And immediately I am like, oh my God, how do they look like that? I know the ins and outs of this industry, and what people actually use in photos, and I actually know what looks real can be fake. Yet I still see it and go, oh God, that makes me feel really bad. And I mean, I’m very confident in who I am, and I’m very happy with my life.”

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