The beauty aisle looks a lot more diverse than it did a decade ago, and part of that is thanks to a number of Latinx beauty brands that have helped build a more inclusive market that celebrates the vibrancy of Latin-American culture.
The concept of beauty (or bellezza) is integral to the Latin American experience, so it should come as no surprise that Latinx consumers are some of the biggest beauty spenders. Yet for a long time, many of the skin, hair, and makeup products available in stores failed to cater to Latin American beauty needs. With a rich tapestry of self-care rituals rooted in natural ingredients and passed down from generation to generation, those holistic traditions didn’t always align with the one-size-fits-all formulas on the shelf; in addition to makeup being limited in shade offerings, hair-care treatments did little to nourish natural curls and coils.
It’s through this lens that many modern-day Latinx beauty brands are born, with today’s entrepreneurs embracing an old-meets-new approach: They’re harnessing nutrient-rich ingredients from their unique regions and bottling them into clean, effective, and inclusive products that speak directly to the community’s vast heritage and its beauty needs.
From clean luxury skin care to restorative scalp oils, the options are (finally) plentiful. Get to know a few of the Latinx beauty brands putting the community front and center—and shop them below.
Unable to find luxury beauty products that felt safe to use, Colombia-born Tata Harper launched her namesake brand in 2007 to help women like herself find the natural skin-care and makeup products she wanted—without compromising on effectiveness. Now considered a pioneer in plant-based (or farm-to-face) skin care, Tata Harper has set that the bar high for clean beauty standards: Her supercharged formulas are packed with hundreds of raw botanicals (some of which are grown on her Vermont farm) and remain entirely free of toxins, GMOs, or fillers.
Rooted in Latinx heritage but decidedly modern in its formulations and packaging, Ceremonia is fashion consultant and influencer Babba C. Rivera’s first foray in the world of beauty. The clean hair-care brand debuted earlier in October 2020 with Aceita de Moska, a luxurious scalp remedy that combines potent natural ingredients from across the Latin American region: Brazilian pataua oil to reduce flakiness, aloe vera to condition, and castor oil to boost shine. Ceremonia has grown steadily in the last year, with noteworthy additions including full-system hair-care bundles and the beloved Pequi curl activator.
Your ultimate sun-kissed beach glow starts here. Mega-influencer Camila Coelho is the powerhouse behind Elaluz (the name means “light” in Portuguese), a beauty line that taps natural Brazilian superfood ingredients like papaya, açai, cupuacu, and camu camu to hydrate and nourish skin. Whether you pick up her 24k Lip Therapy or her best-selling Beauty Oil, many formulas are Leaping Bunny– or EWG-certified—or both—to ensure they meet the highest standards of clean.
Rea Ann Silva has undeniably transformed the way many of us do our makeup with the Beautyblender, a must-have for pros and beauty enthusiasts alike. The squishy pink teardrop sponge makes blending foundation and concealer a breeze—and it’s so good that it has even inspired numerous dupes. Since the launch of her hero product, Silva has branched out to create makeup brushes, sponge cleansers, and even a more sustainable version of the O.G. Beautyblender featuring plant-based materials.
“A love letter to curls and coils” is how Afro-Dominican Lulu Cordero describes Bomba Curls, a clean hair-care brand that incorporates organic ingredients from the Dominican Republic into its miracle-working hair-growth treatments. The brand currently carries two products—Forbidden Oil and Forbidden Hair Mask—that use ingredients like pistachio, cinnamon, and coffee-seed oil to help restore curl elasticity and shine. Cordero decided to launch Bomba Curls after suffering from traction alopecia and turning to “the unique hair-care recipes used in her native Dominican Republic to formulate elixirs that promote hair growth and health.”
You can say former fashion consultant Giovanna Campagna had somewhat of an epiphany in 2019 when visiting family in her mother’s native Colombia. She wanted to embrace the power of little-known yet super-effective native ingredients and introduce them to the world—much the way she did when she introduced Latin American fashion labels like Johanna Ortiz and Hunting Season to the American fashion scene. And so Joaquina Botánica was born. The brand, which takes its name from Campagna’s great-great-grandmother’s apothecary in Cali, currently has a lineup of two products: The first is a floral essence that mixes calendula, hyaluronic acid, and the Amazonian superfruit sacha inchi to replenish parched skin. The second is a hydrating face oil packed with brightening antioxidants from Colombia’s national flower, the orchid.
It’s a 10
Is there anything Carolyn Aronson can’t do? She’s a hair stylist, cosmetologist, Miss Universe judge, philanthropist, and the fearless founder of It’s a 10, a hair-care empire that netted over $400 million in 2020. (Her cult-favorite Miracle Leave-In Spray apparently sold over 14 million bottles last year.) Celebrating one’s natural beauty is at the core of her company, and Aronson recently launched Be a 10, an inclusive makeup brand that furthers this mission.
Former Glamour Beauty Awards judge Julissa Prado founded Rizos Curls to celebrate all types of curly hair, from “my Tia’s coily strands to my sister’s loose waves.” Here, you’ll find all kinds of natural hair-care products perfect for wash day, including shampoos, conditioners, styling creams and gels, fine-toothed combs, and scalp massagers in Rizos Curls’ adorable pink-and-white packaging.