Meet the Latinx-Founded Brands Building the Beauty of Tomorrow

1. PINKY B BEAUTY 

Since 2016, founder Pinky Barrios has amassed fans who fell in love with her beauty-focused social media livestreams. Her passion for beauty and uplifting personality earned her a growing audience, which inspired Barrios to start PINKYBBEAUTY.com to offer her followers access to the same high-quality makeup she uses. In 2018, Barrios launched her own beauty line starting with faux mink lashes and the help of her husband (aka Big Daddy). Her makeup line offers vibrant eyeshadows, precision-tip eyeliners, lip liners, glosses, and lipsticks. Our top pick: PINKY B COSMETICS Setting Spray, which helps smooth, blur, and refresh with a soft floral scent and a dewy finish.

2. BEAUTY CREATIONS COSMETICS

Founder Esmeralda Hernandez emigrated from Mexico to Los Angeles, CA with her mother at the young age of nine. Her interest in beauty began with her love of buying Barbies from local garage sales and giving them makeovers. She would sell these Barbie glow-ups the next day. At the age of 18, Hernandez started her own hair care line. She had already struggled between being able to indulge in her love of high-quality makeup or buying a new pair of jeans when she was in high school, which later prompted her to launch her own line of effective, high-quality skincare and makeup products for affordable prices. Now, her beauty empire is worth $40 million, with customers in nearly 40 countries worldwide. Ipsters are loving the dewy finish and easy-to-blend application of the brand’s Flawless Stay Liquid Blush Cheeked Up Wands.

3. BEAUTY FOR CERTAIN 

Multi-platinum artist and rapper Bianca Miquela Landrau (who goes by her stage name, BIA) founded BEAUTY FOR CERTAIN after taking the music industry by storm. Her lifelong love of makeup and fashion made this a dream-come-true for the Massachusetts-born artist, who’s of Puerto Rican and Italian descent. The brand’s line of vegan and cruelty-free beauty products boasts an impressive ingredient list and powerful pigments with high color pay-off. Among the most popular are her sought-after lip kits, which contain a combo of lip liners paired with high-impact glosses, and their eyeshadow palettes, like Playa To Palazzo: Eyeshadow Palette, which contains five essential shades that blend effortlessly.

4. RARE BEAUTY

It’s no secret that Selena Gomez is an iconic figure with a devoted fan base consisting of millions of people of all ages and walks of life. The actress, singer, mogul, and advocate of mental health has inspired many to embrace their truest, most authentic selves, so it’s not surprising that her brand RARE BEAUTY would do the same. Founded in 2020 during the pandemic, RARE BEAUTY aims to help you find beauty within yourself, regardless of what you look like. But the brand’s real mission is to address mental health education and promote awareness through initiatives like the Rare Beauty Impact Fund, which receives 1% of RARE BEAUTY sales. The gimmick-free marketing, inclusive shade range, high-quality ingredients, and affordable price points have made the brand one of the top sellers at stores like Sephora. The brand’s coveted lineup includes creamy eyeshadow sticks, hydrating lip oils, skin-perfecting under-eye brighteners, and more. 

5. DOMINIQUE COSMETICS

YouTube beauty influencer, Christen Dominique, always had a love for beauty and makeup. You might know her from her in-depth makeup tutorials, which she’s made since 2009. Dominique is known for her honesty about feeling insecure and her willingness to talk about real issues that young women face with the ubiquity of social media. She launched her eponymous beauty brand in 2018 with a focus on beauty from the inside-out and a motivational message written on the packaging of every product. Her products range from a brow pencil that effortlessly carves out the perfect brow shape with every stroke, to her popular bronzers and concealers.

6. LUNAR BEAUTY

If you’re an OG to the IG makeup game, then you’re familiar with the work of Manny Gutierrez (aka Manny MUA). His signature is that soft but super sculpted glam with perfectly lined lips and brows so sharp, they could cut. So, it’s only right that with skills like his, he created his own brand called LUNAR BEAUTY. The brand prides itself on creating products for “out-of-this-world beauty,” hence the name. From their colorful, galaxy-inspired eye shadow palettes to their pigmented lip liners like the Lipliner Duo in Blushing & Doodle, LUNAR BEAUTY has everything you need to create the glam of your dreams.

7. PHASE ZERO MAKEUP

As PHASE ZERO puts it, “Beauty is about expressing individuality, uniqueness, not covering up.” The brand, founded by Oliver Gauci, delivers clean, beginner-friendly formulas designed for everybody. Their products come in a wide range of shades for all skin tones and skin types, and were made to be comfortable and versatile enough to be worn all day long. Our product pick: The Liquid Eyeliner. This formulation did not come to play. Whether you're going for a fierce winged liner or a more subtle kitten-eye, this ink-black formula has got your back.

8. REINA REBELDE

From tarot cards to sugar skulls to artful tattoos, Reine Rebelde’s ultra-bold beauty brand celebrates her love for her Mexican culture. Rebelde’s makeup obsession started as a child watching the telenovela Rosa Salvaje with her mother as she got ready to go out with her friends. After becoming a self-proclaimed “makeup hoarder,” Rebelde set out to create a brand that reflected her unique and layered cultural identity as a Mexican woman living in America. Look to Rebelde’s brand for sexy, unexpected, out-of-the-box beauty products—from vivid green and blue shadows to bright pink lip colors and silky smooth highlighters—that will bring out your bold side.

9. ALAMAR COSMETICS

ALAMAR founder Gabriela Trujillo was surrounded by beauty from a young age. Her mom was an esthetician, and by the time she got to high school, Trujillo was doing all of her friend’s makeup. She decided to take her passion for beauty and turn it into a career, or more specifically, the Cosmix School of Makeup Artistry. She learned everything she could to be a successful makeup artist and uses that experience to jumpstart her own line. Not only is the line an homage to Trujillo’s hometown of Alamar, Cuba, but it’s also a tribute to her hustle and serves as a testament to what a young girl from a small island can do. Meet your new favorite nude eyeshadow palette! ALAMAR COSMETICS DesNudeAs Exotica Eyeshadow Palette is an eight-pan wonder with rich, dreamy formulas you’ll want to keep reaching for.

10. BEAUTOLOGY LAB

As a result of dealing with lifelong health challenges related to her gut and immune system, the brand’s founder Karina Moises was inspired to take a more holistic approach to health to target the root of her issues—and this included skincare. Every BEAUTOLOGY product is made by fusing health, nutrition, and longevity to create skincare routines that help solve your unique concerns, without exposing your body to harmful chemicals and preservatives. Our pick: Their Refresh + Revitalize 24K Gold Collagen Eye Masks that help de-puff and soothe your eye area (and are so pretty to use).

11. LUCE BEAUTY

If you’re looking to define your features and glow, LUCE BEAUTY’s genius facial products and accessories are real game-changers. CEO and founder Sandra Lavie grew up in a small town in Peru and moved to the US as part of a scholarship program studying sustainable projects in biosphere reserves. Sound smart? She is. Lavie eventually landed in Los Angeles and began seeking skin and beauty solutions to solve her adult acne and common skin concerns amongst her family and friends—from visible signs of aging like fine lines and wrinkles, to dullness, discoloration and more. She started LUCE BEAUTY in her kitchen in 2018, and today her tools, like this chic little LUCE® Microcurrent Wand (it helps lift, firm, improve texture, smooth away fine lines, and fight against acne), are beloved by many. 

12. LUNA MAGIC

For all things, bold, bright, and downright beautiful, look no further than this indie beauty and lifestyle brand founded by Shaira Frías. Inspired by the rich culture and music of her Afro-Latina and Dominican-American roots and the bustle and glamor of NYC and LA, she set out to create a brand that celebrates her multicultural heritage and champions diversity and inclusivity in beauty. The result? Vibrant makeup that will light up your looks and your life. We can’t get enough of the brand’s expertly crafted tools, like their vegan and cruelty-free brushes and powder puffs.

13. SHADES BY SHAN

Now here’s a brand that truly makes an impact. Growing up with a single mother, Shan Berries (founder and CEO) has seen first-hand the struggles parents face to support their children. Between her time as a radio and TV host, she created SHADES BY SHAN as a way to help these heroes. A portion of proceeds from each purchase goes to support single parents in need, through the brand’s own 501c3, The Mamaberries Nonprofit Foundation. The Setting Spray is our go-to for its next-level makeup-locking powers that ensure your face looks flawless all day. We’re obsessed with the skin-loving ingredients that nourish and boost radiance in your complexion, like niacinamide to help even out your skin tone and hydrating hyaluronic acid. 

14. SHAINA B. MIAMI

Hailing from sunny Miami fan-fave brand, SHAINA B. MIAMI. As a young girl, founder Shaina Bassan discovered the confidence-boosting powers of makeup and fell in love. But when she realized she was looking to multiple brands for her makeup needs, she set out to create a brand with face and eyeshadow palettes, makeup brushes, beauty tools, and even false lashes as a one-stop beauty shop. Bassan’s high-performance products (like this Lip Liner Set) are inspired by her multicultural roots and the hustle and bustle of Miami, FL. The brand’s ethos encourages you to live boldly and vibrantly with or without makeup.

15. THE NUE CO.

Sustainable skincare, satisfying textures, and effective formulas and supplements based on science makes THE NUE CO. a brand to watch if you’re looking to transform your skin (and health). CEO and founder Jules Miller suffered from IBS for years, and discovered the benefits of probiotics and probiotics in gut health. This inspired her to take a different approach to wellness by merging science and innovation to create supplements that have zero fillers and really work. The same applies for their highly-effective skincare, like this Barrier Culture Body Cream that does more than just drench skin in hydration. It focuses on bringing your skin barrier function back to balance with pre-, pro-, and post-biotics that support your skin’s microbiome.

16. YC COLLECTION

As a Puerto Rican woman living in the US, founder Yashira Cancel noticed that Latinx-founded beauty companies were hard to come by. She wanted to represent the beauty of her culture with colorful, high-quality makeup that inspires creativity and self-expression. That’s what led her to her founding YC COLLECTION in Miami in 2016, which specializes in innovative cosmetics—from skincare-infused Liquid Highlighters to ultra-slim Oh, My Eyebrows!—that draw from the festive traditions & the rich colors of Puerto Rico.

17. JLO BEAUTY 

If you’re all about that dewy, lit-from-within look, JLO BEAUTY is definitely your new go-to. Founded by the legendary Jennifer Lopez (aka the CEO of glow), who is known for her radiant and ageless skin, her namesake brand embodies luxury, offering a bespoke selection of skin and body care products that are proven to brighten, tighten, and tone your skin from head to toe. Made with premium active ingredients and JLO BEAUTY’s proprietary “J.Glow” complex (which includes a blend of next-gen ingredients and natural plant extracts that target and help reduce visible signs of aging), JLO BEAUTY’s products are carefully crafted for efficacy, so expect a lit-from-within glow fit for a celeb. Among our faves are That Blockbuster™ Hydrating Cream, which is a ticket to smoother-, plumper-, and brighter-looking skin., and That Star Filter Complexion Booster for a flawless-looking and luminous glow, with or without makeup.

18. SWEET STREET COSMETICS

Founders Lala Romero and Natalia Durazao were inspired by their personal experiences and by iconic women from their neighborhoods, pop culture, and more to create makeup that celebrates the beauty and artistry of everyday women of color. They believe everyone can be a neighborhood queen—glamorous, independent, ambitious—and their line of high-impact eyeliners, eyeshadows, liquid lipsticks, and more are guaranteed to bring out the unique beauty in you. 

19. RIZOS CURLS

As a child, curly-haired beauty Julissa Prado tried every curl product under the sun to keep her coils bouncy, healthy, and frizz-free. Prado committed to creating the best products for her fellow curly-haired girls. Her requirements? That her products would be made with quality, natural ingredients and celebrate all curl types—from loose waves like her sister’s to her Tia’s coils. Her curl-loving formulas include everything you need to give your curls life from shampoos and conditioners to styling products and detangling combs.

20. VIVE COSMETICS

Beauty and culture in one place—that’s what VIVE COSMETICS is about. Mexican-Puerto Rican founder Joanna Rosario-Rocha and Mexican-American founder Leslie Valdiva are both first-generation Latinas with a shared passion for realizing the power of the Latinx community in beauty. From their own backgrounds to the brand’s models, campaigns, and products, Rosario-Rocha and Valdiva aim to authentically represent the rich diversity of the Latinx community.

21. CHICA BEAUTY

Founded by San Antonio sisters Mei-Lon and Toni Jimenez, CHICA BEAUTY was built on the belief that makeup should be simple, sustainable, confidence-boosting, and (most-importantly!) not complicated. Their Latina-owned brand celebrates heritage with multitasking products designed for women on the go, like Chica Glow Highlighter Duo, which features a convenient highlighter stick on one side and a shimmering liquid highlighter applicator on the other so you can customize your glow (no other tools required). With roots in community and culture, CHICA BEAUTY embodies what it means to be Future Fluent: blending tradition, innovation, and everyday beauty rituals into something unmistakably their own.

22. DEAR MIDNIGHT

Born from the idea that beauty should feel both inspiring and inclusive, DEAR MIDNIGHT was founded to highlight individuality and create a sense of belonging. The brand is rooted in artistry and storytelling, with every product designed to enhance—not overshadow—what makes each person unique. By blending creativity (like with their DEAR MIDNIGHT Dual-Ended Eyeshadow Stick + Blender) with connection, the brand invites people to see beauty as a shared experience, one that unites rather than separates.

23. JUST XIMENA

Created in South Florida by founder Ximena Gallegos​​, JUST XIMENA is a celebration of boldness and authenticity. Drawing from the vibrancy of her culturally diverse community, Gallegos​​ set out to create a line of affordable, high-quality products that empower people to embrace their true selves. Guided by the mantra Be Bold. Be Beautiful. Be You., JUST XIMENA is more than a brand—it’s a call to show up confidently and unapologetically in every moment. Our current fave: JUST XIMENA You & Me in Miami Eyeshadow Palette, which feels like an escape to the vibrant streets of South Florida. 

24. GOLDIE LOCKS

When founder McKenzie Turley experienced hair loss firsthand, she reimagined what hair wellness could—and should—be. That insight led her to launch GOLDIE LOCKS, the first luxury hair care brand built entirely around a protein‑free regimen that allows strands to breathe, heal, and regain "just right" balance—not stuck in the endless cycle of dryness and breakage (we love their Signature Hair Mask). Her mission was simple but powerful: to give hope where there was none and to restore touchable softness and a radiant, lived‑in shine through thoughtful, science-driven formulas.