9 Latinx-Owned Beauty Brands Doing It Pa La Cultura

Beauty, or belleza, is a concept Latinxs are quite familiar with. However, while Latinxs are a top consumer of beauty products (seven out of 10 non-edible consumer goods purchased by Latinxs are either health or beauty products), the diversity of the community has not always been represented or catered to in the beauty industry. But, there has been a growing amount of influencers and Latinx-owned brands who are doing the work.

With the Latinx community holding an estimated $1.7 trillion in buying power in 2019, it's no wonder that Latinx-majority owned business, in particular, had an 87-percent growth between 2012 and 2017, according to Nielsen. But you don't have to be a part of the community to show it support. That's why we wanted to share these Latinx-owned brands offering products that you should be adding to your cart — and makeup bag — immediately.

All products featured on Allure are independently selected by our editors. However, when you buy something through our retail links, we may earn an affiliate commission.

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  Beautyblender 

  There's truly no denying that Rea Ann Silva changed the industry when she launched the Beautyblender. The little teardrop sponge transformed the way many of us do our makeup today, making blending easier and downright flawless. Since the creation of the Beautyblender Original, Silva has expanded her brand to include Beautyblenders of different colors and sizes, makeup brushes, and even foundation.

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  Bésame Cosmetics 

  Gabriela Hernandez combined her love for vintage beauty with her expertise as an artist and historian to build Bésame Cosmetics. Hernandez recreates staples of the past, whether it's producing Disney-inspired makeup collections or gorgeous classic red lipsticks inspired by the 1940s.

  It's no wonder the brand caught the eye of Allure editorial director Sam Escobar. "I fell head over heels for Bésame's aesthetic: the rusty red, the golden text, the vintage-inspired embellishments that encapsulated 'old-Hollywood glamour'," they say. "One of the brand's most intriguing pieces of makeup is the Mascara Cake. True to the technique and format used by women during the 1920s, this solid mascara may seem intimidating to some, but the dark, lush results are more than worth the effort — particularly for beauty lovers who enjoy the makeup application process as much as the effects." 

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  Alamar Cosmetics 

  Created in 2017 by Cuban-born makeup artist Gabriela Trujillo, the vibrant colors Alamar Cosmetics is known for add a little sazón to the industry. One of my favorite products from the brand is the Colorete Blush Trio. The highly pigmented palette comes in three different combinations catered for three different skin tones: Fair/Light, Medium/Tan, and Dark/Rich. In addition to its blush palettes, Alamar Cosmetics has fluffy false lashes, shimmery lip glosses, and vivid eyeshadow palettes.

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  Melt Cosmetics 

  What began as a brunch conversation in 2012 between founders Lora Arellano and Dana Bomar ended with the creation of their brand Melt Cosmetics. The duo wanted to create matte lipsticks in bright, bold colors, which, at the time, was a rarity. Soon after, they would expand to eye shadows, lip glosses, highlighters, and more.

  The buttery shadows, in particular, are a favorite of Allure digital hair editor Jihan Forbes. "I have the Love Sick Stack, which I supplement with Unseen from the Dark Matter Stack to create an eye look. Unseen is the perfect transition color to put in my crease," she says. "The shadows really blend out nicely. Even when I put a lot on in one spot and think my shadow is going to turn out a mess, a bit of blending really evens things out — plus, it doesn't look patchy."

  $48 (Shop Now)

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  Reina Rebelde 

  Founder Regina Merson drew from her experiences growing up in Mexico and later in the United State to create Reina Rebelde, which includes a variety of eye products, lipsticks, and brushes. The bold and pigmented indigo Reina Rebelde Liquid Eyeliner was created in collaboration with Boricua influencer Kay-Lani, also known as Viva Glam Kay. The blue shade was inspired by the influencer's Puerto Rican heritage, and its fine-tip applicator lets you create a whisper of a line or a powerful cat eye. 

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  Sigma Beauty 

  Until you have tried Sigma Beauty brushes, you don't know how good a makeup brush can be. OK, maybe this is a bit dramatic, but Sigma Beauty's brushes are truly the holy grail. The F89 Bake Kabuki is a personal fave of Allure editor in chief Michelle Lee, who uses it to apply her highlighter instead of for baking.

  The brand was founded back in 2009 by couple Simone Xavier and Rene Xavier Filho. What started with one brush ended up expanding into multiple brushes of different shapes and sizes, and makeup products like its liquid lipsticks. If you can't choose between the many brushes, consider starting with the F64 Soft Blend Concealer Brush. This brush will smooth out your concealer flawlessly, leaving not one unblended spot to be found.

  $22 (Shop Now)

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  Luna Magic 

  In creating the shade names for the Uno Shadow Palette, Luna Magic cofounders and sisters Shaira and Mabel Frias looked to their culture. "As Latinas, we love vibrant colors that make us stand out, music that makes us dance the night away, and we always have an apodo (nickname) for everyone." Frias told Allure. Three of the shades are called Salud, Dinero, and Amor, inspired by Walter Mercado, a famous Puerto Rican astrologer, who would end each of his readings with "Les deseo salud, dinero, y amor."

  When the brand launched in March of 2019, the founders released the palette with two bold matte lipsticks and two sets of mink lashes. In just a few months, Luna Magic gained quite a bit of attention, including a shoutout from Cardi B's makeup artist Erika La Perla during Beautycon. The Dominican in me can't help but rejoice to see fellow Dominicanas doing it pa la cultura.

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  Necromancy Cosmetica

  Lipstick lovers rejoice: Necromancy Cosmetica is here for you with almost every shade imaginable. The Puerto Rico-based brand was created back in 2015 by couple Desiree Rodríguez and Salvador Pérez to provide consumers with moisturizing matte lipsticks in the wildest shades you could imagine.

  I was excited to discover the brand a few years back. When I tried the Morgue lipstick, I knew I was in love. This true deep black lipstick glides on your lips and won't fade the moment you take a sip of your coffee or tea. From the metallic hunter-green Ophidian or the lavender Witches Brew, Necromancy Cosmetica probably has the shade for you.

  

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  Artist Couture

  Angel Merino (also known as Mac Daddyy) knew what he was doing for us highlighter lovers when he made Artist Couture. When my fave Jackie Aina did a collaboration with the brand to create two Diamond Glow Powders — two loose powder highlighters called La Bronze and La Peach — I knew I needed it.

  With the pigment on the Diamond Glow Powders, I cannot stress how much a little goes a long way to make your highlighter gleam. The Conceited shade is a beautiful bronzy-gold that's great for a highlight, eye shadow shimmer, or to brighten up the inner corner of your eyes. 

• Source: allure.com