These 18 Latinx-Owned Beauty Brands Have Everything You Need for a Proper Glow-up

From superfood-powered serums to curl-defining creams, these Latinx-owned beauty brands have you covered from head to toe. 

Photo: Courtesy

The Latinx community is stocked with spending power. There's no other group quite like this group that consistently shops in-store and online — so much so, in fact, that a 2019 Nielsen report predicts that Latinx buying power could rise to $1.9 trillion in 2023. And when it comes to beauty products, Latinx shoppers leads the mark, spending up to $142 per buyer in 2018 on hair, skin, and cosmetics through physical retailers.

Yes, the spending is there; however, the representation is not. Although Latinx walk up and down those beauty aisles, they don't necessarily see themselves in the ads for that new fragrance or spot hair-care creations for their curls. And that's why Latinx-founded brands and companies — such as those listed here and beyond — are so important.

When you purchase a product (or two…or three…) from Latinx-owned business, you're helping to boost diversity and foster inclusivity in the beauty world. Quite simply, you're supporting a community that so desperately wants to be seen. So whip out your wallet and start shopping to help elevate Latinx- and other minority-owned businesses today, tomorrow, and always.


Courtesy of FOR TMRW

At the same time that Maia Alejandro got pregnant, her cousin was diagnosed with breast cancer — and both of these diagnoses inspired Alejandro to take a closer look at what was in her medicine cabinet. Through research, she learned about the unfortunate amount of harmful ingredients hiding in so many beauty products. And so, the Afro-Latinx now-mom of twins decided to start a clean cosmetics company whose offerings encourage women to practice self-care (think: DIY manicures) without sacrificing their health. Today, Alejandro's brainchild, For TMRW, boasts a range of nontoxic nail polish shades, each of which corresponds with a specific mood. Take, for example, For Now: a midnight blue lacquer the brand recommends "wear[ing] when you want to feel peaceful and relaxed." What's more, a portion of For TMRW's sales is donated to Sad Girls Club, a nonprofit dedicated to erasing the stigma around mental health among women of color.

Buy It: For TMRW For Now, $18,

Joaquina Botánica

Courtesy of Joaquina Botanica

Beauty runs deep for New York native Giovanna Campagna. Inspired by her great-great-grandmother who owned one of the first apothecaries in Cali, Colombia, Campagna recently ventured into skincare by starting Joaquina Botánica. As of right now, her line only includes one product, but what the brand lacks in extensive offerings, it makes up for with innovation. Focused on "returning to the power of our nature," Joaquina Botánica infuses its Orquídea + Vitamin C Hydrating Glow Oil with botanicals typically found in Latin America such as antioxidant-rich orchid extract. Also with "superfruits" cacay, maracuja, and camu camu, the elixir is pretty much the fountain of youth in a bottle.

Buy It: Joaquina Botánica Orquídea + Vitamin C Hydrating Glow Oil, $88,


Courtesy of Ceremonia

Ceremonia describes itself as a clean haircare brand rooted in Latinx heritage. The popular Aceite de Moska (Buy It, $25, is meant for those who need to give their scalp some TLC, while the shampoos and conditioners are designed for straight, wavy, and curly-haired gals because Latinx locks come in so many textures and thicknesses. While you might head to Ceremonia's online shop for some wash day essentials, you're definitely going to stay for the anti-frizz hair towel (Buy It, $32,

Buy It: Ceremonia The Revive & Style Duo, $42 $37,


Courtesy of Skin Salve

If this brand was a book, the Caribbean would be the setting and the moringa tree would be the main character. Founded by siblings Ben-Yam Barshi and Elah Barshi, Moringaia is a bath and body brand built on the power of moringa seed oil — an antioxidant-rich oil from the moringa tree that's packed with ultra-moisturizing vitamin E and oleic acid. The rich liquid, which is sourced from the Dominican Republic, is also the first ingredient of each of the company's offerings, from the Cool Wash Body Soap (Buy It, $18, to the Island Glow Body Oil (Buy It, $52, So no matter which product you purchase, you know your skin will be left nourished AF.

Buy It: Moringaia Clear Skies Face Serum, $32,


Courtesy of Valde

This one is for all those lipstick lovers out there. Built on the idea that lipstick is a form of armor, Valdé is on a mission to make every customer feel confident and ready to take on the day thanks to a simple swipe of one of their shades. The brand stands out not only for its richly pigmented hues but also for its one-of-a-kind refillable packaging. Here's how it works: Pick your favorite Valdé lipsticks and then use the perfectly crafted Valdé Armor or vessel to store your lipstick while on the go. Don't be surprised if you get more compliments on the eye-catching case than the lipstick itself — it's a conversation starter, to say the least. The formulas are vegan, rich in color, and creamy thanks to moisturizing flaxseed oil (translation: no dry lips).

Buy It: Valdé Armor + Refillable Lip Set, starting at $199,


Courtesy of Elaluz

Whether you're a budding fashionista, a beauty lover, or simply spend too much time on Instagram, odds are you're familiar with the name Camila Coelho. Boasting nearly 10 million followers on the 'gram, Coelho is quite the influencer — and, as of late, she's also quite the entrepreneur. Last year, the Brazilian-born social media star founded Elaluz, a skin-care company whose name means "she's light" in Coelho's native Portuguese. The company has a wide range of offerings, including overnight tanning cream (Buy It, $29,, illuminating primer (Buy It, $29,, lip and cheek stain (Buy It, $34, — all of which are formulated without parabens and phthalates (which can act as endocrine disruptors), among other potentially harmful chemicals.

Buy It: Elaluz 24K Eye Treatment, $39,

La Boticá

Courtesy of La Botica

Sure, this Afro-Dominican brand is mostly known for its candles, but they also potion super luxe perfumes available as traditional spray fragrances and as fragranced oils. Crafted in New York City by Dawn Marie West, La Boticá's creations embody a range of different scents, from notes of fig leaf and black currant — Casablanca Eau de Parfum (Buy It, $165, — to grapefruit and rose — Barcelona Eau de Parfum (Buy It, $165, Added bonus: A portion of the brand's proceeds are donated to The Dream Project, a nonprofit helping to bring education programs to underserved youth in the Dominican Republic.

Buy It: La Boticá Soho Eau de Parfum, $165,

Alamar Cosmetics

Courtesy of Besitos De Perla

Named after founder Gabriela Trujillo's hometown in Cuba, Alamar Cosmetics is a makeup company that, in the brand's words, is "celebrating culture through cosmetics." In addition to continual bestsellers such as nude lip liners and soft shadow brushes, Alamar Cosmetic's offerings continue to grow with every new drop. The latest item to join the brand's lineup? The Colorette Blush Trio (Buy It, $25,, a trifecta of hyaluronic acid-infused blushes that are designed to add a touch of sun-kissed glow to medium/tan skin.

Buy It: Alamar Cosmetics Spanglish Pressed Pigment Palette, $28,


Courtesy of Chillhouse

Known by NYC-ers as a Zen oasis down in Soho, Chillhouse is a self-care destination whose menu of services includes relaxing face and body massages as well as Instagram-worthy manicures. Can't step foot inside Chillhouse IRL? No problem. You can still score the brand's iconic nail designs by shopping their collection of reusable press-on nails known as Chill Tips. Channel the '70s with Devil Wears Floral (Buy It, $16, or keep it simple with the squiggly lines of Black + White (Buy It, $16,

Buy It: Amalfi Toast Chill Tips, $16,

Rizos Curls

Courtesy of Rizos Curls

Growing up in the Latinx community, hearing the phrase "pelo malo" or bad hair can be common, especially if you have curly hair. After years of battling her hair, Julissa Prado was determined to create a line of products for curly-haired girls such as herself — and, in doing so, end this strands-related stigma. From the Defining Cream (Buy It, $22, to the Deep Conditioner (Buy It, $20,, Rizos Curls creations are designed to deliver defined, soft, and frizz-free curls. They're packed with ingredients such as coconut oil, aloe vera, and shea butter that keep both your hair and scalp healthy. But, above everything else, Prado's products are here to remind you that hair — be it curly, kinky, or wavy — is beautiful and should be celebrated.

Buy It: Rizos Curls Light Hold Gel, $24,


Courtesy of Nopalera

Inspired by the beauty and richness of Mexico, Nopalera uses the country's ancient symbol of culture, the nopal cactus, as its main ingredient in their vegan bath and body line. The nopal cactus, aka prickly pear, is a resilient crop that's full of potential benefits for your body, including your skin and hair, according to an article published in Molecules. And few likely know the plant's powers quite as well as brand founder Sandra Velasquez, who grew up eating the cactus cultivated in her own backyard and later incorporating it into her skin-care routine. Today, Velasquez is on a mission to celebrate and elevate Latinx culture as well as share the multipurpose plant with, well, the world the company's products, such as handmade soaps infused with bright aromas (e.g., lemongrass, eucalyptus, jasmine).

Buy It: Flor de Mayo Cactus Soap, $14,

Terra Beauty Bars

Courtesy of Terra

Founded by three sisters and their mother, Terra Beauty Bars aims to bring affordable, plant-based beauty products to consumers everywhere — all from the family's tiny-but-mighty studio in South Florida. True to its name (terra means "Earth" in Portuguese), the family-owned brand honors Mother Nature from conception to creation; all of its offerings are sustainably made, composed exclusively of natural ingredients, and packaged in an effort to be plastic-neutral. And whether you opt for a light pink lacquer (Buy It, $12, or salt-focused bath soak (Buy It, $18,, a portion of your purchase's proceeds will be used to plant trees in Brazil, the Amazon, and Florida. And a pro tip: Keep an eye on Terra's unique dry face masks (Buy It, $18,, which are waterless and vegan.

Buy It: Terra Beauty Bars No. 7 Sandy Beige Nail Polish, $12,

Thrive Natural Care

Courtesy of Thrive

Costa Rica is known for its plants such as juanilama, fierrillo, and coralillo — all of which purportedly feature skin-healing benefits. And that's exactly why co-owners Laura Arce and Mario Garcia incorporate these traditional Costa Rican botanicals into their company's bounty of beauty products. In addition to its clean creations, Thrive Natural Care also stands out for its regenerative business model. The brand's farms cultivate native plants to improve the soil and biodiversity of degraded lands while boosting farmers' incomes and providing the highest quality plant oils for its products, according to the company site. In other words, the more plants they grow, the more they can restore the biodiversity of the land. As if you needed another reason to shop from this Latinx-owned beauty brand, go ahead and try the Daily Defense Sunscreen Balm (Buy It, $23,, which hydrates and reduces redness while protecting you from UVB and UVA rays. (The former are the ones that burn and the latter are responsible for aging and skin cancer. News to you? Then you might want to review these SPF and sun protection myths vs. facts.)

Buy It: Thrive Natural Care Face Wash, $12,


Courtesy of Rahua

It was during a trip to the Amazon rainforest that hairstylist Fabian Lligiun discovered rahua oil — and the rest is history...kind of. Here's what happened: Mesmerized by the long, luscious strands of seemingly everyone in the area (he's a hairstylist, after all), Lliguin asked around for the secret, only to be introduced to the nourishing oil, which is derived from the rare Ungurahua (rahua) nut. Fast forward to 2008 and Lligiun and his wife launched Rahua, a luxury hair-care line infused with, you guessed it, rahua oil. Today, the duo works with hundreds of families indigenous to the rainforest area to cultivate the ingredients used in the brand's products, such as the Legendary Amazon Oil (Buy It, $44,, which promises to heal and strengthen hair, eliminate frizz, and boost shine.

Buy It: Rahua Hydration Shampoo, $36,


Courtesy of Antedotum

If you're a fan of anything CBD, then Antedotum may very well be your next favorite skin-care brand. While the brand only has two products on its roster (as of now, that is), each features 500 mg of effective CBD to truly deliver the potential skin-soothing benefits of the cannabinoid. Not so sure about smearing CBD-containing serums on your face? The folks at Antedote understand — after all, the science of CBD and skincare is still emerging. As such, the brand recently appointed leading dermatological researcher, Shawn Demehri, M.D., Ph.D., as the company's Chief Medical Officer to help formulate only the safest CBD creations for your skin, according to Antedote's site.

Buy It: Antedotum Vital Face Oil, $75,

Honest Beauty

Courtesy of Honest

It feels like every other week another celebrity is launching another beauty brand. And while they're all great in their own ways, few star-founded companies are as loved as Jessica Alba's Honest Beauty — and for good reason. Rather than just boast on the packaging (much of which is sustainable, BTW) that its, say, Magic Beauty Balm Stick (Buy It, $15,, is dermatologist- and ophthalmologist tested, hypoallergenic, non-comedogenic, and cruelty-free, the company takes the extra step to explain what these descriptions mean and how the product is truly worthy of them. Simply head over to Honesty Beauty's website to click through its glossary to learn more about each clean beauty claim and many of the ingredients used in its products. And while you're there, consider adding its award-winning mascara and lash primer (Buy It, $17,, $22, to your cart.

Buy It: Honest Beauty Skin Sweep Exfoliating Powder Cleanser, $22,; $26,

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