6 Latinx-owned makeup brands you have to check out
Written by Natalie Resendez
Although every day is a day to celebrate Hispanic and Latinx culture and innovation, Hispanic and Latinx Heritage Month is a great time to freshen up on your knowledge of the culture.
As the largest minority in the United States, the Hispanic and Latinx community has fostered a beauty industry that is committed to inclusivity, diversity and culture.
So when you’re looking for a creamy lip liner or a new eyeshadow palette these last few days of Hispanic and Latinx Heritage Month, here are a few makeup brands worth supporting in recognition of this month’s cultural significance.
Vive Cosmetics
In 2016, founders Joanna Rosario-Rocha and Leslie Valdivia created Vive Cosmetics after realizing the lack of Latinx representation in the beauty industry. They said they started this makeup brand by combining their culture and love for all things beauty, which ultimately formed a space to represent their community within the beauty industry.
One of Vive Cosmetics top-selling products is its Que Matte Liquid Lipsticks which come in a variety of colors and shades. Make sure to grab it while you can.
Sigma Beauty
This beauty brand was named after the Greek capital mathematical letter Sigma which means “sum” or “the addition of several variables.” Founders Dr. Simone Xavier and Rene Xavier Filho chose this name because they believed that Sigma’s core values were the addition of quality, function and innovation.
Sigma Beauty has a collection of award-winning brushes that you won’t want to miss out on.
Midas Cosmetics
Founded in 2018 by Rocio Nuñez, Midas Cosmetics is an Afro-Latina owned beauty brand created to ensure that every person of every skin tone can feel loved, appreciated and celebrated.
Their Noon palette in collaboration with makeup artist influencer Neon MUA is one of their highly rated bronzer and blush palettes.
Melt Cosmetics
Lora Arellano and Dana Bomar co-founded Melt Cosmetics in 2012 when they realized there was a lack of bold, matte lipsticks in the beauty industry. They say their main focus remains to create cutting-edge products that are missing from the market.
Melt Cosmetics is known for its matte lipsticks as well as its Gemini eyeshadow palette which are both known to sell out.
Sweet Street
Inspired by Chicanx culture, Sweet Street founders Natalia Durazo and LaLa Romero created this cosmetic brand to help embrace a narrative in the cosmetics industry that has been historically overlooked.
So whether it’s a liner or an eyeshadow palette you’re looking for, their makeup packaging covered with Old English font and images such as lowriders are sure to inspire your next look.
Rare Beauty
You know I couldn’t go without mentioning Selena Gomez’s beauty brand.
“Being rare is about being comfortable with yourself,” Gomez said on the company website. “I stopped trying to be perfect. I just want to be me.”
In addition to celebrating individuality, Rare Beauty advocates for mental wellness with the new limited-edition Lip Soufflé Matte Lip Cream in the shade Kindness. The brand will donate 100% of the sales from this specific lipstick to the Rare Impact Fund which helps support mental health services.
Celebrating Hispanic and Latinx businesses should happen year-round. While there are countless makeup brands we can feature, we hope you enjoy these six as a start to your journey of learning more about Hispanic and Latinx innovation within the beauty industry.
Header photo by (@sweetstreetcosmetics / Instagram)
