¡Ahora!. The need for diversity in the beauty industry has never been more evident than now. Latinx consumers are tired of the disconnect in a predominantly Caucasian-owned industry and claim their space with brands catering to the unique needs and beauty culture.
With an industry that has a long history of exclusivity, younger generations are not afraid to flex their spending muscle to let brands know they are seeking a new kind of “representation.” In particular, the Latinx community is wielding an estimated $1.5 trillion in annual buying power in 2019.
Ahead, we’re highlighting these emerging Latinx-founded and owned beauty and wellness brands, celebrating the wide spectrum of color present in rich culture.
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Cuerpa
Cuerpa is committed to a better world, and beautiful skin is achievable without the use of chemicals. Founder Edwin Jimenez Casanova believes maintaining healthy skin is important for a healthy body. It’s Terre Bleue Balancing Facial Oil does just that. A powerful blend of deeply nourishing and hydrating ingredients that feed the skin with vitamins, antioxidants, and fatty acids for more youthful and radiant skin. Aromatic blue tansy essential oil and frangipani easily absorb into the skin and improve skin elasticity, minimizing visible signs of aging.
$48.00 (Shop Now)
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Pinkness Co.
Beauty influencer Farah Vargas founded Pinkness Co. to create purposeful products that you’ll love incorporating into your daily routine. Their Forever Flawless Beauty Oil is a silky-smooth face oil that’s been dubbed like magic in a bottle. These ingredients provide the essential elements for a more youthful, radiant appearance with its unique combination of oils that firm and revitalize skin.
$20.00 (Shop Now)
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Bomba Curls
Bomba Curls was born when the founder, Lulu Cordero, was suffering from severe traction alopecia. She created a clean hair care line using the secrets from her Dominican Republic heritage. Their Dominican Forbidden Oil penetrates the hair shaft to condition even the most damaged strands. Infused with a blend of coffee seed, castor, black cumin seed oils, and rosemary extracts, each protective drop stimulates hair follicles to condition and moisturize for maximum healthy hair growth.
$22.00 (Shop Now)
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Space Skincare
Jen Sánchez founded Space Skincare is expertly formulated by certified estheticians as a unisex brand with a mission to resolve your skincare problems using quality ingredients for all skin types. Their Activated Charcoal Mask and Scrub reenergizes, hydrates, and cleanses to wake up dull skin. The active charcoal absorbs bacteria and toxins to draw impurities from the skin. It’s powered by vitamins and squalane to clear pores and remove blackheads and acne in an easy-to-peel treatment for a refreshed glow from within.
$29.99 (Shop Now)
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Gloryscent
Gloryscent creates a pro-melanin skincare brand that promotes a natural and facilitated journey to healthy and radiant skin. Their products are manufactured in small batches to maintain freshness. Discover glowy and healthy skin with their Enzyme Cleansing Gel. An activated gel formula that gently removes makeup and other impurities with their blend of fruit acid enzymes, willow bark, and arnica extract.
$56.00 (Shop Now)
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Eva’s Garden
Inspired by her desire to find a natural alternative to fade her post-acne scars, Evil Tavares started Eva’s Garden to create a non-toxic face and skincare line to treat different skin conditions. The Body Scrub is a gentle blend of skin-loving blend of salt, coconut oil, and jojoba oil. It’s formulated to leave skin silky smooth, nourished, and enhanced with the calming aroma of Jasmine and Lavender-Vanilla.
$10.50 (Shop Now)
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Spice Beauty Company
Brenda Sandoval knew all of us stiletto lovers needed some self-care for our tender toes when she launched Spice Beauty Company with the CBD High Heel Stick. The no-mess roll-on stick uses ultra-premium, broad-spectrum, organic CBD extracted from hemp grown exclusively in the U.S.A. It contains all of the cannabinoids and terpenes found in the hemp plant to provide fast-acting relief for time on our feet.
$50.00 (Shop Now)
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Honey Baby
Formulated using her Abuela’s secret hair ingredient miel, or honey, Aisha Ceballos-Crump came up with the first Latina-owned hair and skincare line for multiracial with multi-textured hair and skin types, which is a true celebration of her roots. The Milk & Honey Leave-In Conditioner gently nourishes hair provides hair intense hydration leaving hair feeling silky soft, enhancing its manageability and protection from split ends and frizz.
$10.99 (Shop Now)
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Loquita Bath + Body
After struggling to find products that spoke to her, founder Mira Pérez began developing a playful and colorful bath and body line inspired by Mexican heritage. Loquita Bath + Body offers cruelty-free, vegan products such as their signature Original Concha bath bomb, designed to smooth your skin and relax your muscles.
$7.00 (Shop Now)
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Rizos Curls
Developed with curly hair in mind, Rizos Curls is formulated to nourish and celebrate all types of curls. This deeply nourishing Curl Defining Cream instantly melts into hair and defines coily curls. A blend of shea butter, aloe vera, and coconut oil hydrates hair to protect from breakage and control frizz for free voluminous curls at your fingertips.
$21.99 (Shop Now)
