Don’t sleep on Latina-run beauty brands. They know how to bring the heat when it comes to creating makeup products that you will want to reach for again and again. Here are 10 of my tried and tested favorite items, that will take the guesswork out of shopping these dope lines. Your makeup bag will thank you.
A moment of genius on a TV set led makeup artist Rea Ann Silva, who was raised by her mother’s Mexican family in Los Angeles, led to the creation of an iconic tear-shape sponge — the beautyblender. Silva’s company has come out with many variations of the must-have tool that is loved by beginners, pros, and everyone in between, but you can’t go wrong with the original pink sponge that started it all ($20, Sephora). Use it to blend your foundation, concealer, and cream contour products for a flawless finish.
Half of the duo behind Melt Cosmetics is Mexican-American celebrity makeup artist Laura Arellano. The brand launched with a line of lipsticks that quickly became Instagram famous, but the eye shadows were released later are even more impressive. The brand’s Rust Stack featuring five buttery, matte, neutral eye shadows is a great place to start building your collection ($58, Melt Cosmetics).
Kat Von D
Tattooing skills were Kat Von D’s claim to fame, so it’s only right she made a foundation powerful enough to cover them. Despite having multiple products that are fan favorites, the Mexican entrepreneur’s Lock-It Foundation ($35, Sephora) is a top pick because its level of pigmentation is hard to come by and is available in a wide range of shades.
Chaos Makeup founder Megan Martinez beat homelessness as a teenager in Texas by entering the beauty business. The highlighters that the Latina makeup artist formulated herself are the breakout stars of the cosmetics line. They have a clear base and are available in a rainbow of colors that are visible when the light hits them. Try her hybrid formula ($18, Chaos Makeup) which comes in color-shifting options and can be used as eye shadow.
Reina Rebelde founder Regina Merson made sure her Mexican heritage was reflected all over her brand, down to the packaging. The creamy Bold Lip Color Sticks ($16, Reina Rebelde) are a best-seller and an excellent introduction to the brand.
Bésame Cosmetics was founded by Gabriela Hernandez, a cosmetic historian from Argentina, and every piece in her line has a unique vintage touch. One of its hottest throwbacks is the Black Cake Mascara ($25, Sephora), which is long-wearing and doubles as eyeliner. Activate the product with a drop of water, load your brush, and layer away without worrying about clumps. The best part is that you can use it down to the last drop since the formula doesn’t dry out like traditional mascaras.
The Latinx-inspired shade names of the Vive Cosmetics ¡Qué Matte! Enduring Liquid Lipsticks will win your heart. With a nude named Café con Leche ($18, Vive Cosmetics) and a hot pink called Chingona ($18, Vive Cosmetics) it is easy to spot the Puerto Rican and Mexican-American influences coming from Joanna Rosario and Leslie Valdivia, the Latina duo behind the brand. The kiss-proof formula is the cherry on top.
Mexican-American actress and entrepreneur Jessica Alba expanded her lifestyle empire with a natural beauty line to match her red-carpet tastes. One of her most versatile products is the Honest Beauty Magic Balm ($18, Honest Beauty) that you can use to do everything from highlighting your cheekbones to moisturizing your cuticles.
Fans of Venezuelan telenovela actress Gaby Espino flocked to her YouTube channel for beauty tips, which led to the creation of her makeup line. Her matte liquid lipsticks ($25, Gaby Espino) are a follower favorite .
Breakups to Makeup
Keep the Latina-run brand theme going with an adorable makeup bag from Angelique Velez’s Breakups to Makeup line. The Puerto Rican and Cuban makeup artist’s accessories have phrases that are the perfect match for beauty lovers. This glitter clutch that says “Always Pure Gold, Never Gold Plated” ($26, Breakups to Makeup) will make you want to get one for yourself and one for your BFF.