18 Latina Jefas Break Down the Key to Overcoming Obstacles

Mabel and Shaira Frias, Founders of Luna Magic Beauty


Courtesy of Mabel and Shaira Frias

Dominican sisters Mabel and Shaira Frias launched Luna Magic last year after seeing the lack of representation in the makeup industry for women of color. Their highly-pigmented eyeshadow palette and eyelashes made their way into the hands of Cardi B’s makeup artist who used it for her BeautyCon look. Now the palette is available in Walmart stores and they’re launching 100 percent vegan lashes.

What is it like being a woman and Latina in your industry?
: As young Latina entrepreneurs we feel that we are advocates for our multicultural customer base. We grew up in a similar environment, we shop where she shops and we think how she thinks. So that experience makes us stand with confidence and have an authentic voice when we have important meetings in the beauty industry. Our business colleagues quickly realize that we are strong, bold Latinas that did not come to play and that despite how young we are, we mean business.

Who are the Latinas that have inspired you through the years?
: The Latinas that have inspired us throughout our journey have always been the women in our family. We come from a very strong and independent female lineage in our family tree. We saw how our grandmother, mom and tias all raised their children as single mothers. We saw them struggle and survive hardships just to give their children an education and the life that they never had.

What is your greatest professional achievement so far?
Mabel & Shaira: We are proud to be the first cosmetics brand founded by Dominican-Americans. We take pride in our upbringing, influences and for us, it’s an honor to represent our Latinidad for our customers but as well as in boardrooms and business rooms as we educate our partners on the value and power we have as a community and as customers.

Who are some of the women in your industry that you admire and why?
Mabel: Rihanna with Fenty Beauty since she changed the game and innovated the conversation around beauty, inclusivity, and diversity.
Shaira: Iman with Iman Cosmetics since her makeup brand was the first brand we can remember that truly provided products for women of color.

What are some of the obstacles you’ve had to overcome to get to where you are now?
Shaira: Time. When you’re building a business there are so many needs and you wish there was more time to execute it all. Everyone has the same time in a day, so for us, it’s been a learning experience to know how to prioritize, plan, and be patient with the process of growing a company.

What are ways you look to innovate/change/enhance the industry you’re in?
Mabel: Enhancing the industry for us means creating an authentic community so that our customers and engage with our brand and feel heard and valued. For us, makeup and beauty are such a personal experience and we want to make sure that we are not only providing the products our customers want but also provide a space and community where we can all come together to learn, inspire and educate one another.

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