Subscription boxes have been around since the original beauty subscription box, Birchbox, launched in 2010. But only until recently have sub boxes began to cater specifically to Latinx. There are about 5.7 million subscription box shoppers in the U.S. today and its popularity continues to rise. Latinas spend four percent more than non-Hispanic white women in the beauty supply stores, according to Nielsen. The women behind the sub boxes in this list saw there was a space for catering specifically to Latinas and launched relevant sub boxes for the modern Latina. Danielle Levine, co-founder and CEO of Spiritú Box discusses the company’s mission as two fold: “[One is] to be an authentic vehicle through which brands can reach and engage our audience in a more meaningful way and [two is] to provide a platform that empowers our community of women.” Additionally, the list wouldn’t be complete without featuring boxes dedicated to dulce and other Latin American treats.
The Homegirl Box
Launched two years ago in Brooklyn, the Homegirl Box is the brainchild of social activists Mickey Ferrera and Brittany Brathwaite. Inspired by their sisterhood, they developed the box to celebrate the legacies of bold, fearless, and visionary women including, trans rights activist Sylvia Rivera and political activist Angela Davis. Each box has 4-5 items related to the theme of that month, as well as, a “herstory” card detailing info about the products and the woman behind the theme. They intentionally worked with women, non-binary and trans people to feature their items in the boxes that include clothing, jewelry, beauty products, and other themed trinkets. Some of the brands they’ve worked with include Fanesha Fabre, Just Keebs, Philadelphia Printworks, Gammy Killz, Zahira Kelly, Amir Khadar and Mi Chiquita TMF. A new Homegirl line is coming out in the summer and boxes are available for purchase for $60 (note this is not a subscription service but boxes are released quarterly).
The Spiritú Box which launched this past September has not only introduced Latinas to new brands and products, it’s also developed an online community for all women that acts as an extension of the intent behind the box – to help connect and inspire as well as promote Latinx goods. “We wanted to create a platform that disrupts the way the mainstream market interacts with the Latina consumer, who is incredibly powerful and diverse, and yet still underserved,” Co-founder and CEO Danielle Levine said. In addition to the goodies inside, Spiritú also commissions an artist to design every box, most recently working with LA-based muralist and printmaker Sonia Romero whose art depicts a woman holding her heart and surrounded by pansies which represent growth, healing, and love. Each seasonal box costs $40 and includes beauty, lifestyle, and artisanal products sourced from Latin America.
My Brava Box
My Brava Box, the self-proclaimed “beauty box for Latinas,” was co-founded in October 2018 by Mexican- American Goretti Campbell, who witnessed firsthand the struggles Latina entrepreneurs face to receive funding and worked to change that. “My Brava Box has been a result of those learning experiences. It’s not just a box. It’s an opportunity to have a voice in the advertising industry, in the beauty industry, in the tech industry,” she said. According to Campbell, less than two percent of Latinx owned startups get funding, but she’s determined to uplift the community while carving a space for Latinas in the industry. For $25 a box, subscribers get 4-5 full-size beauty products both from American and Latin American brands. “My Brava Box is a familia of Bravas that are executors, explorers, and Chingonas.”
The Chingona Box
Founder Gladys Vasquez was inspired to create the Chingona Box after being surrounded by Latinx brands at an event and thinking of the lack of representation in the sub box industry. Since founding the company earlier this year, she and co-owner Xochilt Padilla have released themed boxes (including loteria, beauty, and borracha) exclusively featuring Latin owned brands authentic to Latin culture. For $29.99 a month, subscribers receive 6-8 items and they also sell chingona tees separately. “The Chingona Box carefully screens the brand’s authenticity, quality and we pride ourselves in being a vehicle for them to reach new customers and supporting them to grow beyond our subscribers with workshops and social media support,” Padilla said.
MyCajita is all about celebrating Mexican culture through artisanal Mexican goods curated by the team made up of first and second generation Mexican-Americans, since its founding in September 2017. They curate the boxes by traveling to Mexico to find artisans and brands, focusing on small-batch handmade products with the intention of introducing customers to something new about Mexican culture through authentic goods and also providing economic opportunities for artisans. Their previous themes include salud, mole, Café de Olla, and picnic and they feature full size items like a chenille blanket, mouth blown Mexican glassware, handmade olla de barro, and Frida tile coasters plus Mexican spices. They offer three subscription plans with tax and free shipping included: standard month to month plan is $45, the Plata box is a quarterly plan for $126, the Oro box is an annual plan for $479.88, plus one-time purchases for $55. “We decided to start MyCajita when we failed to find quality or contemporary goods that represented our culture. We found the usual items at a local store or we would see versions of Mexican ‘inspired’ designs and work knocked off by big brands without any respect or appreciation for the art or history behind it,” CEO Alex Lopez said.
The Abuela Mami box was crafted as a type of care package for Cuban food lovers by South Florida-based Cuban-American brothers Humberto and Kiki Valdes in December of 2015. Each box costs $19.99 and contains about 8-12 items including kitchen tools and games in addition to food and coffee, like Cafe Bustelo (of course), saucers with the Cuban flag, and mango marmalade. In 2018 they launched Abuela Mami coffee available for $12.95 and they also offer a month-to-month guava sandwich delivery for $23.99. “It has a personal connection, a very special and intimate connection in terms of nostalgia, family, and memories,” Kiki Valdes told the Sun Sentinel. Their mom and grandmas, who inspired the name of the box, are consultants to ensure authenticity.
There’s no candy like Mexican candy and MexiCrate is here to literally bridge the gap by delivery dulces straight from Mexico. They offer four box subscription options: the “Liker” box includes a pound of candy for $6.99, the “Lovers” box is up to three pounds or $14.95, the “Kings” box includes 14-20 large treats for $34.99, and they also offer a nine-piece pan dulce box for $20. You can expect sweets including mazapan to cajeta and takis to cacahuate japonés They also offer one-time buys on candies, chocolates, and snacks perfect for when you’ve got a sudden craving but don’t want to commit to monthly payments.