Latinx-Owned Beauty Brands to Try Right Now
Celebrated from Sept. 15 to Oct. 15, National Hispanic Heritage Month honors the immense cultural contributions of Latinx and Hispanic communities. In 2019, the number of Hispanics reached a record 60.6 million, making up 18 percent of the U.S. population. This beautiful culture has influenced so many aspects of our society, including the beauty industry.
Here are three Latinx-owned beauty brands you need to try!
Golden Dream Beauty
Golden Dream Beauty is a vegan, cruelty-free, silk false-lash company. They are a brand with a mission to empower their customers to reach their goals, feel inspired, and look good.
Source: Golden Dream Beauty
As a Venezuelan native and U.S. immigrant, the founder Ydelays Rodriguez is living up to her dreams. She originally began YouTube as a way to connect with her family, but she decided to take it more seriously when she gained a following. After working with many different brands, Rodriguez got inspired to create her own. In an interview with HipLatina she said, “I wanted to bring something positive and inspiring to the community to also show a Latina owned makeup company that is full of values and love, that I feel is what represents our community.”
Source: HipLatina
Shop the four different lashes available. You can now use the coupon LATINAOWNED at checkout for a 20 percent discount.
2. Reina Rebelde
Reina Rebelde is meant to elevate and inspire Latinas with bold colors and powerful names that allow you to embrace the duality of being a Reina (queen) and a Rebelde (rebel). Started by Regina Merson, Reina Rebelde is an ode to Latinas of all backgrounds who share a love of makeup as an act of self-care and self-definition. In an interview with HelloGiggles, Merson explains that when she was 10 years old she immigrated to America from Mexico. She ended up becoming a lawyer which she pursued for six years. She further talked about how she has always had a love for beauty and rituals from watching her mother do her makeup.
Source: Reina Rebelde
“There was a core piece of me that really felt like my purpose was to do something I was passionate about within the Latina experience,” Merson said. “A lot of it came from personal experience as a woman who was born in Mexico and moved to the United States, and who speaks English and Spanish. These are dualities that I had to grapple with coming of age here, and they impacted my personality and my perspective about what it means to be a woman in today’s world, and particularly a Latina.”
Eventually she left her legal career to follow her passion for makeup and began working toward creating her brand full-time. However, Merson felt as though she would never find a brand that fully understood her. She thought the companies out there targeting the Latina consumer were missing the mark.
“I think one of the things that makes Latinas so fierce, beautiful, and interesting, is that there’s so much pressure in this country to conform,” Merson said. “A lot of people are Mexican and have European parents, or one of their parents is American or they come from this mixed bag of identities. … I really want the brand to make a statement that the dualities are where the beauty is, and it’s really messy and it’s really complicated, but it’s really where our fierceness comes from."
You can shop her products on the website or find them in stores at your local Target or Walmart!
3. Bomba Curls
Founded by Afro-Dominicana Lulu Cordero, Bomba Curls is all about celebrating beautiful, bouncy curls.
Source: Hola!
In an interview with the Zoe Report she says, "As a Dominicana, I grew up surrounded by women who used the natural ingredients of our island to create homemade haircare treatments that left them with some of the most incredible results you could have ever seen. We’re trying to broaden society’s spectrum of what is considered beautiful and my hope is that we’re able to accomplish our mission, so that the next generation grows up feeling beautiful in the skin they are in!"
Source: Bomba Curls
Created with the Caribbean island's most famous natural ingredients, including a dose of coffee to wake up your waves and hydrating oils for healthy strength and shine. You can get the Dominican Forbidden Oil for $22 on their website. This premium blend of oils works to not only moisturize the hair and scalp but also as a glossing & smoothing hair serum that gives your follicles the boost they need to promote maximum healthy hair growth. Aside from curl care, it works wonders on processed hair that's in need of deep conditioning.