Latinx-Owned Beauty Brands to Shop Regalitos From This Holiday Season


Whether you’re looking for a new moisturizer, liquid lipstick or bath bomb, there are plenty of Latinx-owned brands to shop from—especially this holiday season. You can find them at your local drugstore, online, or at your fave retailers (we’re talking Sephora, Target, Nordstrom, and many more).

Since Latinxs are a huge part of the beauty community, it makes sense that there’s an array of brands owned by Latinxs. And call us biased, but we want to shop for products that are made for us, by us.

From celeb-approved brands, to under-the-radar ones, here are 12 Latinx-owned beauty brands to support and stuff those holiday stockings with.

Sigma Beauty

Sigma Beauty is known for its innovative makeup tools, however, the brand also creates amazing makeup products (Its Chroma Glow Shimmer + Highlighter Palette is so good!). But we wouldn’t expect anything less from this brand, considering the founders—Simone and Rene Xavier Filho—have impressive backgrounds. Simone has a Ph.D. in Molecular Biology and a Masters in Veterinary Science, while Rene has experience in business administration and civil engineering.

Reina Rebelde

The name of this brand says it all. Reina Rebelde was founded by Regina Merson, who is fearless herself, so it’s easy to see why she created a brand that speaks to unapologetic Latinxs everywhere. From the flirty packaging, to the bold lipsticks, to the sassy shade names, this brand will have you feeling like a chingona. The Bold Lip Color Stick in Brava is perfect for all of your upcoming holiday parties.

Tata Harper Skincare

Colombiana Tata Harper created her namesake brand after searching and failing to find high-quality, natural ingredients. The brand makes 100% natural skin care products, which is  rare to see in the beauty world. Our fave product? The Resurfacing Serum, because it will give you that coveted glow. The brand has reached cult status among beauty lovers and celebs for a reason.

Vive Cosmetics

Founded by two fierce Latinas, Joanna Rosario and Leslie Valdivia, Vive Cosmetics celebrates what it means to be a Latinx. The vibrant packaging and lipstick names will instantly make you feliz. Best of all? There’s no shortage of bomb lipsticks either, as the brand offers shades that look good on every skin tone. Of course, you can’t go wrong with its Selena Forever Liquid Lipstick.

Loquita Bath and Body

If you want kitschy bath bombs, then Mira Perez’s Loquita Bath and Body has your name written all over it. Whether you’re into ‘90s movies, brujeria, or Latin treats, there’s a bath bomb for you. Even better? The brand offers a range of skin care, body care, and hair products. Some of our faves include the Concha Bath Bomb and Bruja Hair Spritz.

Melt Cosmetics

Co-founder Lora Arellano dreamed up Melt Cosmetics with her BFF Dana Bomer. Together they created the audacious brand. Known for its vibrant eyeshadows and bold lipsticks, the brand continues to release products you can’t find anywhere else (like its Baby Girl Stack). Oh, and did we mention that Lora used to do Rihanna’s tour makeup? So, yeah, she knows a thing or two about beauty.

Rizos Curls

Julissa Prado founded Rizos Curls after being fed up with products that didn’t work for her curly hair. Thanks to the brand, which caters to people with kinky, coily, and curly hair, that void is now filled in the beauty market. Best of all? Its new Refresh & Detangle Spray is on sale. Curly-haired reinas, rejoice!

Bésame Cosmetics

If you love vintage-inspired beauty products, then you’ll adore Bésame Cosmetics. Known for its pigmented lipsticks, color-correcting setting powders, and cake mascara, the brand’s products are truly special. Created by cosmetics historian, Gabriela Hernandez, Bésame creates products inspired by certain time periods. For example, the lipsticks are replicas of popular shades from past decades.

Alamar Cosmetics

Created by Gabriela Trujillo, this brand is a celebration of the Cubana’s cultura. While Alamar Cosmetics only has a couple of products on its site, a vivid eyeshadow palette and a shadow brush, the brand definitely came out with a bang.

No B.S. Skincare

This brand leaves the bullshit at the door. No B.S. Skincare only makes products with effective plant-based, natural ingredients. This is how we want our beauty to be: transparent, clean, and damn good. And that’s exactly what you get with this brand. The Ultra-Hydrating Moisturizer is a game-changer. Basically, its products walk the walk and talk the talk.

Araceli Beauty

Founded by makeup artist and beauty influencer, Araceli Ledesma, this brand is all about having fun and embracing your Latin roots. With packaging inspired by Mexico and shadows playfully named Tequila, Sombrero, and Corazón, you’ll want to celebrate your heritage. There are currently only eye products available: an eyeshadow palette, two eyeliners, fake lashes, and eye brushes. We’re crossing our fingers more goodies launch soon.

Joanna Vargas Skincare

Celebrity facialist Joanna Vargas knows a thing or two about skin care, so it makes sense that she would create her own brand. Luckily, we can all get that celebrity glow. Best of all? Her eponymous brand is made with only plant-based ingredients. The Vitamin C Face Wash is a must-try.

Written by Alyssa Morin
Images courtesy of brands featured and/or social media account


About the Writer

Alyssa Morin is a freelance writer and beauty editor at HelloGiggles. When she's not testing new makeup, she's listening to Cardi B or Maluma, and searching for the best tacos in LA. You can catch a glimpse of her favorite things, here: Twitter and Instagram.