Must-Shop Makeup Brands Owned by Latinas

Over the past few years, there’s been a notable increase in Black, APIA, and Latina-owned beauty brands, particularly in makeup. This shift is evident in products like foundation with diverse shade ranges, popularized by brands like Fenty Beauty, and items designed to complement melanated skin tones.

Despite these advancements and strong sales, many of these brands, while reaching platforms like Ulta and Sephora, still face challenges like securing funding and navigating market difficulties. The closures of successful brands such as Ami Colé demonstrate these hurdles. As highlighted in Essence, building a "true community" is essential for survival, which means more than just recognizing these brands during heritage months. It involves actively supporting them by purchasing their products.

Latinas account for a significant portion of beauty consumers, making up 14.4 percent nationwide and 16.6 percent of US beauty spending. This demographic’s influence emphasizes the importance of supporting brands that cater to cultural and beauty needs while often offering healthier ingredients.

Therefore, it’s crucial to support Latina-owned beauty brands by shopping from them. Here’s a selection of recommended products to consider for the upcoming seasons.

For more insights, Johanna Ferreira, with over a decade of experience, shares her expertise on intersectional identities in Latine culture. She has contributed to various outlets and participated in panels on Latine identity.