These Latinx Beauty Brands Cater to Brown Skin Tones—And We’re Loving Them!

There is no secret that the Latina community loves all things beauty. Makeup, skincare, haircare and more, the passion is ignited at such a young age. However, immersing oneself into the world of beauty was not always as easy as it seemed. Brands are yet to be inclusive, at times ignorant, to the diverse Latina and Latinx community. As they say, “the struggle was real,” not just because finding the correct shade was anything but easy, but the lack of representation within the beauty world was disheartening. 

In the ever changing world that we live in, the beauty ideals are shifting to become more inclusive and representative across the full range of the Latinx community. The space is opening for more conversation around representation, but we’re still not there yet.

For that reason, I want to help highlight Latina founded makeup brands who are making it their mission to change the norm and “celebrate our love for all things beauty and cultura in one place.” Check out below some jefas who are helping to promote a more inclusive image within the beauty industry: 

1. Vive Cosmetics: is doing it differently and doing it better. After realizing the lack of representation of the Latinx/Latina community in the beauty industry, founders Leslie and Joanna created Vive Cosmetics in hopes to “recognize our importance and not accept that narrative of who we are and how we look…. We do not need companies to cater or pander to us. We need companies that celebrate and honor our different stories, skin tones, languages and origins.”

1. Alamar Cosmetics: Founder and CEO, Gaby Trujillo, born in Alamar, Cuba created her makeup company with the mission to accomplish more than just a makeup company. Alamar Cosmetics is the “very essence of beauty – a celebration of culture, an emblem of pride, an avenue of self-expression. We are creators, dreamers, go-getters, hustlers, mamis and papis alike. We break barriers, status quos and stereotypes. We represent.” 

Camila Coelho and Rea Ann Silva are just a few names who are also championing for Latinx communities after leaving their job as makeup artists to pursue something that they believed in. Both of whose stories highlight the long history of women’s contributions to the cosmetics industry, as well as the struggles women of color endured to make their mark in the world of beauty.  

Coehlo, the Latina entrepreneur has gained a following of nearly nine million alone on an Instagram audience, who loved her fashion sense and beauty tips. From there, the start of Elaluz, a beauty brand founded and rooted in inclusivity and transparency, believing that “everyone has a special light no matter where they come from.” 

Rea Ann Silva, founder of the iconic Beauty Blender. Yes, the one that we all know and love, the one-of-a-kind edgeless makeup sponge that ensured her clients looked impeccable on camera. Silva single-handedly changed the beauty game. Fueled by her experiences with discrimination because of her ethnic background, including directors who refused to work with her, Silva, the category-creator quickly won countless beauty awards. Silva celebrates her heritage, while acknowledging her own work ethic, noting: “I always try to do the most and not the least….Being Latina, we are a very colorful people. We are not afraid of color. We embrace color. And we celebrate color.” 

One celebrity who just introduced her new LatinX- inspired brand is Becky G, with a goal to change the narrative by putting more diverse faces at the forefront of beauty. She created Treslúce with the mission to highlight Latinx cultures within our community. 

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A post shared by Treslúce Beauty by Becky G (@treslucebeauty)

Let’s continue to champion for one another by choosing to support Latinx-owned businesses and change the narrative surrounding the beauty industry to be inclusive and representative of all cultures.