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30+ Latinx-Owned Beauty Brands to Support and Shop

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10 latinx owned beauty brands you probably didn't know were latinx

With a population of more than 60 million, Latinos and Hispanics make up the largest minority group in the United States. When it comes to the beauty industry, the Latinx community has a tremendous commitment to inclusivity, diversity and innovation.

Ahead, check out 33 Latinx-owned beauty brands and products recommended by our own experts and editors at Good Housekeeping, along with top-rated products that have received rave reviews. From stellar skincare made from dermatologists and celebrities to the most fragrant hair oils that boost shine, you'll find something on this list that'll change your beauty routine.

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1 F10 Powder Blush Brush
Sigma Beauty
Sigma Beauty

In 2009, Brazilian couple Dr. Simone Xavier and Rene Xavier Filho founded the company. In our Lab test for best makeup brushes, testers raved about how soft this blush brush felt against the skin.

2 Twenty-Seven Eyeshadow Palette
melt cosmetics
Melt Cosmetics

Founded in 2012 by Lora Arellano and Dana Bomar, this makeup brand features a collection of highly pigmented eyeshadows, face powders and lip products, like this Twenty-Seven eyeshadow palette. Online reviewers rave about the color variety and love that each shadow is super easy to blend.

3 Lip & Cheek Stain

Elaluz is known for their beautifully-packaged makeup and skincare products. This multi-purpose, coconut-infused tint can be used on the lips and the cheeks to give you a soft, and natural-looking flush. The brand claims to be paraben-, sulfate-, and cruelty-free.

4 Regenerating Exfoliating Cleanser
tata harper
Tata Harper

Originally from Barranquilla, Colombia, Tata and Henry Harper founded their skincare company in 2010. This face wash is one of their best-sellers, targeting dull, uneven and congested skin.

RELATED: 25 Best Face Masks for Every Skin Type

5 Diamond Glow Powder
Artist Couture

Salvadorian-American YouTuber Angel Merino is on a mission to help younger generations find themselves and feel like they belong. The Diamond Glow Powder in Conceited is a light bronze shade with golden shimmering pearls. The finely milled loose powder can be used to set makeup or illuminate the body.

6 Original BeautyBlender Makeup Sponge

The beloved makeup sponge used by teens, celebrities and makeup artists alike was created by Rea Ann Silva, a Latina makeup artist. The idea came to her while she was working on the set of Girlfriends and found that using wet sponges created a smoother finish during clients' touchup sessions.

7 Dominican Forbidden Oil
bomba curls
Bomba Curls

Afro-Dominican Lulu Cordero combines coffee seed oil and castor oil to promote hair growth. Moisturize your scalp and hair after taking a shower or use it as a smoothing hair serum on a day-to-day basis. If you're in need of extra nourishment, you can also apply it on your body for the ultimate glow.

8 2-in-1 Extreme Length Mascara + Lash Primer
honest beauty
Honest Beauty

Movie star-turned-entrepreneur Jessica Alba is a proud third-generation Mexican-American. She launched Honest Company in 2011 and has released baby products, skincare, and makeup ever since. The primer in this mascara helps your mascara stay on all day.

9 Moisturizing Botanical Bar

Born and raised in California to Mexican immigrant parents, Sandra Velasquez grew up around nopalera, or what we know as "cactus." The brand is known for using ingredients such as plant butters, oils, and Mexican botanicals. This moisturizing bar melts into your skin upon first contact. 

10 Next Up Vitamin C Serum
covey skin

Christina Garcia is a Google executive with Cuban roots who launched the simplified skincare line, Covey, with her model best friend, Emily DiDonato. The duo worked with dermatologists to create skincare products that cater to a more streamlined routine. This Vitamin C serum uses non-acidic concentration that's said to be more gentle on skin compared to acids other competitor brands use.

11 Cielito Hair Oil

This brand is all about empowering the founders' Latin roots — Christina Kelmon has paternal Mexican roots, and Ann Dunning is from Chile. Their Cielito hair oil uses Latin American botanicals to help the overall appearance and condition of your hair by keeping frizz at bay and preventing breakage. 

12 Wooden Massager
earth shell
Earth's Shell

This massager can be used on your back, shoulders, arms and thighs and was created to help reduce the appearance of cellulite. It was brought to life by Earth's Shell founder Estefani German, a Latina who immigrated from the Dominican Republic.

13 Unveiled Berry Nude Palette
midas cosmetics
Midas Cosmetics

The Afro-Latina indie makeup brand was created by beauty enthusiast Rocio Nuñez in 2018 with an emphasis on inclusivity and diversity. The high-quality, affordable line offers vegan and cruelty-free products. Grab the Unveiled Berry Nude palette to welcome spring with five matte shade and four shimmers, inspired after berry tones.

14 Wing Queen Liquid Eyeliner
sweet street cosmetics
Sweet Street Cosmetics

Inspired after Mexican-American neighborhoods in L.A., Lala Romero and Natalia Durazo began sharing the message of what a winged eyeliner signifies: beauty and confidence. Now, the rich black Wing Queen liquid eyeliner allows all to express themselves.

15 Transition Palette
dominique cosmetics
Dominique Cosmetics

Before launching her makeup brand, Christen Dominique was a freelance makeup artist and an avid member of the YouTube beauty community. Drawing from her experiences, she created the Transition Palette. The all-in-one product has eyeshadows, blushes and bronzers to define, contour, brighten and highlight your entire face.

16 'Life Is A Fiesta' Eyeshadow Palette
mia del mar
Mia del Mar

Inspired by Miami’s tropical scenery and Latin beauty culture, Mia Del Mar has a team of women from Argentina, Brazil, Colombia, Cuba, Venezuela, Cuba and the U.S. creating gorgeous formulas. This eyeshadow palette comes with 12 bold shades and a dual-ended brush for the ultimate party look.

17 Ophidian
Necromancy Cosmetica
Necromancy Cosmetica

The goth makeup brand was founded by couple Desiree Rodríguez and Salvador Pérez in Puerto Rico in 2015. Their matte lipsticks come in deep reds, purples and greens, which are also vegan and cruelty-free. The Gothic Romance Palette will elevate your look with pigmented eyeshadows.

18 Dusty Rose Lipstick
besame cosmetics
Bésame Cosmetics

Bésame Cosmetics is best known for their historical-inspired packaging, like their lipsticks which come in a beautiful gold metal tube. The shade Dusty has more than 300 five-star reviews and customers rave that while it’s pigmented, it doesn’t dry out their lips. What’s more, the long-wearing satin finish is formulated with vitamin E and squalene.

19 Auteur Creme Lipstick
belle en argent
Belle en Argent

Latina entrepreneur Christina Kelmon cofounded the beauty company, which aims to give more women of color access to better products. Their best-selling red lipstick gives you the perfect pop of color while providing hydration thanks to jojoba oil, sunflower seed oil, castor seed oil and argan oil.

20 Qué Matte Liquid Lipstick
Vive Cosmetics

First-generation Latinas Leslie Valdivia and Joanna Rosario-Rocha are passionate about representing the Latinx community in the beauty industry. Their Qué Matte Liquid Lipstick in Selena Forever pays tribute to Selena Quintanilla with a berry-purple plum shade reminiscent of her iconic jumpsuit.

21 Stay Vulnerable Melting Cream Blush
rare beauty
Rare Beauty

Mexican-American actress and singer Selena Gomez created Rare Beauty to encourage people to embrace their uniqueness, starting with makeup that makes them feel more like themselves. The best-selling Stay Vulnerable Melting Blush comes in five different shades that give you a natural-looking flush.

22 Chocolate Popsicle Lip Set

Caribbean immigrant and Brooklyn resident Gisselle Hernandez combined food and makeup to build a brand that makes everyone “feel welcomed, represented and accepted.” The Chocolate Popsicle Lip Set includes three chocolate-scented nude shades. Online reviewers say the lip glosses are smooth and long lasting.

23 12 Color Eyeshadow Makeup Palette
luna magic
Luna Magic

Founded by Afro-Latina and Dominican-American sisters Mabel and Shaira Frías, Luna Magic is a beauty and lifestyle brand dedicated to celebrating multicultural heritage. Their best-selling eyeshadow palette comes with a range of metallic and matte shades designed to complement all skin tones.

24 Dual Matte 2-in-1 Lipstick and Lip Gloss
cai para mi
Cai Para Mi

Based in New York City, the premium cosmetics brand was created for Latinx beauty enthusiasts. Choose from foundations, concealers, bronzers, highlighters, blushes, and much more. A standout from the collection is the 2-in-1 lipstick. Whichever shade you pick, you’ll get a punch of vivid color.

25 Shampoo + Conditioner Duo
eva avo

Mexican-American telenovela actress Ana Brenda Contreras is the cofounder of this haircare brand. The purifying shampoo and hydrating conditioner are made with avocado oil, wild rosemary and castor seed oil. What’s more, this duo is the perfect size for carry-on luggage, so you can keep up with your haircare routine wherever you go.

26 Oh Baby Lashes
golden dream beauty
Golden Dream Beauty

Originally from Venezuela, Ydelays created Golden Dream Beauty to inspire, motivate and empower people to reach their goals while looking fabulous. Choose from four different lash styles to achieve a natural or bold look. You can also head to Ydelays’s YouTube channel to get a step-by-step tutorial.

27 Colorete Blush Trio
alamar cosmetics
Alamar Cosmetics

Makeup artist Gabriela Trujillo follows three principles when creating new products: quality, pricing and inclusivity. Her popular Colorete Blush Trio has a buttery-smooth and high pigmented formula. What’s more, the shades are infused with hyaluronic acid for extra hydration.

28 High Spirited Leave-in Conditioner
orlando pita play

Orlando Pita is a Cuban celebrity hairstylist who has worked on artists like MadonnaGwyneth Paltrow, and Naomi Campbell. His Well Behaved Serum Cream won our Beauty Lab's frizz fighters test, which kept hair samples flat and smooth for up to 20 hours.

RELATED: 23 Best Hair Products for Your Most Gorgeous Strands Ever

29 Honeychild Moisture Balance Gentle Shampoo
honey baby naturals
Honey Baby Naturals

Inspired after her three children's curly hair textures, Aisha Ceballos-Crump created products with honey as the foundation. Start your haircare routine with this gentle shampoo to cleanse your hair and scalp. A blend of honey and chamomile leaves help prevent having a dry and flaky scalp, especially during the winter months.

30 Reina Rebelde Lipstick
Reina Rebelde Lipstick
Reina Rebelde

Regina Merson was enchanted by makeup as a child watching her mother get ready for a night out. Equal parts bold and glam, Reina Rebelde was launched in 2016. The company's award-winning bold lip color stick in the shade Brava is a full-coverage red with a satin finish perfect for every skin tone.

31 Lilac Wine
light lacquer
Lights Lacquer

Lights Lacquer is a vegan, cruelty-free nail polish brand by YouTuber Kathleen Fuentes A.K.A. KathleenLights. She paid homage to her Cuban roots in her first collection, GRL PWR, with the color Jefa ("female boss" in English). The brand offers beautiful shades like Lilac Wine from their latest spring collection "It Was All a Dream," which will get you a compliment or two.

32 Light Hold Gel
rizos curls
Rizos Curls

Julissa Prado knows a thing or two about curls — she grew up trying everything she could to style her own curly hair, but one day came up with her own special formula dedicated to those with curls. Her line of curly hair products helps define and hydrate waves, tight coils and everything in between. Light Hold Gel is the latest product for shiny, frizz-free 'dos.

33 Grace
araceli beauty
Araceli Beauty

Born in Mexico and raised in California, Araceli was always passionate about makeup. Today, she sells a line of cosmetics, including her popular 3D faux mink lashes. Online reviewers say they're easy to apply and sit nicely along the natural lash line.

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