5 Latinx-Owned Beauty Brands To Support Now & Forever

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To celebrate Hispanic Heritage Month, we wanted to take the opportunity to shout out five incredible Latinx-owned beauty brands. The Latinx community has always had a strong affinity to la Belleza (beauty) and so it’s amazing to see more and more Latinx entrepreneurs began to dominate the beauty aisle. It’s also one of the most racially and culturally diverse communities, spanning over 20 countries, which is reflected in these five beauty brands. From nourishing curly hair formulas to thoroughly inclusive beauty ranges, there’s something on this list for everyone…

1. Belle en Argent

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The brand story: When Christina Kelmon created her beauty line she had two goals: to create an accessible, clean makeup line that was free of chemicals or toxins, and for it to have a super luxe feel. Inspired by women in the arts, Christina and Co-Founder Lauren Young wanted to give back to the community and decided that a portion of the brand’s sales would go to The BEAMuse Project, a program “committed to the advancement of women who write, photograph, film, act, direct, and produce.” A conscious brand that gives back; we love it!

The brand now has a seriously impressive collection of gorgeously packaged lip products, which includes lipsticks, lip glosses, and lip liners, all in the most stunning sultry and sexy shades.

The product you need to try: We’re obsessed with the Porter Pout Auteur Creme Lipstick, $13, the packaging is so chic and luxe.

2. Bomba Curls

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The brand story: Founder Lulu Cordero created Bomba Curls so that she could share her love of the rich, natural beauty ingredients from her native country; the Dominican Republic, which she turned to when suffering from traction alopecia. From pistachio to coffee seed oil, her haircare line is packed with superfoods that’ll hydrate and nourish your curls while stimulating healthy hair growth. Right now, the brand carries two impressive products; the Forbidden Oil, $22, and the creamy Forbidden Hair Mask, $28, which have both garnered rave reviews online and among beauty experts. We can’t wait to see what’s next!

The product you need to try: The award-winning Forbidden Hair Mask, $28, is a no-brainer for curly hair beauties. Formulated with Cupuacu butter, pistachio oil, and cinnamon extract, this ultra-rich mask will restore even the most damaged locks.

3. Alamar Cosmetics

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The brand story: Cuban-born makeup artist, Gabriela Trujillo, founded Alamar Cosmetics in 2017. The brand was built on three keys principles: it would celebrate culture through cosmetics, be 100% cruelty-free, and be accessible to everyone without scrimping on quality – now that’s a brand we can get behind. We also love Alamar’s lip collection, DesNUDEas, which features four nude lip glosses and three lip liners that provide a gorgeous match for all skin tones.

The product you need to try: Alamar’s eyeshadow palette, Spanglish, $29, is a must-have. The palette includes eight shades in both matte and shimmer textures in really beautiful shades. The name is an ode to the colloquial language used by Latinxs that alternates between Spanish and English.

4. Pinkness

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The brand story: Pinkness’ brand story started when Founder, Farah Vargas, lost her job in the corporate world, and she decided to take the opportunity to pursue her passion by founding lifestyle brand Pinkness. The brand now carries two nourishing skincare formulas, and their hero product, the Forever Flawless Beauty Oil, $30, which is loved and adored by celebs.

The product you need to try: If you’re looking to amp up your glow game, you need to try the Pinkness Forever Flawless Beauty Oil, $30, which combines 12 powerful oils to brighten, hydrate, and plump your skin.

5. Melt Cosmetics

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The brand story: Like so many great stories, Melt Cosmetics started with a girly catch-up over brunch. Founders, Lora Arellano, and Dana Bomar discussed their love of bold matte lipsticks and their frustration when it came to finding a long-lasting, bright matte formula. Fast forward to 2020, and the line includes a wide range of popping lipstick shades, as well as a diverse range of eyeshadows, lip glosses, and highlighters.

The product you need to try: Their hero product, the Melt Cosmetics Lipstick, $19, is a must-try! We’re obsessed with the vibrant pink shade, Last Kiss.

Have you tried any of these amazing beauty brands? Let us know in the comments below.

Disclaimer: Every product we review has been independently selected and tested without bias by our editorial team. We never take payment to review products, however, some brands allow affiliate links, so we may earn a commission if you purchase a product by clicking on one of our links.