What originally started as Hispanic Heritage Week in 1968, evolved into Hispanic Heritage Month in 1988, is now celebrated as
Latinx Heritage Month, observed from September 15 through October 15 annually. Juliana Martínez, author and assistant professor at American University explains that moving away from the term “Hispanic” is typically associated with its associations with the origins of Spanish colonialism in America. Whereas “Latinx” indicates a non-gendered inclusive term that centers indigenous, Brazilian and other non-Spanish speaking people in this celebration.
While it’s important to always support any
BIPOC-owned brands — including Latinx-owned clothing brands and beauty brands — it’s especially crucial to champion them during a month that celebrates their many achievements, influences, and cultural contributions. Latinx-owned clothing and beauty brands aren’t often represented equally and can sometimes be overlooked in the beauty and fashion industries.
That said, a number of Latinx entrepreneurs and celebrities have launched their own beauty lines (or have collaborated with existing brands for capsule collections) and have helped put Latinx beauty on the map. On the fashion front, designers like
Farm Rio, Johanna Ortiz, and Maria Cornejo are shaking up the industry with their fresh perspectives and approaches to apparel design.
There’s an exciting plethora of new, up-and-coming beauty and fashion brands that should be on your radar, if they aren’t already. From a skin care line that helps improve biodiversity in Costa Rica, to a CBD-infused brand that aims to cure painful feet, to a Brooklyn-based apothecary that sells the dreamiest gifts, see 35 Latinx-owned beauty and clothing companies to explore, support, and keep your eye on all year round.
Marine + Vine
Founded by Evelyn Ginossi, a former attorney and a first-generation Chilean American hailing from California,
Marine + Vine is a natural, plant-based body care line created in LA. The brand’s hero product, Tahitian Oil, includes a blend of Tahitian monoi (a fragrant elixir made of coconut oil and Tahitian gardenia petals), passion fruit oil, and macadamia oil. Spice Beauty
Inspired by the all-too-relatable soreness that comes from a night out in heels, Mexican entrepreneur Brenda Sandoval Zorkin launched CBD-centered skin care brand
Spice Beauty. Her inaugural product? The Heel Stick, a clever solution for painful feet. Infused with 500 milligrams of hemp-derived, Colorado-grown CBD, plus coconut and peppermint oil to calm inflamed skin, the formula gives you fast relief in a pinch without staining your shoes.
Spice Beauty’s second product,
a bath and body oil, has the same amount of CBD, as well as avocado, grape seed, and sweet almond oil for a luxe (and super calming) soak. Lights Lacquer
You might recognize Kathleen Fuentes, aka
KathleenLights, from her popular YouTube channel, where the Miami-born, Cuban American beauty vlogger and influencer regularly posts unboxings, reviews, and try-on hauls. In 2019, she launched her own nail polish line called Lights Lacquer — and it’s definitely one to keep on your radar. In addition to cute nail stickers, she often launches fun seasonal collections. The latest one, called “ Who Did It?!,” was inspired by vintage murder-mystery novels and includes rich, jewel-toned lacquers that are are so perfect for fall. Thrive Natural Care Thrive Natural Care offers plant-based skin care essentials like shaving oil, face wash, face scrub, and its hero product, the Daily Defense Sunscreen Balm SPF 30. Thrive infuses its products with traditional, antioxidant-rich botanicals from regenerative farms in Costa Rica, like juanilama (a mint-scented plant oil that has anti-bacterial properties) and fierrillo (a rainforest vine with skin-healing properties).
Sustainability is key with this brand, using native plants to improve biodiversity on degraded lands while also supporting local farmers.
Treslúce Beauty Treslúce Beauty just launched this year, and already, the colorful makeup line is making a splash in the beauty space. The brainchild of Mexican American singer and actor Becky G, Treslúce carries makeup brushes, eyeliner, faux eyelashes (as well as lash applicator tools and glue), and highly pigmented eyeshadow palettes with names like “ I Am Siempre Divina Palette” and “ I Am Alma Palette.” Dezi Skin
Dezi Skin is another Latinx-owned beauty brand to watch. Founded by Mexican American influencer, makeup artist, and YouTube star
Desi Perkins, the skin care brand launched this April with its Claro Que C Vitamin C Glow Serum, and just last month released a hydrating face mist with a nourishing blend of vitamin C, AHAs, and hyaluronic acid.
Being a Latina in the beauty space is clearly important to Perkins; as she
told Bustle in 2018, “When you find somebody you can look up to who has similar features as you, and they make you proud to have [those features], that’s everything. It’s my favorite part of being a Latina in the beauty community: being able to [inspire] young Latinas to be proud of themselves. It makes [my hard work] worth it.” Rëzo Haircare Nubia Rëzo is a curly hair expert with more than four decades in the biz. Not only does she have a salon on New York’s Upper East Side (ask for her signature “ Rezo Cut” if you’ve got curly strands) and her own training academy for aspiring hairstylists, she’s recently launched her own vegan haircare line, targeted toward curly hair, Rëzo Haircare . Ceremonia
In October of 2020, Swedish Latina
Babba C. Rivera took her background as a marketing whiz for companies like Uber, Away, and her own agency, By.Babba, and launched Ceremonia, a line of hair care products with ingredients sourced from Latin America. The brand prides itself in merging modern day hair rituals with Latinx culture to promote “hair wellness.”
Its products — which include a weightless milky serum with castor oil, murmur butter, and a Brazilian super fruit called pequi; a witch hazel- and yucca-laced shampoo; and the Bustle-approved
Guava Rescue Spray — already have a cult following. Elaluz Camila Coelho’s Brazilian heritage permeates Elaluz, the influencer and model’s recently launched beauty line that nails a trifecta of categories: hair, skin care, and makeup. The name of the brand translates to “she is light” in Portuguese, so naturally, many of the products aim to give you a glow, like the new bronzing stick (great for on-the-go radiance), the face palette that includes shimmery blush, highlighter, and bronzer, and an innovative, overnight tanning cream.
Good-for-you Brazilian superfoods and plant extracts — think star fruit, papaya, and guarana — can be found throughout Elaluz’s diverse yet forward-thinking range.
Afro-Latina founder Desiree Verdejo set out to create a solution to her dark spots in 2019, aiming to address the disparity that Black and brown women experienced in the beauty industry. This Afro-Latinx-founded brand has a killer Vitamin C Serum that targets dark spots and creates a brightened, hydrated look.
If you have trouble navigating the sometimes daunting and overwhelming world of skin care, consider checking out
Kura Skin. The data-driven platform and subscription service founded by Latinx entrepreneur Katrina Moreno Lewis matches you up with your ideal routine based on factors like your skin, your environment, your skin goals, and (perhaps most importantly) your budget.
After answering a survey, Kura uses an algorithm to analyze product combinations tailored specifically to you, and then a box arrives at your door. The best part? Your custom routine can change as often as you need it to based on your own feedback and, say, the seasons. PSA: Kura carries beloved brands like
Osea, Pai, and Alder New York. Chillhouse
This Latinx-owned wellness brand specializes in all things self-care. The spa/cafe was founded in 2017 by Cyndi Ramirez-Fulton, eventually expanding into skincare, loungewear, and critically acclaimed
press-on nails. Whether you’re going to the SoHo flagship for a massage and manicure, (or the new Paris location!) or stocking up on all the Chill Tips, Chillhouse is your one-stop-shop for self-care. Marianella
If you live in New York, it’s worth taking a trip to
Marianella, a new apothecary with two locations in Brooklyn. (Not in the Big Apple? Not to worry — there’s an e-commerce site, though you’ll miss out on the neon lights and Instagram-worthy bathroom.
Owned by a Venezuelan mother-and-son duo, the market carries a wide and chicly curated range of bath, home, and skin care goods from Marianella’s own in-house line and trendy brands like The Butcher’s Daughter and R+Co. Think artsy candles in humorous silhouettes, “body caviar” with charcoal and Hawaiian black lava, and fruit-themed tea towels. Essentially, it’s a gift-giver’s paradise.
Known for its relaxing benefits,
CBD has taken over the wellness industry over the past few years. Xula makes products that are aimed are easing periods, PMS, menopause, and hormonal imbalance using the consultation of herbalists and doctors. Cuerpa Cuerpa founder Edwin Jimenez Casanova hails from the Dominican Republic, creating skin care products from face oils, lip scrubs, and body oils. According to the brand, all of their products are "free from synthetic ingredients, parabens, phthalate, fillers, chemicals, animal testing, mineral oils, petroleum and sodium laurel sulfate." Flor de Maria Flor de María Rivera has been a shoe lover since before she was even old enough to step foot in a kindergarten classroom. After working as a sports journalist for 12 years, she started a bilingual style blog to share her love of fashion. And in 2019, she launched her namesake shoe brand Flor de María, which includes just about every style you can imagine: sandals, pumps, mules, and boots. Good luck selecting just one pair. Farm Rio
No one does ultra bright, ultra vibrant prints quite like
Farm Rio. Founded by Katia Barros and Marcello Bastos in Brazil nearly 25 years ago, the brand is the embodiment of good vibes and sunny optimism. From whimsical, floral frocks to playful jumpsuits, Farm Rio offers something for everyone. Maygel Coronel
These swimsuits by Colombian-based brand
Maygel Coronel are true statement-makers. Between the dreamy color palettes, dramatic textures, and timeless patterns and prints, even if you don’t have a tropical vacay planned anytime soon, you’ll be ready to hit the beach once you’ve got one of these beauties in your possession. El Cholo’s Kid Bright beaded totes will instantly elevate just about any ensemble, incorporating color and texture with one simple item. I love these eye-catching color combos and the fact that these pieces are made with recycled plastic materials. Sustainable and stylish? That’s the winning pair right there. JZD
“Latina Power” T-shirt is a must-have in any Latina’s closet. The pink and red palette is equal parts playful and chic. It’ll be the perfect tee for keeping it cute yet casual while running everyday errands. Blush & Bliss
Because you can never have too many earrings, why not stock up on a few more from the online, Latinx-owned jewelry brand
Blush and Bliss? They add just a touch of glam to any look, and you can stack them depending on the type of vibe you’re going for. Hija de tu Madre
There’s no question that
gold hoops are a fashion staple. They make most ensembles feel ten times dressier, and help pull together even the most casual of looks. These gold hoops are so versatile; they’re great for formal events, but ideal for a classic jeans-and-white-tee outfit, too. Min & Mon
Colombian accessory brand
Min & Mon was founded in New York City in 2015. Their handbags are known for their bright colors and bold designs that channel the vibrance of the city landscape. The brand additionally works with artisans in Colombia to produce ethically sourced as well as sustainable materials that reflect the brand’s values. Thrifts + Threads Thrift + Threads prides itself on handmade pieces ethically sourced in Mexico. The female-founded brand has been spotted on celebs like Hailey Bieber, Keke Palmer, Janelle Monaé, Halsey, and Ciara. Another amazing Latinx-owned clothing brand to add to your list. All For Ramon
Los Angeles based brand
All For Ramon was founded by Mexican-American sisters Rocio Chavez & Diana Ibarria, named after their brother who passed away from cancer. Ramon was a proud advocate of social justice and sustainability, which has carried on in the brand’s ethos. Cuyana
This Ecuadorian brand is committed to luxury sustainability, something that is evident in their signature
Classic Easy Tote. 99% of the brand’s assortment is made using sustainably-certified materials, with a commitment to making timeless products that last longer. Loti
Founded by Lottie Bertello in 2021, Los Angeles-based brand
Loti uses deadstock materials that would otherwise end up in landfills. Their products also only use natural fibers, including wool, cotton, and silk to create dreamy dresses, jumpsuits, bralettes, and more. Wray
A favorite of influencers like Ericka Hart, Jessica Torres, and Curvily, the brand proudly uses fair-trade operations in India, Hong Kong, Shanghai, and Peru, carrying sizes XXS-6XL. Plus-size blogger and
influencer Kellie Brown collaborated on a collection for the Latinx-owned clothing brand in July 2022. Bella Doña
Los Angeles-based brand was founded by best friends LaLa Romero and Natalia Durazo, celebrating sisterhood and their Chicano roots. The Latinx clothing and accessory brand embraces the nostalgic “homegirl” aesthetic — AKA: jumbo hoop earrings, long acrylics, and extra-sharp winged eyeliner. Cut + Clarity
An immigrant from Buenos Aires, Argentina, founder Mariana Russo Chambers creates beautiful 14k jewelry that leaves a lasting impact wherever you go.
Cut + Clarity also collaborates with artists, like fellow Latinx designer Luzelena Arenas’ Real Body necklace for the C+C x You collection. Selva Negra
Latinx-owned clothing brand
Selva Negra was founded in 2016 in Brooklyn by Kristen Gonzalez, eventually expanding to Los Angeles. The brand focuses on ethical production and uses sustainable materials, including upcycled fabric waste and small batch production. Rayza Art Studio Rayza Art Studio’s founder originally began making jewelry as a way to manage stress and anxiety during the pandemic. Hailing from San Juan, Puerto Rico, Razya makes fun, bold jewelry that’s sure to be a stand-out in your collection.
Get Even More From Bustle — Sign Up For The Newsletter
From hair trends to relationship advice, our daily newsletter has everything you need to sound like a person who’s on TikTok, even if you aren’t.
Subscribe to our newsletter >
This article was originally published on
Oct. 5, 2021