Selena Gomez’s Rare Beauty is one of the most successful celeb beauty launches to date. One particular product of note? Its TikTok-famous Soft Pinch Liquid Blush that’s pigmented, easy to blend, and available in 13 shades.

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.

Founded by first-generation Cuban Americans Albert and Isabel (hence the name “albisa”), Albisa Candles honors their culture with aromas that are closely linked to memories shared by many Cubans.

Inspired by the all-too-relatable soreness that comes from a night out in heels, Mexican entrepreneur Brenda Sandoval Zorkin launched CBD-centered skincare 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.

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 and evergreen sheer polish, she often launches fun seasonal collections. The latest drop for spring 2024 — named “What’s Your Fantasy?” — features shimmering pastel shades and dew drop-inspired nail stickers.

The OG makeup sponge brand that changed the game, Beautyblender was founded by Rea Ann Silva, a makeup artist with Mexican roots.

Thrive Natural Care offers plant-based skincare 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.

Born in Barranquilla, Colombia, Tata Harper has told previous publications that “Colombia is where my love of beauty came from.” As for her beloved brand of luxe skin care staples? The non-toxic collection prides itself in using high concentrations of really, really good raw materials.

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.”

Bernardo Möller — the passionate founder of House of Bō with multi-cultural roots — incorporates Mexico’s rich heritage into every single one of his perfumes. What’s more, each hand-made bottle cap is crafted by Mexican artisans.

Bésame Cosmetics (which, ICYWW, translates to “kiss me” in English) is founded by Gabriela Hernandez, a Buenos Aires-born lover of makeup and all things vintage. A reflection of those exact interests, Bésame is known for its lipstick components, mascara formulas, and more that directly references products of the past.

Dezi Skin is another Latinx-owned beauty brand to watch. Founded by Mexican American influencer, makeup artist, and YouTube star Desi Perkins, the skincare 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.”

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.

Camila Coelho’s Brazilian heritage permeates Elaluz, the influencer and model’s recently launched beauty line that nails a trifecta of categories: hair, skincare, 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.

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.

An OG YouTuber turned brand founder, Manny Gutierrez (most recognized as Manny MUA) is a proud Mexican American who has created dreamy, highly-pigmented products in Lunar Beauty.

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.

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 skin care, 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.

A fresh new faux mink eyelash brand that launched in 2023, LYBRE is founded by Karen Sarahi Gonzalez, a Mexican influencer.

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-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.

Founded by Andrea Lisbona in Barcelona, Spain, Touchland is on a mission to make hand sanitizer chicer than ever before, with luxe packaging and stunning scents to match.

A New Jersey-born with Cuban roots, Narciso Rodriguez is a fashion designer who also happens to create some of the most-loved fragrances on the market.

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 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."

Christen Dominique, a Mexican-Guyanese influencer-turned-founder, created Dominique Cosmetics with beautiful daily essentials and blendable pigments in mind.

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.

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.

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.

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.

The viral “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.

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.

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.

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.

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.

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.

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.

This Ecuadorian brand is committed to luxury sustainability, something that is evident in its 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.

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 even collaborated on a collection for the Latinx-owned clothing brand in July 2022.

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.

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.

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.

Isabel Herrero, born and raised in Puerto Rico, launched her luxury jewelry label Isa Noy to reflect the Caribbean spirit and identity. Apart from the label’s handcrafted jewelry collection that boasts timeless pieces in gold and silver, Isa Noy also offers colorful strands of precious stones — perfect for those who wish to add a little more fun to their accessories stacks.

This 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.

Annabelle Gonzalez sits at the helm of Giant Vintage, a label that’s quickly become an it girl go-to for vintage specs. Fans can also shop modern sunnies inspired by retro silhouettes. Even Hailey Bieber is a fan.

Argentinian-born Carolina Kleinman, the founder of the eponymous label Carolina K, proudly works with artisans in remote Latin American regions to preserve cultural techniques and traditions. So expect one-of-a-kind embroidery on jackets and denim, among others. The brand also collaborates with a different artist each season, which translates to unique, covetable prints you’d want to add to your wardrobe. Exhibit A: this halter dress in collaboration with Colombian artist Paula González.

Luxury swim brand Luli Fama has been in the swimwear industry for over 30 years. Perhaps that’s why the label has mastered truly comfortable suits that don’t sacrifice an ounce of style. Bustle editors, in particular, have been living in the label’s crinkle swimsuits all summer long.

Latinx-owned and queer-owned, Woxer offers playful, gender-inclusive undies (a Bustle favorite) made in breathable fabrics. Plus, the brand regularly spotlights LGBTQ+ and transitioning models for trans representation.

Swimwear label Gonza, known for its bold hues and eclectic patterns, is already beloved in the swim space. With the recent addition of artist Becky G as Creative Director, it’s sure to attract even more celebrity clientele, which already includes the likes of Kourtney Kardashian, Olivia Rodrigo, and Rita Ora.

Amarena’s woven bags are perfect for luxury vacations — and beyond. The Peruvian label highlights the country’s time-honored weaving techniques to create their delectable offerings. The brand also occasionally drops accessories and knitted garments, so be on the lookout for those.

Isabel Perez is the brains behind Hera Studio, an Ecuador-based label that creates funky pieces that utilize pattern-play, all while keeping sustainable practices in mind. They use vintage fabrics, natural dyes, and upcycled materials.

Some of the world’s most iconic fashion icons have been wearing jewelry brand Paula Mendoza for a minute: Zendaya, Beyoncé, and Sex and the City’s Carrie Bradshaw, among others. The Colombian designer also dropped her second collaboration with J.Crew, making her statement-making luxury pieces more accessible.

Venezuela-born Patricia Pietri established Costaiia in 2020. The Mexico-based label takes traditional weaving traditions — looms, embroidery, and crochet — and mixes them with myths and folklore to create a mystical (and decidedly whimsical) take on clothes.

Venezuelan-born Simonett Pereira created a hub in Miami to house influencer-beloved labels, including Bevza, Gimaguas, Simon Miller, and her own eponymous label. It has all the makings of a cool-girl brand including cottage-core style boleros, slitted knit dresses, and cropped boxy blazers. Their massive Instagram following is a testament to the brand’s exquisite taste.