25 Latinx Owned and Founded Makeup Brands You Need to Try ASAP

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Listen, it’s always a good time to celebrate the Latinx community, but with the start of Latinx heritage month only a few weeks away (it officially starts on Sept 15 and runs through Oct 15) I wanted to remind y’all that buying beauty products from Latinx and Latina-owned brands is an excellent way to show your support...and score some truly fantastic merch in the process. To help simplify and streamline your shopping experience, I rounded up the 25 best Latinx makeup and beauty brands for you to check out, below.

This is by no means an exhaustive list, but it's a great place to start IMO. From brands that offer super-pigmented matte lipsticks and glitter eyeshadows in every shade imaginable to brands that carry all the brushes and tools your makeup bag could possibly hold, there's truly something for everyone here. Read on, add to cart, and thank me later.

Empower Me Matte Lipstick

Founded by singer and artist Becky G, Tresluce Beauty celebrates and supports Latinx culture and heritage by sourcing Latinx ingredients and art to formulate and create their makeup products. Don't miss the Empower Me Matte Lipsticks—they're ultra-pigmented, super long-lasting, and won't dry your lips out like other mattes thanks to nourishing mango butter.

Agua Fresca Thirst Quenching Gel-Creme Moisturizer

If you haven't tried Dezi Perkin's skincare line yet, WYED?? Each product is inspired by Dezi's Mexican roots and is designed to support healthy, glowing skin. My personal fave is the Agua Fresca gel-cream. Not only does it plump and hydrate skin, it doubles as the perfect makeup primer for layering under foundation or concealer.

Blush and Highlight Mini Palette 6.5 Inches

Inspired by her Latinx background, Shaina B.'s collection of palettes, brushes, sponges are all about helping her community of makeup lovers create pro-quality looks and discover their inner beauty. If you try just one product from the line, let it be the blush and highlight palette. The shades are truly perfect for getting that just-back-from-vacay glow.

Supreme Nudes Pressed Pigment Eyeshadow Palette

Founded by Latino makeup artist and beauty influencer Angel Merino, Artist Couture is known for their high-quality eyeshadow palettes, illuminating powders, and lip colors. The Supreme Nudes 12-pan palette, shown above, is a must-try for creating natural eye makeup looks that last for hours.

Classic Face Brush Set

Dr. Simone Xavier and her husband launched Sigma Beauty with a single brush set in 2009. Fast-forward to 2023 and the brand has hundreds of different brush and makeup offerings, many with a cult-like following. The Classic Makeup Brush is a staple in any makeup bag and can be used to apply foundation, concealer, blush, contour, highlighter, and more.

The Essential Eye Shadow Palette

I’m a sucker for a good neutral eyeshadow palette, and this one from Dominique Cosmetics is one of my absolute favorites right now. The bronze-y shade called "Affirmation", is the perfect glitter for creating a beautiful halo eye and it looks amazing with the other matte and shimmer shades in the palette. The brand was founded by beauty vlogger, Christen Dominique, who is of Mexican-Guyanese descent.

That Star Filter Highlighting Complexion Booster

No Latina beauty round-up is complete without the ultimate glow girl, JLo. This radiance-enhancing liquid highlighter from her namesake line comes in four shades and gives skin the most gorgeous lit-from-within look. Apply it on its own for a soft glow or under makeup as an illuminating primer.

Bounce Liquid Whip Long Wear Foundation

They may be known for their iconic makeup sponges, but Beautyblender also offers a range of makeup, including this new oil-free foundation. The weightless, buildable formula comes in 40 shades and offers medium to full coverage. The brand itself was founded by celeb makeup artist, Rea Ann Silva, who is Mexican, Portuguese, Spanish, and Irish. She says her career was centered around women of color and really understanding how to color match different skin tones.

Kind Words Lip Liner

The ’90s are back in more ways than one, and while you won’t be catching me in low-rise jeans ever again, I am fully embracing lined lips courtesy of these creamy lip pencils from Selena Gomez’s brand, Rare Beauty. Recently, I’ve been inspired by Selena herself, who rocked a brownie nude combo of Wise lip liner and Worthy lipstick.

Uno Eyeshadow Makeup Palette

Dominican-American sisters Mabel and Shaira Frías teamed up to bring this colorful indie makeup brand to life—and once you've tried these highly pigmented formulas, you'll be v. thankful they did. Whether you're shopping for makeup brushes, liquid lipsticks, false eyelashes, or vibrant eyeshadow palettes, like the one shown here, this Afro-Latina-owned company is definitely one to check out.

Lip and Cheek Stain

Influencer Camila Coelho's Brazilian heritage inspired many aspects of her Elaluz beauty brand, including the scents, and clean ingredients used in the formulas. Even the name, Elaluz, which is Portuguese for "she is light" pays homage to her roots.

Ojos Perfectos Liquid Eyeliner

Born in Mexico, founder Araceli created this makeup line to share love for both the culture and makeup, as stated on the brand's website. Araceli Beauty has everything you need to create the perfect eye makeup look: tweezers and scissors for the brows, false lashes, liquid eyeliner (shown here), gel eyeliner, eyeshadow brushes, makeup sponges, and eyeshadow palettes.

Digital Dust Gold Ore Highlight

If we had to describe Melt Cosmetics in one word, that word would be "pigment," hands down. Melt Cosmetics was co-founded by Lora Arellano, first generation Mexican-American and ridiculously talented makeup artist (I mean, please just gaze upon her Instagram), and Dana Bomar back in 2012, and the brand continues to roll out quality products (like eyeliners, eyeshadows, and lip products) in exciting, bold shades. Exhibit A: This blinding golden highlighter.

Black Cake Mascara

If you love trying new products but your heart also leaps for all things vintage, you need to check out Bésame. Owned and operated by both Gabriela Hernandez, who grew up in Argentina, and her family, this unique makeup line carries super-cool makeup products, like this '20s-inspired cake mascara, as well as cream rouges and classic lipsticks.

Golden Hour Lip-to-Lid Trio

The brand’s founder and CEO, Ericka Rodriguez, was inspired to start Axiology when she was having trouble finding cruelty-free, all-natural, and vegan makeup. Today, the brand is known for their zero-waste face crayons. They're multi-use (go ahead and use them on your eyes, lips and face) and made with delicious plant oils and butters that make application smooth and your skin nice and dewy. I love this set of three warm shades for achieving a chic, monochromatic look.

Dewy Blush

Started by celebrity makeup artist, Mariela Bagnato, MBeauty is a collection of the absolute dreamiest products. Think neutral lip glosses suited for a wide range of skin tones, fluffy faux lashes, and even tools like makeup sponges that help you achieve an airbrushed-like makeup look. My personal fave: these dewy blushes that come in three shades and give cheeks a natural-looking tint.

Soar Collection Storybook Set in Gold

Founder, Margarita Arriagad launched Valde Beauty in honor of her mother, Carolina. The brand is all about women wearing lipstick as their armor, which can be seen in the beautiful, refillable vessels that the lipstick comes packaged in. It’s on the pricier side, but it makes a stunning gift for you or someone else. You really get to be involved in the process, by first choosing the “armor” you want your lipstick to live in. Then, you choose which type of formula you want, the specific shade, and finally, whether you want your case engraved.

Cremosa Matte Lipstick in Mija

In response to the lack of Latinx representation in the beauty world, cofounders and co-CEOs Joanna Rosario-Rocha and Leslie Valdivia banded together to create Vive Cosmetics. This Latina-owned and operated makeup line offers liquid lipsticks, highlighters, makeup mirrors, and cruelty-free and vegan matte lipsticks, like the one shown here.

Life Is A Fiesta Eyeshadow Palette + Dual Ended Brush

The team behind Mia del Mar (women from Colombia, Argentina, Venezuela, Cuba, and Brazil) was inspired by all things Miami when creating these colorful, cruelty-free makeup products. You can expect to find highlight and contour kits, blush, eyeshadow palettes, makeup primer, and even a few skincare products in the brand's collection.

Oh Baby Lashes

When your eye makeup look needs a little extra somethin', turn to this Latina-owned and operated brand. Venezuelan founder and CEO Ydelays created this line of silk false lashes, which features four different shapes and styles to fit whatever vibe you're going for.

Bold Lip Color Stick in Brava

From emerald-green colored eyeliner to true-red lipstick in a satin finish, you'll find all the bold shades you actually want to wear in this Latina-owned and operated makeup line. Regina Merson, the brand's founder and CEO, describes the line as "perfectly reflective of my complicated identity as a Mexican woman embracing an American life."

Brighten & Bronze Complexion Trio

Cuban-born founder and CEO Gaby Trujillo created Alamar Cosmetics with a focus on inclusivity, so you can expect to find shades for allll skin tones in this range. Take, for instance, the Brighten & Bronze Complexion Trio shown here in the dark/rich shades (you can also shop it in fair/light or medium/tan).
In addition to this palette, the makeup line also carries lip glosses, lip liners, eyeshadow and complexion brushes, eyeshadow palettes, and blush.

Jupiter Moon Prism Powder

The creator of this cult-favorite makeup brand is none other than beauty YouTuber Manny Gutierrez aka Manny MUA. Here's what you'll find in this line: lip glosses, liquid lipsticks, eyeshadow palettes, blush, and of course, highlight powders in stunning shades, like this glittery copper one.

Lipstick in Carnal Sin

Lipstick lovers, listen up. Puertorrican creators Des and Zal hand-mix and hand-make every lipstick in this indie makeup line, which carries vegan and cruelty-free lipsticks in the coolest shades that you won't find everywhere else.

Crush Lip Gloss

You might know all about beauty YouTuber Jackie Hernandez, but if you have yet to try the blushes, matte lipsticks, lip glosses, false lashes, eyeshadow palettes, or highlighters from the makeup line she founded, J'Dez Beauty, you'll want to get on that, um, now.

Why trust Cosmopolitan?

Lauren Balsamo is the deputy beauty director at Cosmopolitan with a decade of experience researching, writing, and editing beauty stories that range from the best sunscreens for sensitive skin to the best Black-owned skincare brands. She regularly works with the industry’s top experts to assess new products, trends, and brands.

Lisa DeSantis is a freelance writer who has been in the beauty industry for nearly ten years. She began her career in beauty and fashion at QVC and has since written for and contributed to top women's magazines and digital brands such as Health, Real Simple, Cosmopolitan, Motherly, Byrdie and more. She has tested thousands of products and considers herself a professional guinea pig who's always on the search for the next big trends in beauty, wellness, and beyond.

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