There’s been a wave of international influence on the American beauty market in the last few years. From K-beauty skin care to French-girl makeup, brands from all over the world have been appearing in our favorite U.S. stores, consuming our Instagram feeds, and inspiring new beauty trends. And as unique beauty communities get more attention in the beauty aisle, we’re seeing an uptick in brands owned by Latinx men and women.
The Latinx community prides itself in having a strong connection to la belleza. And it has given birth to some of the most talented makeup and hair artists and created some of the best beauty hacks. But before now, the Latinx consumer hasn’t been fully represented in the beauty space — whether it be in foundation shades or curly hair products — which is why some entrepreneurs took it upon themselves to create new brands that speak directly to their specific needs and culture.
In the recent months, the Latinx consumer is finally getting some much-needed time in the spotlight. From curly hair products to fragrances inspired by Mexico, these are the Latinx-owned beauty brands you should support right now.
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Cuban-born makeup artist Gabriela Trujillo wants her followers to remember that “there’s beauty and inspiration in your very own roots.” It’s that same concept that inspired the name of her brand, Alamar, which means “stay close to the sea” in Spanish. After fleeing Cuba to America with her family, Trujillo learned the value of staying true to your roots — even as you adapt and evolve. Her roots are front and center in the tropical influence (vibrant colors, palm leaves…) and Spanish product names in her line, which includes brushes and eyeshadow palettes.
Alamar Cosmetics The Ojitos Brush Trio Vol. 2, $18, available at Alamar Cosmetics
After realizing that there was an untapped market in the beauty industry for affordable, high-quality makeup catering to Latinas, Ralph Mandil decided to do something about it. He founded CAI Para Mi, a cosmetics brand offering everything from foundation to liquid eyeshadow formulated with olive, yellow, and brown undertones in mind. The products are available now on the brand’s website, but will …read more