Shop 13 Latina-Owned Makeup Brands We Need to Support

Over the past few years, we’ve seen a rise in Black, APIA, and Latine-owned beauty brands across hair care, skin care, body care, and makeup. With makeup especially, the shift has been major – from foundation formulations with a wide range of shades (thanks to RiRi pioneering this with Fenty Beauty) to glosses, lip oils, lipsticks, blushes, and contour sticks made to complement melanated skin beautifully.

However, the reality is that, despite strong sales and even landing on shelves at major retailers like Ulta Beauty and Sephora, many of these brands still struggle to secure funding in today’s challenging market. Lack of funding, increased tariffs, and a perceived downturn in DEI initiatives have made survival tougher than ever. The closure of successful brands like Ami Colé, The Established, and Skinergy makes that clear. As Stixx Matthews wrote in an op-ed for Essence on the closing of so many Black-owned beauty brands: “The truth is, now more apparent than ever: the key to surviving will be through fostering true community.”

And fostering community goes beyond shouting out brands during heritage months – it means actually shopping from them, switching out some of our mainstream products for those from Latine-owned companies that not only design with us in mind but also often use healthier ingredients. The stats back it up: Latinas represent 14.4 percent of beauty consumers nationwide and account for 16.6 percent of US beauty spending. We love beauty – even those of us who keep it simple with a bare face most of the week still show up with a beat face for a special event.

So why not turn to brands built with our unique beauty and cultural needs at heart? Now is the time to show up, shop, and support Latina-owned beauty brands. Here’s a roundup of some of my favorite Latina-owned makeup products that will get you through fall and beyond.

Johanna Ferreira is the content director for PS Juntos. With more than 10 years of experience, Johanna focuses on how intersectional identities are a central part of Latine culture. Previously, she spent close to three years as the deputy editor at HipLatina, and she has freelanced for numerous outlets including Refinery29, Oprah magazine, Allure, InStyle, and Well+Good. She has also moderated and spoken on numerous panels on Latine identity.