As Hispanic Heritage Month comes to a close, celebrating our heritage shouldn’t consist of one month, but rather embracing it every day—even during our daily routines. It does not include a morning routine of eating Cinnamon Toast Crunch Churros (what an awful commercial, and why the accent?) or eating KFC and not sharing with your Abuelita. No one knows Hispanics/ Latinos better than we know ourselves. This blog post is dedicated to the pioneers of the beauty industry targeting the Hispanic/ Latino community to have our voices heard. 

According to Statista, the Hispanic/ Latin community in California has surpassed with about 15.75 million compared to 13.4 white residents alone in 2021. It makes sense why the following brand, this luxurious vintage-inspired makeup beauty line is sustainably made in California.

Bésame Cosmetics was founded by makeup historian Gabriela Hernandez from Buenos Aires, Argentina. Her expertise led her to publish Classic Beauty: The History of Makeup, and then founding the cosmetic line. Some of the makeup is named after different classic eras of Hollywood. Inspired by vintage makeup and retro packaging, it will make you feel as if you went back in time. This cosmetic line has collaborated with several classic film inspirations releasing Limited Edition collections like Marilyn Monroe (released Spring 2021), I Love Lucy (released June 2020), Mary Poppins (released 2020) and now current collaboration Disney Villains. Product refills are also available.

For more than 17 years, Besame Cosmetics has committed to sustainable packaging with their best-selling products: from reusable tins for the Cake Mascara, biodegradable paper envelopes to refillable metal keepsake compacts and signature aluminum lipstick tubes.

Their products are always free from harsh chemicals, parabens, mineral oils and gluten, and have always been and will always be 100% cruelty-free.

Source: Besame Cosmetics site,
Gabriela Hernandez Founder, Bésame Cosmetics
Bésame Red Lipstick – 1920

Reina Rebelde (rebel queen), a woman and minority-owned business was created by Regina Merson. A graduate of Yale University and University of Chicago Law School, she went on to launch her cosmetic line after her layoff back in 2013. The makeup brand was mainly inspired by her mother as she would watch her apply beauty rituals, along with the telenovela Rosa Salvaje. Rebelde was also inspired by Merson’s own frustrations with the options and messaging in the beauty world for Latinas, even though we are the ultimate beauty consumers. Originally from Guadalajara, Mexico, the makeup brand was an admiration of fierce women like Frida Kahlo, Maria Felix, and of course, her mami. Launched in 2016, Reina Rebelde has become available in Target. The products are imprinted with its vintage tattoo art. Be a Reina Rebelde by joining their VIP Rewards Program. All of their products are cruelty free and certain products are available with vegan ingredients. Please note, the Lip Brilliance in Virgen, 4 Play Wet Dry Eye Color in Salvaje and Oaxaca, and the On Your Face Contour + Color Trio in Coqueta may contain trace amounts of carmine.

Source: Reina Rebelde site,
Regina Merson Founder, Reina Rebelde
The Perfect Nude Set

I personally felt that no makeup brand understood me as a bilingual, bicultural Latina and the beautiful cultural relationship that Latinas have with makeup…I took it as a sign that it was time to dive head first to bring Reina Rebelde to life!” Regina Merson, founder, Reina Rebelde.

Ere Perez Natural Cosmetics, natural skincare & makeup for clean, conscious living originated in Sydney’s Bondi Beach, inspired by her grandfather who was a medicine man and her mother’s creation of home remedies & beauty recipes in her native of Mexico. Established in 2002 with a single natural mascara where they became one of the first brands to offer high-performing non-toxic makeup. Coco Crayon has won Allure’s Best of Beauty 2022 award.

Source: Ere Perez Natural Cosmetics site,
Ere Perez Founder, Ere Perez Natural Cosmetics
beauty starter kit
natural look essentials

Here are some other Latina owned brands:

Rizo Curls Julissa Prado 

Tata Harper 

Rare Beauty Selena Gomez

Tresluce Beauty Becky G

Better Not Younger Sonsoles Gonzalez 

Ceremonia Babba Rivera

Marianella Marianella Febres-Cornello

Valde Beauty Margarita Arriagada

Eva + Avo Sonia Guzman

It’s a 10 Haircare Carolyn Aronson 

Beauty Blender Rea Ann Silva

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