The beauty and skincare world has typically been seen as the industry where one goes to find the “trends.” But, what happens when you don’t see yourself or your ideals represented in the big brands out there?
If you’re like any of the founders and entrepreneurs below, you go out and create a company that not only takes up space but makes others feel seen.
Whether honoring their ancestors through their proprietary formulations or reminding people of their worth, the following brands are in a league of their own.
Rahua Beauty
Renowned hairstylist and colorist Fabian Lliguin has dedicated his career to helping others look and feel their best, and Rahua is an extension of this. The “rainforest grown beauty” company works alongside “more than 500 families from the Quechua-Shuar, Achuar, and neighboring tribes” to craft products that honor the wisdom of the past with the promise of a sustainable future.
Vida Bars
Like many curly-haired Latinas, Ana Nuñez grew up battling with her hair and how to wear it. But it wasn’t until her daughter wanted to follow in her hair-straightening footsteps that she found the inspiration to embrace her own curls.
She went on to create Vida Bars — a hair brand dedicated to helping all curly-haired folks fully rock their curls.
Motivo Scar Care
Jadis Montijo has built a company that wants to empower everyone and “help them feel confident and comfortable in their skin.” The transgender Puerto Rican founder and CEO created Motivo Scar Care after finding a lack of viable skin color tape for his scars.
Javon Soap
This skincare brand co-owned by a Florida-based Latina, was created with sensitive-skinned folks in mind. Javon Soap uses ingredients like nourishing butters, plant and essential oils, and other natural ingredients to create its products.
Lights Lacquer
Lights Lacquer is a 12-free, vegan, cruelty-free nail brand designed by a Miami-based women-led team of creatives. At the helm is beauty Youtuber, influencer, and Cubanita Kathleenlights, who has worked tirelessly to create a brand that is indicative of the kinds of nail companies we all deserve.
La Mas Bonitas
Hanna Galicia started out with the goal of empowering others through makeup — something that is reflected in the names of her lip kits.
The make-up artist and founder started her business at 41 after having been in the industry for over two decades, so she’s pouring her hard-earned knowledge and love for her craft into La Mas Bonitas.
Nopalera
Sandra Velasquez created a brand that embodied her Mexican immigrant parent’s resilience and courage. Powered by the nopal, Nopalera derives its rich aromas from ingredients like copal, amber, jasmine oil, and rose clay.
De Mi Tierra
Evelia Torres had one goal when she created De Mi Tierra — to create “a clean and waterless skincare line that pays tribute to traditional Mexican skincare rituals.” As an answer to the beauty industry’s cultural void, De Mi Tierra uses ingredients like cactus, mango, yucca, avocado, and hibiscus, to name a few.
Reina Rebelde
Cruelty, paraben, and phthalate free, REINA REBELDE is a makeup brand that is as unapologetic as it’s name. Owned and operated by Regina Merson, REINA REBELDE blends boldness, passion, fierceness, and authenticity into every product.
SUDZ CAULDRON
Founded and formulated by first-generation Mexican American Olivia Sanchez, SUDZ CAULDRON blends “quality with purpose.” The brand uses sustainable ingredients and materials while also promoting ethical business practices that champion workers’ rights, gender equality, and fair wages.
