30+ Latin-Owned Beauty Brands To Have on Your Radar

Mexican-American Sandra Velasquez found inspiration in the universality of the nopal cactus (it's edible, super-hydrating, and can even be woven into fabrics), which grew in her backyard growing up. Nopalera's products (hand soaps, scrubs, and moisture bars) are all palm oil-free, vegan, and gorgeously giftable.

Our pick: Jasmine oil gives this baby-pink soap a gorgeous, tropical scent. And the fluffy lather will leave your skin feeling clean but not stripped.

Diagnosed with traction alopecia, Lulu Cordero sought refuge and a solution in the Afro-Dominicana beauty secrets of her family. Her curls and edges bounced back, and she founded Bomba Curls to share the love.

Our pick: It's "forbidden" because Cordero can't tell you the secret potion that makes this oil so amazing for hair. What we can tell you: pure coffee seed and castor oil hydrates the scalp and adds shine to all hair types.

Beauty brand veteran Sonsoles Gonzalez's 25-year career revealed a major white space in the industry: a haircare brand that addressed the changes that come with aging. She (along with a team whose resumes include MIT and Procter & Gamble) developed each Better Not Younger product to treat the signs of aging so women can feel empowered.

Our pick: Not only does is shield strands from from damage (up to 450 degrees!) but this spray also tames frizz and adds in moisture.

Babba Rivera is creating a movement toward thoughtful hair practices with her totally-irresistible haircare line Ceremonia. Each of the products draws inspiration from Rivera's own Latin heritage, and is free of parabens, sulfates, phthalates, and artificial colorants.

Our pick: Smells amazing, looks cool on our bathroom counter, and instantly makes our hair shiny: The Guava Rescue Spray really has it all.

Colombian-born Tata Harper now lives on a beyond-idyllic farm in upstate Vermont. There, she and her team hand-craft the beauty potions that go into the gorgeous vivid green bottles that are a staple of any clean beauty routine.

Our pick: It was so hard to choose just one thing. Acne-prone skin will appreciate this gentle foaming cleanser filled with both chemical and physical exfoliants.

As a little girl, Los Angeles-based Julissa Prado spent all her money trying to find curl products that actually nourished her hair type. Feeling disillusioned, she started saving her money around 15 and mixing her own products at home—and Rizos Curls was born.

Our pick: This leave-in blended with aloe vera, shea, and coconut oil (and without sulfates, silicones, and parabens).

Almost 20 years ago, Mexican makeup artist Rea Ann Silva changed the makeup industry when she invented the beautyblender: an edgeless makeup sponge that seamlessly blends makeup into skin.

Our pick: Often imitated, never duplicated, the OG beautyblender, of course.

It's been 15 years since Puerto Rican hairstylist Carolyn Aronson founded it's a 10 because she was frustrated with single-purpose haircare products. Since then, she's turned it into a multi-million dollar haircare empire—and it's one of the only female-owned professional haircare brands in the world.

Our pick: It's saved our strands at the beach, post-bleach, and many other times over. This leave-in isn't filled with magic, but a blend of amino acids, aloe vera, green tea extract, and sunflower seed extract, to save damaged hair and return silkiness.

Makeup artist Desi Perkins understands the importance of good skincare, which is is the foundation for perfect makeup.

Our pick: The fragrance-free vitamin C serum is supercharged with ingredients inspired by her Mexican heritage: plum, avocado, mango, and guava.

Brazilian power couple Dr. Simone Xavier and Rene Xavier Filho (a molecular bacteriologist and civil engineer by trade) have more than 60 patents on the designs behind their high-performing Sigma makeup brushes. Now, they employ a team of over 90% women and are consistently listening to customer feedback to figure out new way to innovate.

Our pick: A brush for every occasion. The full-size synthetic set comes with 12 different face and eye brushes.

Afro-Latina & Dominican-American sisters Mabel and Shaira Frías founded Luna Magic to celebrate the color of Latinx culture.

Our pick: Bright and beautiful blush (which is available in 3 shades) and comes with a mirror for touch-ups on the go.

Founding Vive Cosmetics was a dream come true for Joanna Rosario and Leslie Valdivia, who felt like Latinx shoppers were both under-represented in the beauty community and powerful consumers.

Our pick: This velvety, full coverage formula comes in every shade from a bright berry (Selena Forever) to this subtle dusty rose named Spanglish.

Founders Angela Ubias and Cary Lin were disillusioned with all the plastic used in high-performance skincare, so they formulated an environmentally-friendly version of everybody's favorite serum.

Our pick: Vitamin C is clinically proven to give your brighter, more even skin—but it's hard to keep potent to the last drop. This genius packaging system puts daily doses into biodegradable, vegan capsules so your serum is always effective.

Regina Merson's beauty obsession started with watching the telenovela “Rosa Salvaje” while her mom got dressed for the evening. The entire collection is filled with bold formulas and hues for the queens and rebels.

Our pick: Is there anything more empowering than a red lip? Reina Rebelde is known for this chubby lip stick, which has a satin finish.

Marisa Quintanilla Griffeth created Wildland Organics while spending living in a tiny house in Topanga. Inspired by the Latina and Native American founder's love of nature, the formulas are simple and effective.

Our pick: A multipurpose balm that smells amazing and is safe for the entire family.

Patricia Fonseca felt disconnected from from nature while living in San Francisco—so she founded a beauty brand inspired by her childhood in Costa Rica. The entire line is zero-waste: everything from the packaging to the mailer you receive the product in is reusable, recyclable, or compostable.

Our pick: Smooth this thick body butter (which smells comes in three scents: Rose, Lavender, and Natural) onto skin and it leaves you super gleamy.

The idea for Brujita Skincare first came to founder Leah Guerrero during her Saturn return. The products are inspired by Mexican mercado staples, with a dash of pop culture (and maybe a tarot reading to two, too).

Our pick: Argan and mango butter combine with jasmine into a beautifully textured, thick cream for normal to dry skin.

Makeup artist and influencer Angel Merino (aka Mac Daddy) founded Artist Couture on the basis of self expression—and having fun with makeup. In the seven years since, the brand has exploded into a celebration of all beauty looks, including over-the-top colorful glam and subtle natural no-makeup makeup.

Our pick: Three creamy pink lipstick shades (July, A Moment, and Highly Favored) in a moisturizing formula that's weightless.

Founder Gabriela Hernandez is a makeup historian—so all of the products in this line are rooted in Top Shelves of real and fictional icons like Marilyn Monroe, Snow White, and Lucille Ball.

Our pick: This precise shade of crimson, which has a warm yellow base, is the one Monroe wore during her Some Like It Hot era.