10 Must-Have Products from Latinx Beauty Brands

Beauty and aesthetics have always been a major part of the Latinx experience. Long before YouTube gurus and TikTok influencers, we turned to our original influencers – our mothers, tias and grandmothers. Through them is where I learned treasures like, “Never leave the house without earrings,” and if I ever need even the slightest boost of confidence, I know that red lipstick against my olive skin works wonders.

Although the internet may still credit the “clean girl” aesthetic to Hailey Bieber, we know that this is so far from reality. For this reason, it is important to support Latinx brands that honor and are proudly inspired by our culture. From cult-favorites to small business discoveries, here are some Latinx products that are sure to elevate your beauty routine.

Honest Beauty – Magic Beauty Balm

Founded in 2011 by Latina actress-turned-entrepreneur, Jessica Alba, Honest Beauty is one of the OG’s of current Latinx beauty brands. Honest Beauty’s products are known for being clean and, often, multipurpose, which is a feature inspired by Alba’s Mexican grandmother. Alba recalls that her grandmother wore red lipstick like “her armor,” donning it on her lips, cheeks and, sometimes, even on her eyelids. Similarly, Honest Beauty’s Magic Beauty Balm is definitely a do-it-all product. The balm can be used on lips, eyelids, cheekbones – anywhere!

Retail: $12.99

https://www.honest.com/beauty-products/makeup/magic-beauty-balm/B10OMB00V2FLS.html

2. Brujita Skincare – Hechizo Facial Serum

Photo Credits: Brujita Skincare (website)

Brujita Skincare is Latinx and Queer owned by Leah Guerrero, a holistic esthetician with over 15 years of experience. Although her family’s roots are in Guayaquil, Ecuador, Guerrero credits her inspiration for Brujita to “all things occult,” Twin Peaks, Calif. and Mexico’s mercado culture. Throughout the past five years since its inception, Brujita has expanded to offer a variety of over 30 products, from skincare to candles. An amazing entry product into this line is the Hechizo Facial Serum – a magical concoction brewed with organic and unrefined superfruit oils for the most ethereal glow.

Retail: $25

https://brujitaskincare.com/products/hechizo-facial-serum?_pos=3&_sid=d890a6492&_ss=r

3. Tata Harper – Regenerating Exfoliating Cleanser

From supermodels to skincare enthusiasts, Tata Harper has made its way into every enviable routine. Harper’s passion for beauty started in Barranquilla, Colombia, where she helped her grandmother make beauty products using local natural ingredients. Ultimately, this experience is what inspired the creation of Harper’s natural, luxury products. There are so many top-tier products within this line, but one of the most highly-praised is the Regenerating Cleanser. It may be on the pricier side, but it delivers instant gratification through gentle, yet effective exfoliation, delivering absolute radiance.

Retail: $88

https://www.tataharperskincare.com/regenerating-cleanser-125ml

4. Sweet Street Cosmetics – Wing Queen Liquid Eyeliner

Photo Credits: Sweet Street Cosmetics (website)

Sweet Street Cosmetics is the sister company of Bella Doña, both of which are co-owned by Chicana besties, LaLa Romero and Natalia Duranzo. This line seeks to “celebrate beauty and artistry originated by everyday women of color.” Sweet Street offers high-quality makeup essentials, varying from lip gloss to false eyelashes, but the star of this show is the Wing Queen Liquid Eyeliner. This liner is pigmented and smooth with the most precise, beginner-proof brush tip.

Retail: $20

https://bella-dona.com/collections/shop-all-sweet-street/products/sweet-street-wing-queen-eyeliner

5. Araceli Beauty – Monarca Mascara

Araceli Beauty’s founder, Araceli Ledesma, was born in Jalisco, Mexico and moved to the United States as a child. She began her career as a freelance hairstylist and makeup artist, but a lack of Latinx representation within the beauty industry motivated her to start her own brand. Ledesma’s pride in her heritage is beautifully displayed throughout the brand, from its intricate designs to product names. A wonderful example of this pride is the Monarca Mascara. This product is a fast-favorite as it enhances length and volume, while nourishing and strengthening lashes with avocado oil.

Retail: $19

https://aracelibeauty.com/products/monarca-mascara

6. Rare Beauty – Soft Pinch Liquid Blush

Unless you consciously avoid all social media platforms, you have definitely heard of Rare Beauty, owned by none other than Mexican-American singer, actress and producer Selena Gomez. This line instantly went viral due to Gomez’s extreme popularity, however it quickly gained a cult-following once word spread that these products lived up to their hype. The most loved product of this line is, of course, the Soft Pinch Liquid Blush. The blush comes in 11 shades, including matte and dewy finishes, ensuring that anyone can find their perfect hue.

Retail: $23

https://www.rarebeauty.com/products/soft-pinch-liquid-blush

7. Nopalera – Original Moisturizing Botanical Bar

Nopalera launched in 2020 and steadily gained momentum after being featured on ABC’s Shark Tank. Its unapologetically proud founder, Sandra Velasquez, the child of Mexican immigrants, created this brand to “elevate and celebrate Latinx culture.” Every Nopalera product incorporates ingredients that are important to her heritage, such as cactus, hibiscus and flor de mayo. A particularly innovative product from this line is the Original Moisturizing Botanical Bar. This lotion bar smells amazing, can hydrate the driest skin, and it even comes in an aesthetically-pleasing, reusable storage tin.

Retail: $30

https://nopalera.co/collections/shop-all/products/moisturizing-botanical-bar-original

8. House of Intuition – Glow Bath Scrub

Photo Credits: House of Intuition (website)

Looking to add some magic to your self-care routine? Look no further than House of Intuition. HOI was founded by Latinx, LGBTQ couple – Alex Naranjo and Marlene Vargas. Their products range from palo santo sticks to bath bombs. However, these beauty products are so effective that even those who are not particularly spiritual can appreciate them. The Glow Bath Scrub is an exfoliating scrub that claims to have “purifying and magical properties,” but regardless of whether you believe that, this product is truly a spa-like experience.

Retail: $12

https://houseofintuitionla.com/collections/bath-bags/products/glow-bath-scrub

9. Ceremonia – Aceite de Moska Pre-Shampoo Scalp & Hair Oil

Ceremonia was founded by Swedish-Latina Babba Rivera. After growing up in a predominantly white country, Rivera created Ceremonia to “celebrate the richness of Latin culture, while highlighting the next generation of Latinx.” Correspondingly, Ceremonia is a harmonious blend of traditional and modern values, inspired by culture and rituals, while emphasizing the importance of natural ingredients and sustainability. A product that clearly demonstrates this is the Aceite de Moska. This nourishing oil is used prior to shampooing to ensure scalp health and promote hair growth.

Retail: $28

https://ceremonia.com/collections/bestsellers/products/aceite-de-moska

10. It’s a 10 – Miracle Leave-In Conditioner

It’s a 10 Haircare is every hairstylist’s favorite brand, so it comes as no surprise that its Puerto Rican founder, Carolyn Aronson, actually began her career as a hairstylist. The creation of It’s a 10 Haircare stemmed from Aronson’s frustration with a lack of high-quality, multifunctional products that could be used on a variety of hair types and needs. As a result, the brand’s first and most popular product was created – the Miracle Leave-In Conditioner. True to its name, the results that this product can deliver are nothing short of miraculous. This spray is smoothing, moisturizing and suitable for all hair types!

Retail: $21 (4 ounces)

https://itsa10haircare.com/collections/leave-in-product/products/miracle-leave-in-product

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