13 Best Latina Makeup and Latinx-Owned Beauty Brands

Cuban-born founder and CEO Gaby Trujillo created Alamar Cosmetics with a focus on inclusivity, so you can expect to find shades for allll skin tones in this range. Take, for instance, the Brighten & Bronze Complexion Trio shown here in the dark/rich shades (you can also shop it in fair/light or medium/tan).
In addition to this palette, the makeup line also carries lip glosses, lip liners, eyeshadow and complexion brushes, eyeshadow palettes, and blush.

Dominican-American sisters Mabel and Shaira Frías teamed up to bring this colorful indie makeup brand to life—and once you've tried these highly pigmented formulas, you'll be v. thankful they did. Whether you're shopping for makeup brushes, liquid lipsticks, false eyelashes, or vibrant eyeshadow palettes, like the one shown here, this Afro-Latina-owned company is definitely one to check out.

When your eye makeup look needs a little extra somethin', turn to this Latina-owned and operated brand. Venezuelan founder and CEO Ydelays created this line of silk false lashes, which features four different shapes and styles to fit whatever vibe you're going for.

In response to the lack of Latinx representation in the beauty world, cofounders and co-CEOs Joanna Rosario-Rocha and Leslie Valdivia banded together to create Vive Cosmetics. This Latina-owned and operated makeup line offers liquid lipsticks, highlighters, makeup mirrors, and cruelty-free and vegan matte lipsticks, like the one shown here.

From emerald-green colored eyeliner to true-red lipstick in a satin finish, you'll find all the bold shades you actually want to wear in this Latina-owned and operated makeup line. Regina Merson, the brand's founder and CEO, describes the line as "perfectly reflective of my complicated identity as a Mexican woman embracing an American life."

Brazilian-American entrepreneur Camila Coelho founded and launched her luxe beauty brand with just two must-have products: a 24K Lip Therapy and a Lip & Cheek Stain. Coelho's Brazilian heritage inspired many aspects of the line, including the scents used, the ingredients, and even the name, Elaluz, which is Portuguese for "she is light."

Born in Mexico, founder Araceli (aka Cely) created this makeup line to share love for both the culture and makeup, as stated on the brand's website. Araceli Beauty has everything you need to create the perfect eye makeup look: tweezers and scissors for the brows, false lashes, liquid eyeliner (shown here), gel eyeliner, eyeshadow brushes, makeup sponges, and eyeshadow palettes.

The team behind Mia del Mar (women from Colombia, Argentina, Venezuela, Cuba, and Brazil) was inspired by all things Miami when creating these colorful, cruelty-free makeup products. You can expect to find highlight and contour kits, blush, eyeshadow palettes, makeup primer, and even a few skincare products in the brand's collection.

If we had to describe Melt Cosmetics in one word, that word would be "pigment," hands down. Melt Cosmetics was co-founded by Lora Arellano, first-generation Mexican-American and ridiculously talented makeup artist (I mean, please just gaze upon her Instagram), and Dana Bomar back in 2012, and the brand continues to roll out quality products (like eyeliners, eyeshadows, and lip products) in exciting, bold shades. Exhibit A: This blinding stunning coral blush duo complements any and every skin tone.

Lipstick lovers, listen up. Puertorrican creators Des and Zal hand-mix and hand-make every lipstick in this indie makeup line, which carries vegan and cruelty-free lipsticks in the coolest shades that you won't find everywhere else. 

The creator of this cult-favorite makeup brand is none other than beauty YouTuber Manny Gutierrez (a.k.a Manny MUA). Here's what you'll find in this line: lip glosses, liquid lipsticks, eyeshadow palettes, blush, and of course, highlight powders in stunning shades, like this glittery copper one.

You might know all about beauty YouTuber Jackie Hernandez, but if you have yet to try the blushes, matte lipsticks, lip glosses, false lashes, eyeshadow palettes, or highlighters from the makeup line she founded, J'Dez Beauty, you'll want to get on that, um, now.