20 Latinx Makeup and Beauty Brands You Should Be Wearing Right Now

Seeing yourself reflected in the beauty industry isn't something to take for granted. And for many Latin Americans, the experience is especially critical since representation in the media is slim and scattered.

When the American beauty standard is so closely derived from what the beauty industry projects, the lack of representation of minority groups, Latin Americans especially, is harmful and exclusive. There is not only a lack of models with different skin tones, hair types, and ethnic backgrounds, but a lack of products targeted towards the Latinx population.

According to a study done by the AARP, 69% of older Latinx people (age 5o+) feel that, despite the greater amount of time and money spent on beauty products compared to their non-Latinx peers, they still feel like the industry treats them as an afterthought. A strong explanation for this could be the lack of representation in beauty ads and product targeting. The study noted that 60% of the older Latinx participants said they feel invisible in beauty advertisements.

That's not to say international beauty trends, practices, and products haven't made waves, however. The beauty aisle is certainly looking a lot more diverse than it did a decade ago, what with Korean skincare products and African-owned hair care lines made specifically for textured and curly hair on the shelves. But, this happened because those who were underrepresented in the beauty industry took it upon themselves to promote and, more often than not, manufacture products that worked for them—and Latina makeup brands are no exception.

From expansive foundation shade ranges, to super-pigmented lipsticks, brushes, and primers that don't leave a chalky residue, these brands cater to and celebrate Latinx people. These products, while for all and available to everyone, put Latinx culture and the beauty needs of its people front and center.

Ahead, you'll find 20 of the many options out there created by Latinx people made to or assisting in redefining the traditional and exclusive American beauty standard. These beauty innovators are making the industry a more inclusive space, so that beautiful is a term that everyone can identify with.

Some of these brands you might already know, while others might be flying under your radar (not for long). According to reviews and high praise from Latin American makeup artists who spoke to WH, these companies deserve a spot on your vanity. Ahead, Latinx-owned makeup brands to support today and every day.