15 Editor-Approved Latin Beauty Products We Love

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Since 2015, the Latin community has spent more on personal care and beauty products. In 2020, NielsenIQ reported that Latinos spent 13% more on beauty than the average shopper. To honor their culture and heritage, Latine people are creating beauty businesses of their own, drawing inspiration from their childhood and background, and serving their community.

ELLE rounded up some of our favorite Latin beauty products (some classic, some new), from haircare to skincare to makeup to bodycare. Read on for the Cuban hairstylist-founded line that shaped JLo, a new makeup brand with an effortlessly blendable SPF, the influencer-created skincare line whose formulas contain Mexican-sourced ingredients, and the newest Latin haircare line that you can now find at Sephora.

A version of this story appears in the October 2023 issue of ELLE.

Gold Lust Repair & Restore Conditioner

“Cuban-born Oribe Canales was one of the most famous hairstylists of our time. Although he was perhaps most well-known for his glamorous work with Jennifer Lopez, who credited him for helping her "blossom into JLo," he was a hair styling chameleon who also did the hair for Marc Jacobs' iconic grunge collection. There may not be a professional hairstylist on earth without an Oribe product in their kit. His brand’s holiday collaboration with French artist and designer Louis Barthélemy wraps Oribe favorites, like the conditioner pictured here, with artwork celebrating an Egyptian deity with magnificent long hair.” —Kathleen Hou, beauty director

Good Girl Maxi Glaze Lipstick Set

“I can’t think of any occasion that doesn’t call for a long-lasting nude pink lip. This one, in the shade Stormy Pink, is a moisturizing lip balm with a rich dusty rose pigment. The hydrating formula is also refillable and comes with a variety of cases and accessories to personalize your lipstick.”—Tasha Nicole Smith, beauty assistant

Stay Hydrated Hyaluronic Acid + NMF Serum

“Anybody with dry skin knows the hydrating power of hyaluronic acid, but sometimes that isn’t enough. This serum, created by Jessica Alba's The Honest Company, packs three different types of HA, along with rambutan and kiwi seed oil, into a surprisingly lightweight and intensely moisturizing formula.”—Margaux Anbouba, former beauty editor

Canvas Gentle Detox Cleansing Gel

“Typically, ‘gentle detox’ sounds like an oxymoron. But this gel cleanser, created by Mexican American beauty guru Desi Perkins, is a multitasker like her. It comes in a lightweight formula that combines eight native Mexican fruit extracts. Oil from the babassu nut lifts away all the impurities from the day and will leave your skin feeling soft.”—Margaux Anbouba

The Hair Pin

"I am not really a claw clip person. Never have, not even in my youth, never will be. But I am increasingly becoming a pin person. Using one makes me feel like a hair magician and reminds me of my friend Agnes from middle school who impressed us all one day in lunch with twisting and pulling her hair in 20 seconds flat into an elegant twist using just one chopstick. After watching multiple TikTok tutorials, I can now achieve a similar effect in about a minute, with these hairpins created by Millie Morales, one of the leading hairstylists in the Latin community." —Kathleen Hou

Costa Brazil Xampu Shampoo Jungle Complex

“The scent of all Costa Brazil products—breu resin and spicy wood—is so alluring. Luckily, this shampoo is incredible, too: Amazonian cacay oil leaves my dry hair sleek and shiny.”—Margaux Anbouba

Coming Soon

Travel Beauty Roll

“Created by Cuyana’s South Asian and Ecuadorian founders, Shipa Shah and Karla Gallardo, this is actually three makeup bags in one, with a middle holster for brushes and two zip-ups on either side. It lies flat in a suitcase to take up minimal space, wipes clean easily, and ties elegantly, like a clutch, with a knot. No wonder it's a favorite of makeup artists like Daniel Martin and Kirin Bhatty.”—Kathleen Hou

Guava Shampoo

“As someone who loves protective styles like braids and twists, having a shampoo that both cleanses and combats hair damage is a necessity. Ceremonia, created by Swedish Latina founder Babba Rivera is one of Sephora first Latina-owned hair brands. The brand prides itself on being steeped in Latin heritage and this shampoo is sulfate-free and infused with Thai guava, which is rich in antioxidants to prevent and treat breakage, excess dryness, and color damage. I love that it has a luxurious lather and fruity floral scent.” —Tasha Nicole Smith

Chill Globes Ice Massage Facial Tool

"Sure, everyone has an icy spoon at home, but I love these globes, which are specifically formulated for chilling. I like to keep mine in the fridge and the globe nicely falls into my under-eye crevice, so that I can roll it back and forth to assuage puffiness and subtly lift the skin. Founder Cyndi Ramirez credits her fellow Latin community for being an invaluable support group in her entrepreneurship journey." —Kathleen Hou

Jojoba Eye Pencil

“Trying out different eye makeup is truly one of my favorite pastimes. The Ere Perez Jojoba Eye Pencil is smooth and gentle on the skin, so it’s easy to experiment with designs with no irritation. Founder Ere Perez spent her childhood in Mexico and grew up with medicine man grandfather, which inspired her to create clean, good-for-your-skin formulas. You can sharpen it for a precise winged liner or blend it out for an easy eyeshadow look. Plus with close to a dozen colors ranging from lilac to forest green, you can match your makeup to any outfit, style or mood!” —Tasha Nicole Smith

Ilumina CC Creamy Compact SPF 50+

“Sometimes a full face of foundation can be a bit heavy, but if I want a light airbrushed finish, Toty Ilumina CC Creamy Compact SPF 50 + is what I’d reach for. The definition of an all-in-one product created by actress Sofia Vergara, the velvety texture and weightless formula makes for comfortable for all day wear and the SPF isn't chalky and very blendable. The compact is also refillable and can fit right in your bag!” —Tasha Nicole Smith

Único Hand + Body Wash

"Created by three Latin-American sisters, this is one of the fluffiest, bubbliest body washes I've ever seen. Excessive bubbles sometime have a reputation of drying out the skin, but I love how petal soft my skin feels after using this, and the slightly herbal rosemary and lavender scent is a nice aromatherapy touch." —Kathleen Hou

Milk and Rose Salt Soak

"I started wearing heels again and while my shoes are thrilled, my feet would like to air their grievances. One of the ways to calm them down is with this bath soak. It's honestly still a little too hot in New York City for a full body bath, but I love soaking just my feet in this rose, goat milk, and epsom salt mixture to give them some pampering time and to soothe achy calves. Founder Brenda Sandoval named her company to honor her Mexican heritage." —Kathleen Hou

All of Me Eau de Parfum

“The original ‘quiet luxury’ designer celebrates 20 years of creating sensual, musky signature scents. Rodriguez’s newest fragrance combines rose geranium with an unheard-of six different varieties of musk—sure to be loved (and smelled) everywhere.”—Kathleen Hou

Joga

“If you were to try to capture the feeling of stepping outside and breathing in the first breath if crisp fall air, if would be this scent. With notes of bergamot, cardamom, jasmine, and amber, this scent encapsulates an earthy aroma that is perfect for transitioning into the cooler months.” —Tasha Nicole Smith

New York Eau de Parfum

“The scent Paysandú features native ingredients never before used in perfumery, such as the medicinal plant marcela and herb carqueja, to conjure up a floral and smoky picture of rural Uruguay, where Hearst and Fueguia founder Julian Bedel both grew up. New York is a ‘big city’ scent, with notes of smoke and bourbon. Together, the fragrances create an aromatic synergy for the designer, who still runs her family’s ranch in Uruguay.”—K.H

Trio Majik

Paysandú Eau de Parfum

“The scent Paysandú features native ingredients never before used in perfumery, such as the medicinal plant marcela and herb carqueja, to conjure up a floral and smoky picture of rural Uruguay, where Hearst and Fueguia founder Julian Bedel both grew up. New York is a ‘big city’ scent, with notes of smoke and bourbon. Together, the fragrances create an aromatic synergy for the designer, who still runs her family’s ranch in Uruguay.”—Kathleen Hou, Beauty Director

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