80+ Latinx-Owned Businesses You Need to Know About ASAP

·22 min read
Photo credit: courtesy of brands
Photo credit: courtesy of brands


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One of the biggest ways you can be an ally to the Latinx community is to shop Latinx-owned businesses. It's no secret that smaller businesses were hit especially hard during the coronavirus pandemic, including many Latinx-owned shops. That's why it's more important than ever to educate ourselves on products made by the Latinx community, and show our support today and beyond.

Scroll down to learn more about Latinx-owned brands and businesses you can start shopping right away, including best-selling beauty brands, gorgeous clothing lines, and unique Latinx-owned Etsy shops. Order something now, and the next time you need to restock your beauty closet or switch up your seasonal home décor, you'll have your favorite Latinx shop in mind. Of course, we're only just getting started with this list, and there are a ton of other amazing Latinx businesses to support with our wallets. We'll make sure to update this list with more editor recommendations, so keep checking back in!

Photo credit: Hearst Owned
Photo credit: Hearst Owned

AstraLuna Arts

It's a one-stop shop for lovely custom gifts, including personalized art prints, illustrated mugs, and adorable stationery. The Etsy shop owner also specializes in "astrological and pop-culture inspired art" and makes cute enamel pins of your zodiac sign.

Ay Mujer

Hailing from the California desert, Yreina Flores designs and makes original "papel picado." Traditionally seen on Mexican streets, these colorful paper cut banners are put up for weddings, fiestas, and other celebrations. In addition, Ay Mujer ("oh, woman" in English) now offers one-of-a-kind face masks with designs featuring everything from tacos and flowers to the Virgin of Guadalupe.

Con Ganas Collective

Based in East Las Vegas, artist Estefania Chavarria designs posters inspired after her Latinx culture. From a purple Selena Quintanilla quote to a moon print reminiscent of the traditional Mexican game lotería, Con Ganas (“with effort” in English) brings Latinx references into any space. You’ll instantly feel motivated looking at the poderosa (“powerful woman” in English) poster.

Gilded Nopal

For those wanting to show off their Latinx pride, Gilded Nopal sells pins, art prints, patches, and postcards that all celebrate Latinx culture.

Grow Mija

Queer Latinx illustrator Iliana created Grow Mija (“Grow, My Daughter” in English) as a love letter to her youngest sister to show her that art also represents her brown skin and she’s worthy of love and respect. The Houston-based artist makes holographic stickers, colorful posters, and other accessories.

Ser Paraíso

Multi-media artist Diana Castro, also known by the name Pana Li, created this design brand to encourage others to tap into their healing, spirituality, and find their higher selves in the process. The Mexican native offers a collection of journals, prints, postcards, and calendars — all with the intention of positivity.

She Se Puede

These minimalist illustrations and printable quotes all convey strong messages. What's more, the name of the shop is equally powerful: "Se Puede" roughly translates to "it can be done" so the complete translation of the name means "she can."

The Chingona Box

The first of its kind, The Chingona Box ("chingona" translates to "badass woman" in English) is a monthly subscription curated with lifestyle Latinx brands. From beauty to food to home, each box is created with items from vendors across the U.S. and the world, like these headbands from Guatemala. The brand's hope is to embrace “Latino culture by supporting Latinx brands.”

The Designing Chica

After visual journalist Susana Sanchez-Young realized there was a need for cultural artwork, she got to work creating pieces inspired by her Guatemalan and Nicaraguan culture. In addition to a coloring book and paint kits, The Designing Chica also has art prints with spot-on Latinx references. Churros and conchas, anyone?

Photo credit: Hearst Owned
Photo credit: Hearst Owned

BeautyBlender

You've likely seen the brand's iconic teardrop-shaped makeup sponge before, but did you know it was created by Latinx makeup artist Rea Ann Silva? She was actually working on the set of the early 2000s sitcom Girlfriends when she came up with the idea. Today, BeautyBlender includes makeup tools, accessories, cleansers, and much more.

Bomba Curls

Afro-Dominican Lulu Cordero is on a mission to make your natural hair look bomb. Bomba Curls is specifically formulated for “kinky, curly, coily, and wavy hair in mind.” Their best seller, Forbidden Oil, combines coffee seed oil and castor oil to promote hair growth. Use it as a scalp treatment, smoothing hair serum, or body oil.

Ceremonia

Babba Rivera founded Ceremonia (“ceremony” in English) after growing up as a Latina in Sweden, and not seeing enough representation around her. After moving to the U.S., she reconnected with her Latinx heritage and created the clean haircare brand. Mixing the richness of Latinx culture and incorporating modern-day rituals, Ceremonia offers serums to strengthen your scalp and hair, all made with natural ingredients from Latin America.

Covey

Google executive Christina Garcia, a Latina with Cuban roots, consulted with dermatologists and American model Emily DiDonato to create Covey. The brand's mission is to simplify the skincare routine and keep it as minimal and effortless as possible.

Dominique Cosmetics

After years of filming beauty videos on YouTube, Christen Dominique felt empowered to create her own makeup brand named Dominique Cosmetics. Drawing from her experience as a freelance makeup artist, she recently launched the Transition Palette. With a variety of eyeshadows, blushes, and bronzers, you can easily define, contour, brighten, and highlight your entire face without having to reach for another product.

Earth's Shell

Founder Estefani German is a Latina who immigrated from the Dominican Republic. A mother and wife herself, she's passionate about the practice of self-care, which is why her brand centralizes on bath, body and face products.

Habit

Habit, created by Mexican-Pakistani Tai Adaya, is all about sun protection. The N°41 Mister is a touchless SPF mist that lends notes of rose geranium, lavender and rosemary. The brand also sells adorable bucket hats to help further protect skin.

Happy V

Co-founder Daniella Levy dedicates herself to educating people about women’s health through her vaginal wellness company. She hopes to help destigmatize conversations about vaginas, especially in the Latinx community.

Honey Baby Naturals

If you find yourself always reaching for honey to nourish dry skin on your face and scalp, you’ll want to try Honey Baby Naturals. Once inspired by her own grandmother, Aisha Ceballos-Crump now makes homemade products for her children’s curly hair textures using the golden liquid.

Joaquina Botánica

This beauty brand was made by Giovanna Campagna, a New Yorker with Colombian roots. Latin American botanicals are incorporated into the formulas of two standout products, the Orquidea Glow Oil and Hydrating Essence.

Kiss Selfcare

The skincare brand was developed by Puerto Rican chemist and pharmacist Zuleika Alvarado. She created her own brand of serums, lip gloss and cleansers after working in the beauty industry herself and being exposed to and dissatisfied with the way certain beauty products were made.

Lights Lacquer

Vegans, rejoice! Lights Lacquer, created by YouTuber Kathleen Fuentes (a.k.a. KathleenLights), provides cruelty-free nail polish in a range of stunning, highly pigmented shades. To welcome the warmer weather, she recently released her spring 2021 collection, "It Was All a Dream." The soft and pastel colors will give you Bridgerton vibes.

Lilasuds

A glimpse of these artisan soaps will have you ready to run a bath. Inspired after her mother’s art and the importance of “me” time, owner Desirée handcrafts gentle everyday products with nourishing ingredients like avocado oil and lavender. From soaps to bath bombs, there are plenty of soothing options to choose from.

Nopalera

Mexican founder Sandra Velasquez named her brand after nopalera, or cactus, as she grew up seeing them everywhere in California. Nopalera offers botanical soaps, moisturizing bars and exfoliators.

Orlando Pita Play

They don't play at Orlando Pita Play. In fact, their Well Behaved serum was deemed the best overall hair serum in our Good Housekeeping Institute Beauty Lab tests because it smoothes down frizz while keeping hair super soft. The line is named after its creator, celebrity hairstylist Orlando Pita, who is Cuban.

Pinkness

Dominican-American entrepreneur Farah Vargas set out to create skincare products with intention. Pinkness is best known for its Forever Flawless Beauty Oil, which aims to nourish and brighten your skin using the power of ingredients like grapeseed oil and vitamin E.

Reina Rebelde

Reina Rebelde is a makeup brand for Latinas by Latinas. The name of the shop roughly translates to "Queen Rebel," embodying the power of makeup and how it can transform a person’s look with a simple brush stroke. From eyeliner to lipsticks to brow tint, you can effortlessly up your vibe.

Rezo's Haircare

Curly hair can be tricky to manage, but Columbian founder Nubia Rezo is a master stylist and go-to curl expert whose products are meant to enhance and protect even the curliest hair textures. You can even set up a custom subscription so you never run out of product.

Shades by Shan

Former San Francisco TV and radio host Shan Berries is the maker behind Shades by Shan, a makeup line of eye, lip and face cosmetics that donates a portion of its proceeds to support single parents in need.

Sigma Beauty

Sigma Beauty has been around since the beginning of YouTube makeup tutorials and is still used today by professionals and everyday consumers alike. Good Housekeeping's very own beauty scientists actually deemed the F10 brush the best makeup brush for applying blush in our Beauty Lab tests. The brand was founded by Brazilian couple Dr. Simone Xavier and Rene Xavier Filho.

Skinergy Beauty

For years, founder Priscilla Jiminian tried product after product to tackle dark spots and hyperpigmentation. Then, everything changed when she visited her parents’ native country, the Dominican Republic. There, she discovered her passion to achieve inclusivity in the skincare realm with Skinergy Beauty. Now, her products aim to cleanse, prep, treat and protect your skin.

Tata Harper

If you're looking for natural, anti-aging skincare, Tata Harper has an entire line of face mists, face masks, serums, and creams that take nutrient-rich skincare to the next level. The brand's creator grew up along the Caribbean coast in Columbia, where she fell in love with beauty and skincare at a young age.

Vamigas

This beauty and wellness brand uses formulas comprised of various plant species from Maya, Aztec, Mapuche, Andean and Inca territories known for their healing properties. Vamigas proudly calls its formulas fully vegan and cruelty-free.

16J Organics

When Lourdes Liz began experiencing dry skin, she channeled her Dominican parents’ “do-it-yourself attitude” and came up with her own solution. Today, the Latina sells body butters and body oils packed with fatty acids, antioxidants, vitamins and minerals.

Photo credit: Hearst Owned
Photo credit: Hearst Owned

Booklandia

In 2016, Maceo Cabrera Estevez started Booklandia from her kitchen table, a monthly subscription box comprised of bilingual books and books in Spanish. Parents and teachers alike can pick from the different reading levels: daycare, preschool, elementary, middle school and high school. Alternatively, customers can go with a combo box that comes with a mix.

Cafe con Libros

Located in Brooklyn, New York, Cafe con Libros is the only feminist, indie bookstore and coffee shop in the NYC borough. Its name in Spanish, which translates as “coffee with books" in English, is part of its mission to celebrate the female identity through reading and special events offered.

Chau Luna

Argentine native Ximena Diego proudly shares her heritage with her bilingual children through Spanish-language books. After falling in love with titles from Spain, Mexico, and Venezuela, she left her job as a children’s book editor and began building a collection. Her goal is for bilingual children everywhere to grow up reading “visually stimulating, thought-provoking and culturally relevant” books in Spanish.

Duende District

Duende District is a pop-up boutique that carries books by BIPOC. The shop has various locations across the U.S., and its owner, Angela Spring, is of Central American and Puerto-Rican descent.

Lil’ Libros

Lil’ Libros (“little books” in English) was founded by two mothers who are on a mission to introduce bilingualism and Latin culture to kids through picture books. Parents can choose a book that digs deeper into the lives of a cultural figure or explores a Latin American city. The titles are also categorized by different reading age levels.

The Lit Bar

On National Independent Bookstore Day in 2019, Noëlle Santos opened the doors to The Lit Bar. The African American and Puerto Rican owner combined a curated book selection and a wine bar to create a place of leisure and social interaction in the Bronx borough of New York City. While the in-person experience may be different right now, you can still browse titles online.

Photo credit: Hearst Owned
Photo credit: Hearst Owned

Bella Doña

Founded in 2013 by LaLa Romero and Natalia Durazo, the West L.A.-based lifestyle brand Bella Doña (“Mrs. Beautiful” in English) celebrates Mexican-American women who love street style. The brand offers bold jewelry, tees with the Lady of Guadalupe, and Spanglish posters to celebrate the spirit of sisterhood.

Cut+Clarity

The fine jewelry line was actually created by Argentinian immigrant Mariana Russo Chambers. The brand sells anything from Mama + Me jewelry, zodiac charms, necklaces, rings and more.

Cuyana

This sustainable clothing brand is all about creating timeless pieces that never go out of style. The chic design has actually been worn by Meghan Markle more than a few times. Cuyana was co-created by Karla Gallardo, who was born and raised in Ecuador before continuing her studies in the U.S.

ÉTICA

ÉTICA (“ethical” in English) is a sustainable lifestyle brand conscious of its energy, water, and waste throughout its entire production process, from design to packaging. With 20 years of experience in denim manufacturing, Agustin Ramirez founded his company in Puebla, Mexico in 2018. When you browse through the denim, knitwear, and upcycled pieces, the company promises each item was made responsibly with workers and the environment in mind.

Farm Rio

This beautiful clothing line was created in 1997 by Brazilian natives Katia Barros and Marcello Bastos. The concept behind their clothing is to capture "the feminine spirit and vibrant colors of Rio."

Hermoza

The luxury swim line was named after the Spanish word “hermosa,” meaning “beautiful.” Founders Tiffany Rivers and Marisa de Lecce merged their two worlds to deliver stunning designs that are modern and flattering. Born to Mexican and Colombian parents, Marisa was inspired to create swimwear “that honors and complements a woman’s intrinsic elegance.”

Hija de Tu Madre

Patty Delgado set out on a mission to “Latinx-ify” fashion through her L.A.-based brand Hija de Tu Madre (a common phrase in Spanish that means “daughter of your mother” in English). From planners and mugs to apparel with powerful messages, Latinx pride is everywhere. What’s more, Hija de Tu Madre partnered up with fellow Latinx brand Rizos Curls for a limited-edition jewelry collection.

Jen Zeano Designs

Latinx power is one of a kind, and we love how Jen Zeano Designs shows off that pride. Apart from colorful t-shirts, the store sells other accessories with empowering messages on them, including stylish throw pillows, hats, mugs and more.

Kids of Immigrants

Founded by first-generation Americans Daniel Buezo and Weleh Dennis, the fashion pieces aim to help people connect to their roots and celebrate differences. In 2019, Puerto Rican reggaeton singer Bad Bunny accepted his Latin Grammy wearing the L.A.-based clothing line.

Mi Vida

The lifestyle and apparel brand offers clothing, pins, and a multitude of accessories to represent "la raza" (a term used to describe people whose families have migrated from Latin American countries). Honor the late Selena Quintanilla with a “Como La Flor” pin or let the world know that you’re a chula (slang for "a beautiful woman") with a colorful tee. There’s even a botanic section for floral enthusiasts to browse.

Mixed Millennial

Co-founders Ruby Herrera and Taylor Clarkson started Mixed Millennial to celebrate the beauty and uniqueness of mixed identity. Their signature necklace originally signified their shared journey to self-acceptance while belonging to different cultures. The minimalist jewelry company offers it in yellow gold and rose gold finishes.

Pharaoun Cocktail Rings

Sergio Andrés Mendoza began designing cocktail rings to honor the women in his life who helped shape him. Through his rings, the award-winning Cuban-American designer hopes women will be reminded of their favorite versions of themselves. Choose a mesmerizing mandala ring, a stunning rainbow ring, or a sea urchin ring.

Rayza’s Art Studio

The brand only launched in 2020, but this small business has been blowing up on social media, boasting adorable and trendy cuts of handcrafted earrings.

Someone Somewhere

The fashion brand makes sure to work with local artisans across Mexico's poorest states, including Puebla, Chiapas and Hidalgo. Shoppers who purchase from the site, which features apparel, accessories and bags, will help support poverty-stricken areas and build stronger communities.

Viva La Bonita

Viva La Bonita (roughly translates to “long live the pretty girl”) is a women’s streetwear apparel brand rooted in self-empowerment. Their mission is to uplift the Latina community through clothing that speaks for itself, like a Dream Big Mija ("dream big, my daughter" in English) sweater or a Bonita ("pretty girl" in English) long sleeve shirt. Plus, you can pick out a funny, motivational mug from the home section.

Xio

Raised by her Cuban grandparents, founder Ylette Luis named her jewelry line after her grandmother Xiomara. Xio designs classic and trendy jewelry for a monthly subscription box, which features four to five real gold-dipped or silver jewelry pieces. Ylette wants you to “feel powerful, beautiful, aligned and confident” wearing them.

Yo Soy AfroLatina

Afro-Mexican Detroit native Bianca Kathryn grew up not seeing enough Latinx people who looked like her, causing a sense of disconnection. So, she set out on a mission to “empower Black women within the Latin community” by celebrating and honoring her Afro-Latinidad identity. Clothing, totes, mugs, and hats share the powerful message that brown skin comes in different shades and all of them are beautiful.

Photo credit: Hearst Owned
Photo credit: Hearst Owned

Brizo

This brand's dressing is made of only four ingredients, but it packs a punch when added to pasta, salads and bread. It was founded by Vivian Jasper, who has French, Spanish, German and Mexican blood.

Chosen Foods

Headed by Mexican-American CEO Gabriel Perez Krieb, Chosen Foods produces all the things you need to make Hispanic-inspired dishes, including avocado salsa, cooking sprays, simmer sauces and more.

Eat Me Guilt Free

Eat Me Guilt Free began in Cristie Besu’s kitchen when she was trying to find a solution for her clients struggling with late-night sweet cravings. A registered nurse and certified sports nutritionist, she came up with protein-packed, low-carb baked goods that can be eaten anytime of the day. Choose from brownies, cookies, and cakes in different flavors like chocolate, red velvet, and birthday cake.

Keel Farms

The family-owned business sells wine and ciders that are offered at the Keel Farms location in Florida. Visitors can also dine at the farm and enjoy bites like chips and queso or bruschetta.

Lastos Foods

Known for almond and peanut butters, Lastos foods was founded by Mexican native and professional chef Alicia Torres Candè. Her nut butters use natural ingredients, are oil-free and feature a one-of-a-kind texture.

Loisa

Loisa takes traditional Latin seasonings and makes them unique, using organic and fresh ingredients. You can shop the seasonings like Sofritos or Adobo for individual use, as combos or even as gift sets.

Melinda's

Belizean brothers joined together to create delicious mild to spicy hot sauces and condiments. All products are sourced by natural vegetable and fruit-based ingredients from Columbia.

Muchacha

Born and raised in Medellín, Colombia, founder Diana Hoyos created Muchacha (“young woman” in English) to support the work and leadership of Latin American women in the coffee industry throughout the entire supply chain (from farming to roasting). The Latinx female-owned brand offers its coffee, Inés, in whole bean or ground. After admiring the beautiful packaging, you can scan the QR code on it to learn more about the women who made the coffee you’re drinking.

Nemi Holistics

These crunchy, savory snacks come in Mexican-inspired flavors: think sweet churro, smoky chipotle and lime. Regina Trillo, founder of the brand who grew up in Mexico, created Nemi Holistics as a way to enjoy her favorite flavors in a more nutritious way.

Saucy Lips

Enchilada, habanero and fajita are just some of the sauces featured in this line created by a Mexican-American family that grew up in the Yucatan Peninsula of Mexico.

Siete Family Foods

Latina Veronica Garza is the founder behind the health-conscious Mexican-American food brand. The line includes foods like grain-free alternative tortillas and no-salt tortilla chips.

The Pinole Project

Founder Maya Jacquez created The Pinole Project to pay homage to her Mexican roots. Growing up, she always heard her grandmother say that Pinole would make her strong. Pinole, a finely ground flour made from corn, once fueled Tarahumara Indians from northwestern Mexico during their long-distance runs. For its first launch, The Pinole Project released Pinole Chia Oatmeal, which is vegan, gluten-free and packed with omega 3’s. Try it in the three different flavors: Original, PB Cacao, and Banana Cinnamon.

Tia Lupita

When Hector Saldivar moved from Mexico to California, he was always reminded of home, thanks to his Tia Lupita (“Aunt Lupita” in English) who would send him bottles of her homemade hot sauce. With his mother’s blessing, Hector created the Tia Lupita to honor the legacy of the family recipe. Try out the coveted hot sauces with Cactus Tortilla Chips, which also come in a variety of flavors.

YaVe Tequila

Born and raised in Harlem, New York, founder Joe Cruz Jr. set out to create a luxury tequila brand with an important message. “YaVe” phonetically spells out “key” in Spanish, a word signifying the ability to unlock potential and possibilities. Among their award-winning tequilas is their Mango flavor, perfect for your next margarita.

Photo credit: Hearst Owned
Photo credit: Hearst Owned

Casa Brixe

Founded by Francesca and her husband John, the San Diego based duo works with female artisans to import handmade rugs from Oaxaca, Mexico. The rugs are made by a women’s weaving collective, which receives a portion of the sales to go towards helping their village. The collaboration allows home décor enthusiasts to have beautiful, authentic designs at their feet while serving a worthy cause.

Concrete Geometric

If you’re on the search for one-of-a-kind pieces to bring color and personality to a space, Concrete Geometric offers handcrafts vases and planters you’ll instantly fall in love with. Plus, you can try your hand at creating one through a Zoom workshop.

eje 64

Founded by three sisters during the coronavirus pandemic, eje64 celebrates Latinidad by integrating Latinx sayings into home décor. From the hit song "Bésame Mucho" to the phrase Celia Cruz made famous, "¡Azúcar!" ("sugar" in English), there’s a neon sign for any place in need of a pop of color.

Hedley and Bennett

Founded by half Mexican mom and professional Los Angeles cook Ellen Marie Bennett, this brand sells functional and stylish aprons that stand up to the sweat and heat that come with home cooking.

La Botica Studios

Founded by Dawn Marie, who is of Black and Afro-Dominican descent, the NYC based studio is the ultimate shop for self-care needs. From luxury candles to incenses to sweaters, there’s something for everyone wanting to unwind at the end of the day.

Luna Sundara

In 2015, Sandra Manay founded Luna Sundra to honor her Peruvian roots. The Latinx-owned wellness brand has home décor, incenses, essential oils, and Palo Santo (for those unfamiliar, Palo Santo is a tree native to Peru that when burned is believed to bring good energy into any space). The brand’s mission is to promote sustainability and empower Latin American artisans to share their work in the U.S.

Mandana Blvd

Cristina Ramos and Nu Goteh offer the ease of decorating your home with vintage pieces that will stand the test of time. Their curated home décor collection ranges from dishware to furniture to art. Since moving to L.A. and discovering gems at flea markets to furnish their new place, they’ve “been spreading the vintage love one piece at a time.”

SITOS

From Texas, Colombian designer Jessica celebrates inclusivity and advocates for social justice through different art forms. Choose to celebrate diversity with a handmade Macramé, show your support with a powerful print, or add a little style to your phone with a rattan detail.

The Honest Company

Actress Jessica Alba has made a ton of products that have performed well in our GH Lab tests, like baby diapers and organic baby formula brands. The brand also offers beauty products, including makeup, skincare, and bath and body items.

Tropical Depression

Originally from Puerto Rico, Roy Delgado was inspired by his creative experiences as a designer to create handcrafted décor that reminded him of architecture, art, and nature from the Caribbean island. Tropical Depression’s wall hangings are the perfect mix of simple and artistic.

Vela Negra

Inspired by her Afro-Cuban and Guyanese heritage, Aisha Cort created a luxury collection of vegan black candles with scents reminiscent of her rich roots. Made from coconut soy wax and ethically sourced wooden wicks, each product is named after a Latinx word like “Morena” ("Brown woman" in English) and “Wepa” ("celebration" or "excitement" in English).

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Photo credit: .

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