Our Beauty Editors Love These Latinx- and Hispanic-Founded Beauty Brands

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As proud Latina women and beauty editors at Oprah Daily, we love to use and support Latinx- and Hispanic-founded brands all year long, but Latinx Hispanic Heritage Month is a great chance to spotlight some of our favorites. (Also check out this incredible collection of stories on the power of Latinx and Hispanic culture in America and these must-read books by Latinx authors.)

Latin cultures have a long history of using potent botanicals and traditional remedies that work—and many have an unabashed obsession with beauty, often sharing that they were raised to never leave the house without lipstick. Or mascara. Or their hair done.

From skincare pros (like aestheticians Joanna Vargas and Cata Aguirre) to makeup mavens (like Margarita Arriagada and Selena Gomez), these beauty founders are inspired to share the local extracts their families have used for generations as well as the latest ways to glow. Latinas are an incredibly diverse group (originating from 21 countries and territories), and these products work for us all and are made for us all—whether or not you're Latina. (Same goes for these Black-founded makeup brands.) Enjoy!

Turmeric Mask

This mask has turmeric and azelaic acid to help calm redness (azelaic also helps treat breakouts). I like that it's easy to use, made by Spanish mom Marta Cros, and under $20 at Target. —Kate Sandoval Box, Oprah Daily beauty director

Claro Que C Vitamin C Glow Serum

Desi Perkins is one of the first Latina content creators that inspired me to follow my beauty industry dreams, so when she came out with her skincare line, I knew I immediately needed to test it out. I love that she incorporated her Mexican culture into the collection by naming her products in Spanish and infusing ingredients like Mexican plum fruit, tamarind, mango, and soursop in the formulas. This lightweight vitamin C serum is my favorite because it isn’t sticky and it visibly reduces dark spots.
—Genesis Rivas, Oprah Daily beauty editor

ARMOR + Refillable Lip Set

Peruvian founder Margarita Arriagada created this stunning lipstick, which comes in its own refillable suit of armor, as a way to honor her mother. “Lipstick was my mother’s armor, and she wore it every day until her last. At that point, she didn’t remember me, but she remembered how lipstick made her feel.” I channel that confidence whenever I slide the luxurious bullet out of its case and glide it across my lips. —Kate

Triple Threat Tonic

This is a true multitasker courtesy of Afro-Latina star La La Anthony. You can put it on wet hair to strengthen it before you brush, you can apply it on dry hair to add shine, or you can scrunch it into frizzy waves and coils to re-form your texture—I love that it’s weightless and oil-free. —Kate

Glow Exfoliating Soft Peel

When my complexion needs a reset, this peel is my go-to because it helps give the appearance of radiant and smooth skin. It’s a gel with exfoliating fruit enzymes that remove dead skin cells and clear dirty pores. I also love the addition of green tea, aloe vera, and vitamin E because it keeps my skin moisturized and minimizes irritation. —Genesis

Matcha Intense Recovery

Founded by Chilean aesthetician Cata Aguirre (Ricky Martin is a business partner and spokesperson), Kumiko Skincare makes this set with a month's supply of vials (each contains enough for an a.m. and p.m. application) that house matcha, proteogylcans (a protein that helps strengthen skin), and vitamins C and E. —Kate

Press-On Nails

As a self-proclaimed press-on princess, I've tried a ton of press-on nails, and these are some of the best because they're so durable. I can wear them for almost two weeks without worrying that a nail will fall off while doing daily activities. I also love that they have both minimalist and graphic designs available, so I can try out bolder looks without having to spend hours (or money) at a salon.
—Genesis

Rosa Mosqueta 100% Organic Chilean Rosehip Oil

Cofounded by Chilean American Ann Dunning and Mexican American Christina Kelmon, this organic Rosa Mosqueta oil is harvested from the Andes. I use it to help soften the appearance of manchas and fine lines—as, the founders note, families in Chile have done for generations. —Kate

Makeup Sponge

A Beauty Blender sponge was one of my first makeup purchases as a teenager, and to this day, it’s the one application tool that I always go back to when getting ready. I love how seamlessly it blends makeup, from foundation to cream blush, bronzer, and highlighter. I find it melts makeup into the complexion, so it doesn't look cakey and offers a beautiful dewy glow. —Genesis

Flor De Mayo Moisturizing Botanical Bar

This luxury Mexican-founded body-care brand incorporates Nopal cactus oil and jasmine into this vegan, handmade solid moisturizer. Glide it across your skin to hydrate, then store it in the reusable and recyclable tin. —Kate

Miracle Leave-In Product

My wash-day routine isn’t complete without this multitasking spray made with silk amino acids, sunflower seed extract, green tea leaf extract, and aloe vera. I apply it on damp hair to help reduce frizz, add shine, and increase softness. It also doubles as a heat protectant and detangler. —Genesis

Daily Serum

The color, scent, and ingredients in aesthetician Joanna Vargas's daily serum nod to a healthy green juice—but for your face. Whenever I use it, my skin becomes so smooth and supple. —Kate

Wing Queen Liquid Eyeliner

Nailing a winged eyeliner look is tough, but I promise this eyeliner makes it much more manageable. The formula glides onto your eyelids without skipping and dries matte, so you don't have to worry about smudging throughout the day. The flexible precision tip also makes thin or bold lines easy to execute. —Genesis

Yerba Tinted Lip Rescue

From my home state of New Mexico, this small, woman-owned brand wild-crafts a local plant called yerba mansa, a traditional remedy for wound healing, and adds it to this easy-to-glide balm for chapped lips. —Kate

Soft Pinch Liquid Blush

I’m a cream blush enthusiast, and this one offers the prettiest glow and pop of color. It’s very pigmented, so a little goes a long way, but it's also very blendable, so even if you've never used cream makeup, it's easy to apply and difficult to overdo it. —Genesis

Muscle Soak Bath Salts

I pour a bit of this into my most therapeutic baths—the ones I need to restore my achy muscles and tired skin. Claudia Mata, the Salvadorian herbalist behind the brand, creates the small fresh batches of organically grown, full-spectrum CBD with fresh herbs each week. —Kate

Porcelain Cacao + Amino Acids Crema Esencial

This hydrating moisturizer makes my skin so soft and silky. The formula includes Colombian superfruits cacay, uchuva, and guava, which are rich in antioxidants and help protect against environmental aggressors. It also has peptides and amino acids to keep the skin looking plump and healthy. —Genesis

Hydrogel Cream

This is what I recommend to anybody who claims that moisturizers are too greasy or heavy. It's so lightweight, it feels like you're giving your face a drink of water—courtesy of Mexican American founder Jessica Alba. —Kate

La Mar Eau de Parfum

Nothing makes me feel calmer and more beautiful than this floral fragrance. Each spritz transports me to a beach and reminds me of a luxurious vacation. And while I don’t typically gravitate to sweet scents, the addition of pink pepper and seawater balance out the floral notes, making it more androgynous, which I love. —Genesis

Superkind Fragrance-Free Softening Cleanser

Developed for sensitive skin, this extra-gentle formula leaves my skin both clean and hydrated. It's a splurge, but as a beauty editor who gets to try a lot of products but rarely finishes any, I found myself pumping every last drop of this. —Kate

Ready to Bounce Cream Blush

Despite having access to and trying tons of blushes, I find myself always coming back to this formula because it's beautifully pigmented, creamy, smooth, and easy to blend whether you're using your fingers, a brush, or sponge. I can't believe it's only $8. —Genesis

Verano Body Oil

There's something about seeing Spanish on a beauty product that makes me feel seen, which is why I was intrigued to try this brand, inspired by Estelí, Nicaragua. To my pleasant surprise, the body oil delivers hydration and increases softness without feeling heavy or greasy on the skin. —Genesis

Aceite de Moska Pre-Shampoo Scalp & Hair Oil

I'm a big fan of this oil. Whenever I apply it on my scalp before my shampoo, my head and hair feel more nourished and balanced afterward. It contains castor oil to help with hair growth, aloe vera to soothe, and passion fruit oil to protect. —Genesis

Beach Candle

This new home fragrance brand is founded by Viviana Hurtado, who translates the scents of her childhood summers in Colombia into a collection of soy wax candles, including Castillos de Arena (Sand Castles), shown here. The salty marine scent is wonderful, as is the fact that a portion of proceeds goes to the Michael J. Fox Foundation for Parkinson's Research. —Kate

Power Pin

My school friends could whip their hair into an updo with a single pencil; my thick waves would never. But this jumbo Power Pin—made by hairstylist Aviva Jensen Perea—is ready for the task. —Kate

Good Morning

The first thing that captured my attention about Lendava is its uniquely chic packaging. It's a moisturizer I wouldn't mind leaving on my vanity instead of hiding in my bathroom cabinet. The formula inside is even more impressive. Its consistency is hydrating without being too heavy, and it's packed with good-for-you ingredients, like vitamin C to brighten, hydrating hyaluronic acid, and ceramides to support the skin barrier. —Genesis

Tinted Skincare

In the morning, a one-step skincare routine is the dream. This transparent formula offers a mineral SPF 50 (my absolute must), niacinamide (an antioxidant that also helps tone and texture), bisabolol (a chamomile extract that soothes), and a transparent tint (with four shade options) that evens out skin tone. —Kate

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