Becky G is no stranger to makeup. In 2013, she became a CoverGirl at only 16. In 2019, she launched her first collaboration with ColourPop. And now, the singer has merged her love for all things glam, her Mexican heritage, and her music by becoming la jefa (aka. "the boss") of her own beauty brand, Treslúce.
The competition is fiercer than ever these days, but Treslúce isn't just another celebrity makeup brand. From the name and the artwork to the packaging and brand colors, Becky approached this new project with clear intention – and she's where she plans to take Treslúce is just as good as the actual products. “Treslúce is the proudest thing I’ve done yet," Becky G tells Teen Vogue. "It’s done with so much love! I could’ve named it Becky G Cosmetics but I didn’t because it’s not about slapping my name on something and getting my bag, and that’s it. Treslúce is more 'we' than 'me.' It’s really about creating spaces in the beauty industry that elevate our voices and that elevate our stories.”
The brand pulls its name from two Spanish words. The first one is "Tres," which means three in Spanish and also happened to be Becky's favorite number. The second one is "luce," the single third person conjugation of the Spanish word “lucir," which is used when complimenting or describing someone's appearance, Becky shares. On June 25, Treslúce is launching with a 15-piece collection that features an eyeshadow palette, colorful liners, brushes, false lashes, and lash accessories – all priced at $35 or less.
Throughout the collection, you'll encounter references to her lucky number more than once. The initial launch comes with three false lashes (3D Sueño, 5D Fantasy, and 6D Deseo), and the “I Am Palette” notably featured a third eye design created by Mexican artist, Monica Loya. (The palette also comes with a detachable mirror color and a formula infused with ethically sourced agave from Jalisco, Mexico.)
With such striking packaging, it's no surprise that the collection revolves around “I Am Palette”, which Becky told Teen Vogue is her pride and joy. But it's not for its mere visuals, it's also the story behind it. Eye shadow palettes are the one product that was always a staple on the vanities of her mami and abuelitas, and one still swears by today. “I remember my mom having an eye shadow palette with all these beautiful, vibrant shades. My mom was very exploratory when it came to her makeup and I think that’s where I get it from. Since then, I don’t travel without a good, staple eye shadow palette. I need all the shades with me and will do my eye makeup depending on my mood.”
As a young artist, Becky used to do her own makeup before going on stage to perform in front of thousands of people, which is nerve-wracking on its own. That's why getting dolled up became an intimate one-on-one experience for Becky G, one that also served as a time for reflection. That's why the names of the 18 shades included in the palette are affirmations in Spanglish. “When you open the palette, the names are 'I am fuerte' (strong), 'I am bella' (beautiful), 'I am amor' (love), 'I am unstoppable,' 'I am resilient,' etcetera," Becky shares. "Anyone who interacts with the products and the brand, when they’re [using] it, they are saying these really positive words, these words that are uplifting and have a high vibration."
Treslúce is all about sharing and giving back, and Becky wanted it to be not only a reflection of her own story but of the Latinx community too – and she's reminding the industry that we're not a monolith. “Everything that I do wouldn't be without the ones that came before me. That also plays into the 'tres generaciones.' ("Three generations.") It started with my grandparents, then my mother, and now, me and my sister. I feel this responsibility for the next generations to keep pushing and evolving and helping us grow in every way," Becky narrates. “Not all Latinas look the same and not all Latinas speak the same and so our intention with this first collection was to tell my story as the founder and the creator of this brand but eventually, we really hope to collaborate with other Latinx artists from other countries, cities so they can share their experience as a Latinx in the beauty space."
Treslúce Beauty by Becky G is now available at TresluceBeauty.com. Shop the debut collection below:
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Originally Appeared on Teen Vogue