13 Latinx-owned beauty brands to support now and always.
that by 2050, 30% of the population will be Hispanic—and rich cultural impact of the Latinx community.
“In the beauty industry, the Latinx population over-indexes in consumption while being underrepresented,” explains Margarita Arriagada, founder of, who believes that what will ultimately move the needle is larger brand and retail institutions taking a more proactive approach to immersing themselves in Latinx culture to better understand the nuances.
More representation is also imperative in battling the narrow beauty ideals that have dominated the beauty industry. “The Latinx community has a lot of spending power in the beauty industry, but overall we are rarely represented, and when we are it is by the lighter-skinned Latinas with more European features who fit into that ‘mainstream’ standard of beauty,” explains pop superstar Becky G, who launched herline over the summer.
While there’s a long way to go, Latinx-founded hair, makeup, and skin-care brands are capturing attention, and in turn revitalizing the industry. “I wanted to create a brand that could fill the void in the market for authentic representation of the multidimensional demographic that is Latinx, while celebrating the richness of the Latin culture,” explains Babba Rivera, founder of clean hair-care brand.
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