In recent years, we have seen an increase in black, apia and Latin -owned beauty brands over hair care, skin care, body care and makeup. Especially with makeup, the shift has been large – from basic formulations with a wide range of shades (thanks to Riri -Baning This with Fenty Beauty) to shine, lip oils, redness and contour sticks made to complement melanged skin beautifully.
But the reality is that despite strong sales and even landing on shelves at large retailers such as Ulta Beauty and Sephora, many of these brands are still struggling to secure financing in today’s challenging market. Lack of financing, increased customs duties and an perceived decline in DEI initiatives has made survival tougher than ever. The closure of successful marks that FriendThe established and Hudgin makes it clear. As Stixx Matthews entered An op-ed for essence At the end of so many black -owned beauty brands: “The truth is now clearer than ever: the key to survival will be by promoting true society.”
And promoting society goes beyond screaming out brands during Heritage months-it actually means shopping from them, turning off some of our mainstream products for those from Latin-owned companies that not only design with us in mind but also often use healthier ingredients. The statistics are backing up: Latinas represents 14.4 percent of beauty consumers across the country And accounts for 16.6 percent of us beauty expenses. We love beauty – even those of us who keep it easy with a just face most of the week still pop up with a beat face for a special event.
So why not turn to brands built with our unique beauty and cultural needs in the heart? Now it’s time to show up, shop and support Latina-owned beauty brands. Here is a summary of some of my favorite Latina-owned makeup products that will get you through the fall and then.
Johanna Ferreira is the content director of PS Juntos. With more than ten years of experience, Johanna focuses on how intersectional identities are a central part of Latin culture. Previously, she spent close to three years as vice editor at Hiplatina, and she has freelanced for many stores including Refinery29, Oprah Magazine, Allure, Instyle and Well+Good. She has also moderated and spoken in many panels about Latin identity.
