Over the past few years, we've seen a rise in Black, APIA, and Latine-owned beauty brands across hair care, skin care, body care, and makeup. With makeup especially, the shift has been major — from foundation formulations with a wide range of shades (thanks to RiRi pioneering this with Fenty Beauty) to glosses, lip oils, lipsticks, blushes, and contour sticks made to complement melanated skin beautifully.
However, the reality is that, despite strong sales and even landing on shelves at major retailers like Ulta Beauty and Sephora, many of these brands still struggle to secure funding in today's challenging market. Lack of funding, increased tariffs, and a perceived downturn in DEI initiatives have made survival tougher than ever. The closure of successful brands like Ami Colé [1], The Established, and Skinergy makes that clear. As Stixx Matthews wrote in an op-ed for Essence [2] on the closing of so many Black-owned beauty brands: "The truth is, now more apparent than ever: the key to surviving will be through fostering true community."
And fostering community goes beyond shouting out brands during heritage months — it means actually shopping from them, switching out some of our mainstream products for those from Latine-owned companies that not only design with us in mind but also often use healthier ingredients. The stats back it up: Latinas represent 14.4 percent of beauty consumers nationwide [3] and account for 16.6 percent of US beauty spending. We love beauty — even those of us who keep it simple with a bare face most of the week still show up with a beat face for a special event.
So why not turn to brands built with our unique beauty and cultural needs at heart? Now is the time to show up, shop, and support Latina-owned beauty brands. Here's a roundup of some of my favorite Latina-owned makeup products that will get you through fall and beyond.
Johanna Ferreira [4] is the content director for PS Juntos. With more than 10 years of experience, Johanna focuses on how intersectional identities are a central part of Latine culture. Previously, she spent close to three years as the deputy editor at HipLatina, and she has freelanced for numerous outlets including Refinery29, Oprah magazine, Allure, InStyle, and Well+Good. She has also moderated and spoken on numerous panels on Latine identity.
Brown Lip Liner
A brownish-nude lip with a dark liner has been my signature everyday look since high school. And to this day, I haven't found a brown liner I love more than Alamar Cosmetics' Desnudeas Lip Liner in Divina [5] ($12). The formula is super creamy, long-lasting, and feels like an ode to '90s around-the-way-girl beauty. Bonus: it looks especially poppin' on medium to deep skin tones.
Red Lipstick
Finding the perfect red lipstick as a caramel-skinned Dominican girl was a journey I almost gave up on. The so-called "universal reds" I tried sometimes got the shade right, but never the formula — either they weren't long-lasting enough or just too fussy. Enter Maed's Signature Lip Pigment Matte Lipstick [6] ($36). With its subtle violet undertones, this creamy matte delivers the perfect red in just one swipe — no liner needed — and it actually stays put.
Brown Lipstick
Very few brands have truly nailed the brown lipstick, but Reina Rebelde's Bold Lip Color in Mami Chula [7] ($20) gets it right. The shade instantly takes me back to those iconic 90s/early 2000s brown-lip-moments — think Aaliyah [8], Naomi Campbell [9], Brandy, Salma Hayek [10], Jennifer Lopez [11], and Christina Milian.
Tinted Moisturizer
Anyone who knows me knows I'm not a fan of foundation — I haven't worn it in years. Even the lightest coverage always feels like too much. Because I prefer a second-skin look, I've become a loyal fan of tinted moisturizers, and one of my go-tos is Rare Beauty's Positive Light Tinted Moisturizer Broad Spectrum SPF 20 [12] ($30). It matches my shade perfectly and leaves my skin so glowy and hydrated you'd swear I just had a facial.
Highlighter
The problem I have with most highlighter formulas is how unnatural they can look — too glowy, sometimes even glittery. But Rare Beauty's Positive Light Liquid Luminizer [13] ($26) is different. It gives that lit-from-within radiance that tricks people into thinking the glow is all you. With a wide range of shades to flatter multiple skin tones and an easy, blendable formula, it's one of the most effortless highlighters I've tried.
Fragrance
As someone who's been almost exclusively wearing Miss Dior, Chloé, and Jo Malone for years, it takes a lot for me to get on board with a new fragrance. In fact, I haven't loved a celebrity fragrance since Glow by JLo. But Selena Gomez [14] truly nailed it with Rare Eau de Parfum [15] ($75), a blend of creamy caramel, warm vanilla, spicy ginger, and earthy sandalwood that smells both delicious and sophisticated.
Eyeshadow Palette
A must-have in my makeup collection is an eyeshadow palette with blendable nudes, smoky tones, and a touch of shimmer. The Luna Magic Desnuda Shadow Palette [16] ($18) is a favorite because its shades are designed to flatter every skin tone.
Liquid Eyeliner
The only liquid eyeliner I know that truly doesn't budge — and makes it easy to nail the perfect cat-eye — is KVD Beauty's Tattoo Liner Vegan Waterproof Liquid Liner [17] ($25). This best-selling formula delivers extreme precision and is completely waterproof.
Lip Oil
If you're after the perfect liner-and-gloss combo that channels Kali Uchis vibes, try her Homebody Liquid Love Lip Oil [18] ($20). Infused with hyaluronic acid and peptides, it keeps lips ultra-hydrated and supple while serving serious shine.
Foundation
I'm not a big fan of foundation — in fact, I haven't worn it in years. However, the Ere Perez Oat Milk Foundation [19] ($44) is ideal for tinted-moisturizer enthusiasts who want a little extra for special occasions. It delivers dewy, medium coverage that lasts for hours, and the best part is that it's non-toxic.
Mascara
If you're looking for a waterproof, non-toxic mascara that's gentle on sensitive eyes and skin, try the Ere Perez Avocado Waterproof Mascara [20] ($45). Enriched with avocado and mamey oils, it not only defines but also nourishes lashes while promoting growth.
Compact Foundation
There's a reason Sofia Vergara's Toty Ilumina Creamy Compact Foundation SPF 50+ [21] ($56) has won beauty awards. The lightweight formula leaves skin with a flattering finish, and the sleek compact makes it perfect for on-the-go touch-ups.
Blush
It took me a while to embrace blush as a brown girl — I never thought it was for me. That changed when Selena Gomez [22] launched her Rare Beauty Soft Pinch Liquid Blush [23] ($25), a true game-changer for Latinas. I'm especially obsessed with the True Rose shade.