25 Latinx Owned and Founded Makeup Brands You Need to Try ASAP (2024)

Listen, it’s always a good time to celebrate the Latinx community, but with the start of Latinx heritage month only a few weeks away (it officially starts on Sept 15 and runs through Oct 15) I wanted to remind y’all that buying beauty products from Latinx and Latina-owned brands is an excellent way to show your support...and score some truly fantastic merch in the process. To help simplify and streamline your shopping experience, I rounded up the 25 best Latinx makeup and beauty brands for you to check out, below.

This is by no means an exhaustive list, but it's a great place to start IMO. From brands that offer super-pigmented matte lipsticks and glitter eyeshadows in every shade imaginable to brands that carry all the brushes and tools your makeup bag could possibly hold, there's truly something for everyone here. Read on, add to cart, and thank me later.

Founded by singer and artist Becky G, Tresluce Beauty celebrates and supports Latinx culture and heritage by sourcing Latinx ingredients and art to formulate and create their makeup products. Don't miss the Empower Me Matte Lipsticks—they're ultra-pigmented, super long-lasting, and won't dry your lips out like other mattes thanks to nourishing mango butter.

If you haven't tried Dezi Perkin's skincare line yet, WYED?? Each product is inspired by Dezi's Mexican roots and is designed to support healthy, glowing skin. My personal fave is the Agua Fresca gel-cream. Not only does it plump and hydrate skin, it doubles as the perfect makeup primer for layering under foundation or concealer.

Inspired by her Latinx background, Shaina B.'s collection of palettes, brushes, sponges are all about helping her community of makeup lovers create pro-quality looks and discover their inner beauty. If you try just one product from the line, let it be the blush and highlight palette. The shades are truly perfect for getting that just-back-from-vacay glow.

Founded by Latino makeup artist and beauty influencer Angel Merino, Artist Couture is known for their high-quality eyeshadow palettes, illuminating powders, and lip colors. The Supreme Nudes 12-pan palette, shown above, is a must-try for creating natural eye makeup looks that last for hours.

Dr. Simone Xavier and her husband launched Sigma Beauty with a single brush set in 2009. Fast-forward to 2023 and the brand has hundreds of different brush and makeup offerings, many with a cult-like following. The Classic Makeup Brush is a staple in any makeup bag and can be used to apply foundation, concealer, blush, contour, highlighter, and more.

I’m a sucker for a good neutral eyeshadow palette, and this one from Dominique Cosmetics is one of my absolute favorites right now. The bronze-y shade called "Affirmation", is the perfect glitter for creating a beautiful halo eye and it looks amazing with the other matte and shimmer shades in the palette. The brand was founded by beauty vlogger, Christen Dominique, who is of Mexican-Guyanese descent.

No Latina beauty round-up is complete without the ultimate glow girl, JLo. This radiance-enhancing liquid highlighter from her namesake line comes in four shades and gives skin the most gorgeous lit-from-within look. Apply it on its own for a soft glow or under makeup as an illuminating primer.

They may be known for their iconic makeup sponges, but Beautyblender also offers a range of makeup, including this new oil-free foundation. The weightless, buildable formula comes in 40 shades and offers medium to full coverage. The brand itself was founded by celeb makeup artist, Rea Ann Silva, who is Mexican, Portuguese, Spanish, and Irish. She says her career was centered around women of color and really understanding how to color match different skin tones.

The ’90s are back in more ways than one, and while you won’t be catching me in low-rise jeans ever again, I am fully embracing lined lips courtesy of these creamy lip pencils from Selena Gomez’s brand, Rare Beauty. Recently, I’ve been inspired by Selena herself, who rocked a brownie nude combo of Wise lip liner and Worthy lipstick.

Dominican-American sisters Mabel and Shaira Frías teamed up to bring this colorful indie makeup brand to life—and once you've tried these highly pigmented formulas, you'll be v. thankful they did. Whether you're shopping for makeup brushes, liquid lipsticks, false eyelashes, or vibrant eyeshadow palettes, like the one shown here, this Afro-Latina-owned company is definitely one to check out.

Influencer Camila Coelho's Brazilian heritage inspired many aspects of her Elaluz beauty brand, including the scents, and clean ingredients used in the formulas. Even the name, Elaluz, which is Portuguese for "she is light" pays homage to her roots.

Born in Mexico, founder Araceli created this makeup line to share love for both the culture and makeup, as stated on the brand's website. Araceli Beauty has everything you need to create the perfect eye makeup look: tweezers and scissors for the brows, false lashes, liquid eyeliner (shown here), gel eyeliner, eyeshadow brushes, makeup sponges, and eyeshadow palettes.

If we had to describe Melt Cosmetics in one word, that word would be "pigment," hands down. Melt Cosmetics was co-founded by Lora Arellano, first generation Mexican-American and ridiculously talented makeup artist (I mean, please just gaze upon her Instagram), and Dana Bomar back in 2012, and the brand continues to roll out quality products (like eyeliners, eyeshadows, and lip products) in exciting, bold shades. Exhibit A: This blinding golden highlighter.

If you love trying new products but your heart also leaps for all things vintage, you need to check out Bésame. Owned and operated by both Gabriela Hernandez, who grew up in Argentina, and her family, this unique makeup line carries super-cool makeup products, like this '20s-inspired cake mascara, as well as cream rouges and classic lipsticks.

The brand’s founder and CEO, Ericka Rodriguez, was inspired to start Axiology when she was having trouble finding cruelty-free, all-natural, and vegan makeup. Today, the brand is known for their zero-waste face crayons. They're multi-use (go ahead and use them on your eyes, lips and face) and made with delicious plant oils and butters that make application smooth and your skin nice and dewy. I love this set of three warm shades for achieving a chic, monochromatic look.

Started by celebrity makeup artist, Mariela Bagnato, MBeauty is a collection of the absolute dreamiest products. Think neutral lip glosses suited for a wide range of skin tones, fluffy faux lashes, and even tools like makeup sponges that help you achieve an airbrushed-like makeup look. My personal fave: these dewy blushes that come in three shades and give cheeks a natural-looking tint.

Founder, Margarita Arriagad launched Valde Beauty in honor of her mother, Carolina. The brand is all about women wearing lipstick as their armor, which can be seen in the beautiful, refillable vessels that the lipstick comes packaged in. It’s on the pricier side, but it makes a stunning gift for you or someone else. You really get to be involved in the process, by first choosing the “armor” you want your lipstick to live in. Then, you choose which type of formula you want, the specific shade, and finally, whether you want your case engraved.

In response to the lack of Latinx representation in the beauty world, cofounders and co-CEOs Joanna Rosario-Rocha and Leslie Valdivia banded together to create Vive Cosmetics. This Latina-owned and operated makeup line offers liquid lipsticks, highlighters, makeup mirrors, and cruelty-free and vegan matte lipsticks, like the one shown here.

The team behind Mia del Mar (women from Colombia, Argentina, Venezuela, Cuba, and Brazil) was inspired by all things Miami when creating these colorful, cruelty-free makeup products. You can expect to find highlight and contour kits, blush, eyeshadow palettes, makeup primer, and even a few skincare products in the brand's collection.

When your eye makeup look needs a little extra somethin', turn to this Latina-owned and operated brand. Venezuelan founder and CEO Ydelays created this line of false lashes, which features four different shapes and styles to fit whatever vibe you're going for.