In honor of National Latinx Heritage Month, we’re highlighting some of the vegan businesses proudly representing their cultures. In the beauty space, Latinx consumers are demanding more authentic representation and beauty products that speak to their cruelty-free needs. From long-lasting nude lipstick in a wide range of shades to nostalgic pan dulce-inspired bath products, here are nine vegan Latinx-owned beauty brands to support now and always.
1 Rare Beauty
Pop singer, actress, and businesswoman Selena Gomez started Rare Beauty with a mission to create a safe, welcoming space in the beauty industry. From foundation to liquid eyeliner, the affordable, easy-to-use celeb makeup line blends seamlessly together to create a glowing, fuss-free everyday face. As part of her goal to give people access to mental health services, Gomez also launched the Rare Impact Fund—where one percent of annual Rare Beauty sales will be donated—with plans to raise $100 million over the next 10 years.
2 Loquita Bath
Stepping up your self-care game? California-based Loquita Bath is here to help with adorable, 90s-inspired bath bombs, body scrubs, and lip balms. After a search for beauty products that spoke to her Latinx heritage came up short, Yamira Vanegas took inspiration from her Mexican-Guatemalan background to create her highly Instagrammable brand. Detailed sugar skull bath bombs, concha-shaped bath sponges, and horchata-scented body oils take center stage on our bathroom shelves, perfect as decor and a relaxing retreat after a long work week.
Portland-based Ericka Rodriguez whips up the world’s first zero-waste balms, nourishing lipsticks, and pigmented lip crayons all with a 100-percent evil-free policy. “Call us crazy but, we don’t think finding good makeup that doesn’t harm humans or the planet should be so complicated,” she says. With 10 ingredients or less used for each product, pucker up with nourishing avocado oil, elderberry extract, kokum butter, and more.
Named after the Havana neighborhood founder Gabriela Trujillo grew up in, Alamar Cosmetics reflects Trujillo’s childhood background in everything from Cuban and Caribbean-inspired eyeshadow palettes to nude lip liners in inclusive shades. Vivid, lively hues of yellow and turquoise peek out in products and packaging, making this cruelty-free brand a stand out in your beauty drawer. Plus, if you needed yet another excuse to head to this retail store, Alamar is now sold at Target.
5 Vive Cosmetics
For first-generation Latinas Leslie Valdivia and Joanna Rosario-Rocha, community has been at the center of their brand. The two friends take care to show authentic representation by working solely with Latina- or POC-owned makeup artists, photographers, and models. Their popular Que Matte Liquid Lipsticks provide beso- and taco-proof coverage in colorful shades like Chingona and Amor Eterno while the Luz and Glow highlighter blends effortlessly to create a lit-from-within glow.
6Belle en Argent
Frustrated with the way women’s stories were narrated through a male’s perspective in beauty campaigns, filmmaker Lauren Young and Latinx investor Christina Kelmon decided to shift the tide. The co-founders created a luxury line of vegan lip products and pledged to donate a portion of profits to women in the arts to ensure their goal of authentic representation. The luxe, creamy lipsticks take inspo from silver screen sirens, films, and artists with names such as Light and Angles, Smoking on Screen, and Daring to Fly. Kelmon also founded the Latina-led beauty brand Vamigas at Nordstrom, with botanicals from Latin America.
As a gay Latino in the beauty space, makeup artist, YouTuber, and influencer Manny Guitterez has always been a champion of inclusivity. With his otherworldly makeup line designed to be worn by anyone, everything from formulation to packaging is thought through. And it’s clear with Guitterez’s gorgeous, gold-detailed eyeshadow palettes and crystal-encrusted lipsticks boasting long-lasting pigments and hydrating formulas to ensure you’re always putting your best face forward.
8 Necromancy Cosmetica
Looking for unique shades and rich pigment to step up your lipstick game? Necromancy Cosmetica is your answer! Based in San Juan, Puerto Rico, this entirely handcrafted, cruelty-free, and vegan shop is independently owned by couple Desiree Rodríguez and Salvador Pérez. With rich, gothic-inspired shades such as Ancient Queen (gold metallic), Witches Brew (light lilac), and Morgue (black metal), it’s no wonder the brand won the Indie Awards’ Audience Choice in 2019.
9 Glamlite Cosmetics
For Gisselle Hernandez, launching a food-inspired makeup brand came from a desire to embrace who she was and create a space where everyone felt welcome, represented, and accepted. Growing up in Brooklyn, NY and eating pizza several times a week, Hernandez first drew inspiration from her favorite food to create the Pizza Palette, which went viral and sold out within 48 hours. With the brand’s “beauty isn’t a one size fits all” motto, makeup lovers and foodies can unite and share their love of tacos, burgers, and ice cream with dedicated eyeshadow palettes complete with 3D-motion packaging. Yum!