10 Latina-Owned Beauty Brands to Know and Shop: Skin, Hair, Makeup and Body Care
Some links may earn Jet Set LatAm a commission at no additional cost to you. Recommendations remain editorially independent.
Photo: Nenad Stojković / Wikimedia Commons (CC BY 2.0). Travel cosmetics bag for context; not a photograph of the brands below.
Our mothers and abuelas had beauty rituals long before anyone called them “self-care.” Aloe from the garden, a little Maja powder, a hair oil that smelled like the whole house. The good news: a new generation of Latina founders has turned those rituals into brands you can actually buy, and many of them are stocked at Sephora, Ulta and Nordstrom.
Here are ten Latina-owned and Latina-founded beauty brands worth knowing, organized so you can find what you need fast: body care, skin care, hair care and makeup. For each one we include the product to start with.
Short on time? For body care, start with Nopalera. For luxury skin care, Tata Harper. For hair, Ceremonia (all hair types) or Rizos Curls and Bomba Curls (curls and coils). For a red lip with history, Bésame.
Body care
1. Nopalera
Founded by Mexican-American Sandra Velasquez, Nopalera builds bath and body care around the nopal cactus and other Mexican botanicals like tepezcohuite. The cactus-paddle soaps are the signature; the Cactus Flower Exfoliant is the cult favorite. Start with: the Cactus Soap Mini Trio. Read our full Nopalera review.
Reader code: use JetSetJordy10 at checkout on nopalera.com for a Jet Set LatAM reader discount. Codes can change or expire, so check the total before you pay.
Skin care
2. Tata Harper
Barranquilla-born Tata Harper launched her farm-to-face line from Vermont in 2010 and helped define luxury clean skin care. Formulas are made without synthetic ingredients and produced on the brand’s own farm. Start with: the Regenerating Cleanser. Our Tata Harper review covers the full routine.
3. Dezi Skin
Created by Mexican-American beauty creator Desi Perkins, Dezi Skin is inspired in part by the skin rituals she grew up around. It is a good option if you want a simple, creator-built routine. Start with: whichever hydrating step your current routine is missing.
Hair care
4. Ceremonia
Swedish-Latina founder Babba Rivera built Ceremonia around Latin American hair rituals and botanicals, and in 2022 it became the first Latinx-founded hair brand at Sephora. Products are organized by hair type, so it is easy to shop. Start with: the Guava Rescue Spray, a heat protectant that smells like a tropical breakfast.
5. Rizos Curls
Mexican-American founder Julissa Prado created Rizos Curls to celebrate curls, coils and waves, and it became the first Latina-owned curly hair brand sold in every Ulta store. It is accessibly priced and easy to find. Start with: the Curl Defining Cream, or the travel trio if you are curious.
6. Bomba Curls
Dominican-American founder Lulu Cordero started Bomba Curls after her own experience with hair loss. The brand focuses on curls and coils and proudly carries Afro-Dominican heritage into its identity. Start with: the brand’s signature hair oil, especially if your scalp gets dry when you travel.
Makeup
7. Bésame Cosmetics
Founded in 2004 by designer and cosmetics historian Gabriela Hernandez, Bésame recreates vintage makeup shades from the 1920s onward in gorgeous retro packaging. Start with: a classic red lipstick. It is the most glamorous thing you will pull out of your bag at dinner.
8. Rare Beauty
Selena Gomez, who is Mexican-American, founded Rare Beauty, now one of Sephora’s best-known makeup lines. It is easy to find anywhere you travel. Start with: the Soft Pinch liquid blush; one dot is plenty.
9. Luna Magic
Afro-Latina, Dominican-American sisters Mabel and Shaira Frías created Luna Magic to celebrate Latino culture with bold color, and the brand appeared on Shark Tank in 2021. Start with: an eyeshadow palette if you love color, or a lip product if you don’t.
10. Alamar Cosmetics
Cuban-born makeup artist Gabriela Trujillo named Alamar after her hometown and draws on Cuba’s colors and textures. Expect vibrant palettes in a range of tones. Start with: a blush or bronzer palette.
Shop our Latin botanicals edit on ShopMy
Tata Harper, Brazilian botanicals and the plant-based skin and body care we pack for every trip.
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How to build a Latina-founded travel beauty bag
- Shower: one Nopalera soap. Solid, light, no liquids issue.
- Face: a Tata Harper cleanser mini and your SPF.
- Hair: Ceremonia’s heat protectant, or a curl cream from Rizos Curls if humidity is your nemesis.
- Dinner: one Bésame red. Done.
Curious about the ingredients behind these brands? Our guide to Latin American beauty ingredients explains nopal, cupuaçu, rosa mosqueta and more. And if you are heading south, these Brazilian beauty brands are worth a stop in São Paulo or Rio.
FAQ
What is the difference between Latina-owned and Latina-founded?
Some brands on this list have taken outside investment or been acquired; Tata Harper, for example, is owned by Amorepacific. We include brands founded by Latinas and still shaped by their vision, and note ownership where it matters.
Which Latina-owned beauty brands are at Sephora or Ulta?
Ceremonia and Rare Beauty are known Sephora brands, Tata Harper is in selected Sephora stores, and Rizos Curls is sold at Ulta. Stock varies by store and country.
Are there Latin American perfume brands too?
Yes. See our guide to Latin American perfume brands, from Xinú in Mexico City to Fueguia 1833 in Buenos Aires.
Keep reading
- Brazilian beauty brands to know and where to shop them
- Latin American swimwear and resort-wear brands
- Latin American fashion designer directory
- All beauty and self-care stories
Some links on this page are affiliate links: if you buy through them, Jet Set LatAM may earn a commission at no extra cost to you. Brand details and stockists were researched in October 2026 and can change.
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