Beauty is often where culture becomes part of everyday life. It can live in the ingredients passed down through generations, the way curls are cared for, the products kept on a grandmother’s bathroom shelf, or the colors and rituals associated with getting ready. For many Latine beauty founders, those cultural references are not simply inspiration; they are part of the reason their brands exist.
Hispanic Heritage Month, observed from September 15 through October 15, provides a natural moment to look more closely at the founders bringing those perspectives into the beauty industry. Their brands span haircare, skincare, body care, and makeup, but what connects many of them is a desire to make heritage visible without leaving it in the past. Instead, familiar ingredients, family traditions, and cultural references are being translated into products designed for contemporary beauty routines.
Here are 10 Latine-owned and Latine-founded beauty brands worth knowing…
#1. Ceremonia
Founded by Babba Rivera, Ceremonia puts Latin American heritage at the heart of its haircare approach. The brand offers products for cleansing, conditioning, styling, and scalp care, with formulas inspired by ingredients and rituals connected to Latin American beauty traditions.
From its Guava Rescue Spray to its Pequi Curl Activator, Ceremonia brings a modern approach to familiar botanical ingredients while creating products for a range of hair types and textures. Rivera has also positioned the brand around representation, drawing on her own experience as a Latin American immigrant and the beauty rituals she grew up with.
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#2. Rizos Curls
Julissa Prado, a Mexican-American entrepreneur, created Rizos Curls around her own experience with curly hair. The collection includes shampoos, conditioners, deep treatments, leave-ins, and styling products designed to help people care for and define their natural texture.
The brand has become particularly recognizable for making textured hair the center of its conversation rather than an afterthought. Its emphasis on curls, community, and culture gives the product line a clear point of view, while Prado’s own story remains closely connected to the brand.
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#3. Nopalera
Nopalera brings Mexican culture and botanical traditions into the body-care space. Founded by Sandra Velasquez, the brand draws inspiration from the nopal cactus and Mexican heritage to create soaps, body bars, exfoliants, moisturizers, and fragrances.
Its products also have a distinctly sculptural quality, making everyday body care look considered from the packaging to the formulas. The nopal itself serves as more than a decorative reference; it is central to the brand’s identity and its connection to Mexican beauty traditions. The result is a brand that connects personal care with cultural storytelling while presenting Mexican-inspired beauty in a distinctly modern way.
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#4. Bomba Curls
Created by Dominican-American founder Lulu Cordero, Bomba Curls grew out of her experience with hair loss and her desire to create products for textured hair. The brand focuses on curls and coils, with treatments and styling products designed to support healthier-looking, more manageable hair.
Bomba Curls also brings Afro-Dominican heritage into its identity. Cordero has drawn on beauty recipes and traditions from the Dominican Republic, giving the brand a particularly personal connection to the textured-hair community. That combination of cultural heritage and a very specific haircare need is central to the brand’s story.
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#5. Reina Rebelde
Reina Rebelde was founded by Regina Merson, a Mexican-American entrepreneur who wanted to create a makeup brand that reflected the complexity and individuality of Latina identity.
The collection includes lip products, eye makeup, complexion products, and other essentials, with rich colors and expressive finishes at the center. Its visual identity is equally bold, drawing on Mexican culture while giving traditional references a contemporary beauty-industry treatment. Rather than treating cultural identity as a seasonal theme, Reina Rebelde builds it into the personality of the brand, from its name and imagery to the products themselves.
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#6. Ocoa Beauty
Dominican-born sisters Nicol and Cory Varona founded OCOA Beauty with a focus on textured hair. The brand offers haircare designed with curls, coils, and waves in mind, including products for cleansing, conditioning, styling, and maintaining moisture.
OCOA also places representation at the center of its branding, creating a beauty space where textured hair and Dominican heritage can exist naturally alongside modern haircare. The sisters have described their formulas as being inspired by their home country, the Dominican Republic, and their own experiences adapting to life in the United States. The result is a curl-care brand with a distinctly personal connection to both culture and community.
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#7. Dezi Skin
Founded by beauty creator Desi Perkins, Dezi Skin takes a modern approach to skincare, with products designed to fit easily into an everyday routine. The brand reflects Perkins’ Mexican heritage while focusing on approachable skincare and body-care essentials.
Perkins has spoken about growing up with beauty rituals and natural skincare remedies passed down through her Mexican family, experiences that helped shape her approach to the brand. Dezi Skin brings those cultural influences into a more contemporary skincare setting, balancing heritage with streamlined formulations and modern packaging.
Its product range includes cleansers, moisturizers, serums, and other treatments, making it a good option if you prefer a streamlined routine with a contemporary aesthetic.
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#8. Joaquina Botánica
Joaquina Botánica draws inspiration from Colombian heritage and founder Giovanna Campagna’s connection to botanical ingredients. A New York native with Colombian roots, Campagna named the brand after her great-great-grandmother, who founded an apothecary in Cali, Colombia, in the 19th century.
The brand focuses on plant-based skincare and incorporates botanicals associated with Latin American beauty traditions into modern formulations. Colombian biodiversity is particularly important to its identity, with ingredients such as orchid and other native botanicals informing its approach.
Joaquina Botánica is a particularly interesting example of how family history can become part of a brand’s foundation rather than simply an aesthetic reference.
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#9. Vive Cosmetics
Mexican-American and Puerto Rican founder Joanna Rosario and Mexican-American founder Leslie Valdivia created Vive Cosmetics as a beauty brand by and for Latinas. Its makeup collection includes lipsticks, eyeshadows, and other colorful products designed for expressive beauty looks.
The brand is particularly known for incorporating cultural references into its packaging and campaigns, creating makeup that is playful, vibrant, and personal. Its founders launched Vive partly in response to what they saw as a lack of meaningful representation for Latinas in the beauty industry.
That mission remains central to the brand, which describes itself as Latina-founded and led and continues to put cultural identity at the forefront of its work.
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#10. Rare Beauty by Selena Gomez
Selena Gomez launched Rare Beauty with an emphasis on makeup that is approachable and expressive rather than overly complicated. The brand includes complexion products, blush, highlighter, lip products, and eye makeup, with formulas designed to be easy to use.
Gomez’s Mexican heritage has become an increasingly visible part of the brand’s cultural conversation. In 2026, Rare Beauty launched a campaign centered on the diversity of Latin American identity, highlighting the idea that there is no single way to be Latina or Latine.
That makes Rare Beauty an interesting example of how a large contemporary beauty brand can use its platform to broaden the conversation around Latin American representation while maintaining its mainstream appeal.
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Celebrate Hispanic Heritage Month Through Beauty
Hispanic Heritage Month offers a timely opportunity to learn more about the founders and creative voices behind the products filling our beauty shelves. From curl care and body treatments to colorful makeup and modern skincare, these brands show how personal heritage can become part of a contemporary beauty story.
What makes this group particularly interesting is the range of ways culture enters the beauty conversation. For some founders, it appears through family recipes and botanical ingredients. For others, it is reflected in the treatment of textured hair, the celebration of Mexican or Dominican identity, or a broader effort to make Latine consumers more visible within the industry.
As the celebration continues through October 15, discovering Latine-owned and founded beauty brands is one way to support the founders, formulas, and cultural perspectives shaping the industry today. Just as importantly, it offers a reminder that beauty does not have to leave cultural identity at the door to be modern, luxurious, or globally relevant.
Featured image: @rarebeauty/Instagram
