13 Latina celebrities who’ve launched their own makeup lines

Thalía is known for being an artist who is always looking to reach new professional heights, not only as a performer but also as a fashion designer and beauty entrepreneur with her makeup line, ThaliaXmotives Viva Eye & Cheek Palette. She already launched a collection of false eyelashes and eyebrow products in 2018, in collaboration with Eylure and Ulta Beauty. But this time, as the singer told Telemundo, she’s really excited because “it’s a line that’s full of essence, color, happiness and joy. It’s all in the palette you’ve got there.” The palette was created in partnership with Motives Cosmetics from cosmetics expert Loren Ridinger. In addition to shadows, it also includes contour, blush, and highlighter.

The Latina influencer with the most followers, Eleonora Gabriela Pons, better known as Lele Pons is already a full-fledged businesswoman. She went from making funny videos and singing to launching her own cosmetics brand with Tarte Cosmetics.

Lelita –as her friends call her– said, “I wanted it to be different than other palettes – I wanted it to stand out. I love the marble design & the fact that it opens like a book! It’s everything you need – shadow, liner, blush, a highlight in my favorite everyday tones. I want my supporters to be able to recreate my signature looks.”

Every tone has a special name that has to do with a moment, a place or a thing that has marked her life. Lele spent a year working on this project, creating a palette of eleven shades for eyes and cheeks, as well as a set of lashes and lip gloss.

Jenny from the Block is one of the major figures in the business world, having ventured into various different areas: collaborations, work as a creative director, shoe design, perfume, clothes, and, of course, her debut in the world of cosmetics. In 2018, she began her own collection of more than 70 products in collaboration with Polish beauty brand Inglot Cosmetics . It’s a limited-edition collection that includes lip glosses, bronzers, mascaras and different shades of eye shadows and matte bases.

“It’s something that I’ve always wanted to do. A makeup line seems like it’s a natural progression in my career, since people always ask me about the products I use and how I make my skin glow,” JLo told WWW. The actress also explained that she wanted to create a high-quality line at an affordable price.

Actress Gaby Espino started a successful business in the beauty world with a liquid lipstick line that was well received by her fans. They come in popular colors, have a matte finish and are very long-lasting. Also a TV host, she went on to create a new line of lip products, The Luxe, that included five toolboxes for on-the-go women who want to change their makeup all day, wherever they are.

Each set contains a lip liner, a lipstick with a matte finish and a vinyl lip gloss from the new collection. The new line includes ten shades of Extreme Matte lipsticks, which according to Gaby, are highly pigmented and long-lasting: ten vinyl lipsticks that are super shiny and ten lip liners with a creamy texture. All of them are formulated with vitamin E to nourish the lips.

After two years of planning the launch of her makeup line, in addition to her new album—both named Rare Beauty— Selena Gomez , reinvents herself personally with this creation. She made the announcement in a behind-the-scenes promotional video: “Being 'rare' is being comfortable with yourself. I’ve stopped trying to be perfect. I just want to be me. I want us all to stop comparing ourselves to each other and just start embracing our own uniqueness. [...] Rare Beauty isn’t about how other people see you, it’s about how you see yourself.”

The brand will hit shelves in summer 2020 and each product is designed to connect with each person’s individual features. Although it isn’t clear yet how big the line will be, in the video you can see foundations, lipsticks and blushes that will be available in Sephora stores in the United States, Canada and Mexico and online at RareBeauty.com.

Jessica Alba stepped into the business world in 2011, with The Honest Company, an eco-friendly store for moms, providing non-toxic baby products made with natural ingredients. And it was so successful that in just four years, in 2015, she created Honest Beauty, her own line of cosmetics, under the same principles of sustainability, offering quality products that are vegan and cruelty-free, with the mission of encouraging people to live a healthier and happier life.

The actress’ brand includes facial cleansers, moisturizers, serums, eye shadow palettes, beauty balms, primers and makeup. The majority of the ingredients in the formulations are plant-based, including jojoba oil, murumuru, shea butter and coconut oil.

Salma Hayek is another celebrity who, in addition to being a successful Hollywood actress, has ventured into the beauty industry with her brand of cosmetics dedicated to skincare, hair and makeup. Under the name Nuance, she created lipsticks, pressed powders, eye gels and many other products that are made with natural ingredients and are cruelty-free.

What really makes her brand so cutting-edge is that the actress who plays Frida uses ingredients that really are exotic, and for the first time, are being used in cosmetics: blue agave, prickly pear, wild lime enzymes and Tepezcohuite, a compound that comes from Mexico, Salma’s homeland, where it is used for treating burns due to its powerful skin-regeneration effect.

The former Miss Universe, Alicia Machado, entered the business world in 2008 with her perfume Alicia and a clothing line. But in October 2019, she made a dream that she had been working on for over a year become a reality: her own brand Alicia Machado Professionals, launching a makeup line in collaboration with makeup artist Ruby Vargas and RV Cosmetics. The makeup palette is perfect for those who travel, since it has a variety of colors and includes everything from eye shadows and blush to a bronzer and highlighter. In one of the promotional videos, the actress describes it as a palette that’s made by women, for women, every step of the way.

The star, who has Mexican heritage, formed an important business alliance with Colour Pop Cosmetics and has already put out three collections: Salvaje, Viva and Hola Chola. This last one, inspired by her Mexican roots, was only available in stores during December 2019 and 2020, due to an issue with the brand Hola Chola Inc that forced her to remove her product from the market because of the similarity in names.

Despite this hiccup, Becky G continues to be a big name in the beauty universe, which she joined in 2018, saying, “This line is based on my Latina roots, something that I’m very proud of and wanted to focus on.”

She named her collection after the capital city of her native country, Cuba. Together with L’Oréal Paris, Camila Cabello started a very personal project that came to light in July 2018. For the artist, the most important thing about the Camila Cabello Havana Collection is that it’s a makeup line that girls can wear in their day-to-day life, promoting natural beauty that’s simple and easy.

“I wanted to create something that I personally would wear, and that I know people will love. To me beauty is about being happy and comfortable in your own skin, so you can live your best life,” she commented on social media.

A dream come true, the Venezuelan model said about her Shasha Collection makeup line, created in collaboration with Girlactik Beauty, “I feel so happy because it was a dream of mine that came true.” Shannon wrote this on her profile, inviting her followers to discover her products.

Actress Eva Mendes has always kept a very tight schedule, especially since giving birth to her daughters. Even so, in 2015 she witnessed another birth—that of a creative project in which she was involved as the creative director, overseeing every aspect. The project was a makeup line called Circa, with products in the $8 to $15 price range. Eva thought about the diversity present in her roots: “We Latina women come in all different colors, and that’s the beauty of being Latina; we have all different looks and skin tones. So definitely, one of our goals was to offer options for all women.”

Although it’s been decades since she passed away, Selena Quintanilla continues to be an inspiration in the beauty world with her personal style. So much so that in 2016, the Quintanilla family, together with M.A.C., released their first collection that paid tribute to the queen of Technocumbia, based on the contents of her personal makeup case. Now in 2020, for the 25th anniversary of her departure from the physical world, they’ve put together the Selena The Queen Collection, which is set to be released in spring 2020.