Behind these brands is an inspiring, committed, and passionate story about conquering your dreams against all the odds. These Latina-owned brands represent hardworking Hispanics leaving their mark in the United States while providing high-quality services and products.
What Do the Experts Think?
Sherly Tavarez
Digital content creator | Fashion Stylist and Entrepreneur | Founder of Hause of Curls
“These are products I integrate into my everyday routines, and I really enjoyed them very much. I can feel the passion and love poured into all of these items because a Latina created them! When buying beauty products, there are a few things I like to keep in mind: Am I helping a small business out? Is it Latina/Minority owned? What kind of ingredients do they have? Is it specific to my personal needs? What do the reviews say?”
Sherly’s Picks
- Joanna Vargas’ Exfoliating Mask
“I absolutely loved the mask; it was probably my favorite thing out of everything I tried! As far as skincare goes, I really haven’t used anything before that has left my skin as soft as Joanna Vargas’ Exfoliating Mask did. I wanted to use it every day if it wasn’t because it says to use it twice a week! I also enjoyed their serum every night along with it.”
- Seis Cosmetics Rose Lipstick Mask
“Seis Rose lipstick hydrated my lips while I slept, which is a game changer for me because I don’t go anywhere without my lip balm and always have to keep my lips hydrated, so this combination has really helped my lips with this dry cold weather.”
- Bésame’s Bésame Red 1920 lipstick and liner
“Bésame’s Bésame Red lipstick was so creamy and pigmented. It really did transport me back to the 1920 era, when everything was elegant and classic. I feel like this will be a new staple in my beauty regimen!”
- Rizos Curls Detox Scalp Scrub and Vitamin C Hair Repair Mask
“They were pretty impressive! Rizos Curls Detox scalp scrub is really great for the days when you haven’t washed your hair in a while and have a lot of product build-up, which is why I used it, and my head absolutely loved the tingly feeling it left my scalp with. Also, the Vitamin C Repair Mask left my hair really soft and shiny. I definitely think it helped with how my hair turned out after styling it!”
- Lights Lacquer Magic Strengthener and Hydrating Cuticle Oil
“They did wonders for my nails! I used the Lights Lacquer Magic Strengthener and Hydrating Cuticle Oil in-between nail appointments as I like to let my nails breathe for a few days before going back in with gel polish. And I feel like my nails are stronger with the gel polish after using this Magic Strengthener. Also, the packaging is just really pretty and different.”
HOLA! USA Picks
After months of testing, we selected top products created by emprendedoras serving the beauty needs of our community and beyond.
Bésame Cosmetics Dusty Rose Lipstick
Dusty Rose is a natural rose color for everyday wear with a “your-lips-but-better” look inspired by the lighter shades appearing in the late 1960s. It is enriched with squalane, aloe, and vitamin E. Dusty Rose feels great on the lips with a semi-matte look that stays on all day. The perfect alternative to the boldness of red if you want something more subdued.
BIRDYLASHES The Vacation Collection – \"Bare,\" \"Chic,\" & \"Beauty\"
The Vacation Collection by BIRDYLASHES is the second most important thing to pack in addition to your bikini or coat —depending on where you are heading. The collection includes BARE eyelashes with a subtle criss-cross effect, offering a natural lash style with a dolly-like result. The CHIC is a versatile, timeless lash style that pairs well with any vibe you choose. Inspired by the look of lash extensions, it has the perfect amount of natural volume with an ultra-wispy effect to pull off a soft yet sexy eye that’s sure to turn heads. And last but not least, BEAUTY is your go-to lash for any occasion where you want a subtle but glam style.
Rizos Curls Curl Defining Cream
The Rizos Curls Curl Defining Cream defines and holds curls without leaving hair crunchy, creating defined, bouncy, shiny, frizz-free voluminous curls.
Joaquina Botánica Orquidea + Vitamin C Glow Oil
This multitasking, lightweight oil leaves skin hydrated, plump, and luminous thanks to a blend of superfruits, vitamin C, and bakuchiol.
COMMON HEIR 0.2% Retinol Serum
Common Heir 0.2% Retinol Serum might become your new favorite nightcap ritual. Perfect retinol serum for those who have never tried it! The formula is designed with melanin-rich and sensitive skin in mind.
JLo Beauty That Overnight Hustle
This nightly treatment is powered by natural skin resurfacing ingredients, like glycolic acid and lactic acid, to exfoliate gently, visibly refine texture, and improve clarity.
Lights Lacquer ‘Polish Potion’
The true magic of the lavender-scented Polish Potion lies in the sugarcane-derived solvents that break down nail color while nourishing almond oil hydrates and moisturizes nail beds and cuticles. This plant-based, acetone-free formula effectively removes all traditional air-dry polish while promoting nail and cuticle health.
Shielded Beauty Self Defense Super-Charged Moisturizer
This lightweight cream protects your skin from environmental stressors, impurities, and blue light rays. Enjoy the noticeable benefits of copper ferment, sodium hyaluronate, marrubium vulare, and Shielded Beauty’s patent-pending Guardian ComplexTM. Skin instantly looks more radiant on the outside and healthier on the inside.
Valdé Armor + Refillable Lip Set by Valdé Beauty
This is not your typical lipstick! This is wearable art. This lipstick glides like satin onto lips to experience instant color, confidence, and connection, and once you are done, you can pack it inside a Valdé Armor. An eye-catching case that has been created to exacting standards, every ingenious detail thought through from the inset magnifying mirror to the secure click of the refill in the tube. The whole piece is artistic yet seamless, refillable, and reusable.
Skinergy Beauty - Skin Guardian Moisturizer
Protect your skin’s barrier without harsh chemicals. Packed with organic and botanical extracts that naturally restore, protect, moisturize and brighten while effectively re-energizes damaged, dull, dehydrated, and uneven skin, leaving you with a firmer, radiant, fresher, more hydrated, and glowing overall complexion.
Waterproof Gel Lip Liner from Seis Cosmetics
The super soft formula provides precision lines and dries on impaction for a professional look. Exceptionally extended waterproofing wears up to six (6) hours without feathering. This is a must-have!
,type=downsize)