20 Best Latinx-Owned Beauty Brands That Will Elevate Your Routine

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20 Best Latinx-Owned Beauty Brands That Will Elevate Your Routine
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  • 📰 PreventionMag
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From skincare to makeup to haircare, there’s something here for everyone.

who has an Ecuadorian and Costa Rican background. When Flor is working with non-Latinx clients, she also makes it her mission to share ingredients that are inspired by Latinx culture. “It’s important for me as a makeup artist to be the voice of many Latinx brands when they’re not in the room with my clients.”

Starting a beauty brand is a great feat and a dream come true for many Latinx founders, for whom beauty rituals have been passed down through generations. It’s these cultural rituals that oftentimes guide their brand ethos. “From ancestor recipes to formulas; these colorful dreams truly come with many goods to share,” says Estefani German, a cosmetologist and founder of.

Part of what makes beauty so fun and fascinating is that sense of discovery. Learning and getting excited about a new brand can then turn you into a loyal fan, and all it takes is an Instagram follow, a recommendation to a friend, or a curated list to help the company grow. “It’s important to advocate for one another to get in the door—to see each other and lift one another,” says Flor. Ahead, get to know the best Latinx-owned beauty brands, spread the word, and definitely add to your cart.

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