Get to know SweetStreetCosmetics and how they're serving as a love letter to Chicana culture.
Known for their slogan “Nails did, hoops big, wings sharp, mouth smart,” Bella Doña has become the go-to for Chicana aesthetics with a side of hilarious memes. The brand, founded in 2013 by Lala Romero and Natalia Durazo, is both streetwear and lifestyle, and now with the launch of offshoot brand Sweet Street Cosmetics, beauty.
As a singer-songwriter, LaLa used her music videos to represent the community she grew up in. “My whole thing was trying to get people to see it through a different lens than the way the media portrayed it,” Romero shared. “Everything I saw around me was beauty and flyness and it was never painted in the media. I always looked at it very differently and I always felt that there was so much style in the hood.” For Durazo, that meant paying homage to the neighborhood through her pieces.
This inherited work ethic would lead to the birth of Bella Doña, Sweet Street and other businesses for the duo. Durazo continues to run Honey B Gold and the pair also teamed up with Los Angeles Cruise Night for Scam and Jam, a party series where people can jam, and um, scam. All of their ventures connect to one central theme: celebrating the hood and ensuring Black and brown people feel seen, heard, and supported.
Bella Doña seeks to change that with their inclusive editorial shoots, where the baby hairs are slick, the cars ride low and the wings are always ultra-sharp. Sweet Street is a continuation of that aim and anchored in the beauty routines of ‘round the way girls they’ve always catered to. “It’s almost the same story but a different way of telling it. Bella Doña is a love letter to our Latin heritage, and Sweet Street is more like a love letter to the hood.
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