The Beauty Brands We’re Buying Right Now

Our beauty cabinets are getting very crowded.

Some of the most interesting beauty brands right now are being built by Latina founders—from the makeup products that have become genuine staples to incredible haircare, body care, suncare, nails and beauty tools.

These are the Latina-founded beauty brands we’re buying right now, the founders behind them and what we’re shopping from each.

Rare Beauty

At this point, Rare Beauty hardly needs an introduction.

Selena Gomez launched the makeup brand in 2020 with a mission that went beyond creating another celebrity beauty line. Rare Beauty was designed around approachable makeup, self-expression and challenging unrealistic beauty standards, while the Rare Impact Fund was established to expand access to mental-health services and education.

But the products are also genuinely good—which is why Rare Beauty has moved well beyond celebrity-brand territory. The Soft Pinch Liquid Blush became the obvious breakout, but the lip products, highlighters and complexion formulas have earned permanent spots in plenty of makeup bags.

What We’re Buying From Rare Beauty

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Nopalera

Sandra Velasquez founded Nopalera at age 43 with a mission to create a premium bath and body brand that celebrated Mexican culture without reducing it to clichés.

The nopal cactus sits at the center of the brand—both as an ingredient and as a symbol. Nopalera has turned it into beautifully packaged body cleansers, exfoliants, moisturizers and fragrance products that make an everyday shower feel significantly more luxurious.

This is also one of our favorite brands on the list for gifting because the packaging is nearly as good as what’s inside.

What We’re Buying From Nopalera

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Ceremonia

Swedish-Latina entrepreneur Babba Rivera founded Ceremonia to bring a Latin American perspective to modern haircare.

The brand draws on beauty rituals and ingredients Rivera grew up around while creating products for the range of hair textures often found within the Latino community. Ceremonia has since become one of the most recognizable Latina-founded haircare brands in mainstream beauty retail.

If you’re new to the brand, we’d start with the hair oils, scalp products and styling treatments.

What We’re Buying From Ceremonia

See the Ceremonia hair products we’re currently shopping.

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Rizos Curls

Julissa Prado created Rizos Curls after years of trying to find products that actually worked for her own curls.

Prado started developing formulas in her mother’s kitchen, building the company around the idea that curls, coils and waves shouldn’t have to be altered to be considered beautiful. Rizos Curls eventually grew from a grassroots curly-hair brand into a nationally distributed beauty business.

The line covers essentially the entire curl routine now, from cleansing and conditioning to definition, refresh and styling.

What We’re Buying From Rizos Curls

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Beautyblender

There are beauty products that become popular, and then there are products that essentially create their own category.

Makeup artist Rea Ann Silva created the original Beautyblender while working on television sets and looking for a way to achieve seamless, high-definition makeup application.

The little pink sponge eventually changed how millions of people apply foundation and complexion products—and inspired an entire industry of imitators.

We’re still buying the original.

What We’re Buying From Beautyblender

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Ocoa Beauty

Sisters Cory and Nicol Varona founded Ocoa Beauty around something they understood personally: the enormous diversity of curly hair within the Dominican and broader Latino community.

The Dominican-born sisters created a haircare brand that celebrates curls rather than treating textured hair as a problem to solve.

Ocoa’s products focus on moisture, definition and healthy curls, making this another haircare brand we think deserves considerably more attention.

What We’re Buying From Ocoa Beauty

Shop the Ocoa Beauty curl products currently on our list.

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