The 10 Best Latin-Owned Beauty Brands and What to Buy From Each


From September 15 to October 15, Hispanic Heritage Month takes place as a way to celebrate Hispanic culture and recognize Latin achievements. If you're looking for an easy way to show your support, consider adding some Latin-owned beauty brands to your vanity. These brands haven't always been visible in the mainstream beauty sphere, but it's high time that they take center stage. 

This Hispanic Heritage month, we're showcasing 10 Latin-owned brands that are worth your attention. These brands do an incredible job of wedding Hispanic culture with efficacious and results-driven formulations. Keep reading to find our favorites, why we love them, and the products we would recommend from each.


Ceremonia is a sustainable and natural haircare brand founded by Babba Rivera. Rivera founded Ceremonia partly because she never saw herself represented in mainstream beauty while she was growing up. Each Ceremonia product is rooted in Latin culture, as they're all shaped by Rivera's cultural rituals and made using ingredients Native to different Latin countries, like aloe vera sourced from Guatemala and cupuaçu butter sourced from Peru.

Sigma Beauty

When a molecular bacteriologist and civil engineer put their heads together, great things are born. This is the case with Sigma Beauty, founded by Brazilian husband-and-wife duo Simone Xavier and Rene Xavier Filho. Sigma started with one brush set that quickly rose to star status, and it's only gained popularity from there, expanding to eye shadow palettes and innovative brush-cleaning devices that make the brand stand out.


Step into Chillhouse's flagship location in Soho, New York, and you'll feel an immediate sense of calm wash over you. (That's by design, of course.) Founder Cyndi Ramirez-Fulton is Queens-born with Colombian heritage and set out to create a unique space for self-care. Chillhouse started as a modest spa in Manhattan's Lower East Side offering massages, facials, wellness drinks, and of course, the brand's signature tiered manicure designs. Now, Chillhouse has gone global, with products that help bring the spa's signature zen to everyone.

Costa Brazil

As the name might suggest, everything Costa Brazil makes is embedded in founder Francisco Costa's Brazilian heritage. The sustainable beauty line is loved by editors and celebrities alike, and every product intends to nourish the body while also making sure to do no harm to the Earth.


It's 2022—almost everyone owns one of the fuchsia makeup sponges that catapulted Beautyblender to fame. Founder Rea Ann Silva started her career as a celebrity makeup artist and created Beautyblender's signature makeup sponge to ensure that her client's skin always looks airbrushed, smooth, and never cakey. After massive success, the brand continues to reign in the makeup-sponge category and has even expanded to make its own makeup.

Bomba Curls

Lulu Cordero is an Afro-Dominicana who wanted to make products that celebrate natural curls. When Cordero began suffering from traction alopecia, she turned to Dominican beauty rituals to help jump-start her hair health. Bomba Curls turns Dominican beauty secrets into products for the masses that help nourish curls and replenish hair.

Tata Harper

Tata Harper was one of the early pioneers of luxury, environmentally friendly skincare, starting her eponymous brand in 2010. Harper is Colombian-born and often works out of her farm in Vermont to make products and dream up new formulations. When it comes to "green" skincare, it doesn't get much better than Tata Harper, as the formulations are second to none.

Ere Perez

This simple beauty brand marries the Australian lifestyle with Mexican vibrancy. Perez spent her childhood in Mexico surrounded by beauty and wellness, with her grandfather being a traditional medicine man and her mother's proclivity for whipping up beauty recipes at home. Perez's beauty line infuses her Mexican heritage into minimal, efficacious products.

Valdé Beauty

Refillable beauty is all the rage, but you've likely never seen a refillable product quite as chic as Valdé's Armor lipstick. Margarita Arriagad, Valdé's founder, crafted the gold-coated lipstick vessels to create a refillable lipstick that truly encapsulates what lipstick is all about: a union of art, beauty, and self-expression. Arriagad draws inspiration from her Peruvian heritage when creating the bold shades.

Joaquina Botánica

Not only are the Joaquina Botánica skincare formulas potent, but they also come housed in orange vessels that are sure to liven up any vanity. This Colombian line is formulated with Latin American botanicals that are full of nutrients and active ingredients vital to your most flawless skin yet.

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Associate Beauty Editor

Katie Berohn is the associate beauty editor at Who What Wear. Previously, she worked as the beauty assistant for Good Housekeeping, Woman's Day, and Prevention magazines, all part of the Hearst Lifestyle Group. She graduated from the University of Colorado, Boulder, with a major in journalism and minor in technology, arts, and media, and earned her master's degree at NYU's graduate program for magazine journalism. In addition, Katie has held editorial internships at Denver Life magazine, Yoga Journal, and Cosmopolitan; a digital editorial internship at New York magazine's The Cut; a social good fellowship at Mashable; and a freelance role at HelloGiggles. When she's not obsessing over the latest skincare launch or continuing her journey to smell every perfume on the planet, Katie can be found taking a hot yoga class, trying everything on the menu at New York's newest restaurant, or hanging out at a trendy wine bar with her friends.