If you’re a curly girl like myself, you’re probably associating the L.O.C method with Leave-In, Oil, Cream. But my new version is a little different. L.O.C = Latina Owned Cosmetics. I was inspired by watching MakeupShayla’s B.O.M.B|Black Owned Makeup Brands Tutorial on Youtube. She explained in the video how something like this was long overdue and it made me think… I know there has to be Latina Owned Cosmetics out there, but where? And on top of that, I thought this would be a great post to end Hispanic Heritage Month! So during my month long celebration, I have been researching and trying out Latina Owned Cosmetics. Here are my faves so far:
Kat Von D Beauty
The first Latina Owned Cosmetics brand I thought of was Kat Von D Beauty. You probably know this face and name from her TLC TV show, LA Ink. But what most people don’t know is that she is a Latina. Born in Mexico to Argentine parents, Kat von D was approached by Sephora in 2008 to create a makeup line. She originally had her heart set on creating four of the most perfect shades of red lipsticks. Little did she know her line would be such a success. On top of her accomplishments, Kat von D cosmetics are cruelty free and is something she is (and should be) extremely proud of!
Okay, so I was SUPER surprised/ecstatic/hyped when I found out that the beautyblender was created by a Latina! In 2002, Ree Ann Silva made it 10x easier for us to blend out our makeup. The idea came to her while she was head of the makeup department for CBS’s Girlfriends and needed a small, light tool for makeup touchups for the cast. She invented and sold the beautyblender right out of her garage and used the funds help pay for her daughter’s college tuition! Today, seventeen beautyblenders are sold per minute and can be seen in tutorials all over YouTube.
Inspired by the telenovela Rosa Salvaje, Regina Merson created a cosmetic line for women that celebrates both the beauty of her Reina (Queen) and fierceness of her Rebelde (Rebel). Regina started this line to celebrate her Mexican roots and to pay homage for her love of the beauty routines of telenovela stars. She describes her brand to be reflect her “complicated identity as a Mexican woman embracing an amazing American existence.”
With roots from Argentina, Gabriela Hernandez immigrated to the United States at the age of twelve and once she graduated college, developed a beauty brand rich in historic details and romance. Her main goal was to help women feel passionate about their beauty routines again. Gabriela’s beauty brand is full with timeless shade and is inspired by Los Angeles’ golden age of cinema, which is why all shades of her products are named of years between 1920-1970.
Last, but not least, skin care is the most important part of beauty. Straight from Baranquilla, Colombia, Tata Harper developed a 100% natural, non-toxic skin care line. Her motive comes from her father who was diagnosed with skin cancer in 2005. Tata takes the time to build her line of all natural formulas from scratch while practicing environmentally sustainable practices at her farm and facilities in Vermont.
Of course there are plenty more Latina Owned Cosmetic brands out there that deserves more recognition! There are also many Latina Beauty Influencers that have brought these products to the light for me. In the end, I just hope to see more L.O.C Brands that I can add to my makeup collection and represented all across the board!!
Until then, PA’LANTE! And Happy Hispanic Heritage Month!