7 Beauty Brands to Shop This Hispanic Heritage Month

September 15 to October 15 marks Hispanic Heritage Month, a time to honor the history, impact, and cultural contributions of Latinos. Beyond shaping industries and communities, Latinos wield $3.78 trillion in spending power, dedicating nearly 20% of that to beauty products. With that influence in mind, check out our favorite Latino-owned beauty brands you’ll want to shop this month – then all year long.

Rare Beauty

Led by Mexican-American singer and actress Selena Gomez, Rare Beauty has risen to one of today’s premier beauty brands, valued at $2 billion. From its viral Soft Pinch Liquid Blush to a newly launched fragrance designed with accessibility in mind, the brand continues to innovate. With the addition of its impact fund dedicated to supporting mental health initiatives, Rare Beauty has proven it’s not only good for your skin but good for your mind as well.

Gente Beauty

From Brazil to everybody, Marianne Fonseca created Gente Beauty to bring Brazilian body rituals and treatments, including lymphatic drainage, to the forefront in an effort to make you feel like your sexiest and most confident self.

Rizos Curls

After battling her own struggles with curly hair, which included straightening her curls with a clothes iron, founder and CEO Julissa Prado created Rizos Curls to celebrate all curl patterns and nourish them with natural, high-quality ingredients.

Melt Cosmetics

Remember the matte craze of the 2010s? Lora Arellano and Dana Bomar were on a mission to bring vibrant, pigmented matte shades to the market, and in 2013, Melt Cosmetics was born and continues to thrive. Now stacked with a catalogue of products for eyes, lips, face, and tools, the brand harnesses creative freedom and encourages its consumers to take risks – whether it be bold looks or leaps of faith.

Dominique Cosmetics

Simple, transparent, and empowering—that’s how Dominique Cosmetics defines itself. Founded by Christen Dominique, the brand seeks to break societal beauty standards with easy-to-use products that let inner beauty shine. Believing in the strength of self-worth, Dominique aims to make her products feel the same for consumers.

KITSCH

What started as a passion project for founder Cassandra Thurwell turned into a global brand for accessible hair tools, accessories, and care. Between the fan-favorite heatless curls rod and the new hair mists, Thurwell remains rooted in KITSCH’s mission to create products that make you look good, feel good, and do good.

Sigma Beauty

A staple since 2016 for good reason, Sigma Beauty was founded by Dr. Simone Xavier and Rene Xavier Filho. The brand focuses on elevating everyday routines by combining high-quality materials with innovative technology to create products consumers can’t resist.

Toty

Created by Sofía Vergara in partnership with Cantabria Labs, Toty blends Hollywood glamour with Spanish dermatological innovation. The result is a collection of SPF-powered formulas that don’t just protect against UV damage but also leave skin luminous and healthy-looking. Much like Vergara herself, the brand embodies a balance of confidence, science, and beauty, making it a standout choice for anyone looking to refresh their routine with sun-safe essentials this season.

Here are just a handful of Latino-owned brands that have made massive impacts in the beauty industry that you can support all year round.