LatinX Beauty Brand Owners Share Their ‘Holy Grail’ Products

We stan for Becky G on and off stage and the founder of Treslúce Beauty says the La Flor de México Palette ($30) is a favorite of the “Treslúce fam” of customers and also her current go-to palette: “My team and I wanted to create a palette that could work for everyday use, but also give you that right amount of shimmer so you could take your look to a level of extra glam. The shades are super blendable, and each one is named after a flower native to Mexico. You can think of it as your personal little Mexico garden, right on your vanity.”

We didn’t even have to ask Rea Ann Silva, founder and CEO of Beautyblender which product is her “holy grail.” The Original Beautyblender Sponge ($20) has kept its top spot as the number-one makeup sponge for more than a decade. “This blender has a one-of-a kind bounce that blends makeup flawlessly for an airbrushed finish,” she tells us. “The exclusive aqua-activated material doesn’t absorb product like imitating sponges do, so your makeup stays on your face, not on your sponge. It’s the number one best-selling makeup sponge for a reason!”

Babba Rivera, founder of Ceremonia, says her Aciete de Moska ($28) is the best example of her brand’s philosophy and approach. “At Ceremonia, we believe that healthy hair begins at the scalp,” she explains. “This little miracle oil works to effectively balance your scalp to set your hair up for success. With nutritious and natural ingredients, such as babassu oil, aloe vera oil and chia seed oil, to name a few, it reveals a restored scalp with strong and shiny hair. It’s so popular and loved by our community and consumers because it truly works! This product has single handedly brought my hair back to life after my postpartum hair loss by regenerating my hair and promoting new hair growth.”

Toni Lee Jimenez and Mei-Lon Jimenez of Chica Beauty say their products are geared towards simplifying the lives of “the go-getter in all of us,” including busy students, mothers and executives. As third-generation Latinas, they’ve created beauty solutions with stories behind them and references to their culture. “Our Boss/Jefa Set ($28) was created to inspire the leader within us and our Love/Amor Set ($28) includes our bold “Mija” red lipstick, inspired by our grandmother who taught us to be bold in life and everything we do.”

“I’d go with our Chillhouse Chill Tips in Wavy Baby ($16),” says Cyndi Ramirez-Fulton, founder and CEO of Chillhouse. “The design has been on our nail art menu since day one and the color combination is iconic and compliments everyone. It’s our hero, for sure.”

Christen Dominique of Dominique Cosmetics says her Wide Awake Full Coverage Concealer ($36) is a top seller for its unique cooling tip: “It’s a first of its kind for depuffing the under eye with skin-care elements like caffeine and vitamin C to wake up the eyes and conceal dark circles. We are proud of our inclusive shade range and how revolutionary this product is!”

Araceli Beauty Ojos Perfectos Liquid Liner ($20) was once voted an Ipsy customer favorite says Araceli “Cely” Ledesma. “We put in so much work to perfect a liquid liner and we are pleased with the finished result,” she shares. “What makes it so unique is its long-lasting hold and precision tip.”

“There are so many items from my brand, Lights Lacquer, that are musts for those that are looking to grow their natural nails and keep them strong and healthy,” says founder and beauty vlogger KathleenLights. “Our Lights Lacquer Book of Spells ($23) combines both the Magic Strengthener that fortifies the nails and supports healthy nail growth. You can wear it alone or as a base coat along with our Nourishing Elixir, which provides a flush of color to brighten and enhance natural nail beds while preventing breakage.”

“There are a few things that make Happy V Prebiotic + Probiotic ($39) our most loved and popular product,” notes Daniella Levy, founder and CEO of Happy V. “For starters, we only use clinically studied ingredients in our formula and we own the manufacturing process which allows us to have complete oversight of the product ensuring the quality is always spot-on! We’ve also combined our probiotics with a unique prebiotic that helps to eliminate bad bacteria in the vaginal microbiome.”

Samanta Moise of La Parea Wellness shares that her Picaboo Balm ($27) was formulated to help both men and women who suffer from irritating skin rashes. “Whether caused by excessive sweating, exercising, or just ill-fitted clothing, it helps soothe skin and reduce further irritation when used regularly. We make everything by hand using only natural, plant-based ingredients. There are no harmful additives or fragrances used, only natural butter and essential oil blends.”

GG Benitez, cofounder of the K-beauty inspired Aloisia Beauty—the brand loved by celebs like Adriana Lima, Daisy Fuentes, Kate Hudson, Gabrielle Union, Alyssa Milano and more—shares that the ULTRA RICH Moisture Cream ($110) is a new favorite . “It repairs and protects the natural skin barrier, locks in long-lasting moisture in order to maintain long-term radiance, soothes irritation and inflammation, and visibly smoothes and firms skin.”

Anyone looking for the “holy grail” of period care needs to try Saalt Wear Leakproof Comfort Brief ($38) says Cherie Hoeger, CEO and cofounder of Saalt: “It’s the softest, most comfortable underwear you’ve ever worn, with a high absorbency leakproof gusset that absorbs your period and other leaks while keeping you feeling dry. The patent-pending gusset technology pulls moisture away from your body faster than any other period underwear or pads, and locks it in the absorbent inner layer. Customers say it’s like magic when they feel how three pads’ worth of flow seems to just disappear, even though it is so thin, it feels like regular underwear!”

“The one product from Valdé everyone should try is the Valdé Armor and Refillable Lip Set in Gold ($199) with shade Power,” says Valdé founder Margarita Arriagada. “It is the ultimate personal statement of self-worth and style.”