The ultimate guide to shop Latina-owned brands at your favorite major retail stores like Target, Nordstrom, Walmart, Ulta, and more!
*Last updated March 2023. This is a guide that will be regularly updated as new Latina-owned brands are put on major retailer shelves. Have any brands to recommend? DM us on Instagram!
In 2011, 788,000 Latinas owned their own business. In 2022, it was estimated that Latina founders were running nearly 2 million businesses nationwide. It’s a significant leap of growth in just 12 years, and today, we are increasingly found in some of the nation’s major retail stores, all because the power of our community to invest in itself and help other Latina-owned brands and businesses thrive.
Because when one grows, we all grow.
The next time you’re doing retail therapy at one of the major nationwide retailers, be sure to look out for these amazing brands. We’ve compiled a list of Latina-owned brands at Target, Walmart, and Nordstrom, just to name a few. Our community holds huge economic power, and when we support these brands, we’re opening the doors for more Latina brands to be showcased on those shelves!
Shop Target | Shop Walmart | Shop Nordstrom
Shop Whole Foods | Shop Sephora | Shop Ulta
Shop Macy’s | Shop Thirteen Lune | Shop JCPenney
Download the list as a PDF below to carry with you!
Target
The Beautyblender is a versatile makeup sponge for practically anything in your makeup bag. Founder Rea Ann Silva’s experience spans a 20-year journey as one of the industry’s most sought-after Hollywood makeup artists. The one-of-a-kind edgeless makeup sponge ensured her clients looked impeccable on camera in high-definition.
Bloomi is a sexologist-led wellness destination that provides inclusive sexual education and intimate health essentials for all bodies. Co-founded and led by Rebecca Alvarez Story, a nationally respected Sexologist and intimate product developer, Bloomi is a trusted destination for clean, intimate care.
Bomba Curls is a 100% clean & green hair care line, meaning products are 100% nontoxic, biodegradable, sustainable, and certified cruelty-free. Founded by Afro-Dominicana Lulu Cordero, she wanted to share the tightly kept Dominican beauty secrets used by generations of women to boost growth and maintain fullness with the world naturally.
Founder Aisha Ceballos-Crump created Botánika Beauty to connect with our cultural roots via a product that celebrates the overlooked and underrepresented Latina women in the haircare and beauty industry. Each product made by Botanika Beauty includes healing herbs that enhance not only your mental wellness but also your physical wellness.
Brazil Bites create joyful moments through Latin-inspired foods that are naturally gluten-free and instantly loved. The company was born in the kitchen of husband-and-wife duo Junea Rocha and Cameron MacMullin to bring the Brazilian household staple Cheese Bread (Pão de Queijo) to the U.S. market.
Founded by Sonia Guzmán and Ana Brenda Contreras, Eva + Avo is a hair care brand that harnesses the power of natural ingredients. Many of their powerhouse products are made with naturally nourishing ingredients like avocado (hence the brand name), rosemary, and cocoa.
Fresh Bellies is creating a new generation of healthy, adventurous eaters with its savory snacks and meals focused on combating childhood obesity. Founder Saskia Sorrosa, created this organic baby food line with a hint of South American flavor in honor of her Ecuadorian roots.
The Honest Company launched with the mission to inspire and empower people to live happy and healthy lives. Founded by Jessica Alba, Honest Beauty is a comprehensive prestige skincare, makeup, haircare, and baby, and home essentials company created with the mission to make clean, sustainable, well-designed products that work.
Luna Magic is an indie brand founded in Los Angeles by Afro-Dominican sisters Mabel & Shaira Frias. Their mission is to introduce high-quality cosmetics with approachable prices and colorful packaging to celebrate their heritage.
Rizos Curls are hair care products by founder Julissa Prado that embrace and celebrate the beauty of curls, coils, and waves everywhere. They are known for their clean hair care products & efficacious formulations made with natural ingredients such as aloe vera, coconut oil, shea butter, sunflower oil & moringa oil.
Siete Family Foods, co-founded by Veronica & Miguel Garza, is a mission-based company passionate about making and sharing real food, gathering together in an authentic community, and advocating for healthier lifestyles among Latino families. The Mexican-American Garza family came together to learn ways food can heal in support of Veronica Garza’s series of major health issues, and Siete was born.
Vamigas is a green beauty line based on botanicals from Latin America. Co-founders Ann Murray-Dunning & Christina Kelmon have created all-natural products that include the secret ingredients of generations of Latin American women before us.
Nordstrom
Bomba Curls is a 100% clean & green hair care line, meaning products are 100% nontoxic, biodegradable, sustainable, and certified cruelty-free. Founded by Afro-Dominicana Lulu Cordero, she wanted to share the tightly kept Dominican beauty secrets used by generations of women to boost growth and maintain fullness with the world naturally.
The Beautyblender is a versatile makeup sponge for practically anything in your makeup bag. Founder Rea Ann Silva’s experience spans a 20-year journey as one of the industry’s most sought-after Hollywood makeup artists. The one-of-a-kind edgeless makeup sponge ensured her clients looked impeccable on camera in high-definition.
Bella Doña is an L.A. Latina lifestyle streetwear brand co-founded by best friends LaLa Romero and Natalia Durazo. With its roots in Chicano and LA culture, Bella Doña is proud to celebrate the spirit of sisterhood and their childhood nostalgia: long acrylic nails, big-ass gold hoops, and winged eyeliner.
Bracha offers on-trend and affordable jewelry pieces without compromising quality: mixed metals, handcrafted designs, earrings, bracelets, rings, and necklaces. The sister duo Sayra Carpenter and Michelle Carranza co-founded the coveted jewelry brand, now sold nationwide.
Bonita Fierce Candles was built for the next generation of Latinas. Founded by Melissa Gallardo during the pandemic, she dedicated time to creating premium candles inspired by Latin@ heritage and home. Each candle is made with clean ingredients and eco-friendly packaging as they share la cultura with the rest of the world.
With over 20 years of history, FARM is Brazil’s most beloved clothing and lifestyle brand. The story began in 1997 in Rio at a local independent fashion market called Babilonia Feira Hype, where founders Katia Barros and Marcello Bastos took their chances on launching a clothing line that embodies the feminine spirit and vibrant colors of Rio.
The Honest Company launched with the mission to inspire and empower people to live happy and healthy lives. Founded by Jessica Alba, Honest Beauty is a comprehensive prestige skincare, makeup, haircare, and baby, and home essentials company created with the mission to make clean, sustainable, well-designed products that work.
Joaquina Botánica is a results-driven vibrant skincare powered by Latin American natural ingredients and clinically proven actives. Colombian founder Giovanna Campagna created the brand to celebrate Latin America’s incredible botanical beauty, inspired by family stories of vibrant, spirited women.
Nopalera is a bath and beauty line inspired by the nopal cactus for its resilience, versatility, and cultural symbolism. Founder Sandra Velasquez created Nopalera to celebrate her Mexican roots and change the cultural perception of the value of Latino goods, while inspiring the community to stand in their worth.
Tata Harper is luxurious and natural skincare that delivers actual results without a drop of synthetic chemicals. When co-founder Tata Harper couldn’t find 100% natural products that were up to her impeccable standards of efficacy, quality, and purity, she created the skincare line for herself and women like her who refuse to risk their health for beauty.
Maude is a modern sexual wellness brand created to simplify sex with body-safe essentials like vibrators, condoms, lubricants, and other personal care goods. Founder Éva Goicochea converged her experience as a legislative aide in healthcare and supporting forward-thinking companies to launch Maude.
Vamigas is a green beauty line based on botanicals from Latin America. Co-founders Ann Murray-Dunning & Christina Kelmon have created all-natural products that include the secret ingredients of generations of Latin American women before us.
Walmart
The Beautyblender is a versatile makeup sponge for practically anything in your makeup bag. Founder Rea Ann Silva’s experience spans a 20-year journey as one of the industry’s most sought-after Hollywood makeup artists. The one-of-a-kind edgeless makeup sponge ensured her clients looked impeccable on camera in high-definition.
Founder Aisha Ceballos-Crump created Botánika Beauty to connect with our cultural roots via a product that celebrates the overlooked and underrepresented Latina women in the haircare and beauty industry. Each product made by Botanika Beauty includes healing herbs that enhance not only your mental wellness but also your physical wellness.
Brazil Bites create joyful moments through Latin-inspired foods that are naturally gluten-free and instantly loved. The company was born in the kitchen of husband-and-wife duo Junea Rocha and Cameron MacMullin to bring the Brazilian household staple Cheese Bread (Pão de Queijo) to the U.S. market.
Eat Me Guilt Free is a baked product line that includes brownies, cakes, cookies, tortillas, and bread. Cuban-American founder Cristie Besu, a Registered Nurse and Certified Sports Nutritionist, created it due to clients struggling with their nighttime cravings for sweets.
Founded by Sonia Guzmán and Ana Brenda Contreras, Eva + Avo is a hair care brand that harnesses the power of natural ingredients. Many of their powerhouse products are made with naturally nourishing ingredients like avocado (hence the brand name), rosemary, and cocoa.
Fresh Bellies is creating a new generation of healthy, adventurous eaters with its savory snacks and meals focused on combating childhood obesity. Founder Saskia Sorrosa, created this organic baby food line with a hint of South American flavor in honor of her Ecuadorian roots.
Golden Dream Beauty is a brand with a mission to inspire, motivate and empower you to reach goals, fee inspired, and look good. Founder Ydelays Rodriguez has created a beauty brand encouraging you to live unapologetically and shine bright ‘cause you look spectacular.
The Honest Company launched with the mission to inspire and empower people to live happy and healthy lives. Founded by Jessica Alba, Honest Beauty is a comprehensive prestige skincare, makeup, haircare, and baby, and home essentials company created with the mission to make clean, sustainable, well-designed products that work.
Co-founder Lisa Petrozzi believes that a healthy diet is at the core of human well-being and happiness, so she launched a healthy breakfast line made with natural superfoods grown in the Andes and Amazon of Peru. They strive to offer healthier, cleaner options of convenient foods to the ones they love without sacrificing taste or fun.
Luna Magic is an indie brand founded in Los Angeles by Afro-Dominican sisters Mabel & Shaira Frias. Their mission is to introduce high-quality cosmetics with approachable prices and colorful packaging to celebrate their heritage.
Pisqueya is a line of all-natural, high-quality food products inspired by the gap in Dominican representation within the global food market. Founder Maritza Abreu sees the Dominican brand as a celebration of Latin culture and contributing to her family legacy.
Reina Rebelde was born out of founder Regina Merson’s passion for makeup and extreme pride in her cultural identity as a Latina. The award-winning makeup line’s collection of products is full of provocative shades that deliver boldness and passion.
Rizos Curls are hair care products by founder Julissa Prado that embrace and celebrate the beauty of curls, coils, and waves everywhere. They are known for their clean hair care products & efficacious formulations made w/ natural ingredients such as aloe vera, coconut oil, shea butter, sunflower oil & moringa oil.
Wear Your Curls is the original creator of the CurlCase. The CurlCase is a revolutionary product that protects and preserves your hair. Founder Felicia Rodriguez grew up passionate about hair, which led her to create this important hair care brand, that also offers a number of other hair care products tailored for natural hair.
Whole Foods
Agua Bonita celebrates Mexican culture with flavorful aguas frescas made with ugly surplus produce and no added sugars. Founder Kayla Castañeda launched during the pandemic, deciding to create something reflective of her Mexican culture, family, and her grandpa’s teaching of never letting food go to waste.
Brazil Bites create joyful moments through Latin-inspired foods that are naturally gluten-free and instantly loved. The company was born in the kitchen of husband-and-wife duo Junea Rocha and Cameron MacMullin to bring the Brazilian household staple Cheese Bread (Pão de Queijo) to the U.S. market.
Fresh Bellies is creating a new generation of healthy, adventurous eaters with its savory snacks and meals focused on combating childhood obesity. Founder Saskia Sorrosa, created this organic baby food line with a hint of South American flavor in honor of her Ecuadorian roots.
Siete Family Foods, co-founded by Veronica & Miguel Garza, is a mission-based company passionate about making and sharing real food, gathering together in an authentic community, and advocating for healthier lifestyles among Latino families. The Mexican-American Garza family came together to learn ways food can heal in support of Veronica Garza’s series of major health issues, and Siete was born.
Saucy Lips is a handcrafted gourmet sauce whose mission is to bring families back to the dinner table with the most amazing food imaginable. Co-founders Natalia Dalton and Jess Dalton Salazar have celebrated their Mexican heritage with every bottle of their homemade sauces.
Sephora
The Beautyblender is a versatile makeup sponge for practically anything in your makeup bag. Founder Rea Ann Silva’s experience spans a 20-year journey as one of the industry’s most sought-after Hollywood makeup artists. The one-of-a-kind edgeless makeup sponge ensured her clients looked impeccable on camera in high-definition.
Ceremonia is a clean hair care brand rooted in Latinx heritage. Founded by Babba Rivera, Ceremonia aims to empower confident natural hair that feels as good as it looks by manifesting modern-day rituals. Ceremonia is now the first Latina-owned hair care brand in Sephora.
Puerto Rican and African American founder of Hyper Skin Desiree Verdejo created the brand from her personal need to find a product tailored to hyperpigmentation on acne-prone melanated skin. The industry was not considering brown skin in their formulations and skincare concerns. So she took matters into her own hands to create an easy, results-oriented skincare brand rooted in multiculturalism.
Founded in 2012 when Lora Arellano and Dana Bomar identified that highly pigmented, ultra-matte, bold lipstick shades were missing from the cosmetics world, Melt Cosmetics set out to fill that void. The duo took their combined decade of experience in the makeup industry and working in retail to create five shades that sold out the minute they launched online.
Rare Beauty was founded by Selena Gomez with the mission to create a brand that shapes conversations around beauty, self-acceptance, and mental healing, and dismantles unrealistic expectations of beauty. 1% of all sales go to support mental health.
Ulta
Founder Erika Rodriguez has created an award-winning, plastic-free crayons for eyes, lips and cheeks. Made with 9 simple ingredients, the 100% vegan, palm oil-free & cruelty-free makeup line is perfect for minimalists on-the-go.
The Beautyblender is a versatile makeup sponge for practically anything in your makeup bag. Founder Rea Ann Silva’s experience spans a 20-year journey as one of the industry’s most sought-after Hollywood makeup artists. The one-of-a-kind edgeless makeup sponge ensured her clients looked impeccable on camera in high-definition.
The idea of Better Not Younger started when founder Sonsoles Gonzalez struggled to find products that worked on her changing hair. After 25 years working on haircare brands for Procter & Gamble and L’Oréal, she was amazed that there was still so little out there for women that address the root cause and signs of aging hair.
Founded by global entrepreneur and OG blogger Camila Coelho, Elaluz is a mindfully luxurious brand designed to help everyone find their light and shine it out to the world. Inclusivity, sustainability, and transparency lie at the heart of this coveted collection. Formulated with high-performance clean ingredients, these timeless must-haves deliver maximum impact with minimal effort.
It’s A 10 Haircare is dedicated to providing high-quality, luxury hair care products for every hair type. Founder Carolyn Aronson began her career with 20+ years as a hairstylist and salon owner. It’s A 10 Haircare was born out of her frustration with brands that produced dozens of products with single benefits and hard-to-follow claims. She envisioned a line for everyone and delivered full, salon-quality results in just one bottle.
Rizos Curls are hair care products by founder Julissa Prado that embrace and celebrate the beauty of curls, coils, and waves everywhere. They are known for their clean hair care products & efficacious formulations made w/ natural ingredients such as aloe vera, coconut oil, shea butter, sunflower oil & moringa oil.
Founder and artist Becky G created Treslúce Beauty to celebrate and support Latinx heritage and culture, and honor those that came before you. Treslúce develops high-performance, vegan-friendly, cruelty-free, conscious formulations that deliver high-impact artistry.
Macy’s
The Beautyblender is a versatile makeup sponge for practically anything in your makeup bag. Founder Rea Ann Silva’s experience spans a 20-year journey as one of the industry’s most sought-after Hollywood makeup artists. The one-of-a-kind edgeless makeup sponge ensured her clients looked impeccable on camera in high-definition.
The idea of Better Not Younger started when founder Sonsoles Gonzalez struggled to find products that worked on her changing hair. After 25 years working on haircare brands for Procter & Gamble and L’Oréal, she was amazed that there was still so little out there for women that address the root cause and signs of aging hair.
Caley Cosmetics
Caley Cosmetics is natural makeup that you will have fun with. Founders Annie & Cindy Holland-Rodriguez are 2nd & 3rd generations of women in the beauty business. They set out to use their product knowledge and family’s vivacity to create something that makes it easy to choose natural beauty products.
Caro Home
Founder Carolina Feinstein created Caro Home inspired by her love for her family and passion for modern design. They travel the world sourcing products from the best factories that meet the highest quality standards.
Elephantito
Elephantito is a luxury children’s-wear brand known for its elegant style and impeccable all-leather shoes. Co-owner Alexandra Penso and designer Maria Frallicciardi successfully launched Elephantito, a key player in the high-end children’s market for almost two decades.
Created by celebrity esthetician Joanna Vargas, the clean skincare brand breathes life and vitality into aging or imbalanced skin. She combines her commitment to plant-based ingredients and her passion for science for people to create beautiful skin inside and out.
GRL Collective
GRL Collective is a Latina-founded lifestyle brand for girls that care. Founded by Kristine Rodriguez in 2017 after testifying against her abuser in a public case, GRL Collective designs all of its products and believes in ethical, sustainable, and fair-trade practices when it comes to manufacturing.
Gracemade
Gracemade is a faith-driven apparel brand that delivers a fashion-forward, nonlegalistic interpretation of modesty. Established in 2016, the brand was created by founder Jasmine Rennie as a means for women to express their personal style while honoring their values.
Mixed Up Clothing
Mixed Up Clothing is dedicated to sharing the world’s vibrant cultures and creating a space where diversity is celebrated through children’s apparel. Afro Latina founder Sonia Smith-Kang is on a mission to provide accurate cultural representations of our multicultural experiences.
NOOD
Founder Astrid Unwalla launched NOOD, a brand born with inclusivity, sustainability, and innovation at its heart. They create products that empower women through style and beauty while staying in Mother Nature’s good books.
Red Flower
Red Flower’s mission is a lifelong project, a commitment to creating environmentally and socially responsible products that turn consumers into contributors to the world, creating harmony with themselves and their surroundings.
Sweet Peas
Founder Adriana Hummel realized she needed to create something that would be fashionable, comfortable, interchangeable, and baby friendly for her beautiful daughter, and that’s when Sweet Peas was born.
Vera Mona specializes in innovative beauty tools that are one of a kind. Founder Letty Calvo has launched a line dedicated to making beauty fun, fast, and fabulous.
You can count on Zulay Kitchen to bring you quality products that they use in their own kitchen. Founder Aaron and Whitney Cordovez want to offer you tools to cook delicious, nutritious food and treats while making the most out of your budget.
Thirteen Lune
Founder Erika Rodriguez has created an award-winning, plastic-free crayons for eyes, lips and cheeks. Made with 9 simple ingredients, the 100% vegan, palm oil-free & cruelty-free makeup line is perfect for minimalists on-the-go.
Bomba Curls is a 100% clean & green hair care line, meaning products are 100% nontoxic, biodegradable, sustainable, and certified cruelty-free. Founded by Afro-Dominicana Lulu Cordero, she wanted to share the tightly kept Dominican beauty secrets used by generations of women to boost growth and maintain fullness with the world naturally.
Founder Ere Perez created a natural skincare and makeup line that celebrates rich Mexican culture and uses powerful ingredients like beets, avocado, aloe vera, and quinoa. The brand is the alchemy of Australia’s bountiful nature with a dash of rich Mexican color.
Created by celebrity esthetician Joanna Vargas, the clean skincare brand breathes life and vitality into aging or imbalanced skin. She combines her commitment to plant-based ingredients and her passion for science for people to create beautiful skin inside and out.
Joaquina Botánica is a results-driven vibrant skincare powered by Latin American natural ingredients and clinically proven actives. Colombian founder Giovanna Campagna created the brand to celebrate Latin America’s incredible botanical beauty, inspired by family stories of vibrant, spirited women.
Nopalera is a bath and beauty line inspired by the nopal cactus for its resilience, versatility, and cultural symbolism. Founder Sandra Velasquez created Nopalera to celebrate her Mexican roots and change the cultural perception of the value of Latino goods, while inspiring the community to stand in their worth.
Inspired by the natural landscape of New South Wales, founder Pia Whitesell created Macabalm –a multipurpose organic balm formulated to nourish the skin and offer long-lasting skin hydration. The products contain a multitude of active ingredients that repair and nourish the skin from the outside in.
Prados Beauty is an inclusive and uplifting beauty brand, founded by Indigenous woman Cece Meadows on a mission to create space for Indigenous people in the beauty space. Prados Beauty brings light and awareness to Indigenous peoples, their stories, their true history, resiliency and beauty.
A pro-melanin skin care brand founded by Rafaela Gonzalez, Gloryscent Beauty facilitates the journey to healthy radiant skin by protecting the skin from environmental aggressors. She believes that nature offers all the necessary elements to create effective solutions for maintaining a healthy complexion.
Founder Gabriela Navejas created simple essential colors made from well-considered ingredients that hydrate, nourish, and plump the lips. The products are made from Mānuka honey rich goodness synthesized with a tsunami of clean ingredients.
Born and inspired by the Dominican Republic, Repùblica Skin shares the rich heritage of sensually radiant skin with clean body care, inspired by nature. Founder Julissa Bermudez chose formulas made of natural ingredients for the sweetest skin indulgence.
Vamigas is a green beauty line based on botanicals from Latin America. Co-founders Ann Murray-Dunning & Christina Kelmon have created all-natural products that include the secret ingredients of generations of Latin American women before us.
JCPenney
Founder Marta Cros believes that simplicity is transformative. That’s why she’s created a collection of 8, simple, sustainable and affordable skincare essentials to promote your healthiest skin yet. They did the hard work to keep things easy for you.
Bomba Curls is a 100% clean & green hair care line, meaning products are 100% nontoxic, biodegradable, sustainable, and certified cruelty-free. Founded by Afro-Dominicana Lulu Cordero, she wanted to share the tightly kept Dominican beauty secrets used by generations of women to boost growth and maintain fullness with the world naturally.
A pro-melanin skincare brand founded by Rafaela Gonzalez, Gloryscent Beauty facilitates the journey to healthy radiant skin by protecting the skin from environmental aggressors. She believes that nature offers all the necessary elements to create effective solutions for maintaining a healthy complexion.
Founder Gabriela Navejas created simple essential colors made from well-considered ingredients that hydrate, nourish, and plump the lips. The products are made from Mānuka honey-rich goodness synthesized with a tsunami of clean ingredients.
Reina Rebelde was born out of founder Regina Merson’s passion for makeup and extreme pride in her cultural identity as a Latina. The award-winning makeup line’s collection of products is full of provocative shades that deliver boldness and passion.
Prados Beauty is an inclusive and uplifting beauty brand, founded by Indigenous woman Cece Meadows on a mission to create space for Indigenous people in the beauty space. Prados Beauty brings light and awareness to Indigenous peoples, their stories, true history, resiliency, and beauty.
Created by celebrity esthetician Joanna Vargas, the clean skincare brand breathes life and vitality into aging or imbalanced skin. She combines her commitment to plant-based ingredients and her passion for science for people to create beautiful skin inside and out.
This health & wellness company is determined to pave the way for you to experience the many life-changing benefits of Broad Spectrum Hemp CBD in all areas of your day to day. Founder Michelle Clemens created a collection of prestige CBD products for you to explore.
Switch2Pure believes that clean beauty doesn’t need to be complicated, and pure performance-based skincare should be more than a good idea. Founder Estela Cockrell formulated the Switch2Pure Collections with the most powerful and effective ingredients, from beauty tools to facial and body skincare, to help your glow game for good.
Vamigas is a green beauty line based on botanicals from Latin America. Co-founders Ann Murray-Dunning & Christina Kelmon have created all-natural products that include the secret ingredients of generations of Latin American women before us.
