5 Latina-owned Brands to Support

Latina-owned businesses are a driving economic and creative force in the United States these days. The term ‘shop Latinx’ has gained widespread popularity in recent years and become somewhat of a rallying cry among certain Latine circles. Perhaps it shouldn’t be surprising given the sheer size of the Latino community in the United States.

If I’m being super honest, there was a period in my life where I didn’t think twice about who was making the items I purchased. As I got older, I realized two things about my consumption habits that completely shifted the way I bought items. First, I had a habit of buying things to feel connected. However, the things I was buying didn’t actually help me feel connected to anything or anyone. Second, I would often purchase items because of the story behind how the item came to exist. Apparently, I couldn’t resist a good story. Sound like anyone you know?

Turns out, the more I got to know myself as a person, the less I cared about what the larger culture deemed cult worthy. What I really wanted was connection to myself and to my community - a tie that had been weakened over the years of trying to fit into the mainstream.

Realizing why I bought stuff helped me look at my purchases through a broader lens. These days, I am much more conscious of consuming products. Basically, I’m a vocal AF cheerleader of Latina brands, ahem, I mean I’m an ardent Latina business supporter ( Vogue Mexico/Latin America sees me this way too). I go out of my way to search and try products that are Latina-owned. And, since I don’t believe it’s necessary to sacrifice quality or style in order to support the community you love, I always find amazing brands to support.

Here are a few of my favorite Latina-owned brands. Please let me know if you’ve supported any of these businesses before. If you haven’t and feel inclined to check them out, let me know what you think!

For the fashionable woman, check out Cindy Castro New York. With gorgeous designs, sustainable materials, and made in New York City, Cindy’s work is swoon-worthy.  Looking for a one-stop shop where you can get shoes, clothing and even perfume? Check out Beatriz Valenzuela, the storied Los Angeles-based fashion maven who delivers season after season.

Keep your skin glowing all year round with the help of Youth Dealer, a skincare line created by celebrity aesthetician and melanin expert, Brandi Andrews. These products are a must to keep your skin looking gorgeous. On the topic of looking phenomenal, there is nothing a little bit of red lipstick can’t fix. These days I’m loving Valdé lipsticks (especially in the ‘Power’ shade) on those days I need a little extra pop of color.

Need to recharge your spirit and slip into a deep state of rest? I highly recommend the healing touch of Rocio Navarro and her somatic water experiences. My mind is blown every time we work together. 

Ok, I know I said I would share five of my favorite Latina-owned brands, but since you’ve read this far, I’m throwing in an extra recommendation just for you. 

If you’re looking to connect on a deeper level with loved ones, I’d recommend the #WeAllGrowLatina Amigas Circle conversation cards. They were thoughtfully created to help facilitate a more robust understanding of your amigas.

Speaking of deeper connections, I’ve gotta run and hang with my friends but I hope you enjoyed this list. I’m always on the lookout for new brands to explore, so if you have a fave company please send me a message.