Over the past several years, we’ve featured dozens of products created and founded by people that identify as Hispanic or Latinx, even if we didn’t call them out as such. So here we’ve created an evergreen directory highlighting Hispanic- and Latinx-owned businesses in five categories: beauty and wellness, fashion and accessories, food and drink, home and design, and miscellaneous, for everything else.
There are lots of layers of Hispanic and Latinx identity in the United States, so for some clarity, we turned to the U.S. Census Bureau’s definition of a Hispanic-owned business. According to it, a business is considered Hispanic-owned when “people of Mexican, Puerto Rican, Cuban or other Hispanic origin (such as Dominican or Salvadoran)” own more than 50 percent of it. We’ve also included Latinx-owned businesses here, meaning that the business owners are people of Latin American origin (and therefore not necessarily Hispanic). And as we’ve done with our guides to shopping at Black- and AAPI-owned businesses, we’ve made sure that all of these companies are independently owned, not part of a larger parent company. But all of the businesses that we are recommending have been pulled from our archives, meaning that they’ve all been vetted by our writers and editors, recommended to us by celebrities and experts alike. We’ve also gone through the list and added a product or two from some brands so you can see some of our favorite picks. (And if the product we originally wrote about is sold out, we’ve included something similar.) If you want to jump to a specific category, use the links below.
Beauty and Wellness
Since Rea Ann Silva founded the Beautyblender in 2003, the egg-shaped makeup sponges have become must-have tools for seamlessly blending makeup. Their full-coverage, long-wear foundation also comes highly recommended by makeup artists.
Facialist Joanna Vargas has worked with Mindy Kaling, Elisabeth Moss, and Greta Gerwig, among countless other celebrities. If you can’t make it to one of her spas in New York City or Los Angeles, you can shop her eponymous skin-care line. The face wash is a favorite of model Helena Christensen, who says it leaves her skin feeling “hydrated and soft.”
Maude, a sexual-wellness company, was founded by Èva Goicochea. Though it now offers a full suite of personal products, Maude is probably best-known for its surprisingly SFW-looking sex toys, which, according to one tester, are “amazing. It worked so fast that I was like, Whoa, not even ready for it.” (If you need any more convincing: The Vibe is the Strategist’s best-selling vibrator.)
According to Rio Viera-Newton, Rahua is a hair-care brand for those who prioritize “paraben- and sulfate-free ingredient lists.” She likes its vitamin-E-rich hair mask (and it’s especially great for those with double-processed hair).
If you haven’t heard Tata Harper name-dropped in editor odes or from the lips of Gwyneth Paltrow herself, you will probably recognize its signature green packaging from a Strategist story or two or three or four.
Fashion and Accessories
Co-founded by Karla Gallardo, Cuyana makes durable leather goods and bags. Their totes, in particular, have an excellent reputation as roomy yet stylish work bags that our senior writer Karen Adelson says “hold everything you’d need for a workday.”
When we asked stylish women to share their favorite pairs of underwear, many mentioned Parade, which was founded by Cami Tellez. One model described the fabric as “a supersoft mix of nylon and spandex that feels like butter on your skin,” and Megababe founder Katie Sturino says its boyshorts never sag.
Food and Drink
Loisa is a Latinx-owned business based in New York City that got its start making organic versions of two pillars of Latin seasoning: Sazón and Adobo. They now also sell spices and sofrito, but if you’re not sure where to start, try this highly giftable combo pack.
Sol Food is a Puerto Rican restaurant that was founded in the Bay Area. It offers two homemade hot sauces