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15 Lifestyle and Wellness Brands Owned by Latin

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Latinx people are currently opening more small businesses than any other ethnic group in the U.S. This is also true for the wellness and lifestyle sectors. According to the Stanford Latino Entrepreneurship Initiative (SLI), Latinx-owned businesses make up approximately 4 percent of U.S. business revenues. However, this is not apparent from media representations of Latinx people.

In the past few years, we have made an effort to make a greater investment in my local community. We have everything you need, including accessories, candles, make-up, and apparel. Shop below to support Latinx communities and 15 Latinx-owned businesses.


Artist Couture

Angel Merino, aka Mac Daddy, is the influencer. His makeup-centric Instagram has over one million followers and he doesn’t miss any beat. Merino is the CEO and founder of Artist Couture. He founded it to “inspire self expression and celebrate individuality through make-up artistry.”

Brujita Skincare

Some people call her bruja, which is Spanish for “witch,” because of her borderline-supernatural intuition. Leah Guerrero, an esthetician, harnessed her inner-bruja to create a product that does wonders for your skin. After spending time in Mexico City’s vibrant mercados (markets), Guerrero founded Brujita Skincare. She has been focusing on making products accessible to everyone since then. The cherry on top? Brujita Skincare uses only the best ingredients. They are organic, sustainable, and unrefined.

The House of Curls

Let me be clear: Latinx communities are rife with systemic racism and colorism. Sherly Tavarez (Dominican-American stylist, entrepreneur) created Hause of Curls to address the problem of pelo miso. Tavarez transformed negative comments about natural hair into empowerment statements by putting them on t-shirts. Hause of Curls now offers a Curlfriend collection box, which contains goodies such as hair pins and satin scrunchies.

Luna Magic

Luna Magic is an independent beauty and lifestyle brand. It was founded by Mabel Frias and Shaira Frias, both Dominican-American sisters and Afro-Latina. Mabel combines her 10 years of digital strategy experience with Shaira’s professional makeup artist experience to create #ParaLaCultura, the official hashtag for LUNA MAGIC. The brand is inspired by Los Angeles, the Caribbean, Latin America and New York City.



Enid&Co is a Connecticut-based jewelry company founded by Lydia Enid and Amanda Enid, a Puerto Rican mother and daughter duo. Their website states that each item is handcrafted using “mucho amor y un chinde sazon,” which in Spanish means “much love and laughter” and “mucho affection, risas and un chin de lazon.” They also offer amazing jewelry at a reasonable price.

Jen Zeano Designs

Jen Zeano Designs, Texas-based Jen Zeano Designs is go to for shirts (or earrings) or pins or stickers that remind Latinas that they are not a force of nature. JZD is a Mexicana who is a fearless leader and self-proclaimed flower child. She creates designs that help us feel included. JZD walks the empowerment walk, and there is a section called Latinas Supporting Latinas where buyers can shop for Latina-owned businesses.

Simple Threads

Being a Valley girl, I was drawn to the support of Latinx entrepreneurs in Valley Village. Simple Threads’ grand opening in Valley Village is one of my favourite things that happened in 2020. I can count all the positive things. April Diaz, a go-getter, opened her boutique three months ago to showcase her amazing style. While the Simple Threads website is still under construction, you can shop their Instagram during their official launch.

Yo Soy AfroLatina

Yo Soy AfroLatina is a brand that helps Latinx people understand and represent themselves. Bianca Kathryn founded Yo Soy AfroLatina, an African-American woman who didn’t grow-up around people with the same complexion as her. The organization has three main goals.


La Botica

Afro-Latina Dawn Marie West is the founder and creative director at La Botica (pronounced LABOH-TEEKA). She was a true entrepreneur when she founded this brand. La Botica was her sanctuary. She has seen it grow into a “chill space” as well as a collection sustainable luxury pieces. La Botica produces a variety of sustainable luxury products including accessories and candles. Palo Santo is one of my favourite candle scents. It has been widely used in Latin America for its healing properties.

Morena Apothecary

Julissa Pena’s idea, Morena Apothecary, a Bronx-based Afro-Latina beauty and wellness shop, offers custom-made products such as sugar scrubs, honey face masks, and serums. They also offer a range of wellness products, including bath mixes, candles, as well as an elderberry-burdock syrup to boost your immune system. According to an Instagram post the syrup was created with children in mind. Morena Apothecary does not have a website, but you can still DM the account on Instagram to place an order.

Valley Girl Apothecary

Valley Girl Apothecary, like JZD, is my favorite place to find empowering apparel. It also has candles that make me feel good. Valley Girl Apothecary, founded by Michelle Alvarado (Swiss-American), offers hand-poured candles that are inspired by my San Fernando Valley.

XolyLuna Herbalist

This could be your next favorite incense shop. XolyLuna Herbalist seamlessly combines cultural tradition and science. XolyLuna is a small-batch apothecary based in Hawthorne. It was founded as a personal pain relief solution for Tara Torres. The apothecary now has several thousand Instagram followers and loyal customers. XolyLuna’s mission is to heal Latinx communities and offer a safe place where they can heal. Their anxiety tincture is incredible and almost always sells out.


Latinx and Plants

Los Angeles is taking notice of this cute pop-up shop in Boyle Heights. Andi Xoch, founder and parent of Latinx with Plants, was inspired by Black with Plants. She launched Latinx with Plants March 2019. Their site says that Latinx with Plants was initially “primarily dedicated to sharing fun memes and plant inspo, as well as plant parent goals,” but has evolved to become something bigger. Latinx with Plants is a community-based organization that aims to give a plant to members of the community. However, it is also socially conscious. It has four priorities: community, Indigenous sovereignty and Black liberation.

Tia Planta

Mac Daddy may be the beauty influencer but Tia Planta, with thousands of followers and over 200 plants babies, is the plant influencer. Tia Planta can be found in Jersey selling plants and instructing people about caring for their plants. All of us need a tia who cares about us as Tia Planta does for her plants babies. Tia Planta can be found on the East Coast. Say “Hey Tia Planta!”

Valley Girl Gardens

Do you really want to live a happy life? Debatable. There are plenty of Latinx-owned plants shops. Valley Girl Gardens is my favorite. Did you think I was joking about lifting the Valley? You can’t help but laugh. Valley Girl Gardens was established in 2017 and offers pop-ups where the community can purchase plants, planters or handmade soaps. You’ll want to mark your calendars for their next pop-up on Saturday, October 10, 2020. It will be both safe and distant.

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