In celebration of Hispanic Heritage Month, we are honoring the men and women bringing fresh new ideas and energy into the beauty industry.
From an impact-driven cosmetics company that gives back to single-parent families to a haircare brand that brings forward the natural beauty secrets of Honduras, keep scrolling to meet the founders behind the companies that are reshaping the beauty industry one product at a time. Happy shopping!
Shan Berries, Founder and CEO of Shades By Shan Cosmetics
Growing up with a single Latina mother, Shan Berries saw firsthand the strength, sacrifice, and love it takes to raise a family solo. Inspired by her mother’s resilience, the beauty enthusiast launched Shades By Shan in 2018—a beauty brand with a big heart and an even bigger mission to give back to single parents in need.
At the core of the impact-driven cosmetics company is a passion for giving back— whether it’s through initiatives that provide financial aid or simply amplifying the voices of those in need of support. It is worth noting that a portion of each purchase goes to The MamaBerries Nonprofit Foundation, the founder’s non-profit that provides single-parent families in need with financial assistance.
Ashley Smith, Founder of Batana Babe
From a young age, Ashley Smith felt a deep-rooted connection to the natural beauty secrets of Honduras. The beauty founder first experienced the nourishing benefits of Batana Oil when her grandmother would apply it to her hair weekly. This early introduction sparked a lifelong appreciation for the oil’s strengthening properties.
In 2024, Smith founded Batana Babe with a mission to bring this hidden gem to the world. To ensure the oil’s authenticity and purity, the brand sources directly from farms in Honduras.
Gabriela Hernandez, CEO of Bésame Cosmetics
Gabriela Hernandez is the founder of Bésame Cosmetics, a brand inspired by a century of beauty traditions and iconic women. Hernandez’s fascination with makeup began as a young girl, watching her grandmother’s daily beauty ritual—an artful application of bold lipstick and rouge.
After immigrating from Buenos Aires to the U.S., Gabriela’s passion for cosmetics evolved into expertise. She became a makeup historian— publishing Classic Beauty: The History of Makeup— before launching Bésame Cosmetics. Her carefully curated collection draws on vintage beauty techniques and timeless trends, offering modern women a connection to the elegance of the past.
Kathleen Fuentes, Founder of Lights Lacquer
Founded in 2019 by Cuban entrepreneur and beauty influencer Kathleen Fuentes (aka Kathleenlights), Lights Lacquer is a vegan, cruelty-free, and clean nail lacquer brand.
Designed by a women-led team of creatives based in Miami Fl, the colorful brand is known for its unique shades and clean beauty focus. The brand also offers tools and accessories to make at-home manis a breeze.
Candice Wheat, Founder and Master Bath Artisan of The Lavish Goat
Candice Wheat is breaking barriers as a Hispanic woman in the manufacturing industry, where women make up just 2%. Inspired by her goal to create healthier alternatives to commercially available bath products, Wheat launched The Lavish Goat out of her kitchen using high-quality all-natural ingredients.
Her resilience and innovation propelled her brand to success, earning The Lavish Goat a reputation for high-quality, sustainable bath products like natural soaps, bath bombs, and refreshing shower steamers.
Vance Soto, Founder of VSOTO
Vance Soto used everything he learned over two decades of studying spa culture to create VSOTO, a skincare brand with a deep commitment to clean and natural ingredients. Designed to be spa treatment in a jar, each product features key ingredients to target the changing skin concerns of customers.
The president and owner of OLEHENRIKSEN Spa in Los Angeles believes that that taking care of your skin is easier when you have products you look forward to using daily.
Maria Jose, Co-Founder of Di Luna Candles x Nest
In the summer of 2020, Maria Jose began making candles as a hobby while working as a manager at a financial institution. With strong support from her family and community, her passion grew into a thriving business.
Located in the heart of Tucson, Arizona, Di Luna Candles is a Latina-owned business specializing in luxurious, hand-poured 100% soy wax candles that are sustainably made to burn clean while creating a captivating scent experience.
Jadis Montijo, Founder of Motivo Scar Care
Puerto Rican founder Jadis Montijo is making it a lot easier to care for scars. Drawing from personal experience, the visionary CEO of Motivo Scar Care launched in 2021 with renowned gender-affirming surgeon Dr. Jonathan Keith to create one of the few all-inclusive scar treatment products in the industry.
The brand’s mission is to offer high-quality, inclusive scar care that empowers people of all gender identities, skin types, and backgrounds to “heal together.”
Cory and Nicol Varona, Founders of OCOA Beauty
Founded by sisters Cory and Nicol Varona, OCOA is a clean curl care brand inspired by the Dominican Republic.
After years of being told their natural hair was “pelo malo” (bad hair) and resorting to straightening, the sister duo took control of their hair journey and created OCOA to help others embrace their authentic beauty. Their mission is to end hair assimilation and empower women to let their natural curls flourish, celebrating the beauty they were born with.
Lara Schmoisman, CEO and Founder of Infuse
Inspired by the radiant skin of her grandmothers, Argentinian founder Lara Schmoisman combined tradition with innovation to launch INFUSE, a luxury skincare brand rooted in Hispanic culture. The scientifically advanced skincare line harnesses the caffeinated power of Argentina’s Yerba Mate to keep natural skin glowing.
