Level up Your Vanity With These 10 Latina-Owned Beauty Brands

As a child, Mexican-born Regina Merson watched her mother perform her beauty rituals each day. Like her, she instantly became obsessed with all things beauty, a passion that she took with her into adulthood. “[Beauty] was how I related to my mother, grandmothers, aunts, and friends. I realized that it wasn’t just true for me, but for a majority of Latinas as well,” she shares. A former lawyer, Merson decided to quit her day job to create Reina Rebelde, a makeup line that is both bold and inclusive. Emblazoned with a fiery sacred heart, each product is highly pigmented and meant to make a statement. From its best-selling red lipstick to its contour kit, Reina Rebelde is made for the woman who is confident, passionate, and doesn’t shy away from being the center of attention.