It’s no secret that the Latina consumer is vital to the beauty business. “Latinas spent more than $2 billion on makeup products in the U.S. in 2019, which was 18% of the total spending on beauty,” Christina Kelmon and Ann Murray-Dunning tell Create & Cultivate. “Latinas are also major users of beauty products; 60% use nine or more makeup products,” the co-founders explain. “This led us to the problem: There are very few brands that target Latinas, and the ones that do simply don’t know how to market to our complexity and heterogeneity.” This is the problem Kelmon and Murray-Dunning are aiming to solve with their clean skincare brand Vamigas.
From the co-founders (Kelmon is a fourth-generation Mexican-American and Murray-Dunning is a Chilean-American) to the ingredients used in each product (maqui, rosa mosqueta, prickly pear, and chia from Chile, Mexico, Peru, Brazil, and more), the brand is created by Latinas, for Latinas. “It was important for us to work with Latinas behind the scenes, and so we worked with someone Christina has worked with previously, a Latina formulator in Northern California, to bring 12 non-comedogenic ingredients from Latin America that are known for assisting Latina skincare concerns like hyperpigmentation, wrinkles, and dark spots,” explains Murray-Dunning.