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...

BY REBECAH JACOBS -LOS ANGELES In celebration of Latinx Heritage Month, Costa Brazil, Joaquina Botanica, Nopalera and Vamigas launched this week on Nordstrom.com and in stores through a multi-branded experience, along with existing Latinx brands...

By Alexandra Pauly Ann Dunning and Christina Kelmon, founders of Latinx skincare and haircarebrand Vamigas, want the beauty industry to recognize the cultural context of the ingredients it so often hails as miracles or cure-alls....

By Jennifer "Jay" Palumbo "We built the brand because we saw two interrelated problems," said Mrs. Kelmon. "One is that studies found Latina bodies have a higher toxic load, and scientists have suggested this is due...

THE RISE OF LATINA-OWNED SKINCARE BRANDS

Christina Kelmon, CEO of makeup brand Belle en Argent and co-founder of the wellness and skincare line Vamigas, started her businesses after reading studies that found Latinas have more hormone-disrupting chemicals in their bodies than...

To speak to Latinas, Vamigas weaves their culture into products by incorporating ingredients from Latin and South America. For example, Luz de Sur, the brand’s hero product, has a blend of eight Latin American botanicals....