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Every year from September 15 to October 15, the country comes together to celebrate Latinx and Hispanic Heritage Month, honoring key figures and achievements who impact the culture. In addition to applauding the creative contributions of Latinx idols such as Rita Moreno, Diego Luna, Eva Mendes and Ana De Armas, we shed light on the emerging fashion and beauty brands that are also breaking new ground within the community.
This month, J Balvin debuted Oye, a bilingual wellness app designed for the Latinx community, and retailers including Nordstrom, Target and Saks Fifth Avenue are among those highlighting established and emerging brands online and in-store.
Here we’ve rounded up a handful of Latinx and Hispanic brands loved by your favorite Hollywood stars and insiders. From colorful basics brand Parade (recently worn by cover star Sydney Sweeney) and haircare label Ceremonia, to sustainable fashion label Thrifts + Threads (featured on Janelle Monae, Hailey Bieber and others) and queer Latina-founded brand JZD (with Jessica Alba , Eva Longoria and Camila Mendes), join us in celebrating and supporting these companies today and every day.
Cami Téllez is the daughter of Colombian immigrants and the founder of Parade – a viral intimate brand known for its seamless, pop-toned clothing for all genders and sizes. The company, which raised $8 million in funding in its first year, also brought in fans Euphoria‘s Chloe Cherry and Sydney Sweeney, who have modeled for recent Parade campaigns.
Parade Lounge 2-piece set
JZD is a queer lifestyle brand owned by Latina and worn by Latinx stars including Jessica Alba, Eva Longoria and Camila Mendes. Founded by Mexican-American wife Jen and Vero Zeano, the brand recently launched in Target.
JZD Corazon Latino T-Shirt
Swedish Latina Babba Rivera launched Ceremonia in 2020 to bring a New Age perspective to hair care for everyone. Award-winning products include the Guava Leave-In Conditioner (a deep hydration-repairing cream) and the Pequi Curl Activator (an anti-frizz-enhancing cream), and the label can be found at Sephora, Net-A-Porter, and other retailers.
Ceremonia Guava Leave-In Conditioner
4. Thrift + Wires
Thrifts + Threads, worn by Hailey Bieber, Halsey, Keke Palmer and Janelle Monae, was founded by Gabriela Prendes, who works with women from underdeveloped communities to create her fair-trade, ethical and sustainable fashion label. The brand’s worn Alaia top and bottom set is a summer festival staple under the stars.
Thrift + Threads Alaia Pants and Top
Equihua is a “progressive Latinx luxury brand born of folklore and refined artistry,” as described by founder Brenda Equihua. Worn by a range of artists including Bad Bunny, J Balvin and Lil Nas X, Equihua is definitely a go-to for all the cool kids in entertainment.
Equiha Pray for them Funchie
Founded by Sandra Velasquez, Nopalera is a botanical bath and body brand inspired by the beauty and richness of Mexico. The brand takes its inspiration from the nopal cactus, an ancient symbol of Mexican culture and one of the most sustainable and versatile plants in the world. Hero products include the Noche Clara Cactus Soap and the Citrus Bath Set; the brand is also for sale at Nordstrom.
Nopalera Noche Clara Cactus Soap
Designed by the proud Dominicana Carolyn Compres-Diaz, Olette is committed to sustainability by producing elegant dresses, skirts and tops made from organic cotton, organic linen and recycled materials purchased from local suppliers in the Dominican Republic.
Olette Paquita Violeta
7. The Nue . brand
Because fashion and beauty editor Stephanie Montes wasn’t happy with the old-fashioned duct-tape bra styling hack, fashion and beauty editor Nue created to address the lack of boob tape options for different skin tones and bust sizes. The company offers four colors, and its handy outfit calculator provides a step-by-step guide to going braless for a range of silhouettes.
Nue medium boob tape
8. Bella Dona
Co-founded by best friends LaLa Romero and Natalia Durazo, Bella Doña celebrates Los Angeles, Chicano culture, sisterhood, and nostalgia through its best-selling clothing, jewelry, and homewares. With nearly half a million followers on Instagram and collections available in Nordstrom and Nike stores, it’s clear that the brand makes the culture proud.
Bella Doña West Coast Anklet
9. Beauty Blender
Rea Ann Silva – a celebrated Hollywood makeup artist of Mexican, Portuguese, Spanish and Irish descent – founded Beautyblender (available at Nordstrom, Sephora, Ulta and many other retailers) in 2003. The brand is named after its hero product: an egg. – Shaped, rimless makeup sponge that blends perfectly into makeup. Today, the miracle tool is a kit essential for celebrity makeup artists and beauty enthusiasts. Stars spotted with Beautyblender include Kris and Kylie Jenner, Katy Perry and Cynthia Erivo.
Founded by Guatemalan designer and footwear industry veteran, Jacqueline Velasquez, MCLC is a unisex footwear brand that emerged from the pandemic. Unique shapes and colorways are hallmarks of the brand, inspiring fans to create entire shoots inspired by the standout shoes. We love our sneakers, but it’s also nice to alternate every now and then. The label is also in stock online at Wolf & Badger.
11. Viva La Bonita
Founded in 2018 by Mexican-American designer Rachel Gomez, Viva La Bonita is a Latinx streetwear brand designed for intrepid women. Fans include Latin Grammy Award-winning recording artist Chiquis.
Viva La Bonita pink diary
12. Shop Latinx
Brittany Chavez founded Shop Latinx in 2016 with the goal of creating an intentional shopping experience around talented Latinx creatives and makers. In addition to hosting dozens of brands, the platform is also home to Shop Latinx’s own label.
13. Hija De Tu Madre
Hija De Tu Madre, founded by Mexican-American Patty Delgado, celebrates the beautiful mess that is Latina and Latinx. Every piece of art and clothing is inspired by the founder’s cultural crossroads. Standout pieces include the “Stop Gentrifying My Culture” t-shirt and the “Make Jefa Moves” mug, a favorite of Eva Longoria.
Hija De Tu Madre Make Jefa Moves Enamel Mug
14. Dead Blud
Co-founded by Colombiana Camila Romero and Marina Mendes, Deadblud is a sustainable fashion brand known for its adventurous designs suited to the Burning Man crowd. Fun fact: Romero entered HBO Max’s streetwear fashion competition series The hype.
Deadblud Tiger Hendrix Suit