Latine-owned beauty brands see growth through inclusivity

Latine-founded beauty companies are experiencing significant growth by prioritizing inclusivity and representation. According to the 2026 SeeMe Index, brands that reflect their customers, such as Rare Beauty, Ceremonia, and Ocoa Beauty, are growing 1.8 times faster than less inclusive competitors.

Featured products in the Latine-owned beauty sector include Untamed Naturals’ Cafecito Eye Elixir, founded by Gisela Rocha, and Ocoa Beauty’s Curl Care Shampoo, founded by Dominican sisters Cory and Nicol Varona. Other notable brands include Esponjabón, a long-standing Mexican soap-and-sponge bar brand founded by Emilio Smek.