How 9 Latinx Small Business Owners Celebrate Their Culture

When these Latinx entrepreneurs looked at the landscape of wellness, beauty, clothing, books and even stickers, they saw a gap in Latinx representation — and an opportunity to fix it.

We talked to nine Latinx small business owners who view their work as an opportunity to celebrate culture and serve their community.

LOQUITA BATH AND BODY

Loquita Bath and Body founder Yamira Vanegas is famous for her bath bombs, with scents and shapes evoking conchas, flan, horchata, tamarindo and elotes. But she also sells other pampering necessities, all of them vegan and cruelty-free.

“Loquita was created with the purpose of Representation, with the hopes to create products that as a Latinx we would feel more related to,” Vanegas wrote in an email. “To hopefully encourage us to practice self-care more often, since as [women of color], we tend to put it on the back burner.”

So sientate, relaja, and check out some of Loquita’s lotions or creams for a calming night in.

COURTESY OF LOQUITA

BLANK TAG CO.

Stickers can tell a story, and that’s exactly what Alondra Carbajal and Remi Silva of Blank Tag Co. hope their merch does for customers.

Their culturally conscious stickers sport phrases like “Me Vale” and transcend nationalities ― some are shaped like conchas and elotes; others like banh mi and ramen.

“Growing up as a Salvadoreña, it was difficult to find products that I felt represented me and my background. As a Korean-Mexican American, Remi faced the same problem,” Carbajal told HuffPost. “It seemed as if the products out there were not validating who we were as individuals because we didn’t fit the mainstream identity. The demographics of the U.S. are changing, but unfortunately, many retail businesses are not adapting to cater to us in an authentic way.”

VIVE COSMETICS

Vive Cosmetics is made by Latinas for … everyone! 

Joanna Rosario and Leslie Valdivia, the Mexican-Puerto Rican duo who run the brand, hope to fill a gap they see within the makeup industry and build a brand based on “la cultura.” They want to serve the diverse Latinx community with their vibrant palettes and an endless list of beauty products online.

In a joint statement to HuffPost, the founders said they see creating Vive Cosmetics “as an opportunity to highlight the beautiful diversity that exists within the Latinx cultura and also tackle and address issues that are damaging in our community, like homophobia, colorism and more.

YARCENIA GARCIA

HAUSE OF CURLS

Sherly Tavarez, a fashion stylist and creative director of Hause of Curls, saw that Eurocentric beauty standards dominated the beauty and fashion industries. The Dominican Afro-Latina was determined to change that. 

Her statement clothing slams the notion of “pelo malo,” or bad hair ― the idea that her curls and big hair are things to be ashamed of. She hopes to make girls and boys everywhere proud of their hair and heritage.

“As a first-generation Dominican raised in the United States, I feel it’s important to have a business that recognizes our culture because it shows our authenticity and it is a part of our story and journey,” Tavarez told HuffPost. “It shows that you aren’t just creating a business to make a profit; you’re building something we can all be proud of and make a difference with. For me, it was all about creating something we could all relate to and change the narrative.”

HENRY KNIGHT

REINA REBELDE

In launching a brand that offers “makeup for today’s Latina,” founder Regina Merson was inspired by telenovelas and her mother’s makeup routines. She brings her Mexican roots into each look she creates, channeling the colors and exuberance of her homeland. 

Merson’s makeup is meant to be versatile ― for queens (“las reinas”), rebels (“los rebeldes”) and everyone in between.

“My hope is that Reina Rebelde can make a positive contribution in this regard, serve as an example of authenticity and remind people that being your true self, unapologetically, is highly encouraged and always welcome,” Merson said.

LIL’ LIBROS

If you’re looking to instill Hispanic pride “en sus hijos y hijas,” look no further than Lil’ Libros. The publisher’s books take your children back to your Latino homeland, wherever that is for you. A new series explores Havana, San Salvador and beyond. 

“A business that recognizes your culture is also acknowledging your existence, value, contributions and worth,” said Lil’ Libros co-founder Patty Rodriguez. “Our children cannot be what they cannot see.”

Lil’ Libros books can also teach kids about famous Hispanic, Latinx and indigenous figures throughout history, including Celia Cruz, Cuauhtémoc and Selena Quintanilla.

COURTESY OF LIL’ LIBROS

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