Berry Gothic or Euphoria-Inspired, These Latinx-Founded Beauty Brands Will Get You There

By Shayna Gonsalves

Ushering in a new batch of trendy looks along with the new season, we are looking forward to playing with everything from the minimal to the bold. In honor of Hispanic Heritage Month, we are turning to our Latinx-founded brands to tap into fall’s latest beauty trends. From skincare as beauty to playful graphic eyes, we’ve got you covered when it comes to fire looks for cooler temps.

TREND: Euphoric


WHY WE LOVE IT: Inspired by one of our favorite teen dramas, playful graphic eyes are having a moment. Taking a cue from Euphoria’s Makeup Artist Donni Davy, grab some setting spray, detail brushes, and a colorful palette and really let yourself go for it - makeup should be fun!

HOW TO WEAR: Saturate your brush with some setting spray and any eyeshadow can become a liquid. Using an angled brush, go bold and graphic by using the deepest blue in a simple winged shape, or opt for a watercolor effect with a fluffier brush going from a lime green on the inner corners of your eyes to a watermelon pink as you reach the outer edges.

TREND: The Minimalist


WHY WE LOVE IT: Low lift with maximum reward, the minimal aesthetic endures seasons later likely due to the timeless combo of glazed skin, intentional makeup, and slicked-back hair. Especially great when you are in a rush or between wash days, this look is heavy on the day-to-day prep and light on day-of necessities.

HOW TO WEAR: Skincare is more important than makeup for this pared back trend. Reach for luxurious staples from Joanna Vargas to achieve the perfect base, like the Exfoliating Mask twice a week that uses fruit enzymes and Kojic Acid to help you glow, the Daily Serum to help minimize pores and enhance radiance with its lightweight formula, or the Supernova Serum for a powerful elixir of a gentle retinol alternative that, over time, keeps you in a youthful glow. Once your skin is sorted, use the Macabalm Moisturizing Balm in place of a highlighter on the high points of your face and as a subtle lip gloss. To slick back your hair into a ponytail or bun, use the Oil Mist con Aloe Vera from Ceremonia to get some lightweight shine and smooth out with your favorite boar bristle brush.

TREND: Berry Gothic


WHY WE LOVE IT: Moody and versatile, plum lips are a bold departure from the brighter colors of Summer.

HOW TO WEAR: From berries and plums to wines and burgundies, have fun picking a purple that speaks to you. Apply your lipstick as you normally would, but then gently smudge the edges with a clean finger. The feathered border will add some softness to the bold look, making it easy to wear day or night.

Best Seller
An award-winning satin lipstick that is powered by organic UMF 15+ Manuka honey, shea butter, and avocado to keep lips feeling moisturized and soothed.

Madame Gabriela



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