"Allegretto" [My mother combed the knots in my hair and made sure I was wearing pretty clothes. The literal translation is "get ready." But for many Latinos, it means "put on your lipstick before the guests arrive." To this day, this command from my mother still echoes in my head before I head out to dinner, to an event, or even before I leave to run an errand. I can't just "run to the supermarket for milk without brushing my hair.

For a long time, I thought my love of beauty had nothing to do with being Latino. Growing up, my Nicaraguan mother would make me fish through my makeup bag and come out of the bathroom an hour later with a victorious coat of silver eyeshadow from my eyelash line to my forehead. This may sound like a cliché for a young woman. In reality, however, my mother only told me about her cosmetics stash because she didn't particularly care for it herself. Her extensive cosmetics collection is a good example of why our culture is like a magpie drawn to beauty and glamour. An appreciation for beauty is part of her DNA.

That's where my grandmother comes in. While my mother embraced my love of beauty, my grandmother, a woman who never stood out without her red lipstick, nurtured beauty. I often helped my grandmother prepare for celebrations, applying blush and carefully brushing and braiding her hair. It was our ritual. Even when the make-up I forced her to wear failed, like when I accidentally put nail polish on her lips (I thought it was lip gloss).

I feel this same enthusiasm when I talk to the women of Latino-founded beauty brands. These creators want to create a place where they have a deep connection to their community and where future generations of Latinas feel they belong. Their brands, built on their cultural experiences, bring me back to my own roots: belleza para nosotros - beauty for us all. Often, Latino brands are only celebrated during their time of recognition, but they deserve the same attention that mainstream brands receive all year round. Here are four of my favorites.

Marvel and Shaila Frias, two Dominican sisters of Afro-Latino descent, were awarded Glossier's Grant Initiative for Black-Owned Businesses in September 2020. Part of their business model is self-assertion, something they want to share with young Latino entrepreneurs." We are not vain. We take pride in how we look," says Shaila Frias. The brand's Matte Liquid Lipstick and Eye Shadow Makeup Palette are two of the most in-demand products that can create bold, colorful looks. Luna Magic also makes T-shirts that say "Cubana," "Boricua," and simply "Latina."

Founders Lara Romero and Natalia Durazo emphasize their mission to empower the next generation of Latinas. We say, "You are beautiful; you are beautiful. We say, 'You are beautiful; you are beautiful. ' It changes the confidence of our community and builds stronger leaders," Romero says. Among the products they make, Wing Queen liquid eyeliner has a cult following because of its intense color and consistently flawless finish. All of their products pay homage to the Latino community in Los Angeles.

"Without my Latino background, my company probably wouldn't exist," says the founder of her namesake brand, who was born in Colombia and is based in Vermont. Her grandmother, she says, helped her develop a passion for skin care. That passion has led to one of the largest and most popular clean and natural skin care brands in the industry. Inspired by family recipes using ingredients grown and harvested on Harper's farm in Vermont, the brand's products, including the best-selling Resurfacing Mask and Hydrating Floral Essence, offer a glimpse into Harper's cultural heritage.

Jessica Monzalvo, makeup artist and founder of Skin by Gem, attended elementary school in Kentucky. She recalls wondering, "Do I look so different from everyone else? Am I considered beautiful? As an adult working in the beauty industry, Monsalvo realized that clean, healthy skin was key to giving her clients confidence. Her line, which includes Rosa Clay Mask, Papaya Glow Face Oil, and Strawberry Dreams Facial Steam, began in small batches and soon attracted major retailers like Nordstrom. Says Monzalvo, "It's really great to have the opportunity to create a company that I wish had existed in the past for girls who look like me and are unsure of their place in the beauty community." 'Inclusivity is not a trend. It's who we are."

This article appeared in the Spring 2021 issue of Marie Claire.

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