“It ended up being instinctual because we really are our own customers,” Romero said, also adding that women across their communities also had an impact on their creative ideation. When L.A.-based fashion entrepreneurs Natalia Durazo and LaLa Romero made their first foray into beauty with Sweet Street Cosmetics, they started by making products for themselves. Sweet Street Cosmetics Always ‘n Forever Lipstick, $22, available in four shades at. “Everyone is so stressed out right now, and if you have anxiety, depression or insomnia, it’s for you,” she said.Īraceli Beauty Tequila Highlighters, $18, available in three shades at. Just as Cola’s hair company caters to hair types ranging in density and porosity, she said the audience for the Peace Pills is even broader. It also includes chamomile for its relaxing properties, and hibiscus for antioxidant/anti-inflammatory support. John’s Wort and adaptogenic herb Ashwagandha. That being said, the product features natural herbal mood enhancers like St. “The Peace Pills are intended to help you get a good night’s rest,” she said, but added that she also recommends them for anxiety, depression and pre-menstrual syndrome. The brand’s Peace Pills, which launched in August, claim to work on a variety of ills, starting with insomnia. I had a baby two years ago, and I suffered from postpartum depression, so treating that was important to me, too,” Cola said. “I have always been anti-drugs and pharmaceuticals and taken different herbs, and that’s always been a passion for me. So, when she expanded into the supplement category with OrganiGrow Life Co., basing her product formulations off of her own tips and tricks was a natural decision. Kay Cola, founder of OrganiGrowHairCo., got into the beauty game because of her own journey looking to care for her textured hair. We often call it taco-proof or empanada-proof,” Valdivia said. “The shining star behind the formula is the longevity. The vegan, cruelty-free formulas, which are intended for long wear, are also transfer-proof, making them ideal in the age of the face mask. The colors you think of when you think of fall,” she added. “The colors are deep, rich berry and plum colors, burgundies. “It’s a nod to being inclusive of who is Latinx, Latino and Latina,” Valdivia said. The latest introductions from the brand include relaunched shades of its top-selling Cremosa lipstick, celebrating caribeña (caribbean) cultures. “We want our company to represent the community we serve, and our staff identifies as Latina and queer, while our print vendors, photographers, identify as people of color, queer, Latinx,” said Leslie Valdivia, cofounder of Vive Cosmetics. Vive Cosmetics’ slogan is “Beauty con cultura” (“beauty with culture”), so it’s only fitting that launches from the brand celebrate the diversity of various Latinx nationalities. Vive Cosmetics Cremosa Matte Lipsticks, $20, available in three shades at Photo courtesy of Vive Cosmetics
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