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Beauty in Latin America Has Always Been Rooted in The Earth

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Growing up in a Panamanian household, my mom always had a recipe for a face mask – or a hair mask, or about twenty other homemade beauty solutions. One example of a great face mask, according to my abuela? Oatmeal, coconut milk, and some honey. For me, using these recipes was just as good as going to a store to buy similar beauty products.  

It wasn’t until I got older that I realized that the beauty industry was still catching up to my mother, abuela, and culture when it came to products with clean ingredients. From applying mayonnaise and home remedies to our hair, sharing DIY face masks on TikTok or using rose water to help nurture skinthe trend the beauty industry is now embracing has been a constant for many people. It’s one that is still passed down from generation to generation to this day. But now, it’s evolving.

According to a report from the Statista research department, the global market value for conscious cosmetics and personal care is expected to go from 34.5 billion dollars in 2018 to roughly 54.5 billion in 2027. The message from those numbers is clear: consumers are leaning more and more towards products that are better for them and the world.  

Yet, this isn’t an easy space to navigate. Luckily there is a program to help –  Conscious Beauty at Ulta Beauty™ is designed to give guests access to more choices, guide them along their journey, and celebrate the brands and products that are aligned with this mission. Through Conscious Beauty at Ulta Beauty™, you’ll find products that have certified into the program as having Clean Ingredients, are Cruelty Free, are Vegan, or are Sustainably Packaged. 

Through Conscious Beauty at Ulta Beauty™, you can find products containing Clean Ingredients for every step of your beauty routine – from this Special Cleansing Gel from Dermalogica to Good Molecules Niacinamide Brightening Toner. Follow these with the Derma E Firming DMAE Eye Lift Cream and complement with the LOLI Beauty Tea Seed Elixir Organic Balancing Face Oil. With so many popular clean ingredients these would certainly have our abuelitas and tías saying, “I told you so.” 

This rising interest makes it no surprise that there are now Latines who want a seat at the table. They’re taking those earth-rooted ingredient concepts they learned from their family and their culture and putting them into their brands. Julissa Prado, for example, started Rizos Curls because her grandmother taught her to “turn to the Earth to cure, heal and nurture.”  

She shared with Remezcla that she has created blends for all her needs her whole life, including “creating a natural concoction (for her hair) because everything in the market wasn’t working or was loaded with harsh chemicals.” It’s also very important for her to be transparent about what she uses in her products, because that’s the only way people “can make informed choices.” 

Clean ingredients may be the future of beauty, but before, they were a way of life for many communities. And though that part hasn’t changed, the entire industry is now catching up with the tips our moms and abuelas have shared and perfected for years, with many entrepreneurs using that knowledge to get a stake in a growing beauty market. That means more clean ingredient products, more chances of seeing familiar ingredients in the products we get at the store, and more representation in an industry that counts our communities as one of its biggest consumers. 

Belleza Remix is a Remezcla platform presented by Ulta Beauty that celebrates Latine beauty through the diverse cultures, countries and rituals that make us all unique. Beauty in Latin America Has Always Been Rooted in the Earth is just one of many stories of Latine Beauty. Shop these Conscious Beauty at Ulta Beauty picks below.