Beauty is empowering. While the definition of beauty has evolved in the 21st century in a positive way, feeling beautiful and attractive is something that continues to give women the self-confidence they need to celebrate their true selves and go out into the world feeling like they can reach any goal and overcome any obstacle.
Leading the way in this endeavor is Luna Magic, an independent, family-owned beauty and lifestyle brand founded by Afro-Latina and Dominican-American sisters Mabel and Shaira Frías. Through Luna Magic, the Frías sisters have created a cosmetics company where they can share their love for their multicultural heritage and Latine culture.
Through a partnership with Remezcla and Target, which was designed to impact the Latine community beyond the store shelves, Luna Magic is using the diversity, inclusivity, and vibrancy it has brought to the beauty industry to tell the stories of the women who benefit from their products.
In its new campaign “24/7 by Luna Magic,” the beauty brand has partnered with Latine photographer David Cabrera to capture the lives of some of these women who keep New York City running nonstop – 24 hours a day, seven days a week. Inspired by the word “luna” (moon), “24/7 by Luna Magic” is a collection of photos where everyday women working overnight shifts in NYC take the spotlight and prove that the beauty of nightlife exists beyond the bars, clubs, and parties.
“When people use Luna Magic, we want them to feel that they have a lot of power to decide what beauty means to them,” said Mabel Frías.
The women featured in“24/7 by Luna Magic” not only stand out because of the beauty they highlight with Luna Magic cosmetics, but also because of the inner beauty they possess and the work ethic they have exhibited throughout their careers.
For Lottine, a nurse in New York City, beauty is “whatever makes you feel like yourself.” It can’t be defined by one description.
“[Beauty is] whatever makes you feel like you can take on what the world has to offer,” said Lottine. “New York keeps me on the edge. It keeps me working 24/7. I love that it keeps me on the go.”
When Crystal, a NYC MTA conductor, puts on makeup, she feels like she “transforms into a whole other person” with the way she can accentuate her eyes and lips.
“You have to have creativity when you’re dealing with makeup,” said Crystal. “Just knowing you can go in looking one way and come out looking a totally different way is something that’s mind blowing. When it comes to feeling good and looking good, it shouldn’t be just something that happens … after work.”
As a flamenco dancer, Laura said “beauty is essential” when she is on the stage performing. “You can’t do what I do without feeling good and feeling like you look good,” said Laura. “It’s all about feeling secure.”
Shaira Frías added: “[New York City] never sleeps. Women drive the city. We’re not only selling a product, we’re selling self-esteem – a feeling, so women can feel beautiful inside and out.”
The content produced for this Luna Magic campaign is part of a Remezcla and Target partnership that aims to boost visibility of Latine-owned brands carried at Target.