Art by Stephany Torres
During Our Heritage Month we celebrate the beauty of our cultures, full of vivid colors, bold flavors, and diverse styles. But there is more than meets the eye: Just as much as our countries differ, the Latino culture is no monolith, and our experiences, identities and even personal styles exist across a spectrum.
Latino goth, alternative, cosmic, and bruja-inspired subcultures have existed for decades, leaving their mark on American culture in everything from the arts to music.
They’ve even influenced the beauty and wellness industry, where Latina-owned brands are blending witchy aesthetics with wellness and makeup, creating a paranormal beauty experience that’s less about fear and more about using all of the tools from our culture.
These are just a few of the mystical-infused beauty and wellness brands that you’ll want to check out for both Our Heritage Month, Halloween – and beyond.
Based in Puerto Rico by founders Desiree Rodríguez and Salvador Pérez, this sustainable beauty brand features colors that are black, brown, and dusty pinks, and also off-the-wall metallic greens and rusty oranges. Products with names like “Embalming Sticks” and “Swamp of Sorrows” blend dark storytelling with gorgeous artistry.
Learn more about Necromancy Cosmetica here.
This beauty brand, founded in 2012 by “goth glam” Mexican-American celebrity makeup artist Lora Arellano and co-founder Dana Bomar, is one that your Latina “alt” tia probably knows all about and loves. Their unconventional lipstick shapes and vibrant eyeshadow palettes and the striking lip pencils that they are well-known for sets them apart from the pastel colors of most other brands. Their supernatural mascara will take your eyelashes to a whole new paranormal level.
Learn more about Melt Cosmetics here.
Calling her brand “skincare for the misfits,” founder Leah Guerrero blends Mexican ancestral herbal knowledge with a witchy twist. The brand, created in 2015, blends facial sprays infused with crystal, herbal cleansers, oils, balms and masks with names like Santa Limpia and Palo Santo Body Oil. They’ve recently launched a makeup line of mascaras and blushes.
Malagna cosmetics is a gothic Mexican brand founded by two sisters that’s full of black tones and gorgeous violets – that’s perfect for girlies who channel their inner goth daily. They offer ultra-pigmented, vegan and cruelty-free makeup, with names like Demonic, Witchy and Mictlan. It’s make-up for girls who, like Lydia Deetz, call themselves, “dark and unusual.”