Vive Cosmetics was founded by Joanna Rosario-Rocha and Joanna Rosario-Rocha, born from a need to celebrate and empower the Latina and Latinx community. The beauty brand combats "offensive and tone-deaf campaigns that are meant to be inspired by us and other communities of color, but that [are] problematic in their delivery."
By reclaiming the Latinx narrative, Vive Cosmetics is committed to working with mainly Latina/s and POC owned companies (including makeup artists, photographers, designers, and more), giving the community an authentic beauty space. The brand offers bold cosmetics modeled by diverse Latina/Latinx faces of both genders to embrace its message of empowerment and celebration. Some notable products include the Qué Matte Liquid Lipsticks and the Cremosa Matte Lipsticks.
Latina-Owned Beauty Brands
Vive Cosmetics Celebrates the Diversity of the Latinx Community
Trend Themes
1. Latina-owned Beauty Brands - Opportunity for disruptive innovation in the beauty industry by creating more beauty brands owned by Latina entrepreneurs.
2. Empowering the Latinx Community - Opportunity for disruptive innovation in the social empowerment industry by creating platforms and businesses that celebrate and empower the Latinx community.
3. Authentic Representation in Beauty Campaigns - Opportunity for disruptive innovation in the marketing and advertising industry by promoting authentic representation and avoiding tone-deaf campaigns.
Industry Implications
1. Beauty - Opportunity for disruptive innovation in the beauty industry by supporting and promoting Latina-owned beauty brands.
2. Social Empowerment - Opportunity for disruptive innovation in the social empowerment industry by creating platforms and businesses that celebrate and empower the Latinx community.
3. Marketing and Advertising - Opportunity for disruptive innovation in the marketing and advertising industry by promoting authentic representation and avoiding tone-deaf campaigns.