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.
Image Credit: Vive Cosmetics
What Makes This Trend Stand Out
- Latina-owned Beauty Brands
- Opportunity for disruptive innovation in the beauty industry by creating more beauty brands owned by Latina entrepreneurs.
- 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.
- Authentic Representation in Beauty Campaigns
- Opportunity for disruptive innovation in the marketing and advertising industry by promoting authentic representation and avoiding tone-deaf campaigns.
Sectors Adopting This
- Beauty
- Opportunity for disruptive innovation in the beauty industry by supporting and promoting Latina-owned beauty brands.
- Social Empowerment
- Opportunity for disruptive innovation in the social empowerment industry by creating platforms and businesses that celebrate and empower the Latinx community.
- Marketing and Advertising
- Opportunity for disruptive innovation in the marketing and advertising industry by promoting authentic representation and avoiding tone-deaf campaigns.
