# Latina-Owned Beauty Brands Vive Cosmetics Celebrates the Diversity of the Latinx Community By Grace Mahas | Published 2020-02-10 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/vive-cosmetics References: [vivecosmetics](https://vivecosmetics.com/pages/aboutus) & [instagram](https://www.instagram.com/vivecosmetics/) Vive Cosmetics was founded by Joanna Rosario-Rocha and Joanna Rosario-Rocha, born from a need to celebrate and empower the Latina and [Latinx](https://www.trendhunter.com/trends/hola-metaverso) 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](https://www.trendhunter.com/trends/live-tinted) 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 ## Trend Insights (Trend Hunter) - Score: 2.2/10 - Popularity: 38% | Activity: 18% | Freshness: 9% - Audience gender: 30% men, 70% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, South America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Fashion](https://www.trendhunter.com/fashion) > [Cosmetics](https://www.trendhunter.com/cosmetics) ## Key Themes ### 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. ## Related on Trend Hunter - [Dark Skin-Centric Beauty Brands](https://www.trendhunter.com/trends/nach-cosmetics.md) - [South Asia-Influenced Cosmetics Brands](https://www.trendhunter.com/trends/just-b-cosmetic.md) - [Inclusive Makeup Brand Campaigns](https://www.trendhunter.com/trends/it-feels-good-to-be-seen.md) - [Latino-Inspired Rebranding Initiatives](https://www.trendhunter.com/trends/latinaowned-food-brand.md) - [Co-Created Beauty Glosses](https://www.trendhunter.com/trends/convie.md) - [Inclusive Toxin-Free Makeup Products](https://www.trendhunter.com/trends/defiance-beauty-by-nechami.md) - [Canadian Beauty Company Rebrands](https://www.trendhunter.com/trends/vasanti-cosmetics-unveils.md) - [Inclusive Hair-Styling Campaigns](https://www.trendhunter.com/trends/myhairamimodo.md) - [Inclusive Beauty Brands Initiatives](https://www.trendhunter.com/trends/pride-and-beauty-for-everyone.md)