Leslie and Joanna, founders of Vive Cosmetics, are first-generation Latinas with a mission to combine their love for all things beauty and cultura in one place. With zero connections or knowledge of the beauty industry or retail business background, they decided to take it upon themselves to create a brand they felt was needed in the industry. Their passion to represent their community in the beauty industry has allowed them to create a brand that is so much more than just makeup, a brand that authentically represents their community starting from the founders all the way to their models and marketing campaigns
We at Vive Cosmetics realized that beauty companies don’t care about us as the Latinx community. We don’t see models that look like us or sound like us. We see tone-deaf campaigns that are meant to be inspired by us and by our people, but that are essentially problematic in their delivery. We see important people in the industry reject us and our different skin tones and offer no apology or remorse. Vive Cosmetics was created as a way of recognizing our importance in a world that would rather deny our identities than embrace us. We do not need companies to cater or pander to us. We need companies that celebrate and honor our different stories, skin tones, languages and origins. Vive Cosmetics is about doing just that.
They want to serve the diverse Latinx community with their vibrant palettes and an endless list of beauty products online. Vive Cosmetics is an opportunity to highlight the beautiful diversity that exists within the Latinx cultura and also tackle and address issues that are damaging in our community, like homophobia, colorism and more.
Identity is complicated and intimate. For many, identifying as Latina, Latinx, Latin@, Xicana (or none of the above) means something different. For us, identifying as Latinx means we connect to our indigenous roots while recognizing the cultural influences from around the world that make Latinx cultures uniquely amazing. We carry on the traditions of our parents and our ancestors in the hopes of creating a better tomorrow. We believe that the very differences found in the Latinx identity should be celebrated and honored. Vive Cosmetics® was created to help empower women and all people, because makeup should be about celebrating your full self, including your ethnicity and your culture. We encourage you to be unapologetically yourself, unafraid to follow your dreams.
Vive Cosmetics is a Latina-owned and operated beauty brand created to celebrate our love for all things beauty and cultura in one place. Vive Cosmetics’ story has become less and less about lipsticks and more about celebrating the diversity and power of the Latina and Latinx community.
Vive Cosmetics started as an idea in 2016 after realizing the lack of representation of the Latinx/Latina community in the beauty industry. While Latinas outspend all other groups across all beauty industry categories, resulting in unparalleled economic power, beauty companies only see us as $$. Time and time again we see offensive and tone-deaf campaigns that are meant to be inspired by us and other communities of color, but that is problematic in their delivery. We didn’t see models that look like us or sounded like us and we continue to see important people in the industry reject us and our different skin tones and offer no apology or remorse. Vive Cosmetics was created as a way of recognizing our importance and not accepting that narrative of who we are and how we look like.
We want Latinas and all Latinx to realize the power of our community and truly embrace the beauty that comes from within. We do not need companies to cater or pander to us. We need companies that celebrate and honor our different stories, skin tones, languages and origins. We need companies created by us and for us and Vive Cosmetics is doing just that.