Makeup Made for Latinas: Reina Rebelde signs retail deal with Walmart

By Deanna Utroske

- Last updated on GMT

© Getty Images \ (fokusgood)
© Getty Images \ (fokusgood)

Related tags Latinx Latina Beauty Indie beauty retail D&I

The indie color cosmetics brand Regina Merson launched in 2016 has a new retail partner this month, highlighting the fact that Latinx Beauty is an emerging trend in the US marketplace.

Reina Rebelde was among the independent beauty brands exhibiting at IBE LA in early 2017 and caught the attention of IBE Co-Founder Jillian Wright for helping expand the scope of the indie beauty movement. In comments shared with Cosmetics Design​, Wright emphasized that the brand is “geared towards the Latina woman. Very edgy and fierce.”

Retail partnerships let makeup brand Reina Rebelde reach more Latinx consumers

“As a self-funded, Latina-owned and operated makeup brand, I could have never imagined that four years into this journey, I'd see Reina Rebelde in Walmart stores,” ​Regina Merson, Founder and CEO of Reina Rebelde, says in this week’s media release about the brand’s new retail partnership.

“I created Reina Rebelde for our Latinx community to be authentically seen and heard in the beauty industry,” ​she says, adding that, “Walmart is helping a Latinx small business grow and allowing Reina Rebelde to be more accessible to Latinxs across the country, while bringing our multi-faceted culture to life by celebrating my favorite holiday – Día de los Muertos.”

The Walmart launch brings a selection of best-selling Reina Rebelde color cosmetics to some 350 stores. According to the media release, those products lip color sticks, liquid eyeliner, brow color, and complexion products like a newly reformulated On Your Face Contour + Color Trio in Coqueta. Learn more about the brand and Rebelde’s experience as a Mexican-American entrepreneur in this 2019 Forbes item by Vivian Nunez.

Latinx Beauty is an emerging trend in the US marketplace

Merson’s Reina Rebelde brand is an early leader in the Latinx beauty movement. But as mainstream beauty becomes increasingly inclusive, she’s not alone in recognizing the opportunity in market.

Around the World Beauty Founder Stephanie Flor is also watching and working to make Latinx beauty a key category. Next Wednesday Flor is hosting a discussion on this emerging trend among 5 women: Danielle Alvarez, Founder of the PR agency known as The Bonita Project; journalist Johanna Ferreira; Melissa Hago, Vice President of Beauty at the trend forecasting agency Fashion Snoops;  on-air beauty and lifestyle expert Milly Almodovar; and Angelique Velez, Founder of Breakups to Makeup. AHEAD OF THE TREND: Latinx Beauty will take place via zoom on October 14 at 6pm EDT; learn more and find a link to register here.

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