The Latina Beauty Edit

The first platform for Latina-founded beauty brands.

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Best Sellers

The Jefas beauty box featuring Latina-owned beauty products The Jefas Box
The Jefas Box
The Jefas
$39.00
$39.00
Full coverage concealer for brightening and evening skin tone Chica Beauty Dual Action Concealer
Chica Beauty Dual Action Concealer
Chica Beauty
$25.00 $0.00
$25.00
Vive Cosmetics Amor Eterno Liquid Lipstick Vive Cosmetics Amor Eterno Liquid Lipstick
Vive Cosmetics Amor Eterno Liquid Lipstick
Vive Cosmetics
$20.00
$20.00
  • Sold out
Chula Beauty Liquid Liner Duo (Black/Brown) Chula Beauty Liquid Liner Duo (Black/Brown)
Chula Beauty Liquid Liner Duo (Black/Brown)
Chula Beauty
$40.00
$40.00

Shop by Category

Más cabrona que bonita. Our mission is to put Latina-founded beauty brands in front of everyone.

Shop by Brand

Las marcas. Every one of them Latina-founded.

Lo mejor de lo mejor

The Jefas Box

A mix of Latina-founded skincare, makeup, and haircare in each season's box. $39.

Shop now

New Arrivals

Damastíque SPF Active Serum Damastíque SPF Active Serum
Damastíque SPF Active Serum
Damastíque
From $35.00
From $35.00
Grace Lash House Flourish Mascara Grace Lash House Flourish Mascara
Grace Lash House Flourish Mascara
Grace Lash House Beauty
$17.00
$17.00
24K gold facial massage tool for skincare application and beauty routine BEAUTOLOGY LAB Cryo Toning Tools
BEAUTOLOGY LAB Cryo Toning Tools
BEAUTOLOGY LAB
From $148.00 $0.00
From $148.00
UnTamed Naturals Pura Magia Facial Moisturizer UnTamed Naturals Pura Magia Facial Moisturizer
UnTamed Naturals Pura Magia Facial Moisturizer
UnTamed Naturals
$21.99
$21.99
Chica Beauty Gloss Boss Lip Gloss Chica Beauty Gloss Boss Lip Gloss
Chica Beauty Gloss Boss Lip Gloss
Chica Beauty
$15.00 $0.00
$15.00
Full coverage concealer for brightening and evening skin tone Chica Beauty Dual Action Concealer
Chica Beauty Dual Action Concealer
Chica Beauty
$25.00 $0.00
$25.00
Long-lasting gel lip liner for precise lip definition Chica Beauty Waterproof Gel Lip Liner
Chica Beauty Waterproof Gel Lip Liner
Chica Beauty
$15.00 $15.00
$15.00
  • Sold out
Chula Beauty Traviesa Lashes Chula Beauty Traviesa Lashes
Chula Beauty Traviesa Lashes
Chula Beauty
$14.00
$14.00
  • Sold out
Golden Dream Beauty Mascara Golden Dream Beauty Mascara
Golden Dream Beauty Mascara
The Jefas
$25.00
$25.00
Vive Cosmetics Selena Forever Liquid Lipstick Vive Cosmetics Selena Forever Liquid Lipstick
Vive Cosmetics Selena Forever Liquid Lipstick
Vive Cosmetics
$20.00
$20.00
  • Sold out
Chula Beauty Liquid Liner Duo (Black/Brown) Chula Beauty Liquid Liner Duo (Black/Brown)
Chula Beauty Liquid Liner Duo (Black/Brown)
Chula Beauty
$40.00
$40.00
Vive Cosmetics Amor Eterno Liquid Lipstick Vive Cosmetics Amor Eterno Liquid Lipstick
Vive Cosmetics Amor Eterno Liquid Lipstick
Vive Cosmetics
$20.00
$20.00

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About The Jefas

Latina-founded beauty, all in one place.

The Jefas is the first platform built for Latina-founded beauty brands. We bring together skincare, makeup, haircare, and more from founders who build with their culture in mind. Lo mejor de lo mejor.

We started The Jefas because these brands are hard to find and their founders rarely get shelf space. Aquí, sí.

Learn More

Loved Reviews

I love how easy it is to find Latina-owned and community-driven beauty brands all in one place. Every product feels high quality, thoughtfully selected, and genuinely worth trying. It has completely changed the way I shop for beauty.

Beautifully curated beauty selection

Maria Lopez
The Jefas helped me discover so many amazing skincare and makeup products that I would have never found on my own. Everything feels intentional, curated, and aligned with real beauty needs. I always end up finding something new to love.

Review text of 2nd author

Sofia Martinez
I love the mission behind The Jefas. It feels empowering to support Latina-founded brands while also discovering products that actually perform. It’s more than shopping—it feels like being part of a meaningful community.

Review text about the product

Daniela Cruz