Our Story

The Jefas is...

A space for Latina beauty founders ~ las chingonas y fregonas making a difference in the beauty space and the ones that love to shop all things Latina. My mom sold Mary Kay in the 90's and that's where this story started with my passion for makeup and business.

In 2017 I realized I wanted to shop from other Latina brands but couldn't find them.  After working at Sephora headquarters and building beauty e-commerce destinations I saw that Latina beauty brands were not being featured so it's my mission to bring these brands forward.  Para todas las niñas who went through their mami's makeup and who didn't see faces like them reflected in beauty magazines while growing up.

Next time someone says "where did you get that lipstick?" you can say "The Jefas" they'll say which one.   No manches, que bonito suena eso, voy a empezar a llorar otra vez - ok bye. 

Abrazos, Aurora