The Jefas was created to celebrate Latina beauty founders—las chingonas y fregonas making a difference in the beauty industry—and the community that loves supporting them.

My journey with beauty began in the 1990s when my mom sold Mary Kay. Watching her build relationships and share her passion for beauty inspired my own love for makeup and entrepreneurship.

The Jefas exists to bring these brands forward and create a space where culture, community, and beauty come together. We want every person who grew up going through their mami's makeup bag—and every girl who didn't see faces like hers represented in beauty magazines—to feel seen, celebrated, and empowered.

The Jefas is more than a beauty destination. It's a community built on representation, self-expression, and supporting founders who are redefining the beauty space.

So the next time someone asks, "Where did you get that lipstick?" you can proudly say: "The Jefas."

Aurora Diaz grew up watching the women in her family turn small daily habits into rituals. Her grandmother used aloe from the garden, her mom always wore a red lip, and Sunday mornings were for face masks at the kitchen table. Beauty was never only about looks in her house. It was how those women showed care, confidence and where they came from.

Years later, Aurora was working in the beauty industry and kept running into the same problem. Latina founders were making excellent products, but they rarely got shelf space, budget or attention. Brands with roots in her culture were hard to find, and when they did show up, they were often treated as a trend instead of a lasting category.

She started The Jefas to change that. The name honors the women who run things, the bosses and matriarchs who built something out of determination. Today The Jefas is a curated beauty destination where Latina-founded brands get the stage they've earned, and where customers can shop knowing that each product has a founder and a story behind it.