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If you haven’t heard of Reina Rebelde, get ready to get your full glam on.
Reina Rebelde is a Latinx-owned makeup brand that “celebrates Latinas’ unique cultural duality with high-quality products that bring out the pride in their heritage, the fierceness of their spirit and their unapologetic beauty.”
Launched in 2016 by Mexican-American Regina Mersen, Reina is an independently-owned Latinx cosmetics company. And while there are many Latinx fashion and beauty brands finally stepping into the spotlight, we can all admit that there is still a lot of work needed when it comes to representation.
Most recently, the beauty brand announced its partnership with Walmart, a major milestone for any beauty brand, but especially for one that is only a few years old. “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,” founder and CEO Regina Merson said in a press release.
She continued, “I created Reina Rebelde for our Latinx community to be authentically seen and heard in the beauty industry. 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.”
If you want to talk about pigmented products that give you amazing color payoff? Look no further.
Below, I’ve rounded up some of my favorite products from the beauty brand, and if you haven’t snagged them up yet, go on and add to cart.
Shop: Long-Wearing High-Shine Lip Gloss, $14
Shop: Coqueta Contour Kit, $20
Shop: Lipstick Brava, $15.24+
Shop: 4-Play Wet Dry Multicolor Pressed Powder, $19.99
Shop: Chiflada Liquid Eyeliner, $15
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