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Hispanic Heritage Month is coming to an end but we have some great Latinx beauty brands you can celebrate 24/7!

In a world where the standard of beauty often seems monolithic, largely appealing to the young or European standards, Black and Brown women can often feel excluded. It’s great that the beauty industry is expanding and working towards becoming more inclusive, but let’s be real, we still got a ways to go. Finding high-quality, artisan beauty products made by people of color is still a challenge. Here at Aurum79 Beauty, we are always on the hunt to introduce a world of beauty and that prioritizes your skin, hair, and wellness needs, including some of the best Latinx brands.

Hispanic communities are among the largest minority groups in the US, at more than 60 million people and 18% of the total U.S. population. According to Beauty Inc “The Latinx beauty shopper outspends peers by nearly 30%”. Although they are some of the top beauty spenders they are also among the least recognized when it comes to the brand makers. We want to change this narrative by supporting Latinx businesses and giving them a platform to share their amazing beauty products. Check out some of our Latinx Aurum79 Beauty partners below!

Ella’s Eve:

Founded by Dominican sisters Melissa Polanco and Lissa Martinez, Ella’s Eve Cosmetics is a Latina-owned makeup brand that promotes confidence and celebrates inner beauty.  Recognizing that there was a lack of Latinx representation in the beauty space, the sister duo wanted to do something about it. Through this realization and a newfound love for makeup, the sister duo eventually launched Ella’s Eve.  Shop the highly pigmented “Make It Your Eve” Eyeshadow Palette, with 15 highly pigmented colors and various finishes for any, and every occasion.

Pink Root:

Pink Root’s motto is “We don’t believe in bad hair, just bad hair care”. This natural haircare brand was created to help improve the transition from chemically treated and heat damaged hair to natural hair. It’s also great for maintaining healthy curls and coils. All of the ingredients have been carefully chosen to nurture and revitalize all textures and hair types.  Founder Mariel Mejia who was born in NYC and is of Dominican heritage was inspired to create the brand after her own hair frustrations.  “I grew up constantly relaxing and straightening my hair because it was considered less than. I thought these methods of altering my texture were perfectly normal until I was about 18 years old and realized how much damaged this caused my hair” she told us in a Q&A.  She was left with a lot of irreversible damage and wanted to change the narrative of the natural hair care industry. She created her own formulas in her mother’s kitchen and noticed a significant change her hair, from then she knew she was on to something. 

Shop the full line to keep curls and coils looking healthy and fab;  the Leave-In Conditioner, Curl Enhancing Lotion, and Curl Styling Paste. Every product is designed to rejuvenate dry, damaged, and/or dull hair. Her nourishing formulas also soften, smooth, and fight frizz on those extra humid days.

We’re always on the lookout for beauty brands that align with our mission, but drop us a line if there are any Latinx beauty brands you’d love to see on the site!

Yup, it’s OFFICIAL, Official!

Ok y’all, 2020 has been a year. We hope you’ve been staying safe and protecting your mental space! It’s been quite the year for us too, but we’re excited because we’ve launched our e-marketing place, aurum79beauty.com!

So…allow us to re-introduce ourselves…

We are Aurum79 Beauty. A Black & Latina women owned e-marketplace for indie beauty and wellness products created by men and women of color. For us “Inclusivity” isn’t just a trend, but a standard. We intentionally set out to create a space for brands/products that consider skin tone, celebrate a variety of hair types and honor age. A place where we are always prioritized when it comes to beauty.

“Like myself, so many women enter a new decade of life and then realize the (hair and skin) beauty regimen they are used to isn’t quite working anymore. It’s important for us to support the beauty & wellness needs for women of color throughout every phase of life.” – Bridget, Co-Founder

“Our hair & skin is beautiful, yet sometimes it can be complicated. Because people of color come in all shades and hair types, we need options to explore what works best for an individual. No longer can we live in a world where mainstream beauty stores carve out a corner of their shelves.”- Nathalie, Co-Founder

“Navigating beauty can be super easy or daunting when in reality it should be an enjoyable experience. Let’s’ take hair for example. Textured hair is so diverse and beautiful but requires a lot of trial and education. Unfortunately, there isn’t enough representation across all textures unless you have a certain curl pattern. At Aurum79, we want to make sure that everyone can easily find the products and information that’s right for them.” – Camille, Co-Founder

With that said, our goal is to connect you with the DOPEST indie brands that are truly inclusive. We partner with brands from all over and carefully select products that meet your specific needs. Regardless of your age, skin tone, and hair type, we got you.

It’s been a slow build, but we have a lot of exciting new updates, brand info, tutorials, contests, etc. coming soon so stay tuned! Be sure to subscribe to our newsletter if you haven’t already and follow us on Instagram @aurum79.beauty.

In the meantime, get your shop on!

Aurum 79’s Last Minute Mother’s Day Gift Guide

Moms are everyday superheroes and saving the day takes hard work. While one day isn’t enough to show our appreciation, we’ve come up with a few Mother’s Day beauty gift ideas to help these superwomen reconnect to their sparkle, shine and amazingness!

FOR THE
SKINCARE QUEEN:

EVERYTHING GLOW
The Glow Collection 


Give your mom the ultimate Glow up! This set features a Whipped Body Butter made with nourishing organic Shea Butter & cold-pressed oils, The Love Potion Body Scrub, made of Pink Himalayan Salt, Coconut Sugar, and essential oils to help retain moisture, and The Glow Body Oil infused with Lavender to help soothe itching and irritation plus Chamomile to help naturally tone skin and tighten pores. 

FOR THE
ZEN MAMA: 

THE HARLEM CANDLE COMPANY
The Botanical Collection

This collection is so beautiful that we had to take the description straight from the website. “Inspired by beautiful essences that can instantly transport you to an herbaceous garden at night or to a romantic field of flowers moments after it rains, the Harlem Botanical Collection is for lovers of scents inspired by the earth’s flowers”. The collection includes three new fragrances: Home, Dream and Love. Featuring notes of Neroli, Rose de Mai, Green Tea Leaves, and Provencal Lavender.

FOR THE
HAIR CHAMELEON 

BOTANIKA BEAUTY
Botanika Beauty Collection 

This collection has everything your mom needs to revive and restore her hair whether she’s natural, relaxed, or in-between. What’s included? The Mender, The Enhancer, The Hydrator, The Stimulator, The Revitalizer, and The Protector. Six products made with super nourishing ingredients to hydrate, repair, and protect her tresses.

FOR THE
MAKEUP MAVEN:

THE LIP BAR 
Hot Mama Gift Set 

This is the perfect lip trio that can help your mom create a signature everyday look or a quick day to night glam. The set includes 3 lippies: Goals, a creamy, metallic coral Lipstick with rave reviews, Hot Mama, a gorgeous, fiery red liquid matte that pops on every skin tone, and Trophy Wife,  a beautiful everyday gloss that has all the shine without the stickiness.

It’s Carnival!

Each year thousands of men and women travel across the globe for carnival season. From the Islands, to Europe, and North America, everyone wants to get in on the massive fetes.  Some of the biggest festivals are held in places like Brazil, Trinidad, Toronto and Barbados where our favorite Bad Gyal, Rihanna, recently showed up and showed out as usual! Ms. Fenty has served us with gorgeous Crop Over festival looks in the past, and this year she turned it up with a fabulous feathered frock .  In honor of the festivities, we’re highlighting a few global brands that have all the shades you need to create your own Carnival-inspired looks.

SASCHA COSMETICS
Pure Jewels Eye
Shadows

This Trinidad and Tobago-based brand knows a thing or two about Carnival. Founded in 1979 by Satyakama “Kama” Maharaj, Sascha Cosmetics features a full line of makeup products with vibrant, bold colors to compliment every skin tone. Fun fact, the company was the official cosmetics brand for the 1999 Miss Universe Pageant and several other international beauty events. 

GAËLLE COSMETICS
The Bad Ass
Collection

Gaëlle Cosmetics is a fresh, new and vibrant Jamaican brand founded by Safyle Reid. A reflection of Jamaica’s diverse culture and rich heritage, the line embodies the country’s motto, “Out of Many, One People.” Her first collection features 38 eye-catching colors fit for a Carnival Queen! Made of the highest quality ingredients, Gaëlle Cosmetics are long lasting, cruelty free, non-toxic, water resistant and paraben free. 

JUVIA’S PLACE
The Masquerade Eye Pallete

Juvia’s Place, created by Chichi Eburu, celebrates the rebels, rulers and queens of the African kingdoms. With packaging, colors, designs, andshade names inspired by her homeland of Nigeria, Juvia’s Place offers the richest, most vibrantly-pigmented essentials for the eyes, face and lips. 

VIVE COSMETICS
Luz & Glow Highlighter Duo 
In 2017 Joane Rosario and Leslie Valdiva launched Vive Cosmetics to celebrate their Latinx culture. The founders hail from Puerto Rico and Mexico and worked to ensure their products aptly serve a wide array of skin tones and feature diverse Latinx models in their brand campaigns. Try their Lux & Glow Highlighter Duo available in two luminous shades, “Reina” and “Diosa”- it’ll add the perfect punch toany Carnivale Glow Up!

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