Makeup · United States (Cuban-born founder)
Alamar Cosmetics
Founded by Gabriela Trujillo
Alamar Cosmetics was founded in 2017 by Cuban-born, Hialeah-raised makeup artist Gabriela Trujillo, who immigrated to the U.S. at age three and named the brand after the Havana neighborhood where she was born, Alamar means "to the sea," which she reads as "stay close to your roots." A former MAC and Boxycharm artist, Trujillo invested her savings into a debut eyeshadow palette inspired by Celia Cruz and Cuban nightlife. Crucially, she has said she was "really inspired by Black-owned brands" and made shades and formulas that cater to every Latina a major priority, building complexion products like the Brighten & Bronze trio and hyaluronic-acid-infused Colorete blushes that flatter warm, deep tones. The brand is deliberately inclusive yet affordable, a direct counterpoint to pricier inclusive lines, and is now stocked at Sephora. The discovery angle is its heartfelt immigrant story and bright, Spanglish-collection cultural identity. Caveat: it's primarily color cosmetics rather than a full deep-shade foundation range, and its inclusivity framing is Latina-first.
Who it matches
- Depth range
- Fair, Deep, Deepest
- Undertone
- Warm, Golden / yellow
- Skin type
- All skin types
- Price
- Budget
- Finish
- Natural
Hero products
- Reina Del Caribe eyeshadow palette
- Colorete Blush Trio
- Desnudeas lip liner in Dulce
- Brighten & Bronze Complexion Trio
What it targets
- hyaluronic acid
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