Makeup · United States (Dominican-American founders)
Luna Magic Beauty
Founded by Mabel Frías and Shaira Frías
Luna Magic is an indie beauty and lifestyle brand founded in March 2019 by Afro-Latina, Dominican-American sisters Mabel and Shaira Frías, who built it after years of seeing the same narrow image of Latina beauty in the market, famously noting that not every Latina looks like J.Lo or Sofía Vergara. The brand celebrates Caribbean and Latin American culture, music and color, and the founders deliberately crafted a line that "celebrates deeper pigments and truly encompasses Afro-Latina beauty." Its breakout was the Uno eyeshadow palette (used by Cardi B), and the range now spans bold lipsticks, lip pops, glosses, liners like the mid-brown Mamacita, and nail polish. The brand name nods to immortality symbolized by the moon, an ode to their mother who died as they were building it. They appeared on Shark Tank and secured an offer, and the line is now widely stocked at Target, CVS and Walmart. The discovery angle is its affordability and authentic Afro-Latina founding story; it's more accessible than obscure now, but still founder-led.
Who it matches
- Depth range
- Fair, Medium, Deep, Deepest
- Undertone
- Any undertone
- Skin type
- All skin types
- Price
- Budget
Hero products
- Uno eyeshadow palette
- Mamacita Lip Liner
- lip pops and glosses
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