Makeup · United States (Dominican founder)
Midas Cosmetics
Founded by Rocio Nuñez
Midas Cosmetics is an Afro-Latina, Dominican-owned indie brand founded in 2018 by makeup artist Rocio Nuñez, who launched it after growing frustrated with the lack of diversity in the beauty industry. The cruelty-free, vegan line spans loose glitters, eyeshadow palettes, ultra-reflective lip glosses and face powders, with a stated mission for "every person and every skin tone to feel loved, appreciated and celebrated." Nuñez built the brand around a community-feedback model, giving digital creators and makeup artists of all follower sizes a platform, and emphasizes inclusivity throughout product development. Hero products include the Served Soft and Flower Bomb palettes and the Smokey Glow Highlighter Duo. It's a true hidden gem: small, founder-led, and rooted in Dominican identity within the broader Afro-Latina beauty movement. Honest caveats: one source notes the brand was "previously known as Midas Cosmetics," suggesting a possible rename or rebrand, and current operating status and retailer availability should be verified before listing as live.
Who it matches
- Depth range
- Fair
- Undertone
- Any undertone
- Skin type
- All skin types
- Price
- Budget
- Finish
- Dewy
Hero products
- Served Soft Eyeshadow Palette
- Flower Bomb Eyeshadow Palette
- Smokey Glow Highlighter Duo
- loose glitters and lip glosses
What it targets
- cruelty-free
- vegan
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