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Cholas x Chulas, A First Generation Latinx Beauty Brand That’s Smashing Stereotypes One Eyeliner Kit At A Time

It’s no secret that the beauty landscape has changed drastically from its white-centric days and marketing efforts. Today, diversity and inclusivity in the beauty world are as visible as ever. Yet, it’s still not the norm. Time and again, the big beauty brands of today prove that operate under a belief that Latinxs are a box to be checked off. Despite our role as one of the biggest consuming groups in America, Latinas still find themselves underrepresented and underappreciated in an industry we support with our wallets with great fervor. 

Fortunately, there’s a silver lining in all of this amongst it all. There are brands that are rewriting the game and are shifting the conversation. One brand that’s doing just that is Cholas x Chulas, a ‘first generation Latinx beauty brand’ that’s not, as they put it, your Tía’s beauty brand.

Cholas x Chulas’ beauty ethos is to create a type of beauty that’s about self-expression vs perfection.

The brand, which launched in April of 2018, was the result of founder Nydia Cisneros feeling frustrated with the lack of Latinx representation in the beauty industry. To make Cholas x Chulas a reality, she left her day job and banked on her talent and the buying power of Latinas. 

Cholas x Chulas became an obsession because it wasn’t just beauty but culture – my culture – and I wanted to share it with everyone”, Cisneros tells FIERCE in an interview. “Especially, with young Latinxs growing up in the Trump era who may be struggling with their identity just as I did when I was growing up in Orange County, California surrounded my waspy families and blonde haired babes. It can feel lonely.”

So, in our current climate, where embracing our culture has become a form of activism and deconstructing stereotypes a full-time job, this brand is aiming for unity.

And they’re not just doing it with their products but with their name.

“When you’re a girl everyone wants to put a label on you and once you’re labeled it’s hard to break away from it,” Explains Cisneros. “That said, my inspiration [was] Latinx beauties and Latin culture growing up; when you dressed too edgy or went too heavy on the makeup and your mom would say, ‘Quítate eso te ves como Chola!.’ [Or how] on the flip side, when on your best days you’re a Chula. What people don’t get [though] is that girls want to be both badass and a darling.”

And what better product t encompass the Cholas x Chulas attitude than eyeliner? Their Ride-or-Die eyeliner kits aren’t your typical and predictable products though. Their 3 styles – Cosmic Lover, Get Lit, and Mi Corazón – come loaded with an assortment of temporary tattoos and sparkly gems. Plus, each kit comes with a friendly reminder to support DACA, displaying a #DREAMERS hashtag on the back.  As they move forward, Cholas x Chulas main focus will continue to be mixing beauty with a touch of novelty. This November their customers can expect pajama sets for the holidays that will have a limited run.

To that end, we’re excited to see the future of this beauty brand that is setting the bar for others in the industry and believes that Latinas should have more of a face in the beauty realm. Afterall as Cisneros explains, “Makeup [is] for niñas y niños, makeup for olive-tone skin, makeup [is] for morenos, makeup for everyone all Latinxs doesn’t matter if you come from Central America, Mexico, South America – we are one and we are all beautiful.”

Read: ‘Singing You Home’ Is A New Album Featuring Lin-Manuel Miranda That Sends All Proceeds To Children Separated At The Border

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People Are Accusing Kat Von D Beauty of Scamming Customers With Their Famous Tattoo Liners


People Are Accusing Kat Von D Beauty of Scamming Customers With Their Famous Tattoo Liners

Yes, we know. Makeup maven Kat Von D has been long been on the outs with fans who once adored her. In addition to the slew of offenses stacked up against her, Von D’s recent declaration that she would not be vaccinating her son after his birth certainly has not done her any favors.

Now, the tattoo artists’ latest controversy means she’s enduring another fall from her fans’ graces.

Beauty enthusiasts are currently accusing Von D of scamming them out of their money with the Trooper Tattoo Liner

Cheyenne Vaughan / Facebook

At the end of last month, Facebook user Cheyenne Vaughan accused Von D’s makeup brand of “putting a sample-size eyeliner into a longer-shell tube,” and then selling it to customers for “triple the price.”

Vaughan shared a photo of the eyeliner in her post that showed the dismantled product in three pieces. One was a long tube, the other a cartridge that holds the actual product, and the last piece: a cap.

“Yall I’m about to lose my mind right now,” Vaughan wrote in the post. “Kat von D really been putting a sample size eyeliner into a longer shell tube and selling to my dumb ass for triple the price. I’M ABOUT TO LOSE MY MIND RIGHT NOW.”

Facebook users who saw the post were quick to respond to Vaughan.

“That’s what you get for supporting an anti-vaxer,” wrote on user.

Others came to Von D’s defense, asking Vaughan to support her claims with actual facts.

“Did you actually make sure this is factual, by weighing the amount of liquid in each one? I didn’t think so. Wtf is wrong with people??”

And of course, many didn’t waste time in bringing up the fact that Von D is anti-vaccinations.

“Y’all need to stop supporting the anti-Vaxer,” one wrote.

“That’s what you get for supporting an anti-vaxer,” replied another.

Six thousand shares of the post later, and Von D responded with her defense.

@thekatvond / Instagram

In a post to her Instagram account, Von D asserted that she wasn’t cheating customers. In fact, according to her, while the cartridge is the same size for every liner, the amount of ink inside of it differs depending on the liner size.

“The cartridges in both full size liners and mini liners are the same — it’s the amount of product inside each cartridge that is different. So, for example, the product fill on our full size Tattoo Liner is 0.55 ml, while the product fill for the mini is 0.2 ml – thats over DOUBLE the amount of product! Any brand who has an eyeliner with similar component on the market will tell you the same thing. You need that much cartridge space for the pigment to flow out,” she wrote.

See for yourself in the comments section of Von D’s post on whether or commenters are satisfied. Hint: people remain stanning their anti-Vanti-ant-vaxx position.

Read:This Mexican Scientist Is Making Eco-Friendly Shopping Bags Through Nopal Juice

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Selena Quintanilla’s Family Is Creating A Makeup Line In Celebration Of The Tejana Queen


Selena Quintanilla’s Family Is Creating A Makeup Line In Celebration Of The Tejana Queen

This just in: the late Selena Quintanilla is getting her very own makeup line. I know what you’re thinking: hasn’t this been done before? But no, actually, it hasn’t. While big brands have had Selena-inspired collections, this will be the first full line, and it’s coming straight from the Quintanilla family.

According to The Blast, the queen of Tejano music’s family is launching “Selena Vive,” a full cosmetics line that will include lipsticks, eye makeup, foundations, nail polish, perfume and accessories.

The late singer’s dad, Abraham Quintanilla, is also preparing to trademark the name “Selenaville,” what fans have nicknamed the museum dedicated to the star in Corpus, Christi, Texas, for a possible other cosmetics line.

While a release date hasn’t been set yet for either line, fans are already celebrating.

In 2016, MAC released its Selena collection, which sold out promptly. A year later, Forever 21 similarly starting selling Selena merch.

News of the late singer’s official line comes after Netflix announced they would be working with the Quintanilla family to produce a series on Selena’s life.

Read: This Video Of The Texas Longhorn’s Playing Tribute To Selena Quintanilla Is So Sweet And Beautiful It Hurts

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