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  • Writer's pictureTyzza Macias

Latinos in the beauty industry is a growing sector of the economy


Latinos in the beauty industry are a growing sector of the economy. As the demand for beauty products and services increases, so does the number of Latinos who are capitalizing on this opportunity. From hair salons and makeup artists to product manufacturers, many Latino entrepreneurs are finding success in the beauty industry.


The beauty industry is particularly attractive to Latinos because of the culture’s emphasis on beauty and physical appearance. Many Latinos have a passion for beauty, and this is reflected in the products and services they offer. Additionally, many Latino entrepreneurs can connect to their customers on a deeper level because of their shared culture and language.


Latinos are also taking the lead in the beauty industry when it comes to innovation and the use of technology. Many are utilizing digital platforms to reach new customers, offer services and products, and promote their businesses.


This has allowed them to expand their reach and increase their bottom line. In addition, as more Latinos enter the beauty industry, they are also taking an active role in making it more inclusive. From creating products specifically for people of color to advocating for more representation of Latinos/Latinx in beauty campaigns, they are working to make the industry more accessible to everyone.


Celebrity Makeup artist and beauty entrepreneur Hernan Rivera is a classic exemplary, and professional makeup artist based in Chicago, Illinois. Hernan Rivera is a master of the art, specializing in creating beautiful and unique makeup looks for all skin types and complexions. Hernan has extensive experience working with Latinx and multicultural clients and loves to create looks that celebrate their culture and heritage. Hernan is also an active member of the LGBT+ community and an advocate for equal rights and acceptance of all. Hernan is a firm believer in diversity, inclusion, and breaking down barriers in the beauty and cosmetics industry. Hernan's artistry has been featured in many notable LGBT+ magazines, and also in the beauty and fashion industry media.


Hernan Rivera's portfolio includes editorial, bridal, special event, and film makeup, and has worked with some of the elite talents in the beauty and fashion industry, allowing Hernan to work with a variety of clients, including celebrities and models, on various elite projects. Hernan is a true professional in the beauty industry. He takes great pride in his work and cosmetic brand and is continuously evolving and learning new techniques and trends. His passion and dedication to the industry are evident in each one of his projects.


Hernan Rivera has been in the cosmetics, makeup, and fashion industry for over fifteen years and has had the pleasure and honor of working as a regional makeup artist for one of the most prestigious makeup brands in the world, Chanel Beauty.


Hernan's exquisite taste, fashion sense, and skills touch have guided Hernan to venture into the cosmetic and makeup industry by developing his own cosmetics brand, Hernan Rivera Beauty, formerly known as Sin Cosmetics. Hernan is also the president of H&I Grand Productions and national director of Miss Grand United States, One of the top three international pageants in the world.


Hernan’s talent and outgoing personality allowed the Latinx to host his beauty segment on Chicago Latino TV, which aired on Telemundo Chicago. Hernan has also participated in significant editorial print campaigns, pageants, and Red Carpet events. The Latinx has been an excellent mentor and instructor, developing young talent by expanding their knowledge with the use of color and fine-tuning their techniques.


Hernan's expertise, honesty, and flawless application are what keep peers and clients requesting Hernan's artistic work and professional advice. Hernan believes his success comes from listening to the needs of each client and customizing their application to reflect and enhance their individuality. Hernan is also a resourceful contributor to many beauty and cosmetics editorials, runways, and fashion advertising agencies from California to New York and Mexico to Ecuador.


Hernan Rivera has worked with some of the most celebrated people in today’s entertainment industry, and his artistry work has graced the covers of multiple magazines and newspapers nationally as well as internationally. Hernan believes his entrepreneurial skills have helped him develop excellent partnerships with many renowned artists in different projects and establish a relationship in holding many positions in the beauty and fashion industry, helping expand his beauty and cosmetics brand Hernan Rivera Beauty around the world.


You can read and learn about Hernan Rivera's seasonal makeup trends for 2023 in Our Latinx Magazine beauty segments launching in Spring 2023.

I had the pleasure of reuniting with Hernan Rivera during the Chicago Latina Expo 2022, and World Fashion Festival 2022. Here is what this powerhouse had to say during the interview with Our Latinx Magazine.


OLM: How did you become interested in your field?

HR: I never really saw myself as a makeup artist. I was always interested in the fashion industry as well as Being in touch with my artistic side. Finishing up my second degree in fashion merchandise when I got a part-time job in a department store cosmetics department. Being a painter I asked myself how hard could it be to apply makeup on someone's Face if I could create a full painting. When I picked up the brushes for the first time it felt like second nature, like something that I had been doing for years. And just like that, it became a passion.

OLM: How did you begin your career?

HR: After a few years of working with a prestigious makeup line I knew it was time for me to do something for myself. I had a dream one night that I had a business in this dream I did not know what the business was yet I knew it was time for me to spread my wings and start my own business in what I was passionate about and loved and that was makeup.

OLM: What do you like most about your work?

HR: My work allows me to work with people from all walks of life and to know that you have the power to make them feel and look beautiful is the most rewarding part of my job.

OLM: What kinds of accomplishments tend to be valued and rewarded in your field?

HR: The industry has changed a lot and I think YouTube and other social media outlets have changed the way people view and value a true makeup artist's work. Now A day anybody could call themselves a makeup artist by starting a channel and showing others how to apply makeup. But, a true makeup artist is much more than that, it is about technique, knowledge, and experience. As an artist, you have to take into account your client's needs and facial characteristics. Because remember that what works for one person does not work for another.

OLM: How does your position fit within the organization/career field/industry?

HR: I have been in the industry for over 15 years and true talent and technique give you credibility and respect in the field. I have been able to grow a name for myself working with National and international celebrities showcasing my work in print television and different media outlets.

OLM: Why do you feel you are the most suited for this role?

HR: I’ve always wanted a start and makeup line of good high-quality products at a more reasonable price. Also, with my background in the industry, I feel I know what our consumers want and need.

OLM: What kind of mindset is required for your duties and responsibilities?

HR: Working with clients day in and day out it is important to hear and understand what the client's needs and wants are.

OLM: What are the areas of opportunity that you foresee in your role?

HR: Having my own cosmetics company has given me the opportunity to give my clients, especially my Latina community a product that is high quality at a reasonable price yet hearing what their needs and wants are and being able to make it a reality.

OLM: How do you stay inspired and motivated in your role?

HR: Every day that I go to work to do an event or work with a client seeing their face when you reveal your work is the most rewarding part. To see their face and for them to say how beautiful they feel makes it all worth it.

OLM: What advice would you give to today's Latina and the future Latina?

HR: My advice to Latinas today and in the future is to never give up on your dreams and follow your heart the sky is the limit and anything is possible with hard work and dedication.


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