Lotería Meets Lipstick: Beauty Creations Partners with Don Clemente for Culture-Rich Makeup Line
- Tyzza Macias
- May 14
- 3 min read
Beauty Creations Cosmetics, an independent brand known for its affordable, trend-forward beauty products, is stepping into heritage territory with a new collaboration that merges cultural legacy with cosmetic artistry. The company has partnered with Don Clemente, the publisher of the iconic Mexican card game Lotería, to release a limited-edition makeup collection that pays homage to generations of tradition while appealing to a cultural wave of beauty consumers.
The collaboration marks a personal milestone for Beauty Creations founder and CEO Esmeralda Hernandez. “Collaborating with Loteria felt really special because it’s something that’s been part of my life since I was a little girl,” said Hernandez. “I grew up playing Loteria with my family, and now I get to play it with my own kids. It’s truly special to keep that tradition going and so inspiring to see how this game continues to bring generations together.” For Hernandez, the collection isn’t simply a business initiative. It’s an expression of continuity, culture, and identity.
Lotería, often referred to as “Mexican bingo,” is more than a game. With more than a century of history behind it, the colorful deck of illustrated cards has become a cultural anchor among Mexican and Mexican-American communities. Its influence extends beyond family tables and into art, fashion, and now, cosmetics. The six-piece collection includes a makeup bag, a lip duo, a setting mist titled "La Sandía," a shadow and face palette, a complete collection set, and even a custom version of the Lotería game itself. Each product is rendered in a distinctive glam pink.
“Beauty Creations has brilliantly reimagined Lotería, capturing its essence through stunning cosmetics and a beautifully crafted custom card game,” said Luis Landin, President of Don Clemente, Inc. The collection offers a new way for fans to interact with the familiar iconography of the game, while reaching consumers who may be discovering it for the first time through the lens of beauty.
The line launched May 9 and is now available through Beauty Creations' website, Beauty Creations retail stores in Los Angeles, and select U.S. retailers including CVS, H.E.B., and Curacao. In Mexico, the collection is carried by DAX, Coppel, and Woolworth. With price points ranging from $8 to $59, the collaboration remains consistent with Beauty Creations’ mission of delivering quality and accessibility without sacrificing design or sentiment.
The licensing agreement was managed by Pacific Swell Brands, a Los Angeles-based agency that specializes in brand expansion. “Beauty Creations has been an exceptional partner, bringing a clear and creative vision to every aspect of this collaboration,” said Vivian Velasco, President of Pacific Swell Brands. “From the beautifully crafted product to the thoughtfully designed, trend-savvy sales and marketing materials, their attention to detail and commitment to honoring Loteria Don Clemente truly stand out.”
Beauty Creations, founded in 2016, has built its reputation on bold color stories, unique packaging, and a product line that spans from glitters and pigments to skincare. With all products developed in-house and cruelty-free, the brand has found an enthusiastic audience by combining affordability with creative freedom. Its distribution continues to expand, both online and through national retailers like Urban Outfitters and H.E.B.
For Don Clemente, this collaboration represents another chapter in a broader strategy to introduce Lotería to new markets and categories, from apparel to personal care. With its deep cultural roots and instantly recognizable design, the brand has maintained relevance through adaptation—a trait it shares with Beauty Creations.
In a beauty landscape increasingly shaped by cultural storytelling, this partnership between a traditional game and a modern cosmetics brand offers more than a themed palette. It provides a link between generations, between traditions, and between self-expression and heritage.
