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Cholas x Chulas is “not your tia’s beauty brand." Innovating in the makeup space with bold products and loads of shiny gems, the Latinx beauty brand is all about celebrating Gen Z style. Through unapologetically Instagrammable beauty, Cholas x Chulas fuses Latinx culture with festival makeup staples to produce products that push boundaries. The brand's gems and pearls are even used to create the viral looks on HBO's smash-hit Euphoria, so you know it's lit.
From pearls to eyeliners to gems, Cholas x Chulas is redefining what everyday makeup can look like.
“We speak Spanglish, we make our own rules and smash beauty norms,” the brand’s website reads. “Our beauty ethos is self-expression versus makeup trends that cultivates a pipeline of badass novelty beauty products.”
According to brand creator Nydia Cisneros, the name Cholas x Chulas plays on the idea of the tough versus feminine dichotomy that many Latina woman grow up struggling between. The brand, then, seeks to redefine the rules of Latinx femme beauty with bold, boundary-breaking style.
If you’ve wanted to steal the iconic HBO Euphoria beauty look since first watching the show, these festival-ready items will be right up your alley.
“Maddy’s our girl,” Cisneros tells In The Know. “She is about storytelling with gem. In Euphoria, they really understood the product…That show really helped us get on the map.”
Any beauty lover will be endlessly inspired by the brand's unique products, from teardrop gems to classic pearls. If you want to support Latinx beauty innovators, check out these choice products from Cholas x Chulas.