Meet the Frías sisters founders of Afro-Latina beauty brand LUNA MAGIC 

The sister-duo behind Afro-Latina beauty brand LUNA MAGIC shares their entrepreneurial story and how they built a successful business during the COVID-19 pandemic. 

LUNA MAGIC co-founder, Shaira Frias. (Photo courtesy of LUNA MAGIC)

Afro-Latina and Dominican-American sisters Mabel and Shaira Frías couldn’t be more different, however their shared passion for beauty and lifestyle brought them together to create their very own beauty brand that celebrates their mutual love for their multicultural heritage.

Founded in Los Angeles with a mission to introduce high-performance cosmetics, bold flavor, diversity, inclusivity and vibrancy to the beauty industry, LUNA MAGIC draws inspiration from Latin culture, creating bold products that embody the phrase “in living color.” 

“We’re inspired by the rich cultures and music of the Caribbean & Latin America, the hustle and bustle of NYC and the glamour of Los Angeles. Luna Magic is a women-led and Afro-Latina owned company,” the sisters say. 

Mabel and Shaira began their entrepreneurial journey in 2019 with the launch of their UNO Palette, Matte Liquid Lipsticks and lashes. Makeup lovers themselves, the sisters had noticed there was a lack of representation while shopping for cosmetics in retail stores. Combining Mabel’s background in e-commerce retail and Shaira’s background in makeup artistry, they decided to create a brand that could represent the underrepresented.

LUNA MAGIC co-founder, Mabel Frias. (Photo courtesy of LUNA MAGIC)

“We know from industry data that the multicultural customer (especially Latinas & African-Americans) spend a sizable amount of money on makeup and beauty products, but there needs to be a better way for beauty companies to speak to this consumer base in an authentic way, and that is where our company comes in,” they say. 

LUNA MAGIC promises to serve their diverse customers by offering quality products that complement a range of complexions, at prices that are accessible to all. The sisters are excited to interact and engage with their customers both on social media and in real life. Seeing how much customers love their products and their company’s message makes them feel proud of how far they have come to bring their vision to life. 

“Being the first beauty brand with Afro-Latina co-founders, for us we are in a space where we can evolve the narrative on what it means to be beautiful and shape our vision along with the input of our amazing customers and community.”

As the sisters reflect on their journey so far, they also note some of the challenges they have faced and overcome. One of the biggest challenges they faced was launching their company during a global pandemic. 

LUNA MAGIC is a vibrant brand inspired by the sisters’ multicultural heritage, Latin culture and music—in living color. (Photo courtesy of LUNA MAGIC)

“When we first started LUNA MAGIC, we were hungry, eager and excited!” they say. “What many people don’t know is that we launched the company during a global pandemic. We are proud that we were able to weather the journey of launching in Walmart and Target, and continue to have the drive and motivation to champion for our customers and still achieve success in such a disruptive time, is what continues to give us the motivation to keep growing our business.” 

Their mission: to introduce high-performance cosmetics, bold flavor, diversity, inclusivity and vibrancy to the beauty industry. (Photo courtesy of LUNA MAGIC)

Another challenge they faced early on was figuring out how to work together as business partners. 

“People also say don’t go into business with family, which at the early stages of launching our company we quickly understood why,” the sisters share. “This is our first time working together as business partners and although we are only 15 months apart, we are both so different in every sense of the word.We had to sit down and see what complimentary skills we each brought to the table and be honest about our strengths and weaknesses.” 

LUNA MAGIC founders Shaira (left) and Mabel (right) Frías. (Photo courtesy of LUNA MAGIC)

In the end, their business partnership has only strengthened their sister-bond, making them better communicators, listeners, and friends. 

“We learned to be committed to listening to each other and focus on finding solutions when we hit roadblocks. We’ve learned that having multiple ways of thinking about something is actually a competitive advantage; as they say two heads are better than one.” 

You might be interested: 5 Afro-Latina-owned self-care brands to support

Now, having learned from their own experiences as new entrepreneurs, the Frías sisters want to give back and offer some words of advice to aspiring women entrepreneurs just starting out. 

First, they encourage all new entrepreneurs to “surround yourself with like-minded business people and create a community.” Networking, building business relationships, and finding mentors will help you go far. 

“Use others as a resource and knowledge-share, but also know how you can contribute. The more you expand your network, more opportunities come to you and knowing how to create win-win partnerships.”

Their second key piece of advice is to take advantage of grant programs and business accelerators that can help grow your business. 

“Apply to as many grant programs as you can,” they say. “Programs like Target Accelerators, Glossier Grant Program, Chase for Business Small Business Owners Program have elevated LUNA MAGIC and ourselves as business owners. These are lifelong relationships that we will continue to come back to, and that truly believe in helping minority and women-owned businesses.”

Moving forward, Mabel and Shaira are excited to launch their first entrepreneurship empowerment initiative, “Mentor Magic.” The program’s mission is to help uplift and empower fellow female entrepreneurs just starting their own businesses by providing actionable steps and resources to elevate themselves as entrepreneurs, leaders and business owners. 

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5 Afro-Latina-owned self-care brands to support this Black History Month and beyond

This year’s Black History Month theme is “Black Health and Wellness” which explores the legacy of Black scholars, medical practitioners, birthworkers, midwives, naturopaths, herbalists and more. 

Through the 2022 theme, we are asked to consider the “activities, rituals, and initiatives that Black communities have done to be well.”This includes celebrating our Black-owned self-care and wellness brands

Today, we’ve gathered a list of our favorite Afro-Latina-owned businesses to shop and support this month and beyond! 

Check out these awesome Afro-Latina-owned businesses and treat yourself or your loved ones this Valentine’s Day with a little self-care and pampering.

5 Afro-Latina-owned businesses to shop and support now! 

Luna Magic, Afro-Latina-owned business

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Luna Magic 

Sisters Mabel and Shaira Frias founded their makeup brand, Luna Magic, as a celebration of the rich culture found in the Caribbean and Latin America. Combining their passions for beauty and lifestyle, they created a vibrant brand that celebrates their mutual love for their multicultural heritage. 

Luna Magic’s mission is to introduce high-performance cosmetics, bold flavor, diversity, inclusivity and vibrancy to the beauty industry. 

“We’re inspired by the rich cultures and music of the Caribbean & Latin America, the hustle and bustle of NYC and glamour of Los Angeles.” 

Mabel Frías is a digital strategist with 12+ years of experience in executing digital merchandising strategies at fashion, beauty and lifestyle brands like Macy’s, Nordstrom and Savage x Fenty, lingerie by Rihanna.

Shaira Frías is an entrepreneur, professional makeup artist and former journalist. Her work has appeared in media outlets such as NY1, Fox News Latino, and Mundo Hispánico.

Reina Skincare, Afro-Latina-owned businesses

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Reina Skincare 

Reina Skincare is a luxury skincare brand founded by Afro-Latina, Adriana Isabel Robinson Rivera. With products made from all natural ingredients, Reina Skincare prioritizes quality. 

After suffering from acne for years, Adriana wanted to offer products that were natural, effective and represented a part of her that is deeply rooted within her. 

The term ‘Reina’ means Queen in Spanish and was chosen to represent the brand because because they wanted to establish that their products are fit for royalty. 

“For the image of this brand, we dove into the tropics, played with Kokum Butter and danced to the rhythm of Celia Cruz.” 

Offering a wide range of products from face washes and soaps to body butters, scrubs, serums and oils, Reina Skincare has everything you’ll need to pamper your skin and leave you feeling like royalty.

Vela Negra, Afro-Latina-owned businesses

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Vela Negra 

Vela Negra is a luxury candle brand founded by Aisha Cort. With candles inspired by her Afro-Caribbean heritage, Vela Negra is a celebration of multiculturalism

 “The fragrances and their namesakes remind me of my heritage and places like, Cuba and Puerto Rico, that I have been lucky enough to call home.”

Popular candles include “morena,” “azúcar,” and “wepa” and “coquí” —a “tribute to coquito.” 

All Vela Negra candles are made with black wax because of the belief that “black absorbs and dispels negative energies and provides new beginnings and clarity as when the light of the vela appears, the darkness is illuminated.” 

Each candle is individually hand-poured using 100% vegan coconut soy wax and ethically sourced wooden wicks, fragrance and dye to provide you with a luxurious and environmentally conscious, clean burn with the highest quality ingredients. 

Experience the power, comfort, and strength of Vela Negra today!

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Mixed Up Clothing

Sonia Smith-Kang is a multiracial female founder based in Los Angeles, California. Born in Puerto Rico to an African American father and Mexican mother, Sonia understands the ins and outs of multiracial life. She founded Mixed Up Clothing to bring cultural diversity to children’s clothing.

“In dressing my children, I noticed fashion didn’t reflect a rich, multicultural reality that I wanted to see in the world,” said Sonia. “I want children to see themselves in fashion, on the runway and in print. Everything we do comes from a place of celebration and showcasing heritage and culture.”

Sonia uses fashion as her vehicle to tell multicultural stories. Mixed Up Clothing sources fabrics and trims from all over the world, mixes and matches them, and then sews them into fun, everyday pieces that children are proud to wear. 

In addition to children’s clothing, they now also offer face masks for all ages with patterns that embrace multicultural roots, such as their Día De Los Muertos themed masks and their African Patterns collection.

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La Boticá 

La Boticá Studios is a conceptual brand and niche fragrance house providing curated, luxury and sustainable products for the intentional self care ritual. 

Founded in 2018 by fine arts photographer, Dawn Marie West, Afro-Dominican & African American culture is the foundation of the concept brand.

Through La Boticá, Dawn brings the intersectionality of luxury perfumery and contemporary art into one lifestyle brand. La Boticá Studios has become a cult-following luxury fragrance and conceptual brand recognized in several international magazines such as Vogue, Architectural Digest, Harper’s Bazaar, Cosmopolitan, The Zoe Report and Byrdie.

This sustainable luxury fragrance house focuses on self-care, showing deep respect for the Earth with their ingredients, and minimalist design. Ingredients are sourced  from South America that give reverence to the earth.

Try one of these luxury fragrances and join in the curation of “modern rituals that promote sacred restoration for within and conscious reconnection to the earth.”

See something that caught your eye? Shop and support these amazing Afro-Latina-owned businesses today!