Our Story

"Something I learned throughout this journey was how to never underestimate the power of nostalgia. At age 6, my mother gifted me my first piece of makeup: a pink glittery lip gloss in a squeeze tube. I never forgot how thick and gritty it was as if I were applying glitter glue. This memory would be unlocked over a decade later during one of my college classes. The idea struck of a shiny red lip gloss that not only felt smooth and light on the lips but tasted like one of my favorite childhood candies: cherry sour drops. With a passion for makeup and other glittery things, I took a big risk that year making my own lip product. Many were masking and staying home, neglecting the need for that particular step in our makeup routines. Still, inspired by the flavors of my culture, I experimented with different formulas until I found my core line, consisting of just 10 shades. 

The tremendous support I received from the initial launch despite my doubts only motivated me to keep innovating with different flavors that my customers would love.

I decided on the name Belleza del Sur (Beauty of the South) because I believe there is beauty and strength in my culture. Most of all, I wanted people to remember their roots through the power of nostalgia. When you wear my lip gloss, you might remember abuela's homemade conchas served with a cafecito, or a creamy leche canela raspa after a long day at school. These are not just beauty products; they are my childhood memories captured in a tube.

My goal is to share what life is like growing up in deep South Texas and hopefully bring back sweet memories to the wearer.