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Beauty Creations started with a little hustle and a big dream. After immigrating from Mexico at nine years old, founder Esmeralda Hernandez grew up watching her mom sell at local swap meets, where she saw firsthand that women had to choose between luxury makeup they couldn't afford and affordable products that didn't deliver quality.
She created the brand she wished existed. One that made elevated beauty more accessible without compromising on quality. Today, Beauty Creations has grown from nine products into a globally recognized beauty brand available in more than 40 countries, but our purpose remains the same: Creating beauty that feels welcoming, inspiring, and made for everyone.
''Being a Latina-owned company means everything to me. It's a reflection of my roots, my resilience, and the community that shaped me. I started Beauty Creations to show that Latinas, immigrants, and moms can lead, create, and thrive while staying true to who we are."
-Esmeralda Hernandez
Esmeralda Hernandez is more than the CEO of Beauty Creations. She is the brand's visionary, storyteller, and strongest connection to its community, inspiring confidence, creativity, and what's possible through entrepreneurship.
Visionary
Shapes the future of Beauty Creations
Mentor
Inspires next generation of entrepreneurs
Leader
Represents the brand with authenticity and purpose
Beauty should be fun, fearless, and for everyone. We create elevated products at accessible prices that inspire you to play, express yourself, and own your beauty with confidence. From the first swipe to the final look, we want every interaction to leave you feeling inspired, seen, and confident to take on the day.
We envision Beauty Creations becoming the beauty brand that feels like your biggest cheerleader. Always inspiring you to try something new, celebrate what makes you unique, and show up as your most confident self. Through elevated products and meaningful experiences, we'll redefine accessible beauty for the next generation.
"Beauty Creations believes beauty is a celebration of individuality. Through bold creativity, inclusive experiences, and bold self-expression, we empower every person to own their beauty and embrace feeling confident, inspired, seen, and celebrated."
