Beauty con cultura
Vive Cosmetics is a Latina-owned and operated beauty brand created to celebrate our love for all things beauty and cultura in one place. Vive Cosmetics' story has become less and less about lipsticks and more about celebrating the diversity and power of the Latina and Latinx community.
Vive Cosmetics started as an idea in 2016 after realizing the lack of representation of the Latinx/Latina community in the beauty industry. While Latinas outspend all other groups across all beauty industry categories, resulting in unparalleled economic power, beauty companies only see us as $$. Time and time again we see offensive and tone-deaf campaigns that are meant to be inspired by us and other communities of color, but that is problematic in their delivery. We didn't see models that look like us or sounded like us and we continue to see important people in the industry reject us and our different skin tones and offer no apology or remorse. Vive Cosmetics was created as a way of recognizing our importance and not accepting that narrative of who we are and how we look like.
We want Latinas and all Latinx to realize the power of our community and truly embrace the beauty that comes from within. We do not need companies to cater or pander to us. We need companies that celebrate and honor our different stories, skin tones, languages and origins. We need companies created by us and for us and Vive Cosmetics is doing just that.
MORE ABOUT US
We proud to mainly work with Latina/s and POC owned companies and people to run and meet the needs of our company - this includes makeup artists, photographers, printing vendors, designers and more. We believe in reinvesting in our community by keeping the dollars within. We want to create a system where economically we can all thrive and benefit from each others' success.
Meet the Founders
Leslie and Joanna, founders of Vive Cosmetics, are first-generation Latinas with a mission to combine their love for all things beauty and cultura in one place. With zero connections or knowledge of the beauty industry or retail business background, they decided to take it upon themselves to create a brand they felt was needed in the industry. Their passion to represent their community in the beauty industry has allowed them to create a brand that is so much more than just makeup, a brand that authentically represents their community starting from the founders all the way to their models and marketing campaigns
Joanna Rosario-Rocha is a proud Mexi-Rican, aka Mexican and Puerto Rican, residing in the central coast of Northern California. She is the first in her family to graduate from college and the proud daughter of a single mother. Besides running Vive Cosmetics, she currently works in the tax industry and co-owns her own tax franchise with her husband. As an avid beauty lover, she never felt truly represented in the beauty industry and starting Vive Cosmetics has become her passion. In co-founding this company, she hopes to help people to realize their power, most importantly, evoke a feeling of belonging by creating a space where they feel seen by a beauty brand, something they have never felt before.
Follow her on Instagram: @ joannarosariorocha
Leslie Valdivia is a Mexicana-Americana, daughter of Mexican immigrants, residing in Sacramento, CA. Being the oldest of three daughters, she is was the first person in my family to graduate from college. Besides running Vive, she is a communications and public relations professional with experience working on national and statewide marketing and public awareness campaigns. In her free time, she is active running her nonprofit, which focuses on creating professional and personal development events for young Latinas and providing resources around health, civic engagement and career. Leslie’s mission is to create opportunities and spaces where Latinas can benefit from and creating Vive Cosmetics is a meaningful way to do that through beauty, self-love and so much more.
Follow her on Instagram: @leslievaldivia