Meet the Founders


I am a first generation MexiRican (Mexican/Puerto Rican), the first in my family to graduate college and I co-own my own tax franchise with my husband. 

Starting Vive Cosmetics is a dream come true. As a Latina and a beauty lover, I have never felt truly represented by any brand out there. This brand is made by Latina women for our Latinx community. In co-founding this company, I am not only proving to myself that I can overcome my fears and take risks, but I hope to inspire all of you with the knowledge that you can achieve anything you set your mind to. The only person stopping you is YOU! I hope you join us in this journey to expand the impact of the Latinx community on the beauty industry and I especially hope you love using our products as much as we loved making them.

Follow me on Instagram: @ joannarosariorocha


My parents came to the United States from Mexico so that we could have a better life, una vida mejor. Though their journey started in the border town of San Diego, California, where I was born, my parents found more opportunities working in the fields of the Central Valley. There, I grew up as the oldest daughter of three girls. I was the first person in my family to go to college, and I am forever grateful for all of my parent’s hard work and sacrifices in helping me achieve that goal. After college, I worked in the nonprofit world for a bit, where I immersed myself in learning entrepreneurship and business skills, but also realized the cruel reality that many people who have great ideas never get to see their ideas come to fruition. This is especially true for people of color and Latinos, who do not have the capital, organizational knowledge, or resources to start their own business and build wealth.

Upon realizing all the opportunities I had to create something really special, something never done before, Vive was born. For me, starting Vive Cosmetics has been a blending of my love for working with the Latinx community and my passion for makeup and all things beauty. I am blessed in my privilege to combine my two loves, and I hope you love using our products as much as we loved and feel honored to bring this dream to life.

Follow me on Instagram: @leslievaldivia