A roundup of Latino-owned brands to know during Hispanic Heritage Month and beyond, reflecting the growth and challenges faced by these entrepreneurs
Latino-owned businesses are the fastest-growing segment of small businesses in the U.S., with over 5 million Latino/a entrepreneurs contributing significantly to the economy. Despite this success, these business owners face unique challenges compared to their white, non-Latino counterparts. The growing interest in multiculturalism during Hispanic Heritage Month has not always translated into greater representation in various markets, leaving many Latino entrepreneurs to navigate a difficult landscape.
Melissa Gallardo, founder of Bonita Fierce, a candle brand inspired by Latino culture, sees a surge in interest during Hispanic Heritage Month and Day of the Dead celebrations. Gallardo’s candles, with scents such as cafecito con leche and lavender fabulosa, aim to celebrate Latino culture and bring representation to shelves. “The contributions of the Hispanic and Latino community need to be celebrated year-round,” she says, underscoring the importance of ongoing support for Latino businesses.
In addition to Bonita Fierce, a variety of Latino-owned businesses continue to thrive across industries such as beauty, food, clothing, and more. Maritza Abreu, founder of Pisqueya, a food brand, highlights the paradox of increased cultural awareness alongside challenges like lack of access to capital and maintaining cultural authenticity. Despite these struggles, these businesses are resilient, drawing strength from their heritage and the support of shoppers who value their unique contributions.
For consumers, supporting Latino-owned businesses goes beyond just one month of the year. It’s about acknowledging and celebrating the impact these businesses have on both the economy and culture. As Latino entrepreneurs continue to build their presence and influence, their businesses represent more than just products—they reflect the strength, resilience, and vibrant culture of the Latino community.
