9 Latina Founders to Know and Support for Jefa Day
Latinas are one of the fastest-growing segments in the entrepreneurial space.
Story written by Yara Simón
When it comes to funding, Latina entrepreneurs are woefully underrepresented. And yet, Latinas continue to start businesses at high rates. Latinas own more than two million businesses in the United States, an 87% increase since 2007. This makes Latinas one of the fastest-growing segments in the entrepreneurial space.
These jefas aren’t just overcoming huge barriers; they are also making a difference. They are creating products that expand beauty standards, using impressive platforms to give a voice to underrepresented groups, and drawing from family traditions to solve problems.
Here are 10 Latina founders you should know and support:
➀ Magdaline Hurtado Estevez, Hello Updo
Hello Updo was born of necessity. While in the Dominican Republic on a hot day, Magdalene Hurtado Estevez wanted to keep her hair out of her face. However, the hair ties she had with her snapped because they couldn’t support her textured hair. That’s when she began to question why the product didn’t already exist, and a few weeks later, in her grandmother’s kitchen, she sewed her first Biggish, a wide scrunchie made of silk.
➁ Juliana Pache, Clay Jewels by Jules
From bold, dangly hoops to delicate, understated baubles, Clay Jewels by Jules offers a variety of polymer clay earrings. Juliana Pache, a Dominican-Cuban-American social media strategist, started her business in 2020.
➂ Evelia Torres, De Mi Tierra
Evelia Torres learned about natural beauty products from her Mexican grandmother growing up. After a decade of working in the cosmetic industry, she decided to launch De Mi Tierra, which focuses on safe, organic products that nourish your skin. The Chicago-raised entrepreneur’s brand features only natural, earth-made ingredients from Latin America.
➃ Zoila Darton, WORD Agency
With WORD Agency, Zoila Darton, an Afro-Latina founder, works to open doors for underrepresented communities. Teaming up with noteworthy companies like HBO, Foot Locker, and Nike, Darton creates campaigns featuring people of color prominently.
Latinas own more than two million businesses in the United States.
➄ Naibe Reynoso, Con Todo Press
Emmy-winning journalist Naibe Reynoso launched Con Todo Press, a children’s book publisher, in 2018 to celebrate Latino leaders and culture.
➅ Maritza Abreu, Pisqueya
Founder and CEO Maritza Abreu started Pisqueya, a food products company celebrating her culture and family. Pisqueya’s offerings include adobo seasoning and spicy hot sauce—recipes passed down from generation to generation.
➆ Aisha Cort, Vela Negra
Inspired by her Guyanese and Afro-Cuban culture, Aisha Cort started Vela Negra, a candle company. The company uses vegan coconut soy wax.
⑨ Mabel and Shaira Frías, Luna Magic Beauty
Sisters Mabel and Shaira Frías started Luna Magic Beauty to add more diversity and vibrancy to the beauty industry. Their colorful products draw inspiration from Latin America, New York, and Los Angeles.
➇ Nadine Fonseca, Mighty Kind
After having children and moving from San Francisco Bay, Nadine Fonseca co-founded Mighty Kind, an anti-bias education company. Realizing that her children didn’t see many different cultures in their everyday lives, she sought materials that could help her teach her kids how to be more empathetic and unbiased. This led her to create material that other parents could use with their own children.