Reina Rebelde Walmart retail deal

Reina Rebelde was among the independent beauty brands exhibiting at IBE LA in early 2017 and caught the attention of IBE Co-Founder Jillian Wright for helping expand the scope of the indie beauty movement. In comments shared with Cosmetics Design​, Wright emphasized that the brand is “geared towards the Latina woman. Very edgy and fierce.”

Retail partnerships let makeup brand Reina Rebelde reach more Latinx consumers

“As a self-funded, Latina-owned and operated makeup brand, I could have never imagined that four years into this journey, I’d see Reina Rebelde in Walmart stores,” ​Regina Merson, Founder and CEO of Reina Rebelde, says in this week’s media release about the brand’s new retail partnership.

“I created Reina Rebelde for our Latinx community to be authentically seen and heard in the beauty industry,” ​she says, adding that, “Walmart is helping a Latinx small business grow and allowing Reina Rebelde to be more accessible to Latinxs across the country, while bringing our multi-faceted culture to life by celebrating my favorite holiday – Día de los Muertos.”

The Walmart launch brings a selection of best-selling Reina Rebelde color cosmetics to some 350 stores. According to the media release, those products lip color sticks, liquid eyeliner, brow color, and complexion products like a newly reformulated On Your Face Contour + Color Trio in Coqueta. Learn more about the brand and Rebelde’s experience as a Mexican-American entrepreneur in this 2019 Forbes item by Vivian Nunez.​

Latinx Beauty is an emerging trend in the US marketplace

Merson’s Reina Rebelde brand is an early leader in the Latinx beauty movement. But as mainstream beauty becomes increasingly inclusive, she’s not alone in recognizing the opportunity in market.

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