Latinas are the largest group of women workers in the U.S., according to data from the Bureau of Labor Statistics. But we still earn a whole lot less than our white male counterparts: For every dollar a non-Hispanic white male makes, Latinas earn only 57 cents. So, being taken seriously — and being compensated and treated equally — can be difficult. Makeup, then, can be a tool of confidence in the workplace, a way to embrace and reclaim your power, culture, and identity. Or, maybe, it's just something that provides a little catharsis in an industry that makes you feel inferior at times. (Don't underestimate the therapeutic powers of applying your favorite mascara or lip gloss.)
With support from Ulta Beauty, we’re celebrating Hispanic Heritage Month (which kicks off September 15) by shining the spotlight on nine Latina professionals from all over the U.S. who work in fields that have been traditionally male-dominated, from architecture and cannabis to politics and tech. Read on to learn how they use makeup to feel empowered at work.
Nadia Palacios Lauterbach, 41, Houston, TX
Industry: Architecture
What it's like being a Latina in architecture: “I grew up in Nicaragua, but I came to the U.S. for college. I have a degree in architecture and I own my business, Nadia Palacios Residential Design, where I specialize in the design of houses and gardens. Every workday is different for me: Sometimes, I have to go to a construction site and dress for the heat and mud; other times, I’m taking a client shopping for marble slabs or giving a presentation. And sometimes, I have to do all of those things in a single day. I am often the only [Hispanic] woman at a construction site, and in my early days, I would receive push-back from male builders or artisans who saw me as a little girl — a structural engineer even said as much to my face."
To be taken seriously, I had to… “Plow ahead and assert my position. At the beginning [of my career], people assumed I was a receptionist and not the person designing the building. It all came down to the fact that, regardless of what the builder, carpenter, engineer, or any other man in the field might think, the client hired me and my ideas to design their home, and that gave me the confidence to assert myself. I am now well-known in my area and have built a network of high-quality builders, consultants, and artisans who I respect and call upon to build my designs. I have a wonderfully diverse office with people of different ethnicities, cultures, and orientations, and I pride myself in providing a safe space for everyone. For every male employee, there are 1.5 women, and they all happen to be women of color."
How I use beauty to empower myself at work: “Makeup is an extension of myself: I’m outgoing and assertive, so my makeup look is brighter and maybe even louder than a more ‘natural’ aesthetic. I love coral cheeks (NARS blush in ‘Orgasm X' is a favorite), bold eyelashes, and a touch of sparkle. I put the most effort into my eyebrows and eyelashes, so I skip eyeshadow most days, unless I'm meeting with a client or going to a showroom and need to kick it up a notch. For my brows, I swear by Anastasia Beverly Hills Superfine Micro-Stroking Detail Brow Pen. For my face, I like to keep things light (not too much coverage), so I love Chanel Ultra Le Teint Ultrawear All-Day Comfort Flawless Finish Compact Foundation."
Chanel Ulta Le Teint Flawless Finish Compact Foundation, $, available at Ulta Beauty
NARS Blush, $, available at Ulta Beauty
Anastasia Beverly Hills Superfine Micro-Stroking Detail Brow Pen, $, available at Ulta Beauty
Victoria del Campo, 31, Minneapolis, MN
Industry: Law
What it's like being a Latina in law: “The law industry is dominated by men, and that is apparent at law firms, where women account for only 38% of attorneys. I am fortunate because the department I specialize in — labor and employment — at my firm is made up of mostly women, which is very empowering. I work with some minority women, but not many, sadly. Still, there is a lot of camaraderie, and the female partners I work with go out of their way to mentor and staff young women associates, which makes things feel more equal."
To be taken seriously, I had to… “Do the hard work and be open to criticism. I always try to be self-compassionate when I make a mistake, especially at work, because I am not a machine and I am not perfect. And I think that adds value to me as an attorney — I’m always willing to admit when I’m wrong and learn from it. That perspective allows me to connect with my clients, and it’s also proven to be a big reason why others take me seriously. But it's still difficult [to be taken seriously], though. When I practiced in Texas (where I began my career in law), I consistently felt undermined by others because I was young and a WOC. Since moving to Minnesota, it’s been easier to integrate and be treated equally, but again, I attribute that to working with strong and empowering women. I did work with empowering women in Texas, but the fact that there’s more representation [at my current firm] makes a big difference.”
How I use beauty to empower myself at work: “Skin care is a big part of my life, so I tend to go with a no makeup-makeup look with help from Hourglass Ambient Lighting Palette and a pop of color on my lips. I stick to a coral or red pout; Fenty Beauty by Rihanna Poutsicle Hydrating Lip Stain is one of my favorites. But I'll switch up my look for meetings or court appearances and wear eyeshadow and eyeliner (I love KVD Tattoo Liner). Even though I typically go for a natural look, makeup has always been a symbol of empowerment for me. I feel more confident knowing that I took the 10 extra minutes to apply it."
KVD Beauty Tattoo Liner, $, available at Ulta Beauty
Hourglass Ambient Lighting Palette, $, available at Ulta Beauty
Fenty Beauty By Rihanna Poutsicle Hydrating Lip Stain, $, available at Ulta Beauty
April Dominguez, 34, Austin, TX
What it's like being a Latina CEO: “I’m in my fourth year as an entrepreneur and the CEO of Handsome, an app that helps beauty and barber professionals advance their careers. I’m very proud to say that 75% of my team is made up of women, and 100% of them are minority women. In addition, 100% of my investors from my recent round of funding have BIPOC and women on as general partners. However, men — mostly white men — make up nearly 70% of the venture capital space, which means the majority of investors I speak with and pitch my company to on a daily basis are white men.”
To be taken seriously, I had to… “Battle and build. The first two years of founding Handsome were really challenging because clearly, I'm not the traditional investment archetype: I'm a non-technical founder, I'm brown and a woman, I serve and industry that's 90% women, and I did not go to an Ivy League school. More often than not, people would take meetings [with me] to make themselves feel good, and it felt like a diversity metric. Imposter syndrome set in really hard for me. It was incredibly isolating; I didn’t have a community to have real, raw conversations about it with. But as time went on, I made it a priority to find and cultivate these communities. I found minority-led funds, joined Latinx and Black founder groups, and started speaking up about my lived experience as a brown female founder — even if it made others uncomfortable. I had to develop a very firm trust and confidence within myself to be able to push back on investors and people who weren’t treating me equally. Once I began to push back, and once I redirected my energy toward people who did believe in me, everything started to change: Today, I’ve raised $2.3 million in venture capital funding."
How I use beauty to empower myself at work: “I wear makeup to work, but keep it very minimal most days. (As a startup founder and CEO who's also planning a wedding, I try to limit the amount of decisions required in my day.) But I'm a die-hard advocate of bareMinerals — specifically their Original Foundation Broad Spectrum SPF 15 — because it's light, minimal, creates epic contouring, and doesn't clog my pores. I feel most powerful when my lashes and brows are on point; for lashes, I love Too Faced Better Than Sex Voluminizing Mascara. And Buxom Full-On Plumping Lip Polish helps me feel feminine while leading. On days when I’m pitching investors, I empower myself by showing up in my femininity: showing [off] my hair, wearing eyeliner, picking vibrant earrings. An investor once told me I wouldn’t raise a dollar of venture capital after he saw my double nose piercing and forearm tattoos. So now, I always make sure to wear a sleeveless blouse when pitching. I don’t want there to be any [misunderstanding] about who I am: brown, tattooed, pierced, and brilliant. Being able to choose how I decorate my face and body in the workplace is one of the most liberating aspects in my current career. At my previous job [in the oil and gas industry], the culture was very male-dominated — there were only two or three women in the entire company — and at the time I felt like I had to conform to archaic [beauty and fashion standards]. So, I aim to create a culture at Handsome that demands you bring your most authentic self to work — whatever that means."
bareMinerals ORIGINAL Foundation Broad Spectrum SPF 15, $, available at Ulta Beauty
Too Faced Better Than Sex Volumizing & Lengthening Mascara, $, available at Ulta Beauty
Buxom Full-On Plumping Lip Polish, $, available at Ulta Beauty
Stephanie Aguilar, 32, Los Angeles, CA
Industry: Automobiles
What it’s like being a Latina in cars: “I’m the office manager at Brixton Forged, a high-quality wheel company. We’re a small team of eight, and I’m the only female employee (but not the only minority; half of the team is Hispanic). I handle shipments, finances, and production. I moved to L.A. from Missouri, where I was often the only Hispanic person at work, school, or even in my friend group. It made me feel like an outcast, and I assumed people thought I wasn’t intelligent, especially because I had a very strong accent (my parents immigrated to the U.S. from Honduras just before I was born). Because of this, I’ve always felt I had to prove myself and show my peers that just because I'm a Hispanic female, I can still excel and do what everyone else does. I’ve been told by more than one boss that I underestimate myself — they see my strengths and talents, yet I continue to question my every move."
To be taken seriously, I had to… “Leverage the skills I learned when I worked in the fashion industry. (I was a fashion PR assistant for years before I switched to the automotive industry during the pandemic.) During my two-week trial at Brixton Forged, I think the team was a little bit iffy about me. I knew my weakness was the fact that I didn’t know much about [cars]. I also felt apprehensive about being in a new industry I didn't have any experience in. But I was able to prove myself and successfully keep track of orders, answer client questions, collect payments, and more. In fashion, I needed to be exceptionally organized while working in a fast-paced environment, so I've excelled here and have continued doing so. My male coworkers always say, 'Steph, you still work in fashion, but [now], you work in fashion for cars.'"
How I use beauty to empower myself at work: “I’ve toned down my makeup since I worked in fashion because I’m the only woman at my current company and I don’t think men appreciate or notice [a good beauty look]. So now, I opt for a more natural look, but I still wear makeup every day because it makes me feel confident. If I sleep in and don’t have time to do my makeup, my entire day feels a little wonky. My typical routine takes about 10 minutes and includes foundation (my go-to is Estée Lauder Double Wear Stay-in-Place Foundation and I make it last by using bareMinerals Prime Time Foundation Primer), powder (you'll always find bareMinerals Mineral Veil Finishing Powder Broad Spectrum SPF 25 in my purse; it's great for oily skin), light pink blush, and a creamy, neutral eyeshadow to make my eyes pop. I get eyelash extensions, which are a lifesaver. If we have a wheel dealer coming to visit the warehouse, I go for a soft, smoky eye look because it makes me feel more empowered, and I want to remind my team that when we have visitors, I can be a strong presence for Brixton by changing up my look a bit."
bareMinerals Prime Time Foundation Primer, $, available at Ulta Beauty
Estée Lauder Double Wear Stay-in-Place Foundation, $, available at Ulta Beauty
bareMinerals Mineral Veil Finishing Powder Broad Spectrum SPF 25, $, available at Ulta Beauty
Gabriela Barragán, 34, San Diego, CA
Industry: Yachting
What it’s like being a Latina in yachting: “As a superyacht stewardess who travels around the world on luxury yachts (I'm currently in the Bahamas but I'm from California), my duties include cocktailing, housekeeping, laundry, organizing parties, helping with excursions, and more services. A one-week charter [costs] anywhere from $50,000 to $300,000, so my job is to go above and beyond to make sure guests enjoy their experience. The disparity of men to women in the yachting industry is significant (about 75% men versus 25% women), and the visibility of women — and Hispanic women more specifically — in high-ranking positions is scarce. Over the past two years, I’ve only worked with two Hispanic [women] on yachts. I’ve worked for Mexican yacht-owners before, though, and it was [nice] to be able to speak my native tongue because generally, we have to speak English on board. Thanks to more representation in the media, the number of women (in general) in the maritime industry is increasing, though."
To be taken seriously, I had to… “Be knowledgeable about the technicalities of how the yacht runs: understanding radar, alarm systems, weather, docking, anchoring, and anything that has to do with navigating the sea. I’m not just a maid and a pretty face — I’m a seafarer. It can be difficult to be treated equally: Laughing off sexist, racist, homophobic, and misogynistic jokes is not a way to earn respect. Yachting can be slightly complicated because you live with your crew on board, and there is a militant hierarchy that can complicate things. But rather than trying to 'fit in' with the guys, I establish boundaries to earn respect."
How beauty makes me feel empowered at work: “A slick bun, middle part, gold hoops, winged eyeliner, and red lip feels very nostalgic and beautiful — it’s a way to represent my culture at work, and it makes me feel like I’m making my ancestors proud. I'm Afro-Latina, and growing up in a predominantly Hispanic community — San Ysidro, California — where I regularly attended quinceañeras, weddings, and family ‘carne asada’ parties, maintaining a bit of my personal style and subtly recreating some of my tías’ looks keeps me connected to my people. In an industry where other cultures, languages, accents, and beliefs take precedence, it’s nice to pay homage to my own heritage. I typically wear tinted moisturizer, blush, highlighter, mascara, and tinted chapstick [during the day]. A couple favorites include Laura Mercier Tinted Blush (it’s lightweight and doesn’t make me oily when working in humid and tropical conditions) and L’Oréal Telescope Carbon Black Mascara (because it lasts throughout the day without clumping or smudging). In the evening, for a formal dinner service, sometimes I’ll add a little cat-eye (my go-to eyeliner is Revlon’s ColorStay Liquid Eye Pen Connect the Dots) or I'll wear natural lip liner and a matte lipstick, which helps me feel extra confident."
Laura Mercier Tinted Moisturizer Blush, $, available at Ulta Beauty
L'Oréal Telescopic Carbon Black Mascara, $, available at Ulta Beauty
Revlon ColorStay Liquid Eye Pen Connect The Dots, $, available at Ulta Beauty
Kathy Coronado, 56, El Paso, TX
Industry: Politics
What it’s like being a Latina in politics: “I’ve worked in politics for 12 years. I started as a volunteer [helping] local candidates I believed in. Now, as a field director, I manage teams of 30-160, help with ballot initiatives and voter registration drives, and motivate my field team to deliver successful campaign results. For every three women [on my team], there are about seven men. I’ve never experienced discrimination from my counterparts, but I have had security [personnel] visit my offices [in different counties] to verify my legitimacy during campaigns.”
To be taken seriously, I had to… “Recognize that I was being watched. I often felt that my male counterparts doubted my abilities as a woman — until my results surpassed theirs. During one of my first projects, I was working in Brooklyn, New York. I wasn’t welcomed and [was treated] like a burden. This push-back made me want to succeed even more, though. I met my deadlines early and exceeded goals. I had to work very hard to gain respect and trust in my field.”
How I use beauty to empower myself at work: “Because I work long hours, I have to prioritize my time, and the time I spend on myself is limited. So, I keep my makeup light, crisp, and simple, which also helps to not distract from the importance of the delivery of my work and the messaging. My lips are always a neutral, warm tone, for example — I love Burt’s Bees Lip Shimmer. My other essentials include L’oréal Voluminous Volume Building Waterproof Mascara and Ulta Beauty Moisturizing Foundation Stick. I don’t use makeup as [the only way] to feel empowered, but I also don’t downplay my femininity to ‘fit in with the boys.’ Makeup boosts my confidence, but what really empowers me is the conviction of my political beliefs.”
Ulta Moisturizing Foundation Stick, $, available at Ulta Beauty
L'Oréal Voluminous Volume Building Waterproof Mascara, $, available at Ulta Beauty
Burt's Bees Lip Shimmer, $, available at Ulta Beauty
Ursula Albert, 40, Queens, NY
Industry: Broadcast Journalism
What it’s like being a Latina in TV: “My job involves writing and producing content for the 6 p.m. and 11 p.m. newscasts at Univision 41. There’s a good balance of men and women at my company, but in my department, there are more men than women. Still, I’ve never been discriminated against — everyone has always been very respectful, even though I’m technically a minority in my department."
To be taken seriously, I had to… “Even though I’ve never experienced discrimination at my company, I still felt that as a woman, I had to show my bosses that I was capable enough to do more than what was expected of me. I felt I had to go above and beyond, participating in work activities, working long hours (even extra hours on the weekends), and making sure I was available at all times for breaking news.”
How I use beauty to empower myself at work: “Makeup enhances my beauty and makes me feel more confident. Red lipstick, in particular, makes me feel like I’m able to conquer the world; my go-to is Maybelline SuperStay 24 Liquid Lipstick. But makeup in general makes me feel more secure and empowered at the office. I wear it every day — I mostly use foundation and powder (Maybelline Shine Free Oil Loose Powder and Maybelline Shine Free Oil Loose Powder), as well as eyeliner (I use both liquid and crayon formulas), lipstick, lip gloss, eyeshadow, and blush. It's all important for me to wear on a daily basis."
Maybelline Fit Me Matte + Poreless Powder, $, available at Ulta Beauty
Maybelline Shine Free Oil Control Loose Powder, $, available at Ulta Beauty
Maybelline SuperStay 24 Liquid Lipstick, $, available at Ulta Beauty
Gabriela Paris, 34, Brooklyn, NY
Industry: Tech
What it's like being a Latina in tech: “When I'm not in meetings or working on projects for clients, I'm working on initiatives for my company’s Diversity and Inclusion Committee [to help diversify my company]. The ratio of men to women at my office is pretty even overall, but you do see more males in the more tech-oriented roles, like software engineering.”
To be taken seriously, I had to… “Endure unpleasant experiences, mostly from clients, such as receiving unfair treatment for not being a native English speaker and having an accent (I was born and raised in Puerto Rico). Luckily, my employer was supportive of me when I told them about it."
How I use beauty to empower myself at work: “[Wearing makeup] makes me feel more confident, especially when I'm going into the office or meeting with coworkers or clients. I like a natural look, with concealer (NARS Radiant Creamy Concealer for lightweight coverage), mascara (Too Faced Damn Girl! 24-Hour Mascara is my go-to for the non-clunky texture), bronzer (Benefit Cosmetics Hoola Matte Powder Bronzer for a natural, sun-kissed touch), and a nice shade of lipstick. These products help me feel polished and professional."
Too Faced Damn Girl! 24-Hour Mascara, $, available at Ulta Beauty
NARS Radiant Creamy Concealer, $, available at Ulta Beauty
Benefit Cosmetics Hoola Matte Powder Bronzer, $, available at Ulta Beauty
Christian Asa, 31, Oakland, CA
Industry: Cannabis
What it's like being a Latina in cannabis: “I'm a regional sales manager at Cannabiotix, which produces some of the highest quality (and highest-performing) indoor cannabis in the state. In other words, I sell legal weed in California. I work on a hybrid schedule, so when I’m remote, I connect with my accounts to ensure everyone has an updated menu, orders are submitted, and my delivery route is coordinated. When I’m out in the field, I’m meeting with cannabis buyers or hosting ‘budtender’ education sessions at dispensaries across northern California. The cannabis industry, I'd say, is about 70% male and 30% female across the board. I initially had reservations [about entering the cannabis industry]. As a Latina who comes from a family that participated in the illicit market for many years, and has had loved ones incarcerated due to the senseless war on drugs, I struggled with the idea of working for corporate cannabis. But my family was very supportive. There aren't many Latinas in cannabis, but the community is always growing; I'm always meeting new women and people of color through social media and mixers. Watching my [minority] peers achieve their goals motivates me to push beyond societal limitations and continue growing and taking up space in this male-dominated field."
To be taken seriously, I had to… “Establish boundaries and communicate effectively. I've had to work twice as hard to prove myself as a capable salesperson and not allow the idea that all women leverage their femininity to grow professionally. It can also be difficult and uncomfortable to draw appropriate boundaries with male-led accounts because something like joking can be perceived as flirting, so I avoid those awkward encounters by communicating clearly. Also, in order to be paid equally, I had to make friends with the men on my team and ask them what they earned. A [male] coworker showed me his pay stub and said, ‘Don’t accept a penny less.’ I’m forever grateful for his transparency, which helped me stand my ground and negotiate a much higher salary than I was originally offered.”
How I use beauty to empower myself at work: “I'm taken more seriously when I show up to meetings polished, so the right makeup — which, for me, includes products to create more natural look — helps get me into a professional headspace. When my look is put together, I can focus on the presentation and task at hand, and not question whether or not my audience was distracted by my appearance. So, I generally keep it pretty simple, with products like NYX Professional Makeup Epic Ink Vegan Waterproof Liquid Eyeliner (it's incredibly easy to apply and lasts all day) and BB cream with SPF and a little coverage. For a bolder look, I'll reach for Fenty Beauty by Rihanna Match Stix Contour Skinstick (it makes me feel extra polished) and NYX Professional Makeup Powder Puff Matte Full Coverage Lip Cream for an easy pop of color on my lips."
NYX Professional Makeup Epic Ink Vegan Waterproof Liquid Eyeliner, $, available at Ulta Beauty
NYX Professional Makeup Powder Puff Matte Full Coverage Lip Cream, $, available at Ulta Beauty
Fenty Beauty By Rihanna Match Stix Contour Skinstick, $, available at Ulta Beauty
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