LATIN BEAUTY

Jennifer Lopez. Penelope Cruz. Sofia Vergara. Salma Hayek. Eva Longoria … Latina beauties are confident, colorful, and they are everywhere!

North Shore resident Perla Long has launched PerlaRose Beauty, a line of curated cosmetics inspired by the “spirit, warmth, and vitality” of Latin-rooted beauty, with products designed for women from all walks of life.

“I was born and raised in Mexico. I grew up surrounded by my close-knit family and the culture and vibrancy of Latin America,” Long explains. “As a Latina, using lip color to express myself has always been a large part of my identity. In fact, watching my mom pick the perfect lip color each morning originally piqued my interest in makeup.”

“Even at a young age, I recognized that this color application was a symbolic statement of my mother’s emotional state. Her choice of lip color conveyed how she was feeling each and every day. Was she feeling confident or uncertain? Was she feeling alluring or unappealing? Wearing colorful lipstick was an easy way to elevate her day.”

Fast forward to 2020 when Long was inspired by her daughter’s own growing interest in makeup. “My daughter wanted to wear lip gloss just like her friends so I went on a mission to create a product offering high quality clean and natural ingredients that are both environmentally friendly and sourced in Latin America. As a mother, I want my daughter to inherit a legacy of conscientious beauty, all while using clean and safe products.”

The name “PerlaRose” derives from Perla’s first name, while Rose is for her daughter, who is a young, beautiful blend of different multicultural backgrounds. “I want PerlaRose Beauty to represent what a beauty brand should be: clean, inclusive, and colorful,” she explains.

“The development of PerlaRose began in earnest as I was completing my master’s degree at Northwestern University. While I juggled my studies with raising three young children, I was given the chance to intern at the corporate headquarters of Ulta Beauty,” Long says.

Long is thankful for the role that gave her important insight into the industry; enough so that she could dive head first into her own business.

“It was at Ulta that I fell in love with the inner workings of the beauty world. However, I also came to realize a void existed in the beauty industry, a bold Latin voice was largely absent from the marketplace. No brands were showcasing the beauty of Latin America. It’s a very diverse part of the world and home to some of the liveliest cultures and biodiverse habitats on the planet,” she observes.

While distinct from one another in terms of culture and custom, the countries that comprise Latin America each exude a common vibrancy and optimism. “At PerlaRose Beauty, I want to feature all aspects of Latin American culture, including its diverse people, music, and art. Our products reflect the disparate climates of Latin America, from its tropical rainforests and silky ribbons of beach to its alpine forests and vast mountain ranges. This beauty can be alluring and sexy, fun and playful, but it is always inclusive and natural.”

PerlaRose Beauty has partnered with leading companies in the clean beauty industry. Their goal? To transform Latin America’s most efficacious and potent ingredients into a curated portfolio of results-driven beauty products. “Each of our ‘mezclas tropicales’ (tropical formulas) is designed to achieve a healthy, vibrant, and glowing look with nutrient-dense, vegan ingredients from this beautiful region of the world,” explains Long.

Among the many coveted products: Glamorosa Gloss, delivers a glowing lip color with a touch of pure nature. “Intensely nourishing, vegan, and sustainably sourced, our Glamorosa Gloss is packed with emollients, conditioners, Cupuaçu butter, and Vitamin E,” she notes.

Growing in rainforests throughout the Amazon basin, the Cupuaçu tree is found in northern Brazil. Cupuaçu, of the cocoa family, is Brazil’s national fruit and has been a primary food source for indigenous populations living in the rainforest for centuries. Cupuaçu continues to grow in popularity as a superfruit.

“Cupuaçu butter is extracted from Cupuaçu seeds and is an excellent moisturizer. It can absorb approximately 450 percent of its weight in water, which is significantly higher than shea butter (289 percent) and lanolin (250 percent), two traditional skincare oils,” Perla continues.

“Vitamin E is a naturally derived oil associated with antioxidant benefits. Vitamin E exists in avocados, almonds, olive oil, and sweet potatoes. When applied topically, Vitamin E can block free radicals and replenish natural oils, which helps slow down the skin’s aging process.”

On tap next for Long? “Continuing to grow our portfolio of products and launch our new signature lipstick, The Latin Kiss, made with mango butter from Mexico.”

Wherever the future takes Long and PerlaRose, the one principle is constant. “What drives me every day is a woman’s ability to transform. To be the beautiful woman who lives inside of you, by bringing out the best in yourself.”

Products can be purchased locally at Winnetka-based retailers including Winnetka’s Bunny & Babe and Glencoe’s LuxLab, online at Flip, and at perlarosebeauty.com.