15 Barrier-Breaking Hispanic Leaders in Beauty, Wellness, and Fitness
September 15-October 15 marks Hispanic Heritage Month, a time to honor and celebrate the remarkable legacy of Hispanic culture, as well as Hispanic-American individuals’ profound impact on United States history. Why these dates? Well, to coincide with the independence days of several Latin American nations! This includes Mexico, Costa Rica, El Salvador, Guatemala, Honduras, and Nicaragua.1
It’s strikingly evident the beauty, wellness, and fitness industries would not be nearly as inclusive or diverse without the countless hours of hard work and contributions of many Hispanic leaders.
As Hispanic Heritage Month continues, we encourage you to take a moment to acknowledge just a few of the modern Hispanic icons who continue shaping these industries today.
1. Amara La Negra
Photo courtesy of @amaralanegraaln
Born in Miami , Amara La Negra is a Dominican-American singer, actress, and entrepreneur who has become a leading voice for Afro-Latina representation. Rising to fame through music and television, she has used her platform to challenge colorism in the entertainment and beauty industries. Amara has also launched beauty ventures that celebrate natural hair and diverse skin tones, encouraging women to embrace their identities unapologetically. Her advocacy has inspired conversations and change around inclusivity in both media and beauty spaces.
2. Carolina Contreras
Photo courtesy of @miss_rizos
Carolina Contreras, a Dominican entrepreneur, is the founder of Miss Rizos, the first Afro-Latina natural hair salon and product line to be carried by Sephora. Through her work, she has helped empower thousands in the textured hair community to embrace their natural texture with pride. Contreras began Miss Rizos with a blog that celebrated natural curls and highlighted resources for curly hair, which grew into a movement that helped redefine beauty standards for Afro-Latinas in the Dominican Republic and beyond. Today, her brand continues to push for representation in mainstream beauty, breaking stereotypes around textured hair.
3. Robin Arzón
Photo courtesy of @robinnyc
Of Cuban and Puerto Rican descent, Robin Arzón is Peloton’s Vice President of Fitness Programming and a New York Times bestselling author. She’s transformed the fitness world with her motivational coaching style and her commitment to inclusivity, making movement accessible for people of all backgrounds. Arzón’s story of resilience—transitioning from a successful legal career to a wellness leader after surviving a life-changing event—has inspired millions to reclaim their strength and prioritize their health. Beyond Peloton, she’s written books like Shut Up and Run and Strong Mama, bridging fitness with empowerment and lifestyle.
4. Ona Diaz-Santin
Photo courtesy of @thehairsaint
Ona Diaz-Santin, also known as The Hair Saint, is a proud Dominican-American curl specialist and owner of 5 Salon Spa in New Jersey. Recognized as one of the top curly hair experts in the country, she has become an outspoken advocate for textured hair acceptance and equity in professional beauty education. Diaz-Santin has worked tirelessly to ensure stylists are trained to serve all hair types, dismantling the stigma surrounding curls in the salon industry. Her work has empowered clients to embrace their natural texture while influencing systemic change in beauty standards.
5. Oscar de la Renta
Photo courtesy of @oscardelarenta
Born in Santo Domingo, Dominican Republic, Oscar de la Renta remains one of the most iconic names in global fashion. After training under Spanish designer Cristóbal Balenciaga, de la Renta built a legacy defined by elegance, craftsmanship, and timeless style. His influence extended beyond couture, as his brand expanded into fragrance and beauty, raising the bar for luxury and sophistication worldwide. Through his work, he elevated Latin-American representation on the global stage, paving the way for future generations of Hispanic creatives in fashion and beauty.
6. Monica Veloz
Photo courtesy of @monicastylemuse
Monica Veloz, better known by her digital name MonicaStyleMuse, is a Dominican-American beauty creator who has redefined what representation looks like online. Born and raised in Brooklyn, NY, she built her platform by challenging Eurocentric beauty standards in the industry and celebrating women of color. Through bold, unfiltered content, Veloz has inspired a generation of Afro-Latinas to embrace their natural beauty, while partnering with major brands to push for greater inclusivity in campaigns. Her voice continues to be a force for visibility in digital beauty spaces.
7. Annya Santana
Photo courtesy of @annyasantana
Annya Santana is a Dominican-American wellness and beauty entrepreneur who has built multiple culture-shaping brands. She founded Menos Mas, a gender-neutral skincare line specifically designed to prioritize simplicity and accessibility. Santana also launched Hood Health, a modern lifestyle brand positioned at the intersection of wellness and culture, where she explores holistic health through a culturally-rooted lens. With her ventures, Santana is not only broadening the definition of wellness but also creating products and spaces that reflect the communities often overlooked by mainstream beauty.
8. Ada Rojas
Photo courtesy of @allthingsada
Born to Dominican parents in New York City, Ada Rojas is an Afro-Latina entrepreneur and digital storyteller who has become a leading voice in textured hair care. She founded Botanika Beauty, a line of products rooted in culture and crafted to meet the needs of curly and coily hair textures. Beyond her brand, Rojas built her lifestyle platform All Things Ada, where she connects with audiences about identity, beauty, and entrepreneurship. Her work celebrates Latina heritage while amplifying conversations around self-love, representation, and authenticity in beauty.
9. Carlos Leon
Photo courtesy of @carlitoleon
Cuban-American fitness trainer, actor, and entrepreneur Carlos Leon has spent decades making wellness approachable and dynamic. Born in Cuba and raised in the United States, Leon is the co-founder of The Oleon House in New York City, a fitness studio known for its personalized, functional training methods. With a global clientele—including high-profile names—he has championed fitness as a lifestyle rooted in discipline, movement, and empowerment. Leon’s career bridges entertainment and health, showing how a strong body and mind can unlock personal transformation.
10. Priscilla Jiminian
Priscilla Jiminian, a Dominican-American esthetician and educator, has become a respected voice in advancing inclusive skincare. She is the founder of Skinergy Beauty, a brand dedicated to addressing hyperpigmentation and creating effective solutions for all skin tones. Through her teaching and product development, Jiminian has built safe spaces where clients and professionals alike feel seen and supported. Her mission is to shift the skincare conversation toward equity, ensuring that treatments and products reflect the diversity of real skin needs.
11. Gilbert Saldivar
Photo courtesy of @gilbertsaldivar
Gilbert Saldivar, a Mexican-American dancer and fitness advocate, first rose to prominence performing with some of the world’s biggest music artists, Jennifer Lopez, Christina Aguilera, Kelly Clarkson, and Janet Jackson (just to name a few). After years on stage, he shifted his focus toward empowering communities through movement and wellness. Saldivar now uses his platform to emphasize the importance of fitness, self-expression, and cultural pride, inspiring others to embrace healthy lifestyles through dance and physical activity. His career proves how artistry and wellness can intertwine to uplift communities.
12. Rea Ann Silva
Photo courtesy of @reaannsilva
Of Mexican heritage, Rea Ann Silva is a professional makeup artist turned global beauty innovator. She is the founder of the Beautyblender, the groundbreaking sponge applicator that transformed how makeup is applied worldwide. Before her entrepreneurial success, Silva worked behind the scenes on film and television sets, where she recognized the need for tools that delivered a flawless finish on diverse skin tones. Today, Beautyblender remains a staple product in millions of makeup kits, cementing Silva’s status as one of the most influential beauty entrepreneurs of her generation.
13. Gabriella Rosales
Photo courtesy of @gabyrosmakeup
Entrepreneur and influencer Gabriella Rosales has built a career at the intersection of artistry and advocacy. As the founder of GabyRosMakeup Inc., she produces high-quality makeup tools, tutorials and resources that highlight techniques for a wide range of complexions and features. Rosales is passionate about challenging narrow definitions of beauty, using her platform to amplify diversity and encourage self-expression. Through both her content and her business, she has become a role model for aspiring artists and beauty lovers seeking authenticity and representation.
14. Sandra Lilia Velasquez
Photo courtesy of @officialslv
Born to Mexican immigrant parents, Sandra Lilia Velasquez is the founder of Nopalera, a high-end beauty and bath brand inspired by Mexican heritage. Her line of sustainable skincare products incorporates native botanicals like nopal (prickly pear cactus), while also celebrating the richness of Latino culture through design and storytelling. Velasquez impressively launched Nopalera—amidst the pandemic and while working three jobs—to elevate, amplify, and honor her Latin roots. Her brand has since gained national acclaim, bringing a modern, luxury approach to traditional ingredients.
15. Gabriela Hernandez
Photo courtesy of @besamegirl
Gabriela Hernandez, born in Buenos Aires, Argentina, is the founder of Bésame Cosmetics, a vintage-inspired makeup brand. Combining her background in art history and design with her love for classic Hollywood glamour, Hernandez created a line that reintroduces timeless beauty rituals to modern audiences. Inspired in part from the 1912 suffragettes and vintage beauty as a whole, Bésame Cosmetics is committed to inclusivity, offering shades and products that serve a diverse customer base. Through her brand, Hernandez preserves the artistry of beauty’s past while ensuring it resonates with today’s consumers.
Carrying the Legacy Forward
These 15 leaders remind us that beauty, wellness, and fitness are about so much more than appearances or performance; they’re about identity, empowerment, and community. Keep in mind, these are just a few of the countless Hispanic figures who not only broke barriers but also built bridges, ensuring that future generations of Hispanic creators, entrepreneurs, and advocates have a place at the table.
As we celebrate Hispanic Heritage Month, let’s carry their legacy forward by supporting diverse voices, championing inclusivity in our daily lives, and recognizing the cultural richness that continues to shape the industries we love. Progress isn’t made by one individual; it’s woven together by the countless contributions of many.
Here’s to honoring the past, celebrating the present, and inspiring a future where representation, resilience, and beauty in all its forms are seen, valued, and celebrated. Happy Hispanic Heritage Month!
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