Supporting Latino & Brown -Owned Brands: Why the Real Work Begins After Making It Into Big Retailers

As a small business owner, you know that the journey is tough. Late nights, tight budgets, and endless hustle just to make your dreams come true—especially when you’re a part of the Latino and Brown communities. We at SOLOLI have experienced these challenges firsthand, and it’s why we get so excited when we see our fellow brands make it into major retailers. It’s a victory, a celebration of resilience and culture finally getting the spotlight it deserves.

But here’s the truth: this is just the beginning of the hard work.

The Real Work Begins After Getting That Big Break

When a Latino or Brown-owned brand hits the shelves of a big retailer like Target, Nordstrom, or Urban Outfitters, the achievement is massive. But it’s important to understand that the battle doesn’t end there—it’s actually when the real work begins. Big brands and retailers often operate on a “proof of concept” mindset: if a product sells, it stays. If it doesn’t, well… they move on.

And that’s why it is so crucial for our communities to rally together and support these brands. If we don’t show up to buy, share, and celebrate these products, the message sent to these retailers is loud and clear: there’s no demand for what we offer. Imagine if the brands you love were given a chance to shine on these big platforms, only to be pulled from shelves because no one supported them. That’s a door that could have been opened for other brands like ours, but now it’s closed.

Support Disparities & Why We Need to Rally for Our Brands

It can be disheartening to see European luxury brands and larger corporations receive endless support, while the efforts of smaller Latino and Brown brands go unnoticed. The reason those brands can produce products quickly and at a lower cost is because they’ve been around for decades, and they have the funds to scale.

Meanwhile, smaller minority-owned brands are typically self-funded, often making smaller batches and investing in high-quality ingredients, ethically-sourced materials, and sustainable production practices. While the price may sometimes be higher, these products are carefully crafted to reflect our culture and our community’s unique needs. They’re designed to represent us, to feel personal, and to be meaningful.

The Power of Community Support: How You Can Help

We have the power to change the narrative. The real way to make a difference is by actively supporting our brands. When you see a Latino or Brown-owned brand hit the shelves of a big retailer, that’s your cue to show up and go hard! Buy, share, hype it up on social media, and make some noise. Show these retailers that our products are in demand, that our community wants to see more of us on those shelves.

This isn’t just about buying a product; it’s about investing in a vision, a culture, and a community. Supporting minority-owned brands helps circulate money within our communities, allowing these brands to grow, create more opportunities, and make an even bigger impact.

Celebrating Brands That Made It Big (And Why That Matters)

It’s time to celebrate and support our own, just like these brands:

• Rizos Curls started in a garage and is now available at Target and Ulta, bringing hair products that embrace and celebrate curls.
• Ocoa Beauty made its way into Urban Outfitters with its natural hair care, created for all textures and types.
• Vamigas reached Target with its clean beauty products, highlighting ingredients from Latin America.
• Nopalera is in Nordstrom, offering nopal-based skincare that honors traditional Mexican beauty rituals.
• SOLOLI, our brand, has the honor of being featured at the Latino Smithsonian Boutique, This Is Latin America, and Frida Azul. We are proud to be alongside these other amazing Latino brands, sharing the beauty of our culture with the world.

Why Small Batches Matter

Yes, our products might cost more. But it’s because they’re made with love and thoughtfulness—premium ingredients, handcrafted production, and a mission to represent our cultures beautifully. These products are created to cater to you: What feels good on our hair and skin? What clothing represents our culture, style, and values?

When you buy from minority-owned brands, you’re not just purchasing an item; you’re embracing a connection. You’re saying, “This brand understands me, my culture, and my needs.”

 Go Hard for Our Own

It’s time to shift the mentality. Just because a larger, well-known brand is doing the same thing as a smaller Latino or Brown brand, it doesn’t mean they do it better. It simply means they’ve had the market presence and unlimited resources for years. Now, it’s time to give the “little guy” a chance.

Let’s lift up these brands, celebrate them, and buy from them. Every purchase, every share, every piece of support adds to the bigger picture. It tells retailers that we want to see more of our culture, our people, and our stories represented in their aisles.

Let’s make sure that when our brands hit the shelves, they don’t just show up—they sell out.


Join us at SOLOLI and all the other amazing minority-owned brands making moves, breaking barriers, and building communities. Together, let’s make an impact that lasts.