Esmeralda Hernandez | 2023 Latina of Influence
We are pleased to announce that Esmeralda Hernandez, Founder and CEO of cosmetic brand, Beauty Creations, has been selected as a Hispanic Lifestyle 2023 Latina of Influence. Ms.Hernandez will be recognized for her leadership in our community during Hispanic Lifestyle’s Connecting Latinas of Influence – Los Angeles event on September 14, 2023.
Esmeralda Hernandez is one of the beauty industry’s best-kept secrets. As the Founder and CEO of cosmetic brand, Beauty Creations, Esmeralda is a determined entrepreneur who turned a childhood hobby into a multimillion-dollar beauty empire. Born in Mexico, Esmeralda moved to the United States with her single mother at a young age. At just nine years old, she displayed her natural business acumen by buying used Barbie dolls from yard sales and reselling them at local swap meets, consistently selling out every weekend. This early experience taught her the foundations of a successful business.
As she grew older, Esmeralda expanded her entrepreneurial ventures to include selling hair straighteners. The demand for her products skyrocketed, prompting her to take her business to the next level. She began purchasing wholesale and eventually established manufacturing connections in China. This journey into manufacturing opened her eyes to the beauty industry, recognizing an opportunity to provide high-quality beauty products at affordable prices.
Embracing her passion for beauty, Esmeralda first founded BeBella Cosmetics, and then later started her second sister brand Beauty Creations Cosmetics. The transition from BeBella to Beauty Creations marked a strategic move to further align the brand with its mission of creating innovative and accessible beauty products. With Esmeralda at the helm as the Founder and CEO, supported by brother Miguel as CFO and sister Ruby as head of product development and an exceptional team, the brand flourished.
Esmeralda’s mother has always held high expectations for her daughter’s success. Despite facing an unexpected pregnancy during her college-bound journey, Esmeralda’s determination remained unwavering. Instead of pursuing higher education, she channeled her energy and business acumen into the beauty industry.
Since its establishment in 2016, Beauty Creations has rapidly become a leading player in the beauty industry, generating a remarkable $40 million in sales volume. The brand’s success can be attributed to its offering of affordable luxury cosmetics that have captured the hearts of consumers worldwide. With a robust global distribution network spanning 38 countries, Beauty Creations has a strong presence in markets such as the United States, Mexico, Central and South America, and the Middle East. The brand is currently working on expanding its reach into Europe, with plans for further distribution.
The brand’s roots have always been firmly planted in Southern California, particularly in Pico Rivera, just east of Los Angeles. In June 2023, Beauty Creations purchased a new 92,000 square-foot facility in Santa Fe Springs, California. This new headquarters will house the corporate office, product test labs, and a state-of-the-art distribution facility. Notably, Beauty Creations acquired cutting-edge technology earlier this year, enabling them to bring the manufacturing of their Flawless Stay collection in-house. This collection, comprising primer, concealer, and foundation, offers a flawlessly radiant and velvety complexion in a wide range of shades to suit every skin tone.
In addition to their online presence, Beauty Creations has opened two retail stores in Southern California, with one in Cerritos Mall (opened in 2021) and the other in Del Amo Mall (opened in 2022). These stores serve as immersive spaces for customers to experience the brand’s makeup firsthand, allowing them to appreciate the quality and test the products before making a purchase. Looking ahead, Beauty Creations plans to open more stores throughout the United States, starting with Texas in the first quarter of 2024.
Beauty Creations’ lip oils and Flawless Stay collection are among their best-selling products. The lip products have gained significant popularity and have even become the number one selling beauty item at Urban Outfitters. This success can be attributed not only to Esmeralda’s visionary leadership but also to the dedication and expertise of the team she has assembled.
Submitted by Madeline Familia with Creative Voices PR
