Founded by the fierce, fabulous, Ivy-league trained attorney Regina Merson, Reina Rebelde (“Rebel Queen”) was born from a passion for makeup and Regina’s extreme pride in her cultural identity as a Latina. Growing up in Mexico, her makeup obsession started with the telenovela “Rosa Salvaje” and sitting at her mother’s feet watching her beauty rituals as she would get ready to go out for the night with her girlfriends. Regina has been addicted to makeup ever since. After years of makeup hoarding, her collection is equal parts wild and unpredictable, bold and impractical, feminine and luxurious, sexy and severe — in many ways perfectly reflective of Regina’s complicated identity as a Mexican woman embracing an amazing American existence.

Inspired by the collective experience of Latinas as Reinas Rebeldes (”Rebel Queens”), she created this collection of products with built-in versatility to give life to Latinas’ many dualities, full of provocative shades that deliver the boldness and passion that all women of color bring to the rituals of applying them, and that will take us from glamorous to fierce, aspirational to trailblazing, messy to polished, and allow us to unapologetically and authentically share our Reina Rebelde essence with the world