Luna Magic: Beauty Charmed by Culture

Luna Magic, a beauty & lifestyle brand, has already cast a spell like no other! Founded by sisters Mabel and Shaira Frías, this women-led and Afro-Latina owned company combines their passions. Their brand, launched in Los Angeles, has a mission to introduce high-performance cosmetics, bold flavor, diversity, inclusivity and vibrancy to the beauty industry. They draw their inspiration from the rich cultures and music of the Caribbean & Latin America, the hustle and bustle of NYC and glamour of Los Angeles. 


The Frías sisters were born in Miami and raised in the Virgin Islands, before settling with their family in New York City. Prior to launching Luna Magic, both sisters led successful careers. Shaira spent years as a professional makeup artist and is a former journalist. Mabel, working as a digital strategist in ecommerce, noticed “a shift in the industry in terms of [the demand for] inclusivity and diversity,” but found “it’s actually hard to implement change from a large organization.” So, armed with passion and a desire to fill a gap in the beauty industry, they decided to create the makeup brand that they both desperately wanted to see in the market.


In addition to filling a gap with their unique products, the sisters bring an equally important and necessary facet into the beauty industry: cultural representation. Consumers today are becoming more aware of cultural appropriation and its use by white-owned brands in order to increase their profits. Luna Magic is an Afro-Latina created and owned company that counters this trend with its authenticity and truth to representation. What you see is genuine – a vibrant brand that celebrates their own multicultural heritage. 

Luna Magic’s early success has been undeniable, with numerous key influencers (Cardi B) and corporations (Walmart) standing behind their mission and sharing with the world the magic they are making. In January 2021, the sisters were featured on Shark Tank, receiving a $250,000 investment in their brand from Barbara Corcoran. Luna Magic’s authentic style is certain to enchant customers well into the future.

Pictured: Luna Magic founders Shaira and Mabel Frías

What would you like people to know about your journey?

Being Afro-Latinas, my sister and I were always immersed in beauty and music. Beauty is such an important element in our culture. It felt most natural to build a company based on an industry that we are so passionate about. We know from industry data that the multicultural customer (especially Latinas & African-Americans) spend a sizable amount of money on makeup and beauty products, but there needs to be a better way for beauty companies to speak to this consumer base in an authentic way, and that is where our company comes in. Our company’s promise is to serve customers like us great quality products that complement a range of complexions, at prices that are accessible to all.

What advice do you have for others wanting to start their own business?

  1. If the thought crosses your mind, it’s a meaningful moment. Trust your gut. 99% of the time you know the answer, we’re just conditioned to care about what other people say. Just quiet your mind and listen to yourself. At some point someone didn’t know how to do something, so don’t dwell on “woulda, coulda, shoulda” thoughts.
  2. Surround yourself with like-minded people and a good support system.
  3. Make sure you are doing it for you and for the right reasons. You must truly believe in your product.
  4. Ask yourself these questions: What kind of leader do I want to be? What kind of culture do I want to create?

What do you love most about your work?

We are most proud of how far we’ve come to bring this vision to life, and excited when we receive feedback from our customers, such as, “I can’t believe there is a brand founded by women my age with representation, packaging, and storytelling that connects to our culture.” 

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