Latina-owned and operated makeup brand Reina Rebelde launches its new bold lip color stick La Jefa as a nod to Latina bosses and Latina-owned businesses nationwide. The latest lipstick will be part of the brand's award-winning lip color line.

Reina Rebelde, a makeup line that celebrates Latina's irresistible beauty, rich culture, unwavering spirit, and deep heritage announced its latest launch La Jefa "Lady Boss" which retails for $16.

This mainstream cosmetics company uses its products as a form of cultural expression to celebrate everything that makes a Latina the perfect "rebellious queen." It also aims to provide Latina Women products that flatter their unique complexion.


The new mauve color is made of high-quality ingredients and is the perfect color to go with any outfit at any time of the day. La Jefa is a highly pigmented lip color stick designed to empower and encourage women to be their own bosses and take up space.

The lip shade also celebrates the contributions of Latina entrepreneurs and their role in promoting and influencing the rising tide of Latin women in the business industry.

In celebration of the launch, Reina Rebelde sent over 50 successful Latina-owned businesses to receive the new lip color stick shade.

According to a report from the Congressional Joint Economic Committee, Vice-Chair Representative Carolyn Maloney (D-NY) and Congressional Hispanic Caucus Chair Representative Joaquin Castro (D-TX), Latinos are continuing to dominate the small business start-ups market. Studies show Latinos are 70% more likely to start a business. Latina-owned businesses have also seen the highest growth rate among the four million Latino-owned businesses in the United States.

La Jefa was created and inspired by leading Latina women who are continuously breaking barriers. The boldness, grit, and determination of many Latinas have contributed to a wave of change that is taking over the world.

Reina Rebelde, which was conceptualized and founded by Regina Merson in 2016, highlights the brand's role and mission in showcasing women in the community and sharing their stories through shades that authentically represent their narrative.

The latest Bold Lip Color Stick captured the spirit and confidence of Latina leaders who are aspiring to start a business or heading into a new venture. Over the course of two years, the brand worked with a team of experts to build a shade that had the power to influence more women to enroll in higher education, run for office, and let their voices be heard.

Regina Merson hopes the new shade will urge notable Latina entrepreneurs to share their experiences and their La Jefa success stories online using Reina Rebelde's campaign hashtag: #LaJefaRising.

She also hopes more women will be inspired to claim their inner Jefas as well as lead the next generations to leave a mark in the industry.

Reina Rebelde will donate sales from the La Jefa line to Latinas On the Verge of Excellence (LOVE) Mentoring Program in support of their advocacy to mobilize and guide future Latina leaders to make an impact in society.

Reina Rebelde cosmetics and exclusive offers are available to shop on their website, www.ReinaRebelde.com.

Their beauty products can also be found at select Target Stores and Amazon.com. Follow Reina Rebelde on social media sites Instagram (@ReinaRebelde), Facebook (Reina Rebelde Cosmetics) and Twitter (@RRebeldeBeauty).