Becky G wants to highlight Latinx culture with her Treslúce Beauty brand.
The Can't Get Enough star, who previously served as an ambassador for CoverGirl, has joined forces with the team at Madeby Collective to release a brand-new cosmetics range that celebrates both her own Mexican heritage and that of other Latinx creators.
"Growing up, I never really saw people who looked like me represented, especially when it came to ads for beauty brands. My inspiration for Treslúce came from wanting to put more diverse faces at the forefront of beauty," the 24-year-old commented. "Being Mexican-American, my Mexican heritage was also very much an inspiration. I wanted to highlight it in a very special way, along with all the other beautiful Latinx cultures within our community."
In addition to featuring vegan-friendly formulas, Treslúce Beauty includes a range of quality ingredients, such as Mexican blue agave which is derived in a sustainable way from the nectar of the plant.
To begin, the line will be comprised of six products, including the I Am eyeshadow palette, the Like An Artista eight-piece brush set, the Ilusión premium lashes, and the Mi Tesoro lash case.
"As a second-generation Mexican-American, Becky G has always been devoted to shining a light on her humble beginnings, family values, and Latinx identity," a company representative added. "As an authority in beauty, serving as the youngest CoverGirl to date, she is determined to present positive change, and acknowledge Latinx creators, consumers, and tastemakers who are the driving force in today's beauty economy.
Items, which are priced from $8 - $35 (£6 - £25), are now available to buy online.