Give Them Their Flores

The Latine artists behind the world's greatest beauty looks.

- By Tatjana Freund

The work of Raoul Alejandre, the first H&M global makeup artist.

Cindy Crawford’s voluminous ’90s hair. Sabrina Carpenter's flushed cheeks. Gigi Hadid’s sultry bedroom eyes. And Kylie Jenner’s tousled locks, the go-to style for high school prom blowout appointments. Painstakingly creating every one of these looks—while doing 4 a.m. wake-up calls, dealing with jet lag across multiple time zones, and hauling heavy packs from one shoot to another—are a team of Latine makeup artists and hairstylists.

Hairstylist Oribe Canales worked with all the top '90s supermodels, like Crawford, Christy Turlington, and Naomi Campbell. Armani Beauty brand ambassador and makeup artist Carolina Gonzalez and Redken artistic director and hairstylist Evanie Frausto are the pair behind Sabrina Carpenter’s trendsetting looks. Marcelo Gutierrez does glam for Madonna and Lily-Rose Depp. Kylie Jenner and Jennifer Lopez’s hairstylist Jesus Guerrero, who died at age 34 in early 2025, was the mastermind behind their recent styles. Irinel de León. Priscilla Ono. Etienne Ortega. Yadim Carranza. The list goes on, and on, and on, proving one undeniable fact: The overwhelming creativity in the beauty world is coming from Latine artists.

Latines have been at the forefront of conversations this year—both positive and negative. It’s hard to square the rise of stars like Jenna Ortega, Pedro Pascal, and Rachel Zegler with a political climate that has led to protests, mass deportations, and arrests of Latine people and their families. On one hand, the diaspora feels more visible and revered than ever, and on the other, more persecuted and less safe in a country that relies on them. Frausto, a first-generation Mexican American hairstylist who has also worked with Nicole Kidman and Lady Gaga, says, “My parents came to this country and they built something. Now all of a sudden a lot of things are being taken away.”