Reina Rebelde
Budget“Bold beauty for the rebel queen.”
By Viktoria @vioda.makeup · Published · Updated
Reina Rebelde is a budget makeup brand from the United States, founded in 2016 by Regina Merson. It's best known for its Bold Latina-focused color cosmetics, Long-wear matte liquid lipsticks and Rich pigments for deeper skin tones.
Reina Rebelde ('Rebel Queen') was founded in 2016 in Dallas by Regina Merson, a Mexican-American lawyer who left the legal world to build a makeup brand that reflected her layered Latina identity. The line is unapologetically bold — richly pigmented, long-wearing shades designed to flatter deeper skin tones — wrapped in provocative, bilingual, culturally proud branding. It's one of the few bootstrapped Latina-owned color-cosmetics brands to fight its way into mass retail.
After nearly a decade of self-funded growth, including earlier runs at Target and Walmart, the brand is repositioning for a pivotal 2026 with a Nordstrom.com launch and a renewed retail push toward Macy's, JCPenney and Amazon — riding a wave of retailer demand for Latina-owned beauty. The Rebel Lip matte liquid lipsticks remain the calling card, sitting alongside Vive Cosmetics and Luna Magic in the movement of Latina founders building for a market legacy brands long ignored.
Popular Products
What Reina Rebelde is bought for. The ones we've found dupes for link through to the comparison.
- Rebel Lip Matte Liquid Lipstick
- Rebel Eye Shadow Palette
- Bronce Contour Stick
Known For
Brand Philosophy
Beauty that celebrates the bold, layered Latina identity — pigment-forward shades and bilingual branding made by and for the rebel queen.
FAQ
Reina Rebelde Official Channels
Where to buy, and how to reach Reina Rebelde customer service directly.