Vive Cosmetics

Vive Cosmetics is a Latina-founded and led beauty brand launched in 2017 by Leslie Valdivia and Joanna Rosario-Rocha, two first-generation Latinas who set out to create makeup that authentically represents the Latinx community rather than treating it as an afterthought. The brand is best known for its Que Matte Liquid Lipsticks — long-wearing, "beso-proof" matte liquid lips — and a vegan, cruelty-free range steeped in cultura.

Vive built its following through direct-to-consumer sales and a community-first ethos, championing real Latinx representation in an industry that has long underserved it. Its pigment-rich, affordable liquid lipsticks and culturally resonant shade names make it a natural fit alongside other inclusive, founder-led color brands and a frequent pick for long-wear matte lip alternatives.