By Adrienne Bailon,Senior Contributor,Yola Robert

Copyright forbes

Denise Vasi, founder of MAED, Adrienne Bailon-Houghton, founder of LA VOÛTE, and Baba C. Rivera, founder of Ceremonia, came together to launch the ICONIC LATINA campaign.
Carolina Isabel Salazar & Natascha Lindemann

In celebration of Latin Heritage Month, three visionary Latina founders have come together to launch the ICONIC LATINA, a campaign honoring the richness of Latina culture through iconic Latina trends. ICONIC LATINA is a collaborative initiative brought to life by Adrienne Bailon, Emmy-winning television host and founder of the fashion label LA VOÛTE, Babba Rivera, founder of the clean hair care brand Ceremonia and actress, Denise Vasi, founder of clean makeup brand MAED. The campaign pays homage to the iconic trends originating from Latina culture, specifically the classic slick back look, a bold red lip and timeless hoop earrings.

Babba C. Rivera, founder of Ceremonia.
Carolina Isabel Salazar & Natascha Lindemann

“Through this campaign, we hope to shed light to some of the many influences Latina culture has had in today’s beauty and fashion trends—inviting our communities to master these looks while supporting Latina-founded businesses,” says Rivera With ICONIC LATINA, all three founders shine a light on these Latina trends and invite their community to immerse themselves in them while supporting Latina-owned brands. The ICONIC LATINA set includes the Ceremonia Pequi Styling Gel to secure your slicked back look, for the best red lip, MAED Signature Lip Pigment in Ritual Red and classic hoops from LA VOÛTE. The set is available on Ceremonia.com, while supplies last.

Denise Vasi, founder of MAED.
Carolina Isabel Salazar & Natascha Lindemann

To bring the campaign to life, all three brands turned to their community. After receiving over 1000 applications, 50 faces were selected to be photographed during a community shoot in New York alongside all three founders. These images will be featured across all brands’ websites, social channels and on display at the Ceremonia Flagship store in SoHo, New York.

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Adrienne Bailon-Houghton, founder LA VOÛTE.
Carolina Isabel Salazar & Natascha Lindemann

“This campaign is so close to my heart because it celebrates the beauty and strength of our community. Growing up, I saw how hoops, a red lip, or a sleek bun weren’t just about style — they were a reflection of our culture and the women who came before us. With ICONIC LATINA, I’m proud to honor those traditions and share them with the next generation, while uplifting Latina-founded brands that continue to tell our story,” Bailon-Houghton. “ICONIC LATINA is about celebrating the power and presence of Latinas in beauty, past, present, and future. As founders, we’re not just paying tribute to where we come from. We’re showing what’s possible when we build together, lead together, and stay rooted in community. My hope is that this campaign leaves every Latina feeling recognized, valued, and reminded that our presence has always mattered and always will,” added Vasi.

The three founders celebrated with guests in New York City which embodied the spirit of community—connecting people through culture, creativity, and shared stories. Each brand reached out to their loyal communities and VIPs, inviting them to gather in celebration of Latina expression. All of the individuals featured in the campaign shoot were also invited to attend, showcasing diversity within the Latina community. The event was a tribute to heritage and a statement about the future of beauty—bold, inclusive, and community-driven.

Fellow Latina founder of Chillhouse, Cyndi Ramirez-Fulton, also moderated a dynamic conversation with three trailblazing women behind the ICONIC LATINA campaign.
Courtesy of Chillhouse

Fellow Latina founder of Chillhouse, Cyndi Ramirez-Fulton, also moderated a dynamic conversation with three trailblazing women behind the ICONIC LATINA campaign. The event was designed to spotlight and empower Latinas in the business and creative space. While not directly part of the ICONIC LATINA Campaign, the gathering was a powerful celebration of culture, creativity, and community. They discussed what it takes to build a brand from the ground up, navigating identity, innovation, and the evolving definitions of beauty and success and offered honest founder-to-founder wisdom. It was a celebration of the grit and grace behind every glow-up.

The ICONIC LATINA campaign will be featured across Sephora’s during Latina Heritage Month.
Courtesy of Ceremonia

As a continuation of the ICONIC LATINA Campaign, MAED, La Voûte, and Ceremonia founders are activating at Sephora to allow their community to connect and meet. There will be a Sephora Century City meetup in LA on 9/26. In New York the meetup took plance at Sephora Union Square where shoppers had the opportunity to meet and connect with all the founders and MAED also hosted on-site Ritual Red lip trials, inviting guests to try the brand’s signature bold red lip pigment and snap photos to capture the moment. La Voûte’s classic hoops were offered as an exclusive gift with purchase.

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