We're thrilled to announce a new partnership with Beauty Creations Cosmetics, a leading cosmetics company and inspiring, entrepreneur-driven tale that was born in the markets of Los Angeles, and family roots in Mexico. Starting this spring, Beauty Creations will debut a collection inspired by Loteria. We interviewed Esmeralda Hernandez, the founder of the company, to talk about her past, career and passion for Mexican bingo. Special thanks to Vivian Velasco, of Pacific Swell Brands, for making the partnership happen.
Can you tell us about your background?
I was born in Mexico and migrated when I was nine years old. I’m the oldest of four, raised by a single mom who taught me the value of hard work. We started selling at flea markets, and I remember buying Barbies at garage sales, cleaning them up, and reselling them.
What inspired your entrepreneurial journey?
My mom was a huge influence. She sold at the flea market, and I would always go with her. I have it in me; I love to sell. There’s a connection with customers that’s really special.
How would you describe your relationship with 'La Lotería'?
Many memories! I remember going to my mom's pueblo and playing with my family at fairs. It’s meaningful, especially now that my grandparents have passed. Lotería is my son’s favorite game, and we always play during family holidays.
What’s your favorite Lotería card, and why?
My favorite card is "El Musico" because of my dad. He used to be a mariachi, and it represents my connection to our culture and the memories we shared through music.
How did Beauty Creations begin?
I got pregnant young and had to leave college. I started selling everything—accessories, perfumes, hair products. It was all about survival and creating an opportunity for myself.
What was your vision for Beauty Creations?
I wanted it to be affordable but also provide luxury experiences. When I started the brand, I aimed for something that felt high-end without the high price tag—like a Mac lipstick but more accessible.
How has your brand grown?
We’re in over 40 countries now, and it’s amazing! We’re not just online; we’re in retail stores. Starting with Latin America, we’ve expanded into Europe and the Gulf region, which has been a huge milestone.
What challenges have you faced in scaling your business?
The investment has been a major challenge. I haven’t had any investors, so I worked at flea markets to cover personal expenses while reinvesting company profits. Cash flow can be stressful, especially with larger retailers that often delay payments.
How does family play a role in your business?
It’s a family effort! My mom and brother help out. When I reflect on Lotería and my family, I think of how it symbolizes togetherness. Our business operates like that—a community working for a common goal.
What’s next for Beauty Creations?
We’re modernizing traditional elements like Lotería and creating opportunities to connect with communities. I think there’s so much potential in merging our cultural identity with our entrepreneurial spirit.
What advice do you have for aspiring entrepreneurs?
Don't give up. The opportunities for Latinos are not the same, but if you hustle, push through challenges, and rely on your community, anything is possible. Your story could inspire others in ways you might not expect.