At Innovate The Label, beauty isn't just about products—it's about people, stories, and culture. We are a retail destination dedicated to showcasing indie and Latinx-owned beauty brands that bigger retailers often overlook. Our mission is simple: to give these brands the platform they deserve while bringing our customers fresh, innovative products that celebrate diversity and creativity.

Founded by Helen Mantilla, a product development expert and founder of HM Agency, Innovate The Label began as a vision to amplify emerging voices in beauty. What started as a passion project has grown into a vibrant marketplace where inclusivity, artistry, and community thrive.

When you shop with us, you're not just discovering makeup, skincare, and fragrance—you're supporting a movement that uplifts underrepresented founders, champions bold ideas, and redefines what beauty looks like. Every bundle, every product, every launch is curated with intention: high-quality, trend-driven, and accessible for beauty lovers everywhere.

At Innovate The Label, we believe that beauty should empower, inspire, and unite. Welcome to a space where your beauty haul comes with purpose.