Reina Rebelde expands into Walmart with exclusive collection

Gisselle Gaitan
Online Editor
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Latina-owned makeup brand Reina Rebelde is expanding its availability.

The Dallas-based brand, which aims to celebrate Latinas’ unique cultural duality, is bringing its roster of high-quality cosmetics to more than 350 Walmart shelves across the nation.  

To kick off this new partnership, Reina Rebelde is debuting an assortment of products exclusive to the retailer. 

In addition, the brand also is celebrating Día de Los Muertos with a collection highlighting the holiday.

“As a self-funded, Latina-owned and operated makeup brand, I could have never imagined that four years into this journey, Id see Reina Rebelde in Walmart stores,” Regina Merson, founder and CEO of Reina Rebelde said. “I created Reina Rebelde for our Latinx community to be authentically seen and heard in the beauty industry. Walmart is helping a Latinx small business grow and allowing Reina Rebelde to be more accessible to Latinxs across the country, while bringing our multi-faceted culture to life by celebrating my favorite holiday — Día de Los Muertos.”

Included in the Reina Rebelde for Walmart Día de los Muertos collection are the Bold Lip Color Sticks, Rebel Eye Definer Liquid and Rebel Eye Paint for Brows + Eyes.

Three new products debuting exclusively at Walmart from the beauty brand include reformulations of the 4 Play Wet Dry Eye Color in the Azteca shade, and the On Your Face Contour + Color Trio in Coqueta, as well as the new Lip Brilliance in Bomba shade.