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Luna Magic on 'Shark Tank': What is the cost, who are the founders and all about makeup brand Cardi B loves

Will the Frias sisters manage to impress the sharks with their pitch for their unique and inclusive makeup brand that celebrates Afro-Latina heritage?

With diversity and inclusivity being the buzzwords of the hour, several beauty brands that have previously failed to meet the needs of people of color, have begun formulating and launching beauty and makeup products that cater to this demographic.

Fenty Beauty by Rihanna paved the way for many brands to look beyond just white people as their customers, and to create products that suit several skin tones. Many indie brands too began cropping up with their USP of creating makeup that suits various skin tones.

One such brand is Luna Magic, an indie makeup brand founded by two Afro-Latina sisters, that celebrates their rich and vibrant heritage. Read on to know more about this beauty brand that has won over Cardi B.

What is Luna Magic?

Inspired by the rich culture and heritage of the Caribbean & Latin America, the Frias sisters came up with the idea of launching a makeup and lifestyle brand called Luna Magic. The makeup brand which has been launched in March 2019, specializes in creating eyelashes, liquid lipstick, eyeshadow palettes, and makeup brushes.

The website describes the makeup brand as, "A new indie beauty & lifestyle brand founded by Afro-Latina & Dominican-American sisters Mabel and Shaira Frías. By combining their passions for beauty and lifestyle, they created a vibrant brand that celebrates their mutual love for their multicultural heritage, Latin culture and music—in living color."

It goes on, "Our brand was founded in Los Angeles with a mission to introduce high-performance cosmetics, bold flavor, diversity, inclusivity and vibrancy to the beauty industry. We're inspired by the rich cultures and music of the Caribbean & Latin America, the hustle and bustle of NYC and the glamour of Los Angeles. Luna Magic is a women-led and Afro-Latina owned company. Welcome to our world. #Para La Cultura."

Who are the founders?

The Frias sisters aka Mabel and Shaira Frias are the founders of Luna Magic. Prior to setting up Luna Magic, Mabel was a digital strategist with over 10 years of experience in executing digital merchandising strategies for various fashion and lifestyle brands like Macy's, Nordstrom and Savage x Fenty. She holds a  BA in History from NYU, and an MA in History of Decorative Arts & Design.

Shaira, was a former journalist and a professional makeup artist, who was always interested in entrepreneurship. Her work has appeared in media outlets like Fox News Latino, NY1, and Mundo Hispanico. She holds a BA in Journalism & Spanish from CUNY— Brooklyn College. She’s also a graduate of the world-renowned Academy of Freelance Makeup School. 

“Being Afro-Latinas, my sister and I were always immersed in beauty and music. Beauty is such an important element in our culture,” Shaira said in an interview. “It felt most natural to build a company based on an industry that we are so passionate about and that there is room for us to tell fresh stories and represent Latinas in an authentic way.”

What is the cost?

Mabel and Shaira Frias also explained how they came up with the name Luna Magic for their brand. Luna Magic is an ode to the moon and their mother who died, while they were building the brand. The term "Luna" is a homage to their Ltinidad heritage, while "magic" is to celebrate the magic of people who dare to think outside the box.

"From our personal experience with immigrant parents, we witnessed so much hard work and creativity — that magic — that made our childhood special and built us to become entrepreneurs," Mabel explained.

A bundle of their entire collection featuring an eyeshadow palette, liquid lipstick, eyelashes costs $50, while individual products range from $8 to $30. 

Where can you buy it?

"There's a piece of the pie for everyone. Hay comida para todos," Shaira said in an interview with Refinery. "It's nice to see that even within this space of beauty, we're all coming together. There are so many different experiences within the Latinx community, and I feel that a lot of people don't get that," Mabel added.

In another interview, Mabel admitted she’s more conservative than Shaira, saying her style is a mix between Meghan Markle and Michelle Obama. “Last week, I bought a black sweater,” she said. “I really want to go for streetwear now.” Shaira laughed at her sister’s attempt to try streetwear. More vibrant of the two, she added, “I love my skin color... And I know what works for a black woman.”  

You can get your hands on this amazing makeup brand's products from their website, or from Amazon. 

Who will crack the deal?

Lori Greiner, the queen of QVC, may be very interested in the brand, but eventually, it will boil down to the brand's sales numbers, and demand for the Sharks to decide whether they want to invest in the brand or not. 

Here are a few snippets from the show. Wondering if it will steal the deal, the official website posted, "Will this pitch end up making some #SharkTank *magic* happen? Catch an all-new episode TONIGHT at 8|7c." 

'Shark Tank' Season 12 airs every Friday at 8/7c on ABC.