GlamLite Founder Giselle Hernandez on Branding and Cardi B

Giselle Hernandez, the founder of GlamLite, is redefining beauty branding with her bold, nostalgic, and high-quality makeup line. With a philosophy that “there’s no such thing as too much,” Hernandez has built a brand with over a million followers across Instagram and TikTok, standing out in a competitive market with her unique approach to packaging and product innovation.

From Viral Concepts to Celebrity Endorsements

GlamLite first went viral with its “pizza makeup,” a concept that perfectly encapsulates Hernandez’s willingness to push boundaries. This daring approach has resonated with her audience, creating a loyal following that embraces the brand’s vibrant and often playful aesthetic. From sleek, minimalist packaging to collaborations with major influencers and iconic brands like Coca-Cola, Strawberry Shortcake, and even Saw, GlamLite consistently captures attention.

The brand’s success is particularly noteworthy given the challenges faced by many beauty businesses post-COVID and amidst DEI rollbacks. Hernandez has managed to thrive, churning out innovative original concepts and securing high-profile collaborations. Her marketing videos garner millions of views, and her products are now being embraced by celebrities, including rapper Cardi B.

Cardi B’s MUA Swears By GlamLite

Cardi B’s makeup artist, Erika La Pearl, relies on GlamLite’s famed “bake and set” setting powder to keep the rapper looking flawless and matte through all her performances. Hernandez described the feeling of receiving this endorsement from a fellow Afro-Latina from New York as a “stamp of approval,” signifying that “you can have fun innovation, high quality, and that the sky’s the limit.”

Overcoming Adversity: A Journey of Resilience

Hernandez’s entrepreneurial journey is deeply rooted in personal resilience. As a victim of sexual abuse and domestic violence, she found solace and a path to independence through her love for makeup. “The number one thing that I wanted to do was to be able to earn enough money where I can make my own living and be able to get out of the situation,” she shared.

Starting GlamLite from scratch was a daunting task, both financially and emotionally. Hernandez leveraged social media to build a community, finding strength in the creativity and supportive nature of the beauty world. “Every order that came in was a way of me saying, ‘Hey, when I move out, I can go put this deposit down, I can get furniture.’ The beauty community saved my life,” she stated, emphasizing how crucial her brand was for her escape and survival.

Navigating Identity and Inclusivity

Despite her success, Hernandez has navigated the complexities of identity, particularly as an Afro-Latina. Facing discrimination from various communities for not fitting narrow stereotypes, she strives to “just show up and be myself.” Her social media presence celebrates her versatile curls and wigs, promoting inclusivity. Hernandez is unwavering in her values, ensuring GlamLite is a space that rejects hate, stating, “I’d rather not have a customer… than to know that in order for me to get your support, I have to support hate.”