Beauty Bosses: Natalia Durzo and LaLa Romero, Co-Founders of Sweet Street Cosmetics

Sweet Street Cosmetics Co-Founder Natalia Durazo. [Image courtesy of Twila True Collaborations]

Sweet Street Co-Founder LaLa Romero. [Image courtesy of Twila True Collaborations]

This week’s Beauty Bosses are beauty and fashion industry entrepreneur Natalia Durazo and recording artist-turned-CEO LaLa Romero, who joined forces to launch their premier, cruelty-free beauty brand, Sweet Street Cosmetics. The duo previously collaborated on Bella Doña, a line of designer accessories, apparel, and jewelry devoted to celebrating LA style. Inspired by their own experiences, Sweet Street furthers that vision.

While the co-founders noticed there are cosmetic brands representing women of color, they felt that there was something missing: a collection that represented the neighborhoods they come from. Sweet Street is all about crediting their neighborhoods, and the women who have shared their beauty secrets and rituals for generations. 

The collection includes vibrant eye-catching products focusing on lips and eyes, such as the ultra-bold Wing Queen eyeliner. Durazo and Romero are hoping to enable everyone to achieve a perfect winged liner look by following time-tested, Latina-approved tips and tricks.

Tell us a little about your backgrounds and paths to getting into the industry? 

We both started our careers in music and fashion. We own a women’s lifestyle streetwear brand called Bella Doña. Beauty and creating innovative looks has always been part of what we do! We noticed a huge white space in the beauty industry: no one was celebrating the looks and beauty that come out of the neighborhoods we grew up in. Sweet Street was just a natural progression and necessity for us to continue to tell our story. 

When did you launch Sweet Street and what inspired you to create the brand?

We launched Sweet Street in October 2019. We really didn’t see ourselves or the beauty of the neighborhoods we come from being represented in mainstream cosmetics. We see makeup as self-expression and armor. There is an element of generational beauty we love to celebrate and winged eyeliner is a tradition passed down where we come from. We like to explore the origin stories of the beauty rituals in our lives.

Wing Queen Eyeliner.

Tell us more about your line. Do you have a signature product? What is your favorite product from the collection? 

Our hero product is called Wing Queen. It is a black brush tip eyeliner that lasts until you say so! We couldn’t find a pen eyeliner that performed how we needed, that lasted through all our smiles, tears, and long ass days, so we made one! 

What’s the secret to a great winged liner look?

Confidence and Wing Queen Eyeliner! Our brush, formula flow, and component make application effortless! You cannot be timid when you go in to apply your wings! Also, always remember there are no mistakes—just keep going bigger and bolder with your eyeliner! 

Any other makeup/beauty tips that you can share?

Always do your hair and makeup on days you aren’t feeling so great, these rituals will boost your mood x10!

Where are your products sold?

On our website, sweetstreetcosmetics.com. 

Wellness tip?

Make sure to get some sunshine every day! She is medicine for your heart and soul!

Who inspires you? 

Everyday round-the-way girls! Our customers! Unconventional beauties who march to their own beat. Our favorite muses follow no rules!

Secret to success? 

Consistency is the path to greatness! This even applies to your Wings! Also, learning to reframe the concept of failure: we don’t fail, we grow! 

Best advice?

“If you stay ready, you ain’t got to get ready.” - Suga Free  

Favorite ways to relax?

A massage is our favorite indulgence!

For more information, visit sweetstreetcosmetics.com and follow @sweetstreetcosmetics on Instagram.

Lizzy Sherman is an award-winning digital content writer/editor. She has been a featured guest speaker at Cal State University Northridge, Digital LA and The National Association of Audience Marketing Professionals. When she's not writing, Lizzy enjoys yoga and playing guitar. Follow her on Instagram: @zillizy