A native of Guadalajara, Mexico, Regina Merson refused to give up her makeup obsession as a Yale grad and high-powered Dallas attorney. She wore the suit, but also wore a bold red lip. “Beauty is never sacrificed in the Latina world,” Merson says. “Even my 88-year-old grandmother never leaves the house without a full face of makeup. You don’t get your mail without it.” After years of researching her own line, Merson launched Reina Rebelde cosmetics in August, since earning attention from Elle and Vogue Mexico. Her collection caters to a thriving multicultural market, the same makeup junkies who bought out MAC’s Selena line in one day last fall. Eye color palettes named Azteca and Oaxaca draw from Merson’s heritage. “A lot of my line was inspired by my travels, my childhood in Mexico, and my experience as a Latina woman growing up in different roles,” she says.