While attending the 2022 National Retail Federation (NRF) Big Show in New York City earlier this year, Women in Retail Leadership Circle spoke to five female minority business owners featured in the event’s DE&I Showcase. Toni Lee Jimenez and Mei-Lon Jimenez are sisters, co-founders and co-CEOs of Chica Beauty, a Latina-founded beauty brand with a mission to empower women and girls to be their authentic selves.

In this video, the Jimenez sisters share what their inspiration was to launch Chica Beauty and why serving Latina consumers is in the brand’s DNA. They discuss their professional backgrounds in retail and beyond, and how they support each other as sisters and co-founders, both professionally and personally. Lastly, the sisters share how their story can motivate other women entrepreneurs and minority business owners, what’s next for the beauty brand, and where to shop Chica Beauty.