Giselle Hernandez built GlamLite into a beauty powerhouse that celebrities can’t ignore. Cardi B’s makeup artist, Erika la’ Pearl, relies on the brand’s Bake and Set setting powder. The product keeps the rapper looking flawless during performances and appearances.
The Brooklyn native launched GlamLite in 2017 with bold, colorful packaging that defies industry norms. Her brand now boasts over one million followers across Instagram and TikTok. Major licensing deals with Coca-Cola, Strawberry Shortcake, and Saw showcase her growing influence.
Viral Pizza Makeup and Bold Branding Strategy
Hernandez rejects the idea that packaging can be too extravagant. “There’s no such thing as too much,” she explains confidently. GlamLite went viral with pizza-themed makeup products that captured attention worldwide.
The brand stands apart from competitors with its playful aesthetic. While others choose sleek, minimalist designs, Hernandez embraces childhood nostalgia. Her products blend high-quality formulas with shimmer and setting sprays that perfect skin texture.
Cardi B’s Makeup Artist Chooses GlamLite for Perfection
Erika la’ Pearl uses the Bake and Set setting powder on Cardi B regularly. The product keeps the rapper’s makeup matte and pore-less through demanding schedules. This celebrity endorsement validates Hernandez’s commitment to quality and innovation.
The connection between the two Afro-Latinas from New York felt meaningful. “It was such a beautiful feeling, especially both of us being from New York, from the Dominican Republic,” Hernandez shared. The approval proved that fun innovation and high quality can coexist.
From Abuse Survivor to Beauty Entrepreneur
Hernandez’s journey began in darkness rather than glamour. The Brooklyn native survived sexual abuse and domestic violence in her household. She fell into the difficult cycle that traps many women.
Makeup became more than a passion—it became her escape route. “I loved makeup, but the number one thing that I wanted to do was to be able to earn enough money where I can make my own living,” she recalled. Each product sale brought her closer to freedom.
Building Community Through Social Media
Starting a brand requires significant capital and resources. Hernandez turned to social media to build the community every business needs. Colorful swatches and creative content attracted supporters who believed in her vision.
Every order represented progress toward independence. “Every order that came in was a way of me saying, ‘Hey, when I move out, I can put this deposit down,'” she explained. The beauty community literally saved her life through their support.
Frosted Flakes Deal Marked a Turning Point
GlamLite’s first major brand partnership came with Frosted Flakes cereal. The collaboration held deep personal significance for Hernandez. She once returned a box of that same cereal to afford train fare.
The collection sold out completely and became iconic for the brand. This success validated her decision to bet everything on herself. It proved that sacrifice and persistence eventually pay off.
Navigating Identity as an Afro-Latina Founder
Hernandez faces challenges many Afro-Latinas experience regarding identity acceptance. She dealt with double disadvantages as a formerly undocumented immigrant. Her darker skin and textured hair didn’t match typical Latina stereotypes.
“I always fall short because some people say you’re not black enough to be fully embraced in the black community,” she admitted. She also faces claims of not being Latina enough. Navigating these spaces while staying authentic remains an ongoing challenge.
Authenticity and Inclusivity Define the Brand
Hernandez shows up as herself on social media without apology. She rocks versatile curls and pin-straight wigs with equal confidence. Her brand promotes inclusivity across all identities and backgrounds.
She came out publicly at the beginning of 2025. Her values remain non-negotiable regardless of potential customer loss. “I made sure that I never created a space where anyone who supports hate will feel welcome,” she declared firmly.
Thriving Despite Industry Challenges
The beauty industry faces significant obstacles following COVID-19 recovery. Major retailers have rolled back Diversity, Equity, and Inclusion initiatives. Many Black-owned brands that Hernandez knew personally shut down completely.
“I never thought I was gonna be a big brand,” she admits honestly. However, GlamLite continues stealing the spotlight with influencer collaborations. The brand churns out innovative concepts that keep audiences engaged.
Marketing Videos Reach Millions of Viewers
Hernandez has cultivated a devoted cult following through strategic content. Her marketing videos regularly reach millions of views across platforms. This organic reach amplifies brand awareness without massive advertising budgets.
The engagement proves that audiences crave bold, innovative beauty brands. GlamLite’s success demonstrates the power of authentic storytelling. Hernandez’s personal journey resonates with customers seeking brands with real substance.
