It's the most cultural time of the year! From September 15 to October 15, we celebrate Hispanic Heritage Month across the United States with music, fiestas, food, and all kinds of creative brand promotions (anyone try the new Krispy Kreme churro doughnuts yet?). And every year, this month-long celebration shows just how far the Hispanic community in this country has come, and how powerful their voices have become. At Lu, we honor our Latino heritage every day (it's just who we are), so we're taking this opportunity to share a few ideas on how to celebrate Hispanic Heritage Month all year long. ¡Vamos!
1. Explore Museums That Bring Hispanic Culture to Life
Museums are like portals to different times, eras, and places — they let you walk through history, get to know different cultures, and feel all the feels. The U.S. is home to an incredible number of museums that focus on Latin American countries and their heritage. They're among our favorite places to immerse yourself in everything from ancient indigenous civilizations to contemporary Latino art, and you can visit them any time of the year.
The National Museum of the American Latino (Washington, DC)
Part of the Smithsonian Institution, the National Museum of the American Latino is a relative newbie, especially for museums! Opened in 2022, it offers a rich and varied look into Latino history and culture. It's inaugural exhibition, "¡Presente! A Latino History of the United States" is a fascinating look at the people, movements, and moments that have defined the historical and cultural legacy of Hispanic Americans.
National Museum of Mexican Art (Chicago, IL)
Located in the heart of Chicago’s Pilsen neighborhood, this museum showcases over 10,000 pieces of Mexican art, including folk art, textiles, prints, and photography. It's one of the most significant Latino cultural institutions in the U.S. and offers free admission — so there's no excuse not to go! Plus, their annual Festival del Arte Popular kicks off on October 11, and brings together artisans from all corners of Mexico to showcase the country's one-of-a-kind arte popular.
The Museum of Latin American Art (Long Beach, CA)
The only museum in the U.S. dedicated to modern and contemporary Latin American and Latino art is a must-visit for those who enjoy vibrant exhibitions, cultural events, and educational programs.
El Museo del Barrio (New York, NY)
This gem on Manhattan's Museum Mile is dedicated to the cultural and artistic expressions of Puerto Rico, the Caribbean, and Latin America. With rotating exhibitions, performances, and community-focused events, El Museo del Barrio has been the heartbeat of Latino culture in NYC since it was founded in 1969.
The American Museum of the Cuban Diaspora (Miami, FL)
Often sobering but always impactful, the American Museum of the Cuban Diaspora is one of the most important cultural monuments of Cuban Miami. With a live theater and performing arts program, a gallery of rotating exhibits, and a soon-to-launch permanent exhibit, this is the place to come to see works from some of the Cuban Diaspora’s greatest artists, thinkers, and creators.
2. Shop Hispanic-Owned Brands That Are Slaying the Game
Supporting Hispanic-owned brands is a great way to celebrate Hispanic heritage all year round. Rather than talk about the industry leaders who everyone knows (we love you, Goya, but everybody knows your name), we choose to focus on up-and-coming brands that reflect the vibrant creativity and diversity within the Hispanic community, and offer everything from fabulous fashion to must-have home decor. Of course, this is by no means a complete list; you can find Latino entrepreneurs in every industry, bringing big ideas, infectious energy and a can-do spirit to disrupt the status quo.
LatinUs Beauty
Of course, we had to start with Lu! Born in California and made by Latinos, Lu has championed the most sophisticated beauty consumer in the world -- the modern Latina -- from Day 1. But don't just get to know us for our Latin roots; see what Lu's three haircare collections can do for your hair, and discover the power of Impossible Keratin, our game-changing vegan keratin formulation that penetrates each hair strand to increase strength, improve elasticity, minimize breakage, and avoid flyaways. Lu truly gives you healthier hair from the first use.
Viva La Bonita
Inspired by "the mujeres who dream big," this California-based lifestyle brand was born from the desire to celebrate fierce Latina culture. Think bold graphic tees, cozy hoodies, and accessories that scream "girl power" in Spanglish (our fave? The "I’m nice pero no te pases" tee). Their designs are unapologetically proud and perfect for adding some Latina spice to your wardrobe.
Miga Swimwear
With its ethically made, size-inclusive swimwear inspired by Latin American cultures, Miga Swimwear is all about celebrating body positivity. Founded by Costa Rica native Maria Luisa Mendiola, who embarked on a personal quest to find community due to a disfigurement on her feet. To take away attention from her feet, she wore bold and vibrant swimsuits, and thus, an idea and a new brand were born. Each piece is designed with love and intention, featuring rich colors and unique prints that tell a story.
Vamigas
If rosehip from Chile wasn't part of your beauty routine before, get ready, because it might be after you get acquainted with Vamigas. Inspired by Latin American "plant magic" and determined to fix a wellness industry that has veered off the tails, Vamigas is here to soothe your mind, body and soul with botanicals inspired by abuela's wisdom. We can relate to that!
Loquita Bath and Body
Yanira Venegas is the mastermind behind this small, Latina-owned brand that creates handmade bath and body products inspired by Latinx culture. From their whimsical bath bombs in the shape of conchas, elotes, piñatas, and sugar skulls, to bruja, chingona and diosa bathrobes, this brand is all about bath & body con carácter, and we are here for it.
3. Discover Neighborhoods and Cities Celebrating Hispanic Heritage Daily
If you want to dive deeper into Hispanic culture, why not explore the neighborhoods and cities where Hispanic heritage is celebrated every day? Here are a few hotspots where Hispanic Latino community is celebrated all year long.
Little Havana (Miami, FL)
Step into Little Havana, and you'll feel like you've been transported to Cuba. With its colorful murals, lively Latin music, domino parks, and the irresistible aroma of Cuban coffee, food, and cigars, this Miami neighborhood is a vibrant hub of Cuban culture. Don't miss the famous Calle Ocho (8th Street), home to salsa dancing, Cuban restaurants, and the annual Calle Ocho Festival, one of the largest Hispanic festivals in the U.S.
Fun fact: did you know Calle Ocho has its own Walk of Fame? It honors icons of Miami's Cuban and Latino community, including Celia Cruz, Gloria Estefan, Desi Arnaz, and Roberto Clemente.
East Los Angeles (Los Angeles, CA)
A bustling Latino community that celebrates its Mexican-American roots daily. Explore the Mariachi Plaza, where you can hear live mariachi music, or head to Boyle Heights for authentic Mexican cuisine and the popular annual Día de los Muertos celebration. And while you're in LA, don't miss Olvera Street, a hub of Mexican culture that has been here since 1930. Olvera Street hosts traditional events throughout the year, including the Blessing of the Animals (Saturday before Easter), Fiestas Patrias (Mexican Independence Day), Dia de los Muertos (Day of the Dead), and Las Posadas.
Fun fact: East LA isn’t only the largest Chicano/Mexicano population in the country. It’s also the largest Hispanic community in the United States.
Pilsen (Chicago, IL)
A neighborhood where murals adorn nearly every wall, and the spirit of Mexican culture is alive and thriving. Explore the incredible street art, stop by the National Museum of Mexican Art, or grab some tacos at one of the local eateries. Pilsen is where art and culture come together beautifully.
Spanish Harlem (El Barrio), New York City, NY
Known for its Puerto Rican roots, El Barrio is full of energy, culture, and history. Visit El Museo del Barrio, enjoy fantastic Puerto Rican cuisine (try the mofongo), or join in the annual Puerto Rican Day Parade. This vibrant neighborhood is a celebration of Hispanic culture in the heart of New York City.
Fun fact: Before it was Spanish Harlem, this part of the city was known as Italian Harlem, and it remains home to iconic Italian eateries like Rao’s and Patsy’s Pizza..
San Antonio, TX
With its strong Tejano roots, San Antonio is a city where Hispanic culture is woven into everyday life. Visit the historic Market Square (El Mercado), the largest Mexican market in the U.S., where you can shop for artisanal crafts, sample authentic Tex-Mex cuisine, and enjoy live music and dance performances.
Fun fact: San Antonio holds the Guinness Record for the most tamales made in a day when 17,132 tamales were produced at Lanier High School.
4. Dive Into Delicious Hispanic Cuisine
Okay this one's a no-brainer, and one most of us have indulged in many times a year. Hispanic heritage is also a celebration of food — and who doesn't love an excuse to eat great food? From street tacos to paella, there's a world of flavors to explore. You can make every day a fiesta by cooking traditional Hispanic dishes at home or exploring Hispanic-owned restaurants in your area.
Try Making Arepas or Empanadas
Both are delicious and surprisingly easy to make at home. There are countless recipes from Latin and South America online to guide you through the process, whether you prefer the Colombian, Venezuelan, or Argentinean variations.
Go on a Taco Tour
Many cities have incredible taco joints (and we're not talking Taco Bell), often hidden in unassuming spots. Go on a self-guided taco tour to find the best tacos in your city — don't forget to try all the different varieties, from al pastor to carnitas! (Bonus points if you find the hole-in-the-wall spot that even the tourists don't know about yet.)
Support Hispanic-Owned Eateries
Look for Hispanic-owned restaurants, food trucks, and cafes in your community. Enjoy a diverse array of cuisines, from Cuban sandwiches to Peruvian ceviche, while supporting local businesses.
For more inspiration, check out this excellent roundup of dishes to make or taste.
5. Celebrate Through Music, Dance, and Literature
Finally, immerse yourself in Hispanic culture through its music, dance, and literature. There are so many ways to do this, from learning to salsa or bachata, reading novels by Hispanic authors, or jamming out to reggaeton, mariachi, or Latin jazz. Hispanic Heritage Month coincides with many Latin countries' Independence Day Celebrations, so you can always find a party at a Latin-themed business this month.
Take a Salsa, Cumbia, or Bachata Class
Many cities have dance studios offering Latin dance classes. It's a fun way to stay active, meet new people, and experience a critical part of Hispanic culture.Read Books by Hispanic Authors
Expand your reading list with books by Hispanic writers. Choose from masters like Gabriel García Márquez, Isabel Allende, and Sandra Cisneros to the next generation of master storytellers like Xochitl Gonzalez, John Manual Arias, and Julia Alvarez.
Create a Latin Music Playlist
Contrary to popular belief, Latin music is incredibly diverse. From Mexican rockers like Café Tacuba to Puerto Rican reggaetoneros like Bad Bunny to the Colombian pop superstar Shakira, you'll find a beat to suit your tastes among Latin musicians. Check out Spotify's Hispanic Heritage playlist to get you moving and grooving!
Keep the Fiesta Going All Year Long
It's hard to believe that Hispanic Heritage Month began in 1968 as Hispanic Heritage Week under President Lyndon Johnson before it was expanded by President Ronald Reagan in 1988 to cover a 30-day period. It only became law on August 17, 1988. But we believe that celebrating Hispanic heritage isn’t just a once-a-year event; for all of us at Lu, it's a daily opportunity to take pride in where we come from, honor those who laid the foundation to bring us here, and look to the future.
Whether you prefer to celebrate with new experiences, delicious food, or meaningful connections, you can honor and embrace Hispanic culture every day, in so many ways. And if that includes haircare, we invite you to celebrate with Lu!
