Latinx-Owned Businesses to Support in Hoboken + Jersey City

From flavorful food to music that you can’t help but move to, and century-old traditions, Latinx cultures are uniquely special, and historically made up of hard-working people. It’s important to note that the term “Latinx” refers to all Latino American, Central American, Caribbean, and Indigenous people of all orientations. The roots of the Latinx community are rich and come in all colors, shapes, and sizes. All of the countries and islands that make up this beautiful community are one-of-a-kind but the Latinidad as a whole is intersectional and remarkable. 

In honor of Hispanic Heritage Month, we’ve highlighted some of the Latino-owned businesses in Hoboken and Jersey City. But make no mistake, we should not solely celebrate the heritage of the Latino community one month out of the year, we should celebrate it every single day. Read on to learn more about some of the Latino leaders in the area that you can show support.


718 Beauty Bar {718 Washington Street}


{Photo credit: @718beautybar}

Hoboken-based 718 Beauty Bar is a full-service salon that specializes in nails, makeup, waxing, and lashes. Owned and operated by two sisters, Fanairy Sanchez and Maricarmen Antigua who are of Dominican descent — it’s quickly become a much-loved spot in the Mile Square. Fay is a professional makeup artist, certified esthetician, and licensed massage therapist, and Mary has a bachelor’s in labor relations and has always been passionate about quality customer experience.

Artist Makeup Academy {720 Monroe Street, Suite C404 + C405}

juliette artist makeup academy

{Photo credit: @jlglam}

The Artist Makeup Academy {AMA} was founded by Juliette Collazo who is of Puerto Rican descent. She operates makeup academies in both Hoboken and Miami where students can choose from nine different makeup courses ranging from product knowledge to special occasion makeup, as well as nine courses in beauty and fashion. The academy also offers freelance, multimedia, and master programs. Non-students who are looking for professional makeup can book the artists.  Their wedding day glam is gorg!

Blo it Out Lounge {1212 Washington Street}

blo it out lounge
{Photo credit: @bloitoutlounge}
This salon has been serving the residents of Hoboken for the past six years. Blo it Out Lounge was founded by BNR sisters Lorrie Centeno and Desiree Velez who are of Puerto Rican descent. The salon offers hair, makeup, eyelash, and spray tan services. Some of the specialty services they provide are the “keratin signature smoothing solution”, scalp massages, and deep conditioning hair treatments. Additionally, the salon offers professional bridal hair and makeup services on-location, as well as mobile services.

Body Balance Massage and Skincare Spa {20 Hudson Place, 2nd Floor}

Body Balance Massage Skincare Spa

Body Balance Massage and Skincare Spa serves clients in Hoboken, Jersey City, and surrounding towns, offering therapeutic massages and skin care services. The business is owned and operated by Rick Huet, who is a graduate of Stevens Institute of Technology, and his wife Alina who are of Cuban descent. They provide a wide range of customized massages, from relaxing and stress-reducing, sports, prenatal, deep tissue, couples, and pain-relieving therapeutic massages that target trouble areas.  Additionally, customized and advanced facials treat all skin types, as well as anti-aging, hydrating, sensitive skin, and deep cleansing acne facials.

Culina Health {720 Monroe Street, Suite E-209}

vanessa culina health

{Photo credit: @culinahealth}

Culina Health is a health business designed to support clients on their journey to a healthier life. Vanessa Rissetto is the co-founder of the company and is of Haitian descent. She is a local dietitian and nutritionist helping Hoboken and Jersey City residents make each day and meal a bit healthier. Culina’s coaching program combines evidenced-based nutrition with health coaching techniques to help you understand and overcome the physical, mental, environmental, and behavioral challenges getting in the way of reaching your goals. Vanessa is also a contributing writer for Hoboken Girl, view her articles here.

Crew Hair Studios {453 5th Street}

crew hair studios luis

{Photo credits: @crewhairstudios}

This barbershop is owned by Luis Lugo also known as Junior, who is of Haitian and Puerto Rican descent as well as a local native. Luis has been a professional stylist with over 15 years of experience in the industry. Crew Hair Studios provides men’s services in an enjoyable and relaxing atmosphere.

EC Beauty Studio and Spa {80 River Street, Suite 2A}

erica ec beauty studio spa

{Photo credit: @ecbeautystudio_hoboken}

This beauty studio was founded by Erica Cerpa, who is of Puerto Rican descent. Erica started off as a skincare educator and evolved her businesses into what it is today, a successful spa that offers microdermabrasion, chemical peels, oxygen facials, waxing, paraffin treatments, spray tanning, dermaplaning, and more. Her team is made up of Latinas as well, including Grace Sibilia, an esthetician, who is also of Puerto Rican descent and is originally from Hoboken.

Jennifer Rose Rossano of Neurotic Mommy 

jennifer neurotic mommy

{Photo credit: @neuroticmommy}

Jennifer is an author, psychic medium, trance healer, and Usui reiki master who is half Puerto Rican. She has a background in creating plant-based recipes, bhakti yoga, and meditation. Jennifer believes that being healthy is not only about the foods we eat but about the mind, body, spirit as a collective whole. Her services include reiki and trance healing, energy healing, mediumistic and psychic readings, oracle and tarot readings, aura color readings, guided meditations, and more. Follow her on Instagram for her latest recipes and spiritual tips.

Law Office of Rosemarie Moyeno Matos LLC {105 Jefferson Street, Hoboken}

rosemarie moyeno matos lawyer hoboken

{Photo credit: @lawrmm}

Rosemarie is a business attorney of Puerto Rican descent and a second-generation Latina BNR in Hoboken. With nearly two decades of practice experience, she has extensive knowledge in various practice areas, including business, cannabis, insurance, environmental, regulatory compliance, and real estate law. If you are looking for an attorney that understands the risks and complexities of running a successful, legally compliant business and offers a thoughtful, balanced and cost-effective approach to best practices, problem-solving, and risk mitigation, she is the attorney for you. Rosemarie recently graduated from the first-ever Latina Entrepreneurship Training Series {LETS} sponsored by the Statewide Hispanic Chamber of Commerce of New Jersey. The only attorney in her graduating class, she often counseled her classmates and assisted them in preparing legal documents in her free time. As a result, she was invited to be a legal coach for LETS and the Hispanic Entrepreneurship Training Program.

Little Linguists {739 Bloomfield Street}

margarita garcia little linguists

{Photo credit: @littlelinguistshoboken}

Little Linguists is a Spanish immersion program daycare center for children ages 1 – 6 years and has a passion for Spanish/Latin culture and language learning. The center was co-founded by Margarita Garcia, a Hoboken BNR who is of Puerto Rican and Dominican descent. Margarita is also the Hoboken Dual Language Charter School’s (HoLa) summer camp, aftercare, and enrichment coordinator since 2010. Previously, she worked as a Unit Director at the Hoboken Boys and Girls Club, and as a co-teacher at Stevens Cooperative.

Lorraine’s House of Styles {160 1st Street}

lorraines house of styles

{Photo credit: @lorraineshouseofstyles}

Lorraine Fred opened a salon in her hometown of Hoboken in 2000. She is of Puerto Rican descent and her expertise spans all aspects of beauty, fashion, hair, and makeup. In 2003, Lorraine’s House of Styles transformed into a teaching salon where other associates can learn how to hone their skills in color, corrective color, creative color, cut, and styling. In 2019, her salon was recognized as health-conscious for implementing environmentally-friendly practices. The salon offers hair services for women and men {including textured hair}, makeup, eyelashes, and eyebrow services.

Mint Market {303 1st Street, Hoboken + 339 Grove Street, Jersey City}

valerie mint market

{Photo credit: @valerieduardo}

This clothing boutique is in its own league. The founder Valerie Duardo, who is of Cuban descent, open the doors to her popular shop in 2013 and it’s been a local favorite ever since. Mint Market has locations in both Hoboken and Jersey City. Customers can find the shops lined with the latest trends that are perfect for a day look or night out on the town. The best part is that they also carry rare vintage clothes and accessories from brands like Chanel, Gucci, and Prada. The boutique’s Instagram page is definitely worth a follow for its amazing inspo!

Muñeca Mullins Studio {51 Harrison Street – A504}

muneca mullins studio hoboken

{Photo credit: @muneca_mullins}

Muneca Mullins Studio is a full-service creative space that allows you to revitalize your appreciation for yourself and/or your brand. The owner, Danielle Mullins who is of Ecuadorian descent, is spirited and full of vibrant energy that will help bring out the best in your brand. Her studio offers everything for new styling techniques through clothing and interior design, to rebranding through photoshoots and e-commerce sites. She can revive, beautify, and restore your love for your craft, whatever that may be. So if you’re thinking about taking your brand to the next level, this is your safe space.

Rexer Gallery {636 Washington Street}

walter rodriguez rexer gallery hoboken

{Photo credit: @walterjohnrodriguez}

Hoboken’s newest contemporary art gallery was founded by Walter John Rodriguez who is of Cuban descent and Aaron Boucher. He and Aaron opened Rexer Gallery just a few weeks ago and it’s already becoming a local favorite. Currently, Walter is producing a series titled “Cold Front” that consists of realistic figure portraits that attempt to present a psychological portrait without showing faces. Art-lovers can view Walter’s works at Rexer. “To me, the title ‘artist’ begins and ends there because to admit to being a ‘Latino artist’ is to allow a small degree of division in contemporary art in a time when we need unity. To me, art is the last remaining gift and purely universal platform that exists to heal the world,” says Walter.

Roig Collection {257 1st Street}

roig collection hoboken

{Photo credit: @roigcollection}

Chances are if you’ve ever visited the W hotel, walked past the public tennis courts or attended the Arts + Music Festival, you’ve come across Ricardo’s art. Ricardo Gesualdo Roig is a local artist of Cuban, Venezuelan, and Dominican descent that is best known for his signature hand-cut prints. He is the artist behind the Michael Chang mural at the HHS tennis courts, and “Hoboken Color”, the masterpiece on the side of Napoli’s Pizzeria located at 133 Clinton Street. Ricardo has a ground-level gallery showcasing his works in the W hotel, as well as a studio on 1st Street. Neighboring towns Jersey City and Westfield have tapped Ricardo to design and execute murals there as well. Shop his latest works on his website.

Spesh {932 Washington Street}

louis spesh salon

{Photo credit: @thespesh}

This barbershop was founded by Steven Louis Torres who moved to Hoboken from Newark and is of Cuban and Spanish descent. He came from a family of entrepreneurship and is proud to represent his Latino community as a local business owner right here in the Mile Square. Spesh is gender-neutral and has a dope vibe with a modern feel. The menu is based on the length of your hair {short, mid-length, and long} so that people of all genders and identities can get the style and look they want. Bonus, virtual consultations are now possible, so if you’re looking for a change but not ready to hit up the salon just yet, meet with a stylist over a video call to discuss your goals.

Studio 17 Cosmetics and Wellness {601 9th Street}

briza-studio 17 cosmetics wellness

{Photo credit: @studio17cw}

Studio 17 is a full-service, concierge aesthetic practice providing a wide range of services. The founder, Dr. Briza Walter is of Brazilian descent accommodates every client by customizing the treatment program that best meets your individual need, schedule, and budget. The design of the studio is intended to welcome patients to a relaxing and enjoyable experience while offering an array of services. Botox, lip and cheek fillers, vampire facials, and non-invasive ultrasound lifts are just a few of the beauty services the studio offers.

The Co. {632 Washington Street}

Erica Alvarez Castro the co

Erica Alvarez Castro, who is of Spanish descent, had worked as an architect and interior designer at other companies for several years, but her job lacked a healing aspect that she was looking for. In a true carpe-diem, Erica seized the moment in the middle of a global pandemic, quit her job, and opened her own business, The Co. The product assortment consists of home decor, accessories, and jewelry, and most of the products sold in The Co. are made by local designers or sustainably sourced brands. When choosing her assortment, Erica focuses on what makes her home happy and tries to find local artists and vendors that fit that need.

The Cupcake Carriage + The Ellinnet Cake Collection

tenielle ortiz cupcake carriage

{Photo credit: @thecupcakecarriage}

The Cupcake Carriage is the latest venture of Tennille Ortiz who is of Puerto Rican descent. Tennille feels that growing up in Spanish Harlem was the best way to embrace her roots and prepared her for what her true purpose is. She is a self-taught cake designer who specializes in custom fondant cakes, cupcakes, and confections. The Cupcake Carriage was originally a cupcake decorating birthday party service for kids, but in light of COVID-19, Tennille switched gears and transformed the truck into a mobile bakery that can be found on Sinatra Drive throughout the week.

The DIY Joint {51 Harrison St #A207}

priscilla diy joint

{Photo credit: @thediyjoint}

This workshop is the perfect place to put your handyman and handywoman skills to test. The DIY Joint is owned and operated by Priscilla Van Houten, who is of Puerto Rican descent, who founded this local spot from a determination to give others an exciting, fun, and empowering experience while building a community of makers and creators. Fret not if you don’t have a personal toolbox, the studio has professional-grade tools and equipment in-house. You can learn the craft of woodworking from friendly, expert instructors, taking the guesswork and fear out of using power tools.

Trim {302 1st Street}

trim barbershop

{Photo credit: @trimhoboken}

Trim is a full-service barbershop owned and operated by brothers Dairen and Leo Coto. Originally from the Mile Square, they are of Dominican and Honduran descent. Dairen began his journey cutting his friend’s hair in high school to running a successful business. Trim barbershop is popular among residents, and brings back the lost art of a hot towel shave, while still catering to the modern man. Dairen, Leo, and their sister Yasmin are the founders behind Hoboken’s first public fishing club that recently launched. 

Whiskers and Leo Pet Care

Whiskers and Leo Pet Care

Whiskers and Leo, is a fully-insured professional pet care company, with services ranging from mid-day dog walking and in-home pet visits, to private cage-free boarding in a sitter’s home or overnight sitting in yours. Sonja Guardino, the owner, who is of Dominican, Columbian, and Italian descent, named the businesses after her own furry friends. They serve residents in Hoboken, Jersey City, Weehawken, Union City, and the surrounding area.

Jersey City

Beauty Within Hair Salon {96 Central Avenue}

beauty within hair salon marsha

{Photo credit: @beautywithinhairjc}

This hair salon is operated by Marsha Agusto, who is of Puerto Rican descent. Beauty Within offers full hair and nail services for women, as well as a barber section for men with the well-known professional barber and Jersey City native, Rennie Sosa, who is of Dominican descent. In the wake of Hurricane Maria, Marsha raised money to fly to Puerto Rico to provide free hair services to locals who were affected by the devastating destruction.

Cupcakes By Jeannie 

Cupcakes By jeannie jersey city

Cupcakes by Jeannie is a pastry business that also operates out of a food truck that parks in Jersey City, mainly in the downtown area or McGinley Square. The business is owned by Jeannie Colon and operated alongside her sister Sonia Vasquez, who are of Puerto Rican descent. The Jersey City BNR sisters create unique cakes, cupcakes, cake pops, and other treats for personal and corporate celebrations as well as holidays. The truck carries cupcakes of all flavors, some of which include tres leches, dulce de leche, salted caramel, chocolate cookies and cream, and much more. Pro-tip, don’t miss out on their holiday kits that are perfect for any age! To locate the truck, follow the sisters on Instagram, as they post where they are parked on a weekly basis.

Doody Free Girl {189 Brunswick Street}

jen doody free girl

{Photo credit: @doodyfreegirl}

Doody Free Girl is a colon hydrotherapy practice founded by Jen Gonzalez, who is of Cuban and Chinese descent. Jen administers gravity colonics, a fast and gentle way to detox your bowels. On her website, she blogs about her bathroom experiences for the sake of helping readers combat bathroom anxiety and inspire them to just let their shit go. Additionally, she hand makes “Bathroom Soy Travel Candles” scented with lemongrass essential oil and complete with “Doody Free Girl Shit-Anywhere” matches.

EOC Technology Innovations, LLC

Aida Colon Sanchez eoc tech inovations

Business owners who are seeking application writers, security technology installation, or post-license security compliance audits, look no further, Aida Colon-Sanchez of EOC Technology Innovations is your gal. Aida is of Puerto Rican descent and is the former Deputy Coordinator for the City of Jersey City Office of Emergency Management/Homeland Security {the first Latina to hold that role for over a decade}. Her business is a minority woman-owned technology company that focuses on public safety tech that includes surveillance cameras, 911 communications technology, body temperature cameras, and access control. In the last four years, she has integrated her public safety technology experience within the cannabis industry application security writing.

EVOLVE™ Design Company {83 Hague Street, Suite B1}

evolve design company ezekiel

{Photo credit: @evolvedesignco}

EVOLVE™ Design Company is an independent, full-service brand strategy and design consultancy that specializes in working with startups, businesses, and brands to gain a competitive advantage in the digital marketplace. The company is owned and operated by Ezekiel Rivera, who is of Nicaraguan and Dominican descent. EVOLVE™ Design is part of the EVOLVE™ family of companies which also include EVOLVE™ Print and EVOLVE™ Sourcing. As an organization, EVOLVE™ is a one-stop-shop for brand strategy and development, strategic design, purpose-driven marketing, and specialized product development needs.

Find & Revive {Online}

Find & Revive vintage jersey city

Jersey City BNR’s and childhood friends Kristian Herrera of Colombian and Guatemalan descent and Paige Rosales of Ecuadorian and Irish descent, fulfilled their dream of opening their own vintage online shop, Find & Revive. They officially launched their online store in July 2019, and have also been curating vintage pieces for Mint Market. They sell clothing that is unique, versatile, and something we would have in their own closets.

Hybrid Coffee {110 Cambridge Avenue}

hybrid coffee jc

{Photo credit: @drinkhybrid}

This coffee shop started off as a chic coffee truck and due to it being wildly successful among residents, Evan Santiago, a Hoboken BNR, was able to open a brick-and-mortar location. Evan created the small menu himself, as well as handpicked and sometimes handcrafted every piece of furniture. Almost every dish on it reflects his personal and thoughtful approach. There is a “sopa,” he makes that consists of chicken soup loaded with celery, carrots, onions, kale, and plantain — a hybrid of Tuscan bean stew and Latin chicken soup, and a salute to his own Puerto Rican and Italian heritage.

Jacklyn Lune Photos

jacklyn lune photos

{Photo credit: @ashleyjacklyn.c}

Ashley Jacklyn is a Jersey City raised and based photographer who is of Puerto Rican descent. Her photography is mainly focused on fashion and editorial work, lifestyle and stylized portraiture, and skin retouching. Jacklyn works with small businesses to create awesome content for their social media. She also has a mental illness called Generalized Anxiety Disorder that she openly talks about on her personal Instagram account @ashleyjacklyn.c.

KLADO – House of Brigadeiros {232.5 Pavonia Avenue}

jen prado klado house of brigadeiros

Jen Prado found a way to do something that she loves and is passionate about, all while paying homage to her Brazilian roots. Jen and her husband Jessie opened up KLADO, where she recreates her mother’s brigadeiros {Brazilan truffles} with a modern and eye-catching twist. Jen’s mother and father were her inspiration to start her own business, and she has already been successful in opening her shop as well as being featured on the Discovery Channel’s “I QUIT” TV series.

Midnight Market {210 Hudson Street}

midnight market jc

{Photo credit: @midnightmarketevents}

The very popular indoor Midnight Market was founded by Jersey City natives Perla Nieves and Alysis Vasquez who are of Dominican descent. Foodies, if you haven’t already been to The Midnight Market, make sure you buy tickets to the next one! Launched in 2016, the 21-and-over event takes place in the Harborside Atrium from 6:30PM -10PM and pre-COVID, it took place bi-monthly, featuring about 20 rotating food vendors for $5 or $7 a pop for each vendor’s food-tasting option. The event is hosted indoors during the winter months so that food vendors {many women-owned} without a brick-and-mortar location have a space to showcase their goods. If that isn’t enough to entice you, there is a live DJ spinning music all night.

More Life Cafe {191 Mallory Avenue}

more life cafe

This spacious vegan food spot is owned and operated by Marcell Portes who is of Dominican descent and grew up in Jersey City. His mother owns a staple Dominican restaurant in town as well, El Sol Del Caribe. There is something for everyone here, even non-vegan eaters. Most of the food consists of plant-based items and comfort food faves like mac & cheese.

Paloma Salon {373 3rd Street}

paloma salon gisella

{Photo credit: @palomahairjc}

This chic salon brings Manhattan-style to the Chilltown area with relaxing, desert-like vibes, and affordable prices. Paloma was founded by Gisella Amaya who is of El Salvadoran descent and her husband Ken. The salon offers an array of cuts and colors for both men and women, including balayage, a dimensional look that can carry clients for months without having to touch up, as well as smoothing and keratin treatments that are formaldehyde-free, extensions, and regular and barber cuts.

Salsa Fever on 2 {83 Franklin Street}

Salsa Fever On2 owner Mario

{Photo credit: @sfon2}

Salsa Fever On2 is a Salsa dance academy that was founded in 2000 by Mario Gonzalez, who is of Puerto Rican and Cuban descent. Mario was born and raised in Hoboken and later moved to Jersey City with his wife Yvelisse. The academy offers dance classes to Hudson County locals with a structured curriculum that is conducive to all dance levels and offers classes for all Latin dances. His main intention for the dance studio is still to inform the students and give them the proper awareness of the history and keep to the authenticity of salsa dancing.

Tails on Trails

Judy Nunez tails trails

{Photo credit: @tailsontrailsllc}

This pet care company is a Latina-run business that was founded by Judy Nunez who is of Dominican descent and a self-proclaimed pet-lover since birth. Tails on Trails has offered services to the Jersey City community since 2012, everything from daily small-group dog walks to private cat boarding services. In her spare time, Judy has been a stage manager for the local Jersey City arts community.

Vegan AF {291 Central Avenue}

vegan af jersey city

This vegan, plant-based restaurant is owned and operated by a girlfriend/boyfriend duo,  Norma Perez, and William Toledo who are of Ecuadoran descent. Both Jersey City residents, Norma came to the United States in 1998 at the age of 18 and has called Jersey City home ever since. The concept for Vegan AF came together when long time friend and mural artist David {@distort} painted “Vegan AF” on the storefront, the rest was history. Vegan AF serves up breakfast and brunch all day, a “create-your-own” salad option, and 10 signature burgers, with customer favorites like hot jalapeno and guacamole burger, the teriyaki burger, and the Hottie from The Heights Burger.

Yahaira’s Hair Creation {222 West Side Avenue}

yahairas hair creation salon

{Photo credit @yahaira_hair_creation}

Yahaira, who is of Dominican descent, has been cutting, styling, and coloring hair in Jersey City for many years. Her salon offers several hair services for women and girls including cuts, styling, coloring, extensions, highlights, balayage, relaxer, and keratin treatments, as well semi-permanent makeup treatments such as ombre brows, microblading, microshading, ombre lips, aquarelle lips, eyeliner, and lash lifts. You name it, her salon can do it!

Do you know of any Latino-owned businesses in the area? Let us know in the comments!






Written by:

Victoria is HG's Editorial Assistant and Social Media Coordinator for the Hoboken Historical Museum + Fire Department Museum. She is a fourth-generation Hoboken native, BNR in the Mile Square, and Jersey City. Through playing softball in town for fourteen years, playing the trumpet for the Hoboken High School Redwings Band, and graduating from New Jersey City University, these two cities have a special place in her heart. When she isn’t Style Assisting or volunteering at Symposia Bookstore, she’s exploring everything the Concrete Jungle has to offer. You can catch her at art exhibitions, local festivities, traveling, diving into a new book, thrifting, or indulging in some form of arts and crafts.