Patrick Ta, the makeup artist-turned-influencer and founder, wants to build a global beauty brand that lasts. The next step towards that goal? Launching in Latin America.
Patrick Ta Beauty is entering the market with Sephora Mexico, going live on the Sephora app on 12 September before rolling out to 50 stores on 17 September. Ta will mark the launch with a three-day celebration, including a meet-and-greet at Sephora’s flagship in the Antara shopping mall in Mexico City, an influencer dinner with regional creators, and a makeup master class for local fans.
The move brings the beauty brand, launched in 2019 with co-founders Rima Minasyan and Avo Minasyan, to a market where Ta says it already has a fan base. A third of the brand’s audience identify as Latinx, according to a brand study. Ta says his approach is community first, having done some makeup classes in Mexico prior to entering the market. “We could gauge that we could pull a crowd and sell tickets. You need some recognition and in Mexico, the demand was always there,” says Ta.
Six years in, Patrick Ta Beauty has established itself as a breakout brand, becoming a top 15 seller at Sephora. (The brand declines to disclose sales but last year, estimates put it between £30-50 million.) After a minority investment from Stride Consumer Partners in 2022, Patrick Ta Beauty has distinguished itself from other beauty brands born from makeup artists and influencers, many of which prove to be flash in the pan.
The co-founder of Patrick Ta Beauty and his new C-suite team are ready to take the brand to the next level. Can it cut through a crowded market?
Two and a half years ago, Ta brought on Kimberly Villatoro, a former Estée Lauder Companies (ELC) executive, as CEO to help formalise the business. The LA-based company now employs 40 people, and Villatoro has spent the last year-plus building up operations, including a robust supply chain and product pipeline. Adding global shipping last year gave a clearer picture of demand, Villatoro says, showing that Mexico was already the brand’s second biggest market after the US.
“Mexico is going to become one of our leading revenue-driving markets. It’s significant for us coming after a long period of focusing on the US and Canada,” says Villatoro, adding that the brand plans to expand to more markets outside of North America over the next three years. “We have big ambitions.”
The brand leaned on Sephora to help it determine how best to show up in the Mexican market, matching top performers by region in line with the brand’s product catalogue. Villatoro says it will start with its hero products first: blush, lip colour and foundation, which Ta launched last year.
As the brand moves into new markets, Ta also plans on expanding his product catalogue. He says customers can expect around four launches a year, and that the goal is to offer a “full face” in his collection.
“We don’t want to cannibalise what we have right now, but this industry is innovation driven and we’re all competing for the next best formula,” Ta says. “I want to be able to create a full Patrick Ta face.”
Correction: Kimberly Villatoro was hired two and a half years ago, not last year as previously reported. (2 September 2025)
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