Overcoming Abuse, Rejection, and Fat-Shaming: How Gisselle Hernandez Became a Beauty Industry Trailblazer
Gisselle Hernandez, the Dominican-born founder and CEO of Glamlite Cosmetics, is rewriting the rules of the beauty industry.
Her journey from an undocumented immigrant living in poverty to owning a multimillion-dollar beauty brand is nothing short of inspiring. For Hernandez, makeup was more than a tool for beauty—it became her escape and eventually, her empire.
Transforming trauma into creativity
Gisselle’s passion for makeup was born from hardship. As a survivor of sexual abuse, she turned to makeup as a way to cope. “One day, I went and bought myself an eyeshadow palette, and I would lock myself in the room for hours playing with makeup because it helped me escape my reality and what I was going through,” she shares.
Makeup became a form of art and self-expression. “It wasn’t about feeling pretty. It was about being able to express myself as a form of art,” Gisselle explains. Inspired by her experiences, she created Glamlite with the goal of providing an escape for people like herself. “I try to spread joy through my products, so people going through similar experiences as I did can find an escape through my creations.”
Her experiences with fat-shaming also influenced her brand’s vision. “I dealt with a lot of fat-shaming and would get bullied for being 250 pounds, and that experience led me to do food-themed makeup,” she says. Glamlite’s playful and nostalgic collections, like the Pizza Palette, represent her rebellion against conventional beauty standards.
Breaking barriers as a Latina in business
Securing licensing deals with major corporations like Kellogg’s, Hershey’s, and Mattel is no small feat. For Gisselle, entering these spaces as a woman of color came with challenges. “I would walk into these meetings and be the only Black, Latina, and woman of color in general. There was never a single person in these rooms who looked like myself,” she recalls.
Rather than seeing her background as a disadvantage, Gisselle turned it into her strength. “I had to learn how to use it to my advantage and challenge these corporations to have diversity,” she explains. Her journey demonstrates that breaking down barriers isn’t just about perseverance—it’s about embracing what makes you different.
Her advice to young Latinas and women of color? “A mentor of mine once told me, ‘If you’re not coming to disrupt, don’t bother showing up at all.’ You need to get out of your comfort zone,” she emphasizes. Networking is key, and Gisselle encourages women to look beyond their immediate circles to find the guidance and connections needed to succeed.
Turning rejection into resilience
Building Glamlite wasn’t easy. Gisselle faced rejection after rejection when seeking funding for her first product launch. “I was rejected 47 times when I asked for a $24,000 loan,” she told Forbes. But that didn’t stop her. Instead, she bootstrapped her business, using her last dollar to launch what would become a viral sensation—the Pizza Palette.
Inspired by her favorite pizza spot in Brooklyn, the Pizza Palette, with its colorful “toppings” of highly pigmented shades, sold out within 48 hours. This out-of-the-box idea generated over $200,000 in its first week and changed the trajectory of Glamlite forever. “I made my own niche, my own community. It’s what’s been setting us apart and keeps us growing,” Gisselle says.
Staying true to her vision
The beauty industry is fast-paced, but Gisselle isn’t concerned with following trends. “I believe in setting trends rather than following them,” she says. Glamlite’s innovation comes from the heart, with every product designed to create an unforgettable experience. “We think to ourselves, what can we do to blow the consumer away? How can we make this particular customer want to rave about our products to their friends, family members, and every person they meet?”
By focusing on authenticity and creativity, Gisselle keeps Glamlite ahead of the competition, ensuring that her brand remains both relevant and true to its roots.
Redefining beauty for Women of Color
For Gisselle, beauty isn’t one-size-fits-all. “I always believe you should become the representation you want to see. Learn to embrace your uniqueness,” she says. Her mission with Glamlite is to create a space where people from all walks of life can feel seen and celebrated.
Her message to young Latinas and aspiring entrepreneurs? “Do not try to adapt to the look of others. Beauty has never been one size fits all,” Gisselle asserts. By embracing their individuality, Latinas can carve out their own paths in the beauty industry and beyond.
What’s next for Glamlite?
With new licensing partnerships and an expanding team, Gisselle isn’t slowing down. Glamlite recently moved to a larger warehouse, and more exciting collaborations are on the way. “There’s so much more to come,” she teases, hinting at upcoming projects with major brands.
At the heart of everything, Gisselle’s message remains clear: “Learn to embrace your uniqueness. Do not try to adapt to the look of others. Beauty has never been one size fits all.”
