La Belleza del Puesto

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La Belleza del Puesto *

Three lip gloss tubes with black caps labeled 'Del Puesto' surrounded by red and black dried chili peppers on a dark surface.

Positioning Mercado González as a brand rooted in everyday rituals.

The Opportunity

Mercado González is a unique destination that celebrates authentic Mexican food, culture, and craftsmanship. But it still has room to develop a distinct brand voice and stronger emotional connection with younger audiences.

At the same time, beauty brands continue to borrow from Mexican food culture. So what would it look like if a Mexican market told that story instead?

Close-up of a Hispanic woman applying red lipstick.

✦ Del Puesto Plumping Gloss

The chile secos you’ve been using your whole life just got a makeover.

Introducing La Belleza del Puesto: plumping glosses inspired by the colors of the chiles secos you'll find right here in Mercado González. Because before lip gloss was a trend, it was already in your purse.

Eyeshadow palette with bright pink, white, yellow, and brown eyeshadows surrounded by slices of watermelon, lime, banana, and other fruits on a yellow background.

✦ La Cosecha Palette

Mercado González tiene de todo. Whether that’s aguas frescas in every color at Aguas Frescas Las Delicias… or your new favorite palette.

Introducing our eyeshadow palette: six shades inspired by the vitroleros you’ve looked at your whole life while you decided which flavor to pick. With neutrals and bold pops of color—because Mercado González always has the color (and flavors) for every mood.

La Belleza del Puesto is a beauty collection inspired by Mercado's authentic puestos, ingredients, colors, and everyday traditions.

Rather than borrowing from Mexican culture, the collection grows organically from it, celebrating the products, flavors, and traditions that already exist inside Mercado’s walls.

How It Comes to Life

The Idea

✦ Dulce Setting Powder

What can you find at Mercado González? De todo. Pan dulce, chiles secos, authentic puestos–and your beauty routine.

Introducing our Dulce Setting Powder in Rosa, Vainilla, Yema, and Chocolate. So whether your self-care routine begins with a concha and a cafecito in the morning, or getting totally arreglatita–we’ve got you covered.

Four makeup powder compacts in the shape of pan dulce, each with different shades, set against a yellow background.

Independent Spec Work
This is a self-initiated project exploring how Mercado González could extend its brand through a culturally rooted beauty collection.