For Gabriela Hernandez, memories of growing up in Buenos Aires include indelible images of her mother and auntscarefully applying their daily makeup. Those beauty rituals fueled her creation of Bésame, a vintage-inspired cosmetics line featuring such items as the fiery red lipsticks of decades past. Several of her products arepackaged in Art Deco–style, floral-motif containers that so strongly evoke the 1920s, they appeared on a vanity in the Oscar-winning tribute to silent films, The Artist. Hernandez, based in Glendale, California, says makeup is still a family affair: “Mom is my chief tester. She tries out whatever I’m working on.”

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