The Latin community has always been a powerhouse of creativity, resilience, and culture—cultivating spaces for people to celebrate their heritage while contributing to global trends on TikTok. We continue to be inspired by our Visionary #CasaTikTok community and we're honored to provide a space where diverse voices come together to represent and celebrate Latin culture. Each day, we are uplifted by our remarkable Latin creators, industry disruptors, and small business owners who inspire us with their creativity, passion and innovation.

This Latin Heritage Month and beyond, we’re celebrating Latin creators and Latin-owned businesses who are making a significant impact across industries. To kick off our celebration of the Latin TikTok community, we're debuting our 2024 Latin Heritage Month Visionary Voices list, alongside a special #CasaTikTok page spotlighting creators, Latin-owned businesses, musicians, and more. Our celebration of #CasaTikTok will also feature #MusicaLatina and #MusicaMexicana music playlists on our sounds page, guest curated by Visionary Voices honoree @rauwalejandro and @manuelturizoz , along with a first-time in-app shoppable #ShopLatinOwned campaign showcasing Latin-owned businesses on TikTok Shop, and IRL events to celebrate our inspiring Latin TikTok community.

We're also inviting creators to apply to our #CasaTikTok creator community program by September 30th, for the opportunity to join our Creators program and gain access to educational resources, events and webinars designed to help creators elevate their content on TikTok. Creators can visit this link using a mobile device, and must be logged into TikTok to apply.

Read on to learn more about our 2024 Latin Heritage Month Visionary Voices and how we're celebrating the culture-shifting influence of our Latin community.


Meet Our 2024 TikTok Latin Heritage Month Visionary Voices

Our 2024 Latin Visionary Voices List recognizes 16 remarkable Latin creators, industry disruptors, and small business owners who use their platforms to celebrate and uplift the Latin community. This diverse group of culture shapers captivate audiences worldwide, with their vibrant content and trendsetting creativity. From groundbreaking achievements to impactful storytelling, these honorees embody the spirit and resilience of Latin culture.


Creators

  • @alex1leg [he/him] (Los Angeles, CA) - Alex Parra is a motivational speaker, former U.S. Para swimmer, and two-time cancer survivor. After losing his leg at sixteen, Alex's resilience and adventurous spirit have only grown stronger. Through his inspirational content, Alex raises awareness for disabilities, empowering others to defy the odds with a positive outlook.
  • @joolieannie [she/her] (Chicago, IL) - Jools Lebron has become a viral sensation with her "very demure, very mindful" TikTok trend. Known for her engaging makeup tutorials and unique content featuring her Bratz doll collection, Jools gained widespread recognition with her video on being demure at work, which has amassed over 52 million views. Her influence has extended to celebrities and brands alike, cementing her place as a cultural trendsetter.
  • @latinapreneur [she/her] (Los Angeles, CA) - Andrea Casanova inspires with her entrepreneurial journey and motivational content. A proud Latinx entrepreneur, Andrea shares her expertise with her followers while using her platform to mentor and uplift fellow Latinx creators and business owners. Watch her share her happiest day.
  • @thedaisysanchez [she/her] (South Florida) - Dr. Daisy Sanchez is a licensed cosmetologist, general surgeon, and proud mom, currently completing a fellowship in plastic and reconstructive surgery. As a first-generation Mexican-American and the daughter of immigrants, she is known for her vibrant and relatable content, from heartfelt storytelling to lively dance videos. Her channel blends her love for beauty, skincare, and medicine, all while advocating for women pursuing their dreams.
  • @themoodyfoody [she/her] (Miami, FL) - Toni Chapman is an Afro-Latina chef, cookbook author, and media personality, blending her love for Latin flavors with creative, easy-to-follow recipes. Through her TikTok, Toni shares her culinary expertise while encouraging her audience to get adventurous in the kitchen with bold, delicious flavors, while celebrating diverse cuisines. Check out her cajun butter turkey recipe!


    • Industry Disruptors

  • @adrien_nunez [he/him] (Nashville, TN) - Adrien Nuñez is a former University of Michigan basketball player. Adrien built a devoted TikTok fanbase in college, quickly becoming a leader in NIL opportunities. Now a lifestyle content creator and artist, Adrien brings his signature confidence and authenticity from the court to the stage. He is proud of his first ever video which was the catalyst for his TikTok journey.
  • @rauwalejandro [he/him] (Puerto Rico) - Rauw Alejandro, is a Puerto Rican singer and rapper who captivates audiences on TikTok with his charismatic personality and engaging behind-the-scenes content. Known for chart-topping hits like “Todo de Ti” and “Te Felicito,” Rauw uses his platform to connect with fans, offering a glimpse into his musical journey and tour experiences.
  • @jessiereyez [she/her] (Toronto, Canada) - Jessie Reyez is a multi-platinum, award-winning artist born to Colombian immigrants who found her love for music early, learning guitar from her father. Known for her electrifying performances, Jessie connects with her growing fanbase through her art and authentic self.
  • @kamilla_cardoso10 [she/her] (Chicago, IL) - Kamilla Cardoso is a professional basketball player with the Chicago Sky, making waves in her first season after winning two championships at South Carolina. Kamilla’s journey is a testament to her strength and resilience, and she’s just getting started.
  • @katvoltage [she/her] (San Diego, CA) - Katya Echazarreta, an Electrical Engineer and the first Mexican-born woman in space, uses TikTok to show that the sky is never the limit. She inspires others to create their own opportunities and forge their own path, proving that "no" is never the final answer. Her TikTok videos highlight STEM topics like her space exploration experience and personal achievements.
  • @lauriehernandez_ [she/her] (Brooklyn, NY) - Laurie Hernandez is an Olympic gold and silver medalist. Now a junior at NYU, she balances her passion for acting and screenwriting with a career that includes winning Dancing with the Stars, publishing two NYT bestsellers, and serving as NBC's Gymnastics Analyst for the Paris Olympics. Laurie shares inspiring and humorous content about gymnastics and personal well-being.


    • Small-Owned Businesses (SMBs)

  • @bookpapi [he/him] (Queens, NY) - Adrian owns The World's Borough Bookshop in Queens, a space dedicated to uplifting BIPOC authors. With a love for storytelling, he curates diverse narratives and uses TikTok to celebrate literature for all ages, championing the stories that matter.
  • @bossupcosmetics [she/her] (Houston, TX) - Aaliyah Arnold started BossUp Cosmetics at age 14 and built it into a multi-million dollar brand before turning 19. With a mastery for selling on TikTok Shop, Aaliyah turned followers into loyal customers, making BossUp a go-to in the beauty world. Her success goes beyond business—she’s created a lasting legacy, hiring family members and proving how TikTok can fuel creativity, entrepreneurship, and community impact. Check out one of her proudest moments.
  • @combicafe [he/him] (Denver, CO) - Alejandro Flores-Muñoz is a small business owner and advocate empowering immigrant and LGBTQ+ communities. As the founder of Combi Taco and Stokes Poke, he’s breaking barriers and providing meals to underserved populations. Through TikTok, Alejandro shares his journey as an entrepreneur, inspiring others to create opportunities and push for a more inclusive future.
  • @glamlite [she/her] (Los Angeles, CA) - Gisselle Hernandez is the founder and CEO of Glamlite Cosmetics, one of the fastest-growing indie beauty brands. On TikTok, Gisselle gives her followers a behind-the-scenes look at her entrepreneurial journey, and building a beauty empire from the ground up.
  • @ilovechamoy [she/her] (McAllen, TX) - Annie Leal is the founder of I Love Chamoy, a healthy snack brand bringing the bold flavors of Mexico to people with different dietary needs. Annie uses her platform to share her love for her culture through food, making Mexican flavors more accessible for everyone.


    • Celebrating #CasaTikTok

    Our Latin Heritage Month #CasaTikTok programming initiatives will spotlight Latin creators, businesses, and artists, alongside our featured in-app music playlists. You can enjoy our featured #MusicaLatina and #MusicaMexicana music playlists on TikTok through September and October. Be sure to follow @tiktok and @tiktokcreators to join our #CasaTikTok celebration.

    #ShopLatinOwned

    We’re partnering with our #CasaTikTok community to bring immersive content from creators and exclusive must-haves from brands that celebrate Latin heritage! TikTok Shop will be hosting a first-time in-app shoppable #ShopLatinOwned campaign featuring Latin-owned businesses and allies. TikTok Shop favorite brands Simplymandys, I Love Chamoy, Glamlite, EZ Bombs, and more. Tune into special LIVE shopping events hosted by Latin creators and merchants too, like Boss Up Cosmetics and nasochami who will be showcasing their favorite products. We’re also bringing our #CasaTikTok creator community together in-person for a #ShopLatinOwned Creator Mixer to continue the Latin Heritage Month celebrations. Come #ShopLatinOwned in the Shop Tab from September 26th - October 2nd!

    Shining a light on TikTok's Inspiring Internal Latin Community

    We proudly support our internal Latin community through SOMOS, TikTok’s employee resource group (ERG). SOMOS empowers Latin employees by fostering an inclusive environment and organizing monthly initiatives that promote inclusion, community-first allyship, and professional development. This month and throughout the year, SOMOS will be hosting events and activities to celebrate and support our Latin employees.


    Join us this Latin Heritage Month as we honor and celebrate the extraordinary contributions of the Latin community.