I love knowing a beauty secret that feels like it belongs to me.
The kind of beauty find you don’t discover from an influencer or a viral “Get Ready With Me,” but from your own family. Something your tias have used forever, your primas recommend without hesitation, and you grow up thinking everyone knows about—until you realize they absolutely don’t.
That’s By Apple for me.
Every Christmas, my cousins from Reynosa would show up with little things from Mexico that somehow became part of my life in Austin.
One year, it was By Apple. I still remember one of my primas pulling out this little mascara and telling me I had to try it. I had seen the little green apple packaging at my tias’ houses before, but that was the moment I actually became obsessed. And suddenly, By Apple became one of those things that reminded me of home—of getting ready with my cousins, borrowing makeup from my aunt’s bag, and discovering beauty products because someone in the family swore they were the best.
So one of my beauty highlights of the year is honestly that By Apple finally made its way to the U.S., starting with Texas.
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I’m 22 and live in Austin, and for years, getting my favorite By Apple products meant asking my cousins in Reynosa to bring them over, or making sure I had room in my suitcase whenever I visited Mexico. Now I can actually find the brand here, which feels kind of surreal for something that has always felt so close to home.
And honestly? I think By Apple might be one of Mexico’s best-kept beauty secrets.
Everyone is always talking about the newest viral makeup brands, but By Apple has been around since 1983. It’s a Mexican beauty brand with decades of history, incredibly accessible prices, and products that have genuinely been passed from one generation to the next. My primas are fans, my tias are fans, and now I’m the cousin who keeps telling everyone else they need to try it.
The first thing you need to know is the Super Lash Mascara.
This is the By Apple product for me. It’s the mascara I associate with my family, and I completely understand why it became such a staple. It adds volume and definition without making your lashes feel heavy, and there are different versions depending on the kind of finish you want. It’s one of those products that feels nostalgic without feeling dated—which is honestly the perfect combination.
And then there’s the Plumping Glossy, which is probably the product that feels most like my generation. I’m a gloss girl, always have been, and I love that super juicy, high-shine lip that makes your lips look instantly fuller and more hydrated. It’s the kind of product I’ll throw in my bag and reapply all day—whether I’m wearing it on its own or over my lip liner. It has that glossy, plumped-up look that makes even the simplest makeup feel done.
And the Polvo Shalala is another classic. It has that old-school compact powder feeling, gives you more coverage, and comes with the little puff applicator. It’s such a nostalgic beauty product, but also one of those things that makes you realize some products never needed to go viral to become cult favorites.
That’s probably what I love most about By Apple. It doesn’t feel like a brand I discovered online. It feels like a brand I inherited.
It came to me through my primas in Reynosa, through Christmases, family bathrooms and makeup bags that were always open on the counter. It’s been part of my family’s beauty routine for years, long before I ever thought of it as a “beauty discovery.”
And now that little green apple has finally crossed the border.
For me, that feels kind of special.
Your tia knew. Your prima knew. And now you know too.
