Las Cruces-based Prados Beauty to hit JCPenney shelves


LAS CRUCES – Notice to JCPenney buyers! Las Cruces-based, native-owned Prados Beauty cosmetics line will soon be available online and on department store shelves across the United States

CeCe Meadows is a New York Fashion Week published makeup artist from Arizona. She is Comanche and Yaqui. She started working on her own line of cosmetics in 2018 to bring more Chicano and Indigenous representation and inclusion to the industry, she said.

“I am a cancer survivor and makeup has really transformed how I look and how I felt when I was going through a very difficult time,” Meadows said. “That love and passion has always been there, but being in the New York hub just took it to a whole new level.”

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CeCe Meadows is pictured at Prados Beauty in Las Cruces on Thursday, October 7, 2021.

She and her family moved to Las Cruces last summer when her husband, Major Daniel Meadows, was stationed at White Sands Missile Range. Last May, she opened Prados Beauty’s brick and mortar store on East Lohman Avenue with a team of five other people.

Their products include a myriad of styles of synthetic eyelashes, lipsticks, eyeshadow palettes, eyeliner, bronzer, blush and highlighter with indigenous peoples featured on the package. The products are vegan and cruelty-free, and the packaging is made with 100% recyclable materials.

The line stands out for its burst of color, which Meadows says is indicative of its cultural background.

“I wanted to tell the story of our people and who we are as a culture. We are often described incorrectly in the history books or the stories are not told correctly, ”Meadows said. “I wanted to change that narrative.”

The Matriarch collection is presented at Prados Beauty in Las Cruces on Thursday, October 7, 2021.

The inclusiveness of the wide color gamut is also a point made by customers, Meadows said. People with darker skin or more orange or yellow undertones are represented in the products as much as people with lighter skin. She said the goal is for the company to be a global beauty brand.

The latest collection, The Matriarch, was released on Friday October 8 online at She said it is dedicated to the matriarchs in our lives, especially in indigenous and Chicano cultures largely influenced by women.

“I wanted to amplify the matriarchs in our lives, especially with everything that has happened in recent years with COVID. A lot of our matriarchs had to make big sacrifices, ”Meadows said.

In honor of the launch and Indigenous Peoples Day on October 11, Prados Beauty is holding a celebration from 5 p.m. to 7:30 p.m. on Saturday, October 9 at the store. Vendors including Sol y Luna Homegirls will be on hand with drinks from Matteo’s Mexican Food and Navajo Tacos.

All are welcome and those you attend will have early access to the Matriarch Collection as the expedition will not begin until the following Tuesday.

CeCe Meadows is pictured at Prados Beauty in Las Cruces on Thursday, October 7, 2021.

Prados Beauty is not only available in Las Cruces and online, but it will soon be included in the beauty lines offered at JCPenney.

While on an acceleration program, Meadows said she was approached by Nyakio Grieco with Thirteen Moon, an online platform that promotes beauty brands owned by blacks and browns, in partnership. with JCPenney. Prados Beauty was chosen as one of more than 170 brands to be chosen by JCPenney in their approach after separating from Sephora.

Current popular brands are included as well as those founded by BIPOC (black, native, people of color). These brands will launch on on October 15 and in 10 select stores by mid-October, although the Mesilla Valley Mall’s JCPenney was not initially included. Deployments for the hundreds of other JCPenney stores will continue through 2023.

Meadows said she wanted to thank the community for embracing her and her business as they continue to grow. Prados Beauty is located at 1323 E. Lohman Ave. # 6.

Leah Romero is the trending reporter for Las Cruces Sun-News and can be reached at 575-418-3442, or @rromero_leah on Twitter.

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