Drawing on her longtime passion for the art and science of makeup formula, Emanuela Areaga has excelled in the cosmetics and skincare industry for more than a decade, serving as the co-founder of DLS Cosmetics Inc. and chief executive officer and co-founder of Cosmesi LLC since 2013 and 2014 respectively.
After struggling to find enough variety in makeup color and shades, Ms. Areaga launched DLS, or Dirty Little Secret, Cosmetics as a means of providing high-quality beauty products—promising “safe, long-lasting wear and maximum color you can count on”—at affordable prices. The venture subsequently grew to include skincare and hair products. More than a decade later, the family-run, New Jersey-based business continues to make good on its original mission, from its eye shadow to face highlighter to lipstick collections, having now expanded to four brands: Dirty Little Secret, Luna by Luna, Bang Beaty, and Steve Laurant. She also prides herself on the business only testing its products on humans—utilizing cruelty-free ingredients only—and supporting charities and organizations dedicated to such causes as LGBTQ advocacy, anti-bullying, and hurricane relief.
Continuing her quest to boost clients’ confidence and celebrate “the beauty of diversity,” Ms. Areaga created Cosmesi LLC, a leading manufacturing and brand management firm catering to diverse needs and preferences in the personal care industry. Under her strong leadership, the company has supported numerous celebrity-owned and private-label brands, frequently collaborating with several well-known personalities to create and manage their entire product line.
Beyond her primary responsibilities across both companies, Ms. Areaga is active as a mentor for emerging entrepreneurs and an adviser of early-stage, startups on brand strategy, operational planning, and sustainable growth. As a testament to her achievements in the field, she has earned Women in Business Certification through the Women’s Business Enterprise National Council, recognizing her dedication to advancing women’s empowerment. She further solidified her reputation with a “Small Business Spotlight” feature on CBS in 2018, a recognition through the Worldwide Women’s Association in 2024, and earning the Best Cream Lipstick Award at the Marie Claire Makeup Awards in 2026.
Ms. Areaga’s entry into the cosmetic profession was kickstarted by a bachelor’s degree in marketing by the Ramapo College of New Jersey and certification through the renowned Artist Makeup Academy. For three years, she found success as a freelance makeup artist, during which she developed her specialty in bridal makeup and had the opportunity to work at New York Fashion Week. Later, amid her success as an entrepreneur, she was invited to teach a course on consumer education and women in business at Ramapo, her alma mater; she lent her expertise as a guest speaker at Brookdale Community College and the Monmouth Mom Summit as well. Outside of these endeavors, Ms. Areaga has also been active across numerous civic initiatives, attending charity events and donating to various hospitals throughout the region.
Born and raised in Red Bank, New Jersey, Ms. Arreaga attributes much of her success to the unwavering support of her family. Her parents have been encouraging her ambitions since she first expressed her desire to enter her field, culminating in her father providing a loan of $10,000 to help get her company started. As her career evolves, Ms. Areaga aspires to develop retail products and collaborating with more partners, and ultimately expand her influence in the beauty industry. She values time spent with her husband, Robert, and their three children.