“Your beauty, your style, without spending too much.”
CHULA VISTA — What began as the dream of a single Latina mother has grown into a local boutique that reflects the effort, perseverance, and style of an entire community.
Glamour Us, founded in 2004 by Esther Rosales, has managed to stay afloat for more than two decades in the competitive world of beauty and accessories, with a clear mission: “feeling glamorous shouldn’t cost a fortune.”
A FAMILY STORY
The story of this family business began at the Broadway Street Flea Market, where Esther opened her first booth in 2001.
Three years later, her vision expanded with a second location and, in 2015, the brand evolved under the name Glamour Us, with its store at Plaza del Palomar, where it continues to operate today.
“Our mom started this business as a single mother, wanting to offer beauty and fashion within everyone’s reach,” said Ashley, the founder’s daughter.
“Over the years, our family — Esther, Alexis, and I — has been blessed to grow and to see our clients bring their daughters, granddaughters, and entire families. We now have full generations who visit us, and it’s beautiful to watch them grow with us.”
WARMTH AND SERVICE
Ashley explained that one of the keys to their success has been keeping prices accessible without sacrificing personalized service.
“We stand out because we don’t just sell makeup; we treat every client as if she were unique. We have a loyalty program with discounts and rewards, and we also support makeup artists, entrepreneurs, and event organizers with wholesale pricing,” she said.
BETWEEN CHALLENGES AND OPPORTUNITIES
The business has also faced challenges tied to the urban environment.
The area where the store is located struggled with the presence of homeless encampments, which affected customer traffic.
“People were afraid to come, but now the atmosphere feels different — safer and more active,” Ashley said.
A COMMUNITY HUB
On its shelves, Glamour Us brings together popular Latin and U.S. brands such as Beauty Creations, Moira, and Bissú, along with fine jewelry and event accessories.
Its goal, Ashley says, is to remain a gathering place for a multigenerational community that seeks to express personal style and share beauty.
“We’re proud to see customers come in for a gift for their mom, aunt, sister, cousin, or for their children and grandchildren. We want everyone to feel welcome, no matter their budget. Glamour Us is more than a store — it’s a community,” she said.
Glamour US
693 Palomar Street #5, Chula Vista, CA 91911
619-498-8777
www.glamourusus.com