Chokehold Cosmetics isn’t just a brand—it’s a movement.

It’s for the bold, the rebellious, and the ones who refuse to be put in a box. It’s for those who see makeup as more than pigment—it’s armor, it’s art, it’s attitude. This isn’t about fitting into the beauty industry. It’s about commanding attention and keeping a hold on the room the moment you step into it. It’s about owning the space you're in—having everyone locked on to this version of you.

From the beginning, Chokehold came out swinging—with intention. The path hasn’t been easy, and we’re not pretending it is. This brand was built on resilience, sharpened by identity, and forged through unapologetic self-expression. It stands with those who’ve overcome, those still rising, and those learning to take up space.

The founder, Kris Aviles, comes from a world far from beauty. Raised in a military household and surrounded by strong, expressive women, he learned early that power and vulnerability are not opposites—they're partners. A Latino male with no makeup experience, Kris took a leap few would dare: launching a luxury cosmetics brand from the ground up. But whether he was building rockets in aerospace or building this brand, the mission was always the same—push boundaries, break the rules, and create something that empowers.

Chokehold is Kris’s love letter—not just to the women who raised him, but to everyone who’s ever felt underestimated, overlooked, or told to shrink. It’s for those who are ready to reclaim their voice and take unapologetic control—not because they have to, but because they can. This isn’t about where your story started, or how far along you are. It’s about the moment you decide to show up fully—for yourself, on your terms. Because it’s never too late to take control.

We’re all on this road together—and Chokehold is here for every step, every choice, and every bold move you make to become who you truly are. This isn’t just makeup. It’s a shift. A connection. A movement.

And if you feel it, you’re already part of it.

At its core, Chokehold Cosmetics is about giving you the tools—not just to look beautiful, but to feel seen, to feel in control, and to feel unafraid. This is luxury that doesn’t sit pretty. It demands attention. It doesn’t apologize. And neither should you.

This brand is for those who paint their truth. Who lead with presence. Who turn heads without needing validation.

Chokehold isn’t here to blend in. It’s here to redefine the standard.

 

Thank you for choosing to build something bold with us-this bond, this journey, it’s forever.