September through November is the busiest time of year for Melissa Gallardo’s candle brand Valorosa. Hispanic Heritage Month is from Sept. 15 to Oct. 15, and Dia de los Muertos — Day of the Dead — is traditionally celebrated on Nov. 1 and 2, so interest in Latino culture skyrockets during these months, as does the traffic to Gallardo’s site. With her candles encompassing nostalgic Latino scents like cafecito con leche, elote and lavender fabulosa, Gallardo’s mission is to celebrate Latino culture and put that representation on shelves. Latino-owned businesses are the fastest-growing segment of small businesses in the U.S., with over 5 million businesses owned by Latino/a entrepreneurs in the country, according to the Stanford Latino Entrepreneurship Initiative (SLEI). Though Latino business owners have solidified their role as strong contributors to American economic activity, they face a string of unique challenges compared to white, non-Latino business owners. “On one hand, the awareness around multiculturalism in all aspects of life — fashion, culture and food — is higher than ever,” says Maritza Abreu, founder and …