For These Latin American Brand Founders, Wellness Is Meaningful, Complex, and Rooted in Culture


Wellness is subjective and often tied to our own deeply personal experiences. Even though simple self-care practices like an everything shower or face mask spark joy, there are deeper layers to the concept of wellness. For centuries, humans have harnessed the elements of the natural world in long-standing cultural traditions to bring a sense of peace, wholeness, and oneness to themselves and their communities.

Many Latin American brand founders have been doing this for ages—sharing their ancestral practices and philosophies for what it truly means to be well, whether that’s through the creation of skincare, haircare, or total body wellness formulas. These formulas bring celebrated Latin American ingredients to light and promote healing in the body on both the physical and spiritual level.