A new guard of Latinx entrepreneurs share the organic beauty secrets of their heritage.
There is a deep-rooted culture in Latin America, where beauty traditions and holistic rituals, often grounded in natural ingredients, are passed on from generation to generation. And now, a new guard of Latinx entrepreneurs are invested in sharing with a broader market the organic beauty secrets of their heritage.
“Latin America is the most biodiverse region in the world,” says Giovanna Campagna, the founder of the South American skincare brand Joaquina Botánica. “In terms of natural ingredients to work with, there are just endless possibilities.” The region’s tropical rainforests and verdant coastlines host a trove of rare plant species boasting antioxidants and curative benefits that are mostly unknown to those outside of the area.
This enterprising set is looking to not only promote their motherland but also to give back to their Indigenous communities by taking part in fair trade and sustainable practices. They are careful not to be exploitative and try to ensure a more collaborative process. Most provide fair prices and wages for raw materials and labor, take part in reforesting initiatives, or employ local cooperatives that practice non-invasive harvesting methods.
We’ve compiled a short list of the best Latinx skin, hair and body wellness brands that have exported their region’s heralded formulas and natural homeopathic ingredients stateside.As a former fashion editor and consultant, Giovanna Campagna was used to scouring the international market and introducing Latin American labels, such as Johanna Ortiz and Hunting Season, to the American fashion scene.
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