5 Hispanic Beauty Founders On Celebrating Tradition and Cultural Identity
In conversation with Dezi Perkins, Babba Rivera, Cyndi Ramirez and more.
On the heels of Hispanic Heritage Month, it’s important to recognize the incredible contributions of Hispanic and Latina founders in the beauty industry. So, we asked five beauty founders to tell us about the traditions they carry from their culture and what beauty means to them. Through their innovative brands, they are catering to the Hispanic community’s needs and inspiring people worldwide. In a world that’s often lacking in representation, these beauty entrepreneurs are carving their own paths in the industry with their unique perspectives, experiences and knowledge.
Read more about what these inspiring women had to say below.
Dezi Perkins, founder of DEZI Skin
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What beauty traditions do you carry with you from your culture?
Am I even Mexican if I don’t say “Vaporu” fixes everything? Honestly, I could complain about anything—from a pimple to a mosquito bite—and the answer would always be, “Just put some Vaporu on it!” It’s like the ultimate cure-all in my family.
On a more serious note, my family has always believed in healing through nature. Natural remedies were a big part of our lives, and one that really stuck with me was using guava leaves. My mom would boil guava leaves and use the water as a toner to help heal acne. It was a tradition that I grew up with and something that felt really meaningful to me. That’s actually what inspired me to create Leche de Guava Toner for DEZI Skin — making this natural remedy more accessible and refining the formula to bring out its full potential.
What does “beauty” mean where you’re from?
Growing up, I really struggled with the Mexican standard of beauty because I never felt like I fit the mold. When people think of a Latina woman, they often picture someone curvaceous, and that just wasn’t me. Now, of course, being called “skinny” is seen as a compliment, but back then, it made me feel like I wasn’t beautiful because my body type was always a topic of conversation.
There’s so much more to beauty than appearance, but those comments stuck with me because I heard them so often. Now, I feel so comfortable in my own skin, and I think a lot of that comes with age. I’m really mindful about how I talk to my kids because of those experiences. I never want to comment on their bodies, even if I think it’s a compliment. Words matter, and I want them to feel confident and loved exactly as they are.
Babba Rivera, founder of Ceremonia
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What beauty traditions do you carry with you from your culture?
Beauty as a form of self-care is something I truly carry with me. Hair oiling is deeply rooted in my culture, and something I do as a form of self-care together with my loved ones. I always bring our Ceremonia miracle scalp oil, Aceite de Moska. I love practicing self-care together with friends and family as it becomes a moment of bonding.
When traveling with friends, we change into our robes, order room service, do this scalp oiling treatment and talk about any and everything, enjoying each other’s company while doing something rejuvenating. Whenever my mom and sister visit, we practice this, too. We set up in the bathroom and spend quality time together with my little kids running in and out of the bathroom. It reminds me of my childhood, as I grew up watching my mom do her beauty rituals and admiring it.
What does “beauty” mean where you’re from?
I have an interesting relationship to beauty and home because I grew up in a very Hispanic household in Sweden. The beauty standards I grew up seeing in the magazines were very different from what I saw in the mirror. I remember feeling quite “other”-ized. My hair was black, thick and unruly, whereas my friends had perfectly straight, blonde strands that would air dry straight and stay frizz-free after swim class.
My hair, on the other hand, needed a lot more attention on a wash day. Luckily for me, my household was my beauty haven. I grew up as the daughter of a Chilean hairdresser who taught me from an early age how to care for my hair from the roots and who inspired me to practice beauty as a form of self care. In our home, beauty was an act of self-love, something you did to honor yourself, versus something you did to conform to limiting standards of beauty. My father treasured my hair with so much care and love, which is exactly what I am hoping to do through Ceremonia; empowering our community to bring back the care aspect of hair care.
Cyndi Ramirez, founder of Chillhouse
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What beauty traditions do you carry with you from your culture?
What does “beauty” mean where you’re from?
What beauty traditions do you carry with you from your culture?
Growing up in a Mexican American family, beauty traditions were always infused with a sense of ritual and turning to the earth for our needs. My abuelita taught me to appreciate natural ingredients that have been used for generations. We would use aloe vera straight from the plant for our skin and hair, and make our own treatments with ingredients like avocado, honey and lemon. Sundays are often dedicated to self-care, with an everything shower, hair masks and skin treatments passed down through the family. These beauty routines were not just about looking good, but about connecting with my roots and honoring the wisdom of my ancestors.
What does “beauty” mean where you’re from?
In my culture, beauty is so much more than physical appearance. It’s about self-respect, self-expression, and embracing who you are. Beauty is in the warmth of our hospitality, the richness of our traditions and the way we carry ourselves with pride and resilience. Where I come from, beauty is about family and community, and the way we honor our heritage. True beauty, for us, is about being authentic, staying connected to our roots and embracing our unique identities.
Joanna Vargas, founder of Joanna Vargas
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What beauty traditions do you carry with you from your culture?
I have always used traditional tips from my grandmother in my own skincare routine and in my use of ingredients. Chamomile tea was one of her favorite cures for dehydrated skin and soothing her super sensitive skin. We would put it into the bath after preparing a big batch on the stove and it would leave the skin so soft and hydrated after. I have chamomile in many of my products as an ode to her and her wisdom.
What does “beauty” mean where you’re from?
For my family, beauty is about honoring yourself and taking time from the world to really invest in self-care. My grandmother always taught me to love myself and love the skin I was in.
If you’re looking for more beauty news, check out our interview with entrepreneur, non-profit founder and DJ LP Giobbi.
