How do you compete and stay relevant in the marketplace?
We live in an age of social media and digital marketing. The fact that we have Instagram and YouTube and social media platforms and we can talk directly to the consumer is a major trend and change in the industry. It allows a lot of small entrepreneurs, especially women of color, who didn’t have a voice in the industry, to be seen and to be heard.
What has been your approach and strategy to market your brand and products globally?
I do have some product placement internationally. I think that those markets for natural products, and especially for the Latino markets are untapped. We do have a huge strategy to go global, but it takes a lot of capital and a lot behind the scenes for translation and marketing.
What are some of the cultural competitive advantages that you believe you have?
I’m Puerto Rican. I was born and raised in the United States, but I know my culture. Being a chemist I know what products work for us. We can innovate in this category and sell to our consumer. I speak Spanish. The consumers see that we don’t have the financial means and all the resources, but it’s really about understanding the consumer. I truly understand the consumer because I am the consumer. I have been buying these products my whole life from skincare to haircare.
