The past few years have seen a growing interest in “clean beauty”—products that are non-toxic, free from undesirable ingredients listed by the Environmental Working Group. Makeup brands were quick to jump on board with Sephora even launching a line of clean products (Clean at Sephora) back in 2018.
But you don’t have to wear makeup to enjoy the benefits of using natural products. Introducing Ceremonia—an indie beauty brand that sports a minimalist collection of hair products made using ingredients sourced from Latin America. “We believe the harmony of nature is the most powerful ceremonia of all and pride ourselves in intentionally curating natural ingredients from the hearts of Latin America,” reads the brand’s website. “Our products are filled with nutrient-rich cocktails of raw ingredients straight from nature, offering you the very best of clean hair care.”
Founded by Babba Rivera, the brand leans on Rivera’s heritage, having grown up as a Latin American immigrant in Sweden. According to Rivera, hair and beauty had always been a central part of her culture, her father being a hairdresser. But it was only after moving to the U.S. that she reconnected with her Latinx heritage.
“By creating a brand that caters to all hair types while celebrating Latinx culture in everything we do, I envision Ceremonia leading the way towards a more inclusive future that goes beyond just checking a box,” explained the brand owner in an interview with Medium. Rivera stresses that while Ceremonia isn’t a brand exclusively for Latinx consumers, it finds its inspiration and purpose in the Latinx culture.
Inspired by the rituals Rivera grew up with, alongside a new generation leading the way towards a more sustainable future, Ceremonia provides a new-age perspective to hair care for all. “I hope there comes a time when minority founders can build big brands inspired by their culture without the assumption that their products are only for the ethnicity they represent,” she concludes.