Meet the Haircare Brand Leaning Into Its Latinx Roots

Baba hopes that the creation of Ceremonia will be a point of inspiration for other Latinx founders to bring their products to the market. The brand is already paving the way by being Sephora’s second Latina-owned hair care line. This will hopefully inspire opportunities for the beauty giant to collaborate with other Latinx and minority-owned businesses to further diversify their roster of brand offerings. Over the past few years, there have been significant strides in inclusivity in the beauty industry, but the Latinx community is often overlooked and underrepresented. Brands like Ceremonia are improving this and creating a space where everyone can feel seen. Most ingredients the brand uses are sourced from Latin-American countries and stay true to rituals Baba experienced growing up. 

Ceremonia’s products are cruelty-free and vegan, certified through Leaping Bunny, and formulated without silicones and sulfates. The brand uses post-consumer recycled materials for its packaging and is working towards reaching larger goals with the circularity of its packaging. Ceremonia uses PET #1, which is the most widely accepted plastic to be recycled. Consumers should still educate themselves on ensuring these bottles will be recycled in their local municipalities or find recycling alternatives such as TerraCycle or Ridwell. However, the brand is still taking steps to ensure they create as little waste as possible and extend the life cycle of their products. Ceremonia is transparent about its packaging, ingredients, and formulation processes, offering feedback sessions and forums with its community. Ceremonia is bringing more than just quality products to the table but is invoking community and creating change in the industry.