Written By – Jaya Pathak
In the dynamic landscape of beauty and wellness, there are few stories which resonates profoundly as that of Babba C Rivera.
Who is Babba C Rivera?
Babba Rivera is a latina entrepreneur. Originally she is from Chile but she grew up in Sweden. She founded Ceremonia after working in high profile marketing roles at Uber and away. She established her own brand marketing agency ByBabba. Her journey is connected to her heritage. She aims to address the lack of representation in the beauty industry through culturally enriching and clean hair care products. Babba said, “Growing up as a Latin American immigrant and a homogeneous country like Sweden, I never found myself represented in mainstream media and the products I consumed, especially in beauty.”
She was growing up in a predominantly homogeneous society where she felt like an outsider. Thick and curly hair was contrasted sharply with the blonde and straight hairs of her peers. This led to the feeling of inadequacy and a desire to assimilate in her. She recalled her experience, “I was not proud of my hair growing up as everyone was blonde and had thin and trimmed hair, I remember hating my thick hair that was so wild in comparison.”
Despite these challenges, her family played a major role in preserving the cultural heritage. Her father was a hairdresser in Chile. He introduced her to the traditional Latina hair care rituals including the homemade oil treatments and scalp massages. In the initial time, she dismissed these practices because she wanted the sleek styles which was popular among Swedish friends. These early experiences later became the foundation of her entrepreneurial endeavour. She recalls, “As I grew older, my dreams evolved with me.
Determined to create a different future for myself than the one of my parents, I embarked on a journey of my own. I moved out of home at the age of 18, was the first in my family to get a degree, join the tech industry as one of few women and eventually relocated to the US for work. Upon arriving in the US, I reconnected with my Latin heritage. For the first time I could see myself and others and realized how many have grown up in between cultures just like myself.”
Journey of Babba
Riviera’s professional journey begin from marketing where she quickly made her name. She played prominent roles at the companies like Uber and away. This helped her to build her keen understanding of brand storytelling and consumer engagement. She owned a spot on Forbes 30 under 30 list which highlights her as a rising star in the business world.
Despite her achievement, she was feeling a growing disconnect between her work and her cultural identity. She felt that there was a lack of Latina representation in the beauty. Coupled with her personal experiences, she was looking to create something meaningful. This led to the inception of Ceremonia in 2020. It is a brand which is dedicated to celebrate the Latina culture through clean and effective hair care product.
How Ceremonia was made?
Ceremonia was created out of the desire of its founder to then on void in the beauty industry. She wanted to build a brand which do not only offer high quality products but she also wanted to honor the rich tradition of Latinx. She drew inspiration from the hair care rituals which her father taught her. With the natural ingredients of Latin America, she was ready to create something which resonated with a diverse range of products.
The debut product of this brand was a lightweight hair oil which was formulated with ingredients such as aloe vera, maracuja oil and babassu oil. All these components are the source of sustainability from the Latin America countries which reflects the commitment of the brand towards environmental responsibility and authenticity.
The founders approach was to transform the hair care routine into meaningful rituals. She explained, “Ceremonia is really about bringing that sense of ceremonia into her, transforming mindless hair retains into mindful hair rituals.”
About Ceremonia
Ceremonia is a clean hair care brand rooted in Latin heritage. It is our mission to empower ourselves and look confident and natural that feels as good as it looks. The companies manifesting modern day rituals, stemming from rich culture that feed your hair from the roots, because hair wellness is the key to unlock the best hair days. The heritage of this company celebrates the longevity of healthier hair through unparalleled formulas that make a real impact.
This company believes in sustainability. Ceremonia calls sustainability as an uncompromisable essential for the brands today. The product of ceremonia is filled with nutrient rich cocktails of raw ingredients straight from nature which offers you the very best of clean hair care. Ceremonia was manifested from the devotion to community with our mission to illuminate the next generation.
Overcoming challenges
Rivera faced significant challenges as she launched a brand. She was expecting her first child so she has to balance the demand of entrepreneurship along with motherhood. She said in an interview, “I have only known motherhood from the lens of entrepreneurship”, which highlights her unique perspective she brings to both roles. She openly discusses the realities of managing and growing the business. The authenticity of her brand as well as her life has become a cornerstone of building the brand identity of Ceremonia.
Ceremonia became the first Latina owned hair care brand to be sold at Sephora. This significant milestone does not only validated the vision of the founder but was also a step ahead for diversity in the beauty industry. The brand building its presence in over 500 Sephora stores across the United States. It expanded its reach and allowed more consumers to experience its product rooted in tradition.
Babba Rivera says, “Ceremonia was born out of the desire to celebrate the richness of Latin culture, while highlighting the next generation of Latin. Inspired by the rituals I 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.”
Rivera remained focused on her mission to redefine the beauty standards and empower underrepresented community. The success of this brand shows the impact of authenticity and cultural pride and is an inspiration for aspiring entrepreneurs. Babba says, “I want nothing more than for future minority founders to have a success story to point to in the beauty industry.” Her statement emphasizes the importance of representation and mentorship.
Conclusion
Babba Rivera’s success story is the narrative which is bringing innovation in the business industry and the transformative power of embracing one’s own cultural roots. By intermingling her personal experiences with a clear vision for inclusivity, she established the brand as a Latina beauty powerhouse. The journey of Babba denotes the significance of representation in the beauty industry and truly an inspiration for the future generation to embrace their cultural heritage and pursue their entrepreneurial dreams.
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