Latina entrepreneurs aren’t just building businesses—they’re building legacies. From bold branding to beauty rituals that boost confidence, these jefas know that showing up as your best self is half the battle. In this A Toda Madre series with Garnier Fructis Sleek & Shine, we’re celebrating the Latina entrepreneurs proving that when you feel good, you shine even brighter—frizz-free and full of confidence. 

In the vibrant tapestry of entrepreneurship, Latina business owners are weaving a narrative of power and authenticity, using beauty as a powerful tool for success. Beyond aesthetics, beauty helps these entrepreneurs project confidence, embody their brand, and celebrate their unique cultural heritage.

From carefully curated personal branding to the unwavering belief in their abilities, these empresarias prove that beauty and business are intrinsically linked. Many of them rely on their beauty rituals to keep them feeling confident and radiant. Counting on products from Garnier Fructis Sleek & Shine, they know they can count on amazing hair without worrying about frizz or humidity taking them down. 

With Fructis Sleek & Stay Heat Activated Serum, they can count on their hair looking ultra-glossy and sleek for up to five washes. Just shake it, heat it, and sleek it, and they’re good to continue being the jefas of their businesses.

FIERCE spoke with entrepreneurs Zulay Henao, Founder of Modern Muze, Marie Valencia, owner of Mystic Herbs Shop, and Bruna Valente, CEO and founder of Terrain Brazilian Botanicals, about how they shine alongside their businesses.

Personal style as a brand ethos

For many Latina entrepreneurs, their style is a visual representation of their brand. Artist and entrepreneur Marie Valencia understands this deeply. 

“My small business is art and entertainment related, so as the owner, I know I also represent the face of my business to the public. Especially as I also model,” she says.“I take this as an opportunity to share my unique vision of confidence through colorful outfits, a passion for retro make-up looks, and including pieces of handmade jewelry that I make into my daily wardrobe, to be also a Model for my creations.” 

Valencia’s approach is a masterclass in intentional branding.

Her handmade jewelry has stood the test of time, serving as a testament to her vision. Eleven years into her business, customers still show up with pieces from her early days. 

“My handmade accessories can still be found on early customers…I design pieces that hold up over multiple trends and years, and [that] feels really good.”

But beyond the physical, Valencia sees her personal beauty rituals as a connection to her lineage.

“I know I am the face of many ancestors. I feel a lot of pride and continued confidence thinking about how integral my culture is to my beauty routines and outward representation (spiritually as well),” she explains. “I want to always remind the world that we Latinas come in so many different representations of femininity, and there are multiple ways I/We embrace, enjoy, and express ourselves through fashion, make-up, and jewelry.”

For Henao, her brand is built on the pillars of confidence and the idea that every woman can be her own muse. Through her website and shop, Henao inspires Latinas through her own example so they can reach whatever goal they set their mind to. 

Making self-care a priority

Entrepreneurs wear many hats throughout their day, and self-care often takes a back seat on their list of priorities. Valente was called to view self-care and beauty differently after life threw her a curveball. 

“I was in my thirties when I was diagnosed with an aggressive type of cancer while pregnant with my second child. Needless to say, it was a life-changing experience,” she says. “Looking in the mirror, seeing a hairless body full of scars, I got a glimpse into what beauty looked like at its core—a choice to love the most raw parts of ourselves.” 

This experience inspired her to launch Terrain Brazil, inviting others to view a different side to beauty that defied the status quo.

The company draws from potent botanicals from the heart of Valente’s home country, the Amazon Rainforest in Brazil.

“To me, there’s no ‘feeling beautiful’ without ‘feeling well.’ Leading an early-stage business with young kids at home in a foreign country is demanding on all fronts. I can’t expect anyone to ‘give me breaks,’” she says. “I have to create, and sometimes fight, for the space that I know I need in order to be well, to show up as my true self, and to love and build up others and my business, in a healthy way.”

For those like Valencia, finding the right brands and making conscious choices go hand in hand with self-care.

“I am passionate about supporting sustainable, cruelty-free, and WOC-owned beauty/fashion brands,” she says. “I feel it creates this long-term trend for personal success, as I can feel good about promoting and continuing to support brands that are financially conscious.” 

Garnier Fructis Sleek & Shine supports this sentiment, committing to greener beauty with cruelty-free, vegan products bottled with 100% recycled plastic materials. In addition to arming women with hair that won’t let them down, they’re also helping consumers shop without guilt. 

Staying authentic and chic 

Ultimately, the secret weapon that keeps these Latina entrepreneurs shining bright is their authenticity and connection with their heritage. Valente makes sure her heritage shines through every pore of her business. 

“I believe culture and beauty are interconnected. When I can show up with all my parts—both the one that grew up in a small town in Brazil and the one who has built a family and business in the US—I see myself more fully,” she says. “When I’m interested in my own story, others are too. It enriches all of us and transpires in the authentic stories I share with friends and our Terrain familia—that’s beauty.

Valencia shares this sentiment through her own journey.

“As entrepreneurs or artists, sometimes we need the gentle reminder that the biggest key to success is remembering the magic ingredient is simply being our most genuine self in whatever capacity that may look like for here and now,” Valencia says. 

This commitment to being true to themselves allows them to build brands that resonate deeply with their audience. 

Success looks different for everyone, but one thing’s for sure—confidence is key. Whether you’re running a business, chasing your dreams, or just tackling your daily to-do list, showing up as your best self makes all the difference. And for hair that shines as bright as your ambitions, Garnier Fructis Sleek & Shine has your back. Try it now and keep your locks sleek, smooth, and ready to take on the world.

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