Latina CEOs don’t just run businesses—they set the tone for how success looks and feels. From early morning rituals to self-care routines that keep them grounded, these jefas know that confidence starts with preparation—and sleek, frizz-free hair that lasts through every meeting, deadline, and power move. In this A Toda Madre series with Garnier Fructis Sleek & Shine, we’re diving into the routines that keep these leaders at the top of their game—one sleek strand at a time. 

For Latina CEOs, the daily hustle is a demanding ballet of meetings, strategic planning, and a whole lot of chingona energy. While these mujeres show the world they can tackle it all, the truth is they’re taking care of themselves first. 

But how do these powerhouses maintain their poise and project unwavering confidence while still looking fly? Intentional routines, strategic self-care, and hair that stays flawlessly sleek wash after wash. 

With products like Garnier Fructis Sleek &  Stay Serum, these Latina CEOs can rely on the long-lasting effects of this line, which provides glass-like shine that lasts up to five washes. 

Morning rituals that make a difference 

Staying organized and true to a routine is one of the pivotal pieces behind running a successful business. Maria G. Valdez, founder of Public Relations agency MGV Haus, understands the importance of setting the tone for her day early. 

Her day starts with a focus on mental clarity and a mindful breakfast.

“Staying grounded starts with my morning routine. I take care of my dog, Phoebe, first, including a morning walk that helps me clear my mind and step out of my head before the day begins,” she says. “Another key part of my routine is breakfast — I always dedicate intentional time to it. It’s the only meal of the day I truly enjoy cooking because I’m fresh and just starting my day. That quiet moment allows me to disconnect before diving into work, helping me feel centered and prepared to take on whatever comes my way.” 

While Valdez enjoys the benefits of a home office, getting ready in the morning helps her feel confident. She shows up to meetings looking sharp and ready for the day. 

“Even though I work from home, I also make it a point to get ready every morning. I always do my hair, whether I wear it down or in an updo because I believe in starting the day feeling put together,” she says. “The changing seasons can affect my hair’s texture, so I focus on keeping it protected and moisturized. Taking this small step in the morning makes a huge difference in my confidence throughout the day.” 

With products like Garnier Sleek & Stay Heat-Activated Serum, CEOs like Valdez can rely on its heat-activated advanced technology to keep their hair frizz-free, shiny, and sleek regardless of the weather or temperature. Whether they’re taking a meeting from home or meeting clients for coffee, their hair will look amazing in any style. 

Lara Schmoisman, founder and CEO of The Darl, also relies on her mornings as part of her centering practice. 

“Another key part of my daily routine is my morning walk with my dog,” she says. “It’s my sacred time before the chaos of the day begins. I use this time to either listen to a podcast, dive into an audiobook, or sometimes just enjoy the quiet. It helps me center myself, clear my mind, and set the tone for the day ahead.” 

Cultivating rituals that keep them grounded

CEOs have a lot on their plates every day, from organizing meetings to taking care of clients and deadlines to meeting employee demands. While staying grounded, both CEOs keep themselves focused and connected by taking small breaks between their daily tasks. 

“Staying grounded when you’re constantly juggling multiple projects, meetings, and deadlines is a challenge, but I’ve learned that structure and boundaries are key,” Schmoisman says. “One thing I do is schedule time for myself. Even if it’s just 10 minutes between calls, I make sure to breathe, reset, and not just jump from one thing to another mindlessly.”

Adding, “I also believe in fueling my body properly—hydration, eating well, and making sure I take breaks when needed. Coffee is great, but it’s not a substitute for real energy that comes from taking care of yourself.” 

Valdez follows a similar practice: She adds time to focus on activities outside of work and organizes her workday to give herself time to check in with herself. 

“I’ve been learning to take small breaks to reset my mind: stepping away from my desk, engaging in something unrelated to work, or just allowing myself a moment to breathe. I also try to space out my meetings, so I have time to prepare and recharge my social batteries,” Valdez shares. “Since I often work across different time zones, my schedule can be unpredictable, so I keep my meals simple — lunch is usually quick, and dinner is about unwinding, whether by reading (I recently joined a book club!) or relaxing on the couch.” 

Leisurely time outside of work and maintaining a social life that nourishes the body and soul is also key for them. 

Valdez shares that while work often seeps into other aspects of her life, she makes sure to fill her cup in other ways. 

“I believe nourishment isn’t just about food. It’s also about community,” she says. “Connecting with others, sharing experiences, and allowing space for spontaneity is just as important as structure. Not every aspect of my life needs to be scheduled, and leaving room for the unexpected is something I value more and more.”

Focusing on beauty routines that keep them confident all day long

It’s easy to forget about oneself when you have so many other things to take care of during the day. However, for these entrepreneurs, showing up as their best selves in every aspect is key to their success. One big part of their daily routines includes spending time on their hair and beauty rituals. 

“Healthy skin and hair are a big priority for me, so I always make time for them, no matter how busy I am,” Valdez says. “After my morning shower, I cleanse my face and follow a simple but effective skincare routine, always making sure to moisturize and apply SPF, even when I’m indoors.” 

Sticking to a hair care routine is also pivotal for the public relations strategist, especially when traveling and participating in different events.

“Hair care is another essential step in my routine. I usually do my own hair and only go to my stylist for technical processes like dyes and cuts, so it’s imperative for me to have affordable products that go a long way in maintaining my hair health,” she shares. “ I always like to have my hair done in some way, whether down or in an updo, because I believe feeling put together sets the tone for the day. With changing seasons, I focus on keeping my hair protected and moisturized, and a good anti-frizz serum helps maintain hydration and smoothness so my hair stays healthy throughout the day.”

Garnier Fructis Sleek & Shine offers multiple products to help your hair looking ultra sleek and shiny. The shampoo and conditioner, when used with the leave-in cream, protects hair even in 97% humidity. For the ultimate shine, using the anti-frizz  serum with argan oil offers the perfect touchup for shiny, and smooth hair.

Beyond vanity, maintaining their image is part of their daily preparation to tackle everything their businesses throw their way.

“Confidence doesn’t happen by accident—it’s something we build through habits, discipline, and self-awareness. One of my non-negotiables is preparation,” Schmoisman says. “Whether I’m heading into an important meeting, moderating a panel, or speaking at an event, I make sure I’ve done my homework. Nothing makes me feel more powerful than walking into a room knowing I’m prepared, that I’ve put in the work, and that I bring something valuable to the table.” 

Adding, “Of course, confidence is also tied to how we present ourselves. I never walk into a meeting or event without being fully put together. It’s not about vanity—it’s about showing up for myself. When I look polished, I feel polished. For me, that means well-done makeup, a great outfit, and always, always lipstick. It’s my power move.”

Jefa moves start with confidence, and confidence starts with self-care. Whether you’re running the boardroom, launching your next big idea, or just tackling your daily to-do list, sleek, frizz-free hair that shines as bright as your ambition makes all the difference. Try Garnier Fructis Sleek & Shine to stay polished, powerful, and ready for anything.

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