El Chilito: The Sister-Led Hot Sauce Brand Bringing Michoacán Flavor to LA Shelves

The heat hits you first, smoky, sweet, and just spicy enough to make your tongue dance. But the real flavor of El Chilito Hot Sauce lies in its roots.

Before it became a bottled brand on shelves across Los Angeles, El Chilito hot sauce was a cherished memory of a great-grandmother in Sahuayo, Michoacán. Her thick, punchy sauce was a staple at family meals and was passed down through generations.

Born in Los Angeles, sisters Debbie, Rubi, and Evelyn Gonzales have turned that heirloom into a modern success story. “We are first-generation Mexican American creatives, and the hot sauce is all our world coming together, from our heritage to our upbringing here in the States,” says Evelyn, the youngest of the sisters. “Growing up, our friends would always try my dad’s hot sauce, and they’d be like, ‘This is so bomb, this is fire.’”

In 2020, during the pandemic, the sisters found themselves back under the same roof. With time to spare, they began brainstorming and experimenting in their home kitchen alongside their father (the very person who inspired their hot sauce journey) as they tried to replicate the beloved family recipe from scratch.

What began as a side hustle quickly evolved into a booming business. Friends kept asking for bottles. Then friends of friends. It soon became clear: they weren’t just recreating a family recipe, they were building something bigger. Out of their home kitchen, they began bottling small batches, naming their hot sauce El Chilito. What started as a pandemic experiment quickly caught fire, thanks to word of mouth, local markets, and a community hungry for something that felt both nostalgic and fresh.

El Chilito Hot Sauce and Sisterhood in Business

Each of the sisters plays a vital role in the business, bringing her unique strengths to the table. Debbie, the eldest, handles finances, partnerships, and branding, drawing from her creative background. Evelyn manages the social media accounts, and Ruby, the middle child, channels her social energy into media and events.

While they lean into their individual strengths, all three sisters share in every aspect of the business. “There’s nothing we each can’t do when it comes to the business,” says Debbie.

“At the end of the day, we all kinda wear various hats,” she continues. “We lean into our strengths, obviously, but we all make the sauce together with our dad, help with marketing, whether it’s social ideas, posting. Evelyn obviously leads that for the most part, but we all kind of just do a little bit of everything.”

For Ruby, the creative collaboration is especially fulfilling 

“It is creatively fulfilling working with my sisters because we are able to bounce so many ideas off of each other,” she says. “We also love to joke around.”

Of course, working with family isn’t without its challenges. “Working with the people that you love and cherish so dearly is fun and rewarding, but on the flip side, there is a lot of headbutting that can happen as well,” Evelyn admits. “But I think at this moment, it is really important because it helps us grow as people and as a business. I love it.”

The sisters also credit much of their success to embracing their roots and staying connected to their community. “One lesson we’ve learned in business is to really lean into your roots and culture and how rewarding it can be,” says Debbie. “Also, the community has been a great part of our success.” Whether it’s collaborating with restaurants or growing alongside fellow entrepreneurs, the role of community has been invaluable. Evelyn adds, “It has been truly valuable.” For Ruby, knowing that young women and girls can look up to them as an example of Latina entrepreneurship is especially motivating.

The sisters began selling at local markets, hand-labeling each bottle, and talking to every customer who stopped by. “It was hard work, but whenever people try our sauce, they immediately fall in love with it, and they want to purchase it because it’s thick and they like it. It is an exciting moment for me,” says Evelyn. “Even having conversations and exposing people to hot sauces and Mexican cuisine in general,” says Ruby, “has been so special.”

El Chilito Hot Sauce Begins Scaling the Spice

As word spread, so did their reach. El Chilito began to be featured in local food blogs, Latino-owned business directories, and even caught the attention of a major grocery chain in Southern California. “That was one of those moments we knew we’d made it,” they recall. “When we saw people we didn’t know tagging us, using the sauce in their recipes, we were like, ‘Yo, this is real,’” Debbie says.

Looking Forward

The sisters have plenty of exciting things in the works. “We actually are working on a very special Father’s Day celebration with our friends. We will be collaborating on a special dish,” they share. “It’s all in the works right now, so we will definitely announce more details soon. But we are cooking up something fun.”

They are especially excited about the cultural blend behind this project. “It’s gonna be a fusion of Lebanese and Mexican culture and just bringing together all of the parallels that we share,” they explain. Beyond that, they have creative expansion on their minds. “A kid’s book… we really want to expand not only our brand itself but the potential… venture into different mediums to make it more of a lifestyle brand sharing like a little piece of us,” Debbie says.

Looking ahead five years, their vision is clear. “Continue to just expand into bigger grocery stores. “We have El Chilito coming to a shelf near you,” they say. 

Advice for Latina Entrepreneurs

When asked what advice they’d give to Latino entrepreneurs, the sisters didn’t hesitate.

“I would say just go for it. Don’t be afraid of failure or failing at moments in time. Just go for it and don’t be afraid to take a risk.” Ruby says.

Evelyn adds: “It’s more about following that intuition or that inkling. It may not be a business, but it could be your hobby, or something you’re passionate about. Definitely follow that intuition. And then ask questions.”

Debbie agrees. “We’ve gotten so fortunate and blessed by just asking for help.” She continues, “Support your friend, lean on your community. If you don’t have money to hire people initially, see if your friends or family are down to help you out.”