"We built the brand because we saw two interrelated problems," said Mrs. Kelmon. "One is that studies found Latina bodies have a higher toxic load, and scientists have suggested this is due to us using more skincare products than the general market audience. We use 30% more products than other groups. Yet, there are very few clean beauty and skincare brands that target us - and here is where the second problem comes in. Brands that do target us don't know how to market to how varied we are. We are a heterogeneous people. We are from multiple countries and have numerous languages and skin tones, and varying degrees of multiculturalism. For example, I am a 4th gen Latina, and Ann is foreign-born. There's such a huge market there, this multicultural group that outspends other groups in beauty, looking for clean beauty, but no one is speaking to us. That is what we want to solve."