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Forbes:How One Skincare Company Is Reclaiming The Clean Beauty Of Their Latina Ancestors

Posted by Ann Murray-Dunning on
Forbes:How One Skincare Company Is Reclaiming The Clean Beauty Of Their Latina Ancestors

By Jennifer "Jay" Palumbo

"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."

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