Sandra Velasquez of Nopalera is making Latina aspirational and we’re totally here for it
Written by: Deepa Somasunderam
Nopalera elevates and celebrates Latin culture.
Welcome to our new series, the Foundery. Cult ingredients, beauty rituals, ancient medical systems: so much of the beauty industry is rooted in Africa, Asia, Latin America and the Caribbean but usually when it comes to branding, entrepreneurship and mainstream industry recognition, we are left out of the conversation. So we spotlight innovative founders in and from these regions to build your brand awareness.
Nopalera is a luxury, clean bodycare brand centred around the nopal plant (known in English as the prickly pear cactus).
Sandra was raised by Mexican immigrant parents near the US/Mexican border and when Sandra was visiting her family home in San Diego she began to create artisan bath and body products using the nopal plant which was in abundance around her. She then set out to create a high-end Latina brand which disrupts the Eurocentric themes across the beauty industry and Sandra’s journey has been nothing short of amazing. She even documents her journey in the Nopalera Podcast.
With cactus soaps, botanical bars and exfoliants, the brand has a loyal fan following and is now growing exponentially.
In 2023, Sandra appeared on Shark Tank and shortly after taping, Nopalera closed an oversubscribed 2.7MM seed round so we were delighted to catch up with Sandra at such a momentous time for the brand.
Hi Sandra, you’ve just finished Shark Tank! What was that like for you?
@nopalera.co
It was a very time consuming process but I’m glad I did it. It’s a once in a lifetime opportunity. It felt great to stand in our company value of standing in our worth. I was offered two deals and turned them down and then went on to raise a lot more money for less equity. My appearance on Shark Tank galvanized the Latino community to stand in their worth and that meant everything.
What inspired you to launch Nopalera?
There was a lack of high-end Latina brands on the market. A brand like Nopalera was long overdue. The community was ready, and our success is a testament to that.
In the early days when you launched, you were a single mum working three jobs. Reflecting back, what sustained you during these times and what advice do you have for entrepreneurs starting out in challenging circumstances?
I was determined to change my life and there was no other way to do that but to build. I am proof that you are never too old or too broke to have an idea and go for it. It’s not easy and entrepreneurship is not for everyone, but if you are called to do this, you better do it! You must dream bigger than your bank account. You must be committed to learning new things and evolving as a human being. Your company cannot scale if you don’t.
I love your mission of changing the perception of Latino goods in the marketplace and making Latina aspirational. Tell us more about this.
In the United States we have been conditioned to aspire to Western European brands. The more French or Italian the brand name, the higher the price tag.
I call it the Haagen dazs syndrome. Do you know what Haagen Dazs means? Absolutely nothing. The words are made up to feed into the aspiration of Eurocentrism. Meanwhile, Latino goods are expected to be lower in price. Nopalera is changing that narrative. Our wares are just as high quality.
“[W]e have been conditioned to aspire to Western European brands. The more French or Italian the brand name, the higher the price tag.
Do you know what Haagen Dazs means? Absolutely nothing. The words are made up to feed into the aspiration of Eurocentrism. Meanwhile, Latino goods are expected to be lower in price. Nopalera is changing that narrative. Our wares are just as high quality.”
Why is the nopal cactus such a central part of your products?
The nopal is an ancient symbol of Mexican culture. It is on the Mexican flag. It is also one of the most sustainable, versatile, and resilient plants in the world. I knew that my centering the brand around the nopal it would immediately draw our base consumer. Every Mexican person grew up with nopales.
@nopalera.co
What are your plans for Nopalera in 2023? Do you plan to expand into other product lines or into international markets?
We are working on new products to come out later this year. We are in talks with some national retailers and also have some exciting opportunities that we can’t discuss yet. We have interest from overseas, but we need to focus on our home market first.
What are your personal favourite skincare products?
Tower 28, SAIE, Danessa Myricks
I love your bright lip! Tell us what your go-to lipsticks are?
I’m obsessed with Valde lipstick. It’s a work of art and an experience everytime I pull it out of my purse. I also love Mac Ruby Woo, and Fenty’s MVP. 9.
What are your self-care rituals?
Massages, bathhouses, and spas. I could go every week! I have a monthly subscrbiption to Zeel to get in-home massages, and I have a few bathhouses near me that I like to go to.
