The Latinx-owned hair care brand, Ceremonia has made history by becoming the first of its kind to be sold at Sephora. Founded by Babba Rivera, a Chilean-Swedish entrepreneur, Ceremonia launched in October 2020 with a mission to celebrate the richness of Latinx culture through clean, sustainable hair products powered by natural ingredients and a strong community. On March 1 2023, the brand launched into Sephora store marking a significant milestone for the Latinx community as a whole.
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Formulated and bottled in New York, Ceremonia sources key active ingredients from Central and South American countries, including Brazil, Peru, and Mexico. The brand’s product line includes a range of hair care items such as Guava Rescue Spray, which detangles and provides protection against UV and heat damage. Ceremonia’s products cater to all hair types, but its core customer base consists of individuals with thick, wavy hair that falls between straight and curly/coily textures.
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Ceremonia’s entry into Sephora began with an online-only launch, followed by an expansion to 83 Sephora locations on September 9th. The in-store rollout features a branded tower displayed in the hair care section. This partnership allows Ceremonia to reach a wider audience and become more accessible to customers seeking clean and effective hair care products.
The brand’s success is evident in its sales growth, with a 230% increase from June 2021 to June 2022 and a 44.5% sales increase every quarter. Ceremonia’s customer repeat rate is over 35%, and it connects with a group of 300 insiders through apps like Geneva to garner feedback and guide the product lineup.
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Ceremonia’s founder, Babba Rivera, has previously made history by becoming one of only 58 Latina founders to raise over $1 million in venture capital funding. She has since raised another $2 million for Ceremonia from investment firms Silas Capital and Beliade. With its partnership with Sephora, Ceremonia aims to pave the way for more Latinx-owned brands in the beauty industry and inspire change by celebrating the unique beauty of Latinx culture.
