Where sustainability meets innovation, stands a brand that has carved out a niche for itself with its eco-friendly ethos and dedication to curly-haired individuals. Vida Bars, founded by the visionary entrepreneur Ana Nuñez.
This pioneering brand, established by the insightful and driven entrepreneur Ana Nuñez, has successfully created its own space with a strong commitment to eco-conscious practices and a focus on serving those with curly hair. Ana Nuñez's Latina heritage and her fervent desire to effect positive change are evident in the creation of Vida Bars' unique shampoo and conditioner bars.
In September, Vida Bars was accepted into the Ulta Beauty MUSE Accelerator Program, a program created to magnify, uplift, support and empower underrepresented founders of color through in-depth training, tools and brand-building expertise. "We get to participate in a 10-week journey with them and other BIPOC indie beauty founders featuring a robust curriculum, mentorship and funding to fuel growth and prepare us for retail distribution," said Nuñez.
A few months later Vida Bars was selected as one of the 10 indie brand spotlight brands for Beauty Connect 2023 in Los Angeles and was presented with the opportunity to showcase her brand to a room full of beauty industry leaders, investors and media.
In our exclusive interview with Ana Nuñez, we explore Ana's journey from confronting her own challenges with accepting her natural curls to her impactful epiphany regarding the detrimental effects of plastic pollution. Join us as we uncover the story behind Vida Bars, where authenticity, passion, and meaningful influence converge to redefine the beauty industry's approach to sustainable and inclusive hair care solutions.
1. Ana, can you share with us the origin story of Vida Bars and what motivated you to create an eco-friendly hair care line?
I was someone who grew up hating their hair, spending 20 years flat ironing my hair daily. When my daughter turned about 13 she wanted to straighten her hair too. This led me to start taking care of my curls, so she could learn to embrace hers too. As most curly girls do, I was on a quest for a holy grail product, which filled up my bathroom with co many plastic bottles. I used to think I was doing my part by putting them in the recycle bin, until I learned how broken and exploitative the recycle system really is. So when I learned that, I looked for sustainable alternatives to use for my curl care. And while I found brands out there with bars, none of them were formulated for textured hair. I realized how long it had taken for curly haircare to become accessible and figured sustainability wasn't going to be any quicker. Being solutions driven, I set out to create a solution that's inclusive and sustainable.
2. Sustainability is a core value for Vida Bars. How do you ensure that your products and operations stay true to this principle?
We stay true to our values and sometimes that means taking the longer road. From staying self funded to keeping our manufacturing in house, these decisions make it possible to run our business sustainably in operations, growth and product offering.
3. As a Latina entrepreneur, how do you feel your heritage influences your business practices and the products you offer?
While my brand isn't just for Latinas, my roots are definitely sprinkled in everything I do. Our name and tagline are a small taste of that, but our values are also true to my heritage. We're a family business and that influences everything we do. Like most of our abuelitas, mine practiced sustainability before it was a thing. Reusing shopping bags, yogurt containers, using powder laundry soap, and so many things she did to keep plastic out of our landfills. Talk about inspiration.
4. Vida Bars has been successful online; what inspired you to pursue placement in beauty retailers, and how do you think it will benefit your brand?
My brand launched direct to consumers because it was the most accessible way, launching from my kitchen there was no other way. Now that we've scaled, retail is naturally the next step for us. My ultimate mission with Vida Bars is creating impact, retail is a great partnership in accomplishing that.
5. What are the unique selling points of Vida Bars that you believe will appeal to beauty retailers and their customers?
Vida Bars offers a unique solution for retailers and their customers. There is an immense whitespace where inclusivity and sustainability meet. Everyone talks about both categories separately, but we bring them together while also elevating the space.
6. Can you discuss any challenges you've faced in attempting to break into the retail space, and how have you addressed them?
We've been in the market for over three years, but focused solely on D2C. Retail ready packaging is brand new to our brand and was so well received that we were accepted to Ulta Beauty's MUSE Accelerator and have pitched to their buyers. I'm sure there are many challenges to come, but for now I'm focusing on the wins.
7. How do you envision the partnership between Vida Bars and beauty retailers enhancing the customer experience?
Finding the right retail partner is a crucial next step for Vida Bars. It's important that it be a beauty retailer, because we're working to elevate sustainability and make it accessible to the every day consumer, one that hadn't even considered an eco friendly alternative to their haircare. When we shop up on shelves, it will be with a retailer that shares some of our core values, one that understands the impact we're making.
8. Finally, as Vida Bars continues to grow, what are your long-term goals for the brand's presence in beauty retail stores?
Being willing to take the longer road means that we're not anxious to get into every retailer and every door right now. We've been intentional in scaling and will continue with our sustainable business model, not just for our products but for our growth. I understand retail is a great leverage and can exponentially grow a brand, but I also know it comes with high risks. All of our goals for the brand, be it retail or D2C are long-term. True impact doesn't come over night and I'm okay with that.
