Setú Personal Care is a new brand tailored to the needs of Latino men, a fast-growing and influential demographic that's underserved. Setú's dermatologist-crafted formulas combine science-backed innovations with time-tested Latin American ingredients to help men adopt simple yet effective routines that also celebrate cultural heritage.
The brand's debut skincare collection includes staples like a daily cleanser formulated with antioxidant-packed moringa and yerba mate, a Vitamin C serum with camu camu and sarsaparilla, and a hydrating nightly moisturizer to support overnight skin renewal with retinol and nutrient-dense açaí and maca root.
This new personal care brand for men was founded by two Latin American siblings, Dr. Jennifer Aranda, a board-certified dermatologist, and Ricardo Aranda, a global marketing strategist
What's Driving This Trend
- Cultural Heritage Skincare
- The fusion of cultural heritage elements with modern skincare presents a burgeoning trend in personalized personal care solutions.
- Male Skincare Revolution
- Targeting the typically underserved market of Latino men showcases a growing emphasis on inclusivity and tailored beauty products.
- Ingredient-driven Formulations
- Utilizing potent Latin American botanicals as key ingredients is transforming skincare through novel natural formulations.
Who This Affects Most
- Men's Grooming Products
- The expansion of skincare lines that cater specifically to men's needs within the grooming sector is redefining how personal care products are marketed and developed.
- Ethnic Beauty Market
- The ethnic beauty market's evolution features innovative products that incorporate traditional ingredients, fostering diversity in cosmetic offerings.
- Natural Skincare Industry
- The natural skincare industry is increasingly adopting botanical ingredients, offering unique selling points that combine efficacy with sustainability.
