# Heritage-Inspired Skincare Setú Personal Care Makes Men's Skincare with Latin American Ingredients By Laura McQuarrie | Published 2025-05-08 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/setu-personal-care References: [finance.yahoo](https://finance.yahoo.com/news/set-redefining-mens-skincare-traditional-163100295.html) & [setupersonalcare](https://setupersonalcare.com/)  [Setú](https://www.trendhunter.com/trends/daily-facial-cleanser) 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](https://www.trendhunter.com/trends/gen-z-males) 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 ## Trend Insights (Trend Hunter) - Score: 6.4/10 - Popularity: 72% | Activity: 80% | Freshness: 40% - Audience gender: 90% men, 10% women - Primary generations: Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Fashion](https://www.trendhunter.com/fashion) > [Cosmetics](https://www.trendhunter.com/cosmetics) ## Key Themes ### 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. ## Related on Trend Hunter - [Yerba Mate-Powered Facial Cleansers](https://www.trendhunter.com/trends/daily-facial-cleanser.md) - [Men-Specific Vitamin C Serums](https://www.trendhunter.com/trends/traditional-latin-american-botanicals.md) - [Men-Focused Rejuvenating Eye Creams](https://www.trendhunter.com/trends/rejuvenating-eye-creams.md) - [Heritage-Inspired Body Products](https://www.trendhunter.com/trends/santu-beauty.md) - [Mexican-Inspired Body Rituals](https://www.trendhunter.com/trends/santu.md) - [Men-Targeted Skincare Regimes](https://www.trendhunter.com/trends/antiaging-skincare-set.md) - [Hydration-Focused Skincare Bundles](https://www.trendhunter.com/trends/ultimate-hydration-set.md) - [Men-Specific Skincare Products](https://www.trendhunter.com/trends/caldera-lab1.md) - [Limited-Ingredient Skincare](https://www.trendhunter.com/trends/true-barrier-for-men.md)