Fierce

Leah Guerrero Is The Skincare Jefa Who Has A Key Business Approach That Every Single Latina Should Embrace

It doesn’t take a biochemist to know that many of the mainstream beauty products out there are often packed with empty promises. Leah Guerrero, a Latina business owner who spent her entire career working in the salon and spa business, knew this truth well enough to ultimately allow herself to be inspired to put better, truer options out there.

Today, the jefa has built a growing empire based off of this understanding called Brujita Skincare. The founder and CEO of Brujita ships her product to customers across the globe, has made appearances in major magazines like Glamour, and sells her products to one of L.A.’s most popular hotels. There her skincare line is provided to VIP clients.

The secret to her success?

Following her quirks and dreams.

Guerrero says that her business sprouted from various influences, but the soul of it came from an impression of her identity.

“Friends would just call me Endearing Brujita,” Guerrero tells FIERCE in the latest episode of “Las Jefas,” a series by mitú. In the episode, Guerrero explains that in her early days of attempting to build her skincare line and brand she went to mercados to find earth ingredients to use in her facials and came across a vendor who became curious about all of her purchases. “I told him what I was doing and he said ‘eres un brujita’ and it clicked.”

For Guerrero, this embrace of her identity– one both earned and perceived– was key to making her own business unique. It’s also an aspect that she says can take someone else’s business to the top as well.

Guerrero biggest piece of advice for Latinas looking to create businesses is to create their own lane.

“And when I mean their own lane I mean be you,” Guerrero says. “If you’re weird and quirky and all of these things then do it make your product weird, make your product weird… Try not to let people get you down or to [project] this map about your life because only you are going to live out that map truly.”

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