As consumers continue to seek natural and sustainable beauty options, companies must strive to meet the expectations of checking off all the necessary boxes. Eva + Avo, a personal care brand founded by beauty industry veteran Sonia Guzman, is one company prioritizing just that.
The brand focuses on eco-friendly, natural ingredients and harnesses the power of avocados to transform and nourish hair and skin, all crafted with a focus on the Latin community.
After fifteen years of working in beauty sales and marketing for Fortune 500 companies, Guzman decided to pursue her own brand and launched Eva+Avo in 2020. “I identified gaps in how CPG companies created and marketed products to the Hispanic community,” she shared.
Her ultimate goal was to give a voice to the Latin community, to honor its roots, teachings and heritage.
When asked about the influence of her background on the brand, Guzman emphasizes the brand’s mission: “Eva + Avo was born because all women deserve nourishing hair products made with natural ingredients, a little bit of that Latin magic, and a lot of love.”
She goes on to explain that the brand’s vision is rooted in creating hair products that not only utilize natural ingredients like avocado and rosemary oil but also draw inspiration from the beauty secrets passed down through generations – wisdom gleaned from her mother and grandmothers.
As a leading entrepreneur and businesswoman, Guzman is paving the way for those aspiring to enter the challenging and crowded beauty space. Even in times of uncertainty and doubt, she encourages those to focus on their passion, get educated, build a strong network, and create a unique brand. Knowing your audience, starting small, and, most importantly, staying resilient is key. She shares that ‘success in the beauty industry is a journey – stay true to yourself and push towards your goals.’
Looking ahead to 2024, Guzman teases a year full of surprises for Eva + Avo. “We are working to bring a lot of magic and avocados for all those who know and love our brand, products that they have asked us for for a long time,” she shares.
Eva + Avo’s commitment to delivering the best to its customers is truly evident in the anticipation surrounding their upcoming 2024 releases. Stay tuned to their website for the latest updates and keep up with the brand on Instagram.
