Podcast Summary: From the Ground Up – Creating Your Own Category, With Babba Rivera
Introduction
In the March 17, 2025 episode of From the Ground Up, hosted by Inc. Magazine's Executive Editor Diana Ransom and Editor-at-Large Christine Lagorio-Chafkin, listeners are introduced to Baba Rivera, the innovative founder of Ceremonia. This episode delves deep into Rivera's journey of creating a unique hair wellness brand that not only caters to the Hispanic and Latina communities but also transcends traditional market boundaries.
Background and Heritage
Baba Rivera's multicultural upbringing plays a pivotal role in shaping Ceremonia. Raised in Sweden within a Chilean household, Rivera navigated the stark contrasts between Latin and Swedish cultures. She reflects:
"Swedish culture is a little bit more about the individual, whereas Latin culture is more about the collective." (04:37)
Her parents moved to Sweden as political refugees during the Chilean dictatorship, facing significant cultural and professional challenges. This unique blend of cultures instilled in Rivera a desire to create products that honor her Latin heritage while embracing global beauty standards.
Founding Ceremonia
Launching Ceremonia in 2020 was fueled by Rivera's personal struggles with hair damage caused by mainstream beauty products that prioritized straight, non-black hair. She shares:
"I wanted to break free from that vicious cycle... imagine if I could just unlock my best natural hair." (06:08)
Recognizing the lack of authentic representation and effective hair care solutions for the Latinx community, Rivera aimed to fill this void by developing clean, culturally rooted hair products. Ceremonia's inception was not only a response to personal needs but also a commitment to celebrating and elevating Latin culture within the beauty industry.
Building the Brand and Community
Ceremonia's success is deeply intertwined with its strong community support. Rivera emphasizes:
"Our success is a shared success. It's meaningful because of the underrepresentation that we have all experienced." (22:40)
Central to Ceremonia’s brand is the use of ingredients sourced from Latin America, such as guava, which resonates with both Latinx and non-Latinx customers. This authentic approach has allowed Ceremonia to appeal to a diverse customer base, with approximately half of its users identifying as Latinx and the other half drawn by the brand's commitment to clean and sustainable beauty.
Challenges Faced
Despite its success, Rivera faced significant challenges, particularly in securing funding as a Latina founder. She candidly discusses the hurdles:
"Latina women actually receive like the smallest part of the pie when it comes to funding." (15:24)
Her perseverance led to securing $1 million in pre-launch funding from Sogal Ventures, followed by a successful $10 million Series A. Additionally, Rivera navigated the complexities of being pregnant while raising funds, confronting implicit biases from investors. A pivotal moment was her interaction with Anu from Female Founders Fund, who provided unwavering support and redefined Rivera's perspective on balancing motherhood and entrepreneurship.
Balancing Family and Business
Rivera's ability to manage a thriving business alongside raising four children is a testament to her disciplined approach. She shares her strategy:
"I have really sort of like compartmentalized what I'm focused on right now... family, work, and my health." (29:38)
Rather than striving for an unrealistic daily balance, Rivera focuses on weekly goals, ensuring that she honors her commitments to both her family and her business. This structured approach allows her to maintain productivity without compromising her personal life.
Growth and Achievements
Ceremonia's growth trajectory has been impressive, with the brand now featured in over 500 Sephora stores. Rivera attributes this success to the unwavering support of her community:
"We had so much organic posting about it. Community members like storming into Sephora doors with Ceremonia tote bags." (22:40)
The decision to open a physical flagship store was driven by the desire to create a consistent and controlled brand experience, fostering a dedicated space for Ceremonia’s community. This move not only solidified the brand’s presence but also provided a home for events, press days, and community gatherings.
Advice to Entrepreneurs
Drawing from her experiences, Rivera offers valuable advice to fellow founders:
"Focus on your strength and don't beat yourself up too much about your weaknesses." (36:51)
She advocates for leveraging one's strengths to drive impact, rather than obsessing over areas of weakness. Additionally, Rivera highlights the importance of community and authentic connections, emphasizing that building a supportive network is crucial for sustained success.
Conclusion
Baba Rivera's journey with Ceremonia underscores the power of cultural authenticity, community support, and unwavering determination. Her ability to navigate the complexities of entrepreneurship while honoring her heritage and balancing family life serves as an inspiring model for aspiring founders. As Ceremonia continues to grow, Rivera remains committed to elevating Latin culture within the beauty industry and beyond.
"If you can see it, you can believe it." (32:59)
Notable Quotes:
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Compartmentalizing Focus:
"I'm really focused on, on family, work and my health. You really only get to pick three." (29:38)
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On Representation:
"If you can see it, you can believe it." (32:59)
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On Funding Challenges:
"Latina women actually receive like the smallest part of the pie when it comes to funding." (15:24)
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On Community Support:
"Our success is a shared success." (22:40)
Final Thoughts
Baba Rivera's episode on From the Ground Up is a compelling testament to the intersection of cultural heritage and entrepreneurial spirit. Her story not only highlights the challenges faced by Latina founders but also celebrates the triumphs achieved through resilience and community empowerment.