Embracing the ‘soft girl’ trend on TikTok, my current era involves tea, books, bubble baths, and a nurturing skincare routine. As I transition into a new decade, self-care takes center stage – a journey intertwined with my cultural roots. Amidst occasional perreos, I’m discovering peace through body, mind, and spirit. Aligned with the seasons, my focus now rests on botanicals. It’s intriguing how our grandmothers anticipated this, as modern skincare harnesses the power of herbs and plants. My quest for rose water, aloe, and yerba maté-infused products led me to Vamigas, a Latina-owned skincare brand brimming with luxurious offerings tailored to my wellness-centric journey.

Chilean Ann Dunning and Mexican-American Christina Kelmon co-founded Vamigas, offering clean, sustainable skincare for Latinx communities, particularly women. Stemming from their personal motherhood experiences—Ann’s IVF journey and Christina’s postpartum health scare—the duo witnessed the toll of harmful chemicals on Latinas. Concerned about ingredient safety, they embarked on this venture. I’ve engaged with the Vamigas founders on their wellness industry decolonization efforts, skincare insights, and ingredient label decoding. Fueled by the magic of their Chilean and Mexican heritages, Ann Murray-Dunning and Christina Kelmon, the dynamic Latina founders, conjured up a captivating collection of goodies. Think the enchanting Rosa Face Mist, $22 the celestial Luz De Sur Face Oil, $30 and the luscious Rosa Mosqueta Lip Oil, $14– all inspired by their roots and sprinkled with a dash of Brazilian,  and Latin American flair!

Rosa Face Mist, $22; Rosa Mosqueta Lip Oil, $14; Luz De Sur Face Oil, $30

In a chat as refreshing as a hydrating face mask, I got the scoop from the Vamigas founders on their mission to decolonize the wellness scene, their top-notch skincare hacks, and their expert guidance on unraveling ingredient labels.

Defining Diversity and Simplicity

As Latinas, Ann and Christina bring a unique perspective to the wellness space. They recognize that the concept of wellness has veered off course, with products like high-priced digital shower heads and luxury skincare routines becoming synonymous with the term. In a world where such extravagance is promoted as essential for well-being, Ann and Christina firmly believe that wellness should be accessible to all, transcending financial barriers. They draw inspiration from the simple yet effective practices of their ancestors, who relied on natural remedies and botanicals to cultivate well-rounded lives. Ann fondly recalls a Chilean beauty tip passed down through generations—Rosa Mosqueta, a powerful, legendary serum derived from a rare Latin American rosehip that holds immense significance in families. Similarly, Christina’s Mexican heritage encouraged the use of rose petals and botanicals in everyday routines, reflecting the power of nature in wellness.

Incorporating Latin American Diversity

Vamigas stands out not only for its emphasis on simplicity but also for its commitment to incorporating diverse ingredients from Latin American countries. Ann and Christina recognize the potency of botanicals found in regions like Peru, Brazil, and Ecuador. Many of these plants boast high antioxidant and vitamin content and are deeply rooted in traditional wellness practices. As Latinxs continue to grow as a significant demographic in the U.S., Vamigas showcases the richness of their cultures by representing the 33 countries from which they originate. This representation resonates with a wide range of consumers, acknowledging the diverse beauty and wellness traditions within the Latinx community.

“It’s ancestral knowledge that’s passed down in many Latin American families, before our countries became very westernized with American corporations introducing things like corporate beauty products. Legends, rituals, and habits of these women that were passed down in story form.”

Entrepreneurial Challenges and Empowerment

The journey to create Vamigas is not without its challenges. Ann and Christina, who initially connected as Latina angel investors in San Francisco, recognize the lack of investment flowing to Black and Brown founders in wellness and beauty. Determined to address this disparity, they co-founded an angel syndicate called BLX Capital. This platform focuses on providing capital and support to underrepresented founders in these industries, paving the way for positive change and inclusivity.

Navigating Beauty Ingredient Labels with Expert Insights

Decolonizing Wellness and Beauty

For Ann and Christina, decolonizing wellness means acknowledging the roots of practices and ingredients that have been borrowed from various cultures without proper recognition. In their view, wellness should honor the history and origins of botanicals and rituals, preventing the erasure of cultural significance. This philosophy resonates deeply with their brand, Vamigas, which seeks to pay homage to ancestral knowledge and reclaim the true essence of well-being.

Looking Forward

Ann and Christina’s commitment to fostering accessible wellness and highlighting the beauty of diversity shines through in Vamigas. By blending traditional practices with modern insights, they are not only transforming the wellness industry but also empowering individuals to embrace wellness on their own terms. With their upcoming book and also new wellness newsletter, Senora Era (senoraera.com), centered on ancestral wellness wisdom, Ann and Christina are poised to ignite further conversations and inspire a more inclusive, authentic approach to self-care and well-being.

Discover a world of skincare enriched by cultural heritage with Vamigas. Explore their diverse collection available both at Vamigas.com and your nearby Target store. Elevate your self-care routine with products that celebrate clean beauty and inclusivity.