The Sisters at Paloma Negra: Alejandra and Itzayana

In a time when the skincare industry seems continuously oversaturated, sisters Alejandra and Itzayana at Paloma Negra have been able to pave the way for Latinx entrepreneurs looking to implement further representation of the community, in a way that feels authentic and close to home.

Courtesy of Paloma Negra

In terms of the origins of Paloma Negra, how would you summarize that journey?
Alejandra (A): For us being able to get support, directly or indirectly from other Latinx founders and business owners, as well as inspiration from the women in our lives, like our abuelita Fernanda, helped us create Paloma Negra. When Itza and I began brainstorming ideas about what was missing in the market, from a business perspective, we understood that it’s not just passion but also fulfilling a need. For us being Mexican-Americans, thinking from a marketing perspective, we did not see anyone who looked like us and we wanted to fulfill that need in the skincare market.

Itzayana (I): Also, as Mexican-Americans and being first generation immigrants, it’s been a mix of assimilating to the American culture while also retaining our Mexican culture and not forgetting where we come from. 

Speaking of this idea of “navigating the two worlds”, how did that look like for you growing up? Especially when it comes to the idea of retaining your culture and origins.

A: I was 7 years old when I came to the U.S., the eldest of 3, and it was though to assimilate. There were definitely lots of pressures and some trauma that I had to work through. At the same time, I was fortunate to be able to go back to Mexico every summer and for vacation breaks, so I was still connected with my roots. Whenever I’d come back to the U.S. I would bring that cultural piece with me from home, yet I’d go back to school and felt like my sister and I were the only ones doing so. We still felt like the two Mexican sisters, a bit ostracizing.

I: As the middle child, I was much younger when I came to the U.S. In a way it felt a bit gloomy coming in, it was like being in “La Jaula de Oro” as Los Tigres del Norte (norteño band from San Jose, California) would say. I would constantly have a longing for home, for Mexic.o.

Courtesy of Paloma Negra

Where does the name of your brand, Paloma Negra, come from?

A: It’s definitely influenced by our upbringing in Mexico. We would spend time with our abuela who cared for us, and we would listen to Mexican music. One of these artists, Tomas Mendez Sosa has a song called Paloma Negra which is where the name comes from.

I: What we did was kind of re-interpret the meaning of the song. At first we thought the song was about a bold and empowered woman, but then paying attention to the lyrics we realized it’s about the black sheep of the family who does not conform with society or follows the rules. For us Paloma Negra represents this intelligent and powerful woman who does things on her own terms.

Courtesy of Paloma Negra

What are your thoughts on Latinx trends, particularly in the skincare sector?

A: Five years ago I started noticing artists who would collaborate with other communities, while uplifting our heritage, Latinidad, in different collaborations, which is great. There’s been quite a shift in how we see Latinidad nowadays in comparison to before. It’s more out there now, but we wish we had that before, because for previous generations there was definitely more shame around it.

I: We should be careful with the exploitation of Latinidad and Mexicanidad, of being mindful with the authenticity you bring forward and that nobody is exploiting partnerships or contributors for the purpose of bringing Latinidad forward.

How does Paloma Negra stand out in the beauty Latinx landscape right now?

A: Our purpose is to focus on loyal consumers who remain with us for multiple cycles. They build our community. We focus on individuals already exploring our values, seeking a minimalist lifestyle. That’s the target for us.

I: The rise of social media has also made collaborating with individuals more attainable, and now more brands collaborate with other brands and creatives who serve similar communities in order to reach more loyal consumers. We collaborate with micro-influencer who have a small, yet very tight audience. It’s all about authenticity.

Courtesy of Paloma Negra

Consumers are becoming more critical regarding the brands they support/invest in and that align with their values. Do you have any thoughts on this?

A: I do think consumers are more mindful about their choices and can see through a lack of transparency and build more meaningful relationships from a partnership perspective. The partnerships we establish with creators are authentic, as our values, while being genuine, come first.

I: You also have to follow and understand the market, become flexible with it. Yes, it’s important to position yourself with authenticity, but also scaling your brand within the market. For us it’s been about how we can make it work in the U.S. market.

Connecting with the idea of success, not just from a monetary perspective, how does that look for you both?

I: We connect with individuals who seek our brand organically, while supporting individuals and brands resonating with our brand’s identity and values.

A: We promote a minimalist luxury idea though our brand: luxurious minimalism in a consumerist world. We strive to educate clients on this concept and if we can do so then that’s a win for us, and it also positively impacts clients financially by changing the “need” of multiple products and instead providing goods that are multipurpose. 

Courtesy of Paloma Negra

Can you tell us more about this idea of minimalist luxury?

A: It has to do with what’s important to you, going out of your way and doing research on the products that benefit you and that you can use in different parts of your body. These products are multipurpose. It’s about the benefits I get for the money I invest, as well as longevity of the product, and how long the product will last me. In the case of Paloma Negra, our products will last between three and four months. Remember, you deserve long-lasting quality!

What do you see in the future of Paloma Negra?
I: We are launching new products, as well as expanding a few collaborations with some emergent boutiques.

A: We want to develop community, move beyond social media, make our strategy more IRL-community oriented, and continue to build more trust.

Courtesy of Paloma Negra

If you could send a message to other fellow LartinXpreneurs, what would you say?

A: Surround yourself with people who believe in you: they don’t always have to be your closest friends. Join communities, seek these people. It really makes a difference to have people talking in your ear, who can support you and believe in you. Make this a priority!

I: I’m a quote collector and there’s phrase that goes by: “you’re never going to be ready, but you can still start.” There’s never been a time I’ve felt fully ready, but I still go for it. Take the next step, regardless of its size, if small or big. Always move from an idea to the actual action.