Ceremonia became the first Latinx-owned hair brand in 500+ Sephora locations by centering genuine heritage storytelling over trend-driven multicultural marketing.
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See all ads on AdLibrary →Ceremonia is a New York-based Latinx hair care brand founded in October 2020 by Babba Rivera. The first Latinx-owned hair brand in Sephora's 500+ store network, it celebrates Latin American hair rituals with native ingredients like guava and yucca rooted in Rivera's Chilean heritage.
Ceremonia's ads center on cultural pride and heritage efficacy — the story of Babba Rivera's grandmother's hair rituals is a recurring creative anchor. Browse Ceremonia ads on AdLibrary. Their advertising resonates because the cultural authenticity is the founder's lived experience, not a marketing decision, creating trust with Latinx consumers who are skeptical of brands appropriating their culture.
Instagram is Ceremonia's primary channel, with rich visual storytelling about Latin American ingredients and hair rituals. Latinx beauty and lifestyle creators are central to the paid amplification strategy. Facebook targets women 22-50 with natural hair care and Sephora interest signals, with Spanish-language creative for Latinx audiences.
Copy themes: 'rooted in Latin heritage,' 'abuela's rituals, science-backed,' ingredient provenance storytelling (guava from Brazil, yucca). The bilingual brand voice is culturally fluid — English-dominant with Spanish cultural references integrated naturally. Hair health outcomes (shine, strength, growth) are paired with ritual and ceremony language.
Ceremonia shows that multicultural brand positioning only works when the founder is genuinely from the culture being celebrated. Rivera's Chilean heritage makes every ingredient story credible. This authenticity produces earned media and community trust that paid-only multicultural campaigns cannot replicate. The Sephora milestone validated that authentic heritage brands command premium retail placement.
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