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The Niche Beauty Advent Calendar 2024
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Ceremonia

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Growing up in Sweden with Latin American roots, it was the move to New York that made Babba Rivera feel at home. There, she saw herself reflected in others and realized how many, just like her, lived between cultures. And although Hispanics make up 20% of the U.S. population, they are still underrepresented in many areas. Motivated by a desire to celebrate the richness of Latin American culture and inspired by the rituals of her childhood—her father was a hairdresser—she founded her haircare label in 2020. Hair Wellness Powered by Latinx Ingredients.

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