When Sandra Velasquez was at her nadir in 2019, she did what any smart person in dire straits would: plant seeds. The single mother of Mexican descent found herself unemployed and unqualified for a corporate gig.

“The only way I was going to change my life was to build a business,” she told Happi.

Like Mexico’s coat of arms, which depicts a golden eagle perched on a prickly pear cactus devouring a rattlesnake, Velasquez was determined to succeed. After pondering the true meaning of her heritage and observing a disconnect between the beauty products on the shelves and the modern-day consumer, she had a vision to create an aspirational Latina brand catering to individuality, inclusivity and self-reliance with culture at the heart.

From Zero to Hero Products

Though a self-described beauty industry outsider with no contacts, Velasquez was tenacious in seeing her dream to fruition. She enrolled in Formula Botanica in the UK where she studied for one year before earning her formulator certificate. In a trial run, she formulated three cactus soaps, one lotion bar and a body scrub that contained the brand’s star ingredient—pricky pear cactus—the same cactus found in Mexico’s national emblem. 

A Prickly Opportunity

The plant is among the most versatile, sustainable and regenerative in the world. The Spanish word for prickly pear cactus is “Nopalera,” which she christened her brand. Prickly pear oil is derived from the seeds of expressed fruit. High in antioxidants, it is deeply hydrating, lightweight and provides skin toning benefits for all types. Cactus pad’s hydrating humectant properties are similar to aloe, she said. While Nopalera is endemic to Mexico, it is grown globally as it can survive in any climate. The brand sources its star ingredient from northern Mexico. 

“I was intentional about the brand I wanted to build,” she said. “It had to win.”

Did it ever. She built her brand on sweat equity, funding low-cost Facebook ads on her credit card with the words, “Mexican botanicals for bath and body coming soon.” To her astonishment, it attracted an army of like-minded consumers who shared her ethos. 

A Cult Following 

Nopalera started out with a humble 400 Instagram followers with a grid that displayed product renderings. Five years later, the mailing list is 90,000, with 91,000 Instagram followers and roughly 69,000 followers on TikTok. 

“I think that our brand is bold and it inspires people to be bold,” said Velasquez. “From our perspective, one of our brand missions is to give Latinas permission to be exactly who they are.”

This philosophy won the respect of the judges on “Shark Tank” two years ago. While she didn’t walk away with an investment deal, Nopalera achieved organic success. The brand blossomed into a modern Mexican beauty and lifestyle brand that now includes haircare, candles and fine fragrance.

Go here to listen to The Happi Podcast with Sandra Velasquez.