Here’s How This Latina is Reinventing Self-Care Through Her Own Brand.

Latinas are a force in the beauty industry. According to a recent report, we spend an estimated 19% more on beauty products than the average U.S. consumer. With this in mind, it’s time to recognize our consumer power and spend more intentionally on brands that we not only love but also resonate with.

What’s better than staying loyal to one product? How about being loyal to a Latina beauty brand that is inspired by its roots, builds community, and is multi-purposed to help you get the most out of your money?

Cue SBJ Esntls, a Latin skincare and beauty brand that promotes self-care as a necessity and a birthright. Founded by Jessica Monzalvo in 2020, the 32-year-old entrepreneur has deeply personal reasons behind her brand’s mission.

Brilla Latina talked to the Mexican esthetician, makeup artist, and business owner about the sentimental inspiration behind her empowering brand, the challenges she has faced as a Latina, and what she hopes people gain from her products.

Tell us about your journey and how you founded SBJ Esntls. How did you get the idea to create a beauty brand?

The adversity you face can often lead to your best ideas, and the challenges I faced in 2020 inspired me to create SBJ Esntls. During that time, I was searching for ways to practice self-care and was reminded of my grandma. The love I felt as a little girl when she put a face mask on my skin is one of my clearest memories of what it feels like to be cared for. Even though she’s no longer with us, I realized I could give myself that same love every day—not just by putting on a face mask but by taking care of myself in meaningful ways.

I wanted others to connect with this practice, too, and that intention led to SBJ Esntls. As a Latina and an immigrant, adversity isn’t new to me, but 2020 was challenging for many of us. Still, it gave me the chance to honor my grandma’s memory. If you’re feeling down or going through something hard, know that even in tough times, beautiful things can happen. Take a moment to reconnect with yourself—you might find something truly special.

As a Latina, were there challenges you faced (or are facing) in the skincare industry?

Financial backing has always been one of the biggest challenges for our community. Women receive just 2% of VC funding, and Latinas make up an even smaller fraction at 0.01%. This is alarming, but we have the power to change it, so I’m calling on our community: If you want to see brands like SBJ Esntls around for yourself and your kids, we need to be more mindful of where we spend our money. I want to remind you that Latinas hold the greatest purchasing power in America, especially in the beauty industry, contributing billions annually! If we take the time to shop intentionally, we could make a significant impact and help close the generational wealth gap. It’s important for our community to understand that we have the power to keep brands alive—not just SBJ Esntls, but many others like it.

During tough times while developing your brand, what kept you fighting for your dreams?

What keeps me fighting for my dreams is the community I’m here to serve. The brand was inspired by one of the most important women in my life, my grandmother, but the legacy of those self-care moments can’t continue if the community I’m dedicated to isn’t at the forefront. Beyond skincare products, we also curate wellness events because we truly care about our community. We want them to take care of not just their skin but their whole well-being, too. That drive to serve and uplift others kept me going through the challenges.

What are your tips for self-care?

1. Recognize that self-care is a birthright. Acknowledge that you are deserving of as many moments of self-care as you need to fill your cup. It’s essential to honor yourself and your well-being.

2. Embrace your transformative journey. At SBJ Esntls, we’re here to guide you through that journey with love and care.

3. Never forget your roots. Our culture is rich with ancestral knowledge, and we’re here to bring that back into your life through the ingredients you grew up with. At SBJ, we use ingredients like flor de jamaica in our Strawberry Dreams, which many of us associate with agua de jamaica—a drink passed down through generations. It’s so beautiful to have a brand that reminds you of the things you grew up with, making self-care a truly meaningful experience.

4. Create practices instead of routines. Practices are what will carry you through life. Routines can burn you out. A practice is something you see as essential and enjoyable, not just a task. You deserve to look and feel good—not just your skin but your whole self, too.

5. Think multiuse! Opt for multi-use products that give you the most value for your money. SBJ Esntls is designed with that in mind. Our Rosa Pink Clay Mask can be used as a spot treatment, and our candles not only fill your space with amazing scents but also help set an intention and manifest your dreams.

What does your self-care routine look like?

My self-care practice is all about intentionality. If I don’t have time for a full skincare routine but can apply the Rosa Clay Mask, I make sure to do it with self-love because I believe the energy transferred from the product to myself makes a real impact. Hydration is also key. I used to get frequent migraines from overworking and forgetting to drink water. To help remind myself and others to stay hydrated, we created some SBJ water bottles. Hydrating became a game-changer in my life.

Journaling has been super helpful for emptying my thoughts and calming my mind. I write affirmations to speak life into myself, especially in this competitive space. To help others do the same, we curated the Manifest It Bundle, which includes a notepad for your own affirmations. Prayer is also a huge part of my self-care. I wouldn’t be where I am without it. Music and dancing with my kids are other practices that bring me joy. And of course, drinking SBJ’s Butterfly Baby Tea at night helps me unwind so I can show up as my best self for my family, my work, and myself.

Who is your biggest inspiration or role model?

While my grandma showed me what a great person is and has always served as an inspiration for me, I also feel lucky to have found amazing women in my life who give the best of themselves, and I think that’s really inspiring. Those role models have come in the most random ways as I observe people and pay attention to life and the women I’m around. The women I interact with and are in community with are the women who keep inspiring me.

What message do you hope Latinas get from your brand?

I hope Latinas take away from our brand that you are deserving of self-love and self-care.

What else would you like to share with our readers about the importance of self-care?

If you’re fortunate enough to still have a woman in your life, like your abuela or great-grandma, take the time to talk to her about what self-care means to her. These moments are precious, and you never know when they might come again. If you’re reading this, I encourage you to reach out to your loved ones and ask them what self-care means to them.

Take advantage of the resources that SBJ Esntls provides to our community, like the Heart to Heart Platicas, Hikes, and Wellness Events we host, because our grandparents didn’t have access to this.

Self-care doesn’t have to be expensive and can still feel luxurious. At SBJ, we have items starting from $20, providing accessibility.

And self-care can be done daily. When you use an SBJ product, you’re allowing yourself to engage in self-care each time you use it, and that is powerful.