{"id":332080,"date":"2025-12-12T13:09:58","date_gmt":"2025-12-12T18:09:58","guid":{"rendered":"https:\/\/oncubanews.com\/en\/?p=332080"},"modified":"2025-12-15T14:22:55","modified_gmt":"2025-12-15T19:22:55","slug":"natural-cosmetics-in-the-cuban-private-sector-a-womens-territory","status":"publish","type":"post","link":"https:\/\/oncubanews.com\/en\/cuba\/natural-cosmetics-in-the-cuban-private-sector-a-womens-territory\/","title":{"rendered":"Natural cosmetics in the Cuban private sector: a women\u2019s territory"},"content":{"rendered":"

Ana Garc\u00eda, Erlys Pennycook Ramos and Sheila Beatriz N\u00fa\u00f1ez share the same passion. From their hands come formulas made from plants, flower extracts, essential\u00a0oils\u00a0and minerals which are then transformed into cosmetics. Necessity,\u00a0circumstances\u00a0and the skills each\u00a0possessed\u00a0to venture into the natural beauty sector have\u00a0been responsible for\u00a0this convergence, although their approaches to facing challenges have marked some differences in their individual trajectories.\u00a0<\/span>\u00a0<\/span><\/p>\n

In a market increasingly focused on synthetic and mass-produced goods, these three Cuban entrepreneurs are dedicated to handcrafted products that\u00a0benefit\u00a0health and protect the environment while also being practical for consumers.<\/span>\u00a0<\/span><\/p>\n

These ventures are a result of the economic resilience forced by the COVID-19 pandemic. In that context, many Cuban women lost their jobs. Some sought new ways to make a living and found in natural cosmetics a path to economic independence and self-realization.<\/span>\u00a0<\/span><\/p>\n

\u201cDuring the pandemic, my husband decided to convert areas of the house into gardens, with a variety of medicinal,\u00a0aromatic\u00a0and edible plants.\u00a0That\u2019s\u00a0how the idea of\u00a0<\/span>\u200b\u200b<\/span>creating cosmetic products from them was born.\u201d\u00a0And so, in March 2021, in Santiago de Cuba, La Hoja Verde\u00a0emerged, a personal care business that, according to Sheila Beatriz N\u00fa\u00f1ez Castro, opened new doors for her in a demanding market.\u00a0\u201cSuccess and acceptance come from knowing how to take advantage of circumstances where there was nothing, and suddenly a unique, high-quality product appears,\u201d\u00a0she says.<\/span>\u00a0<\/span><\/p>\n

At the same time, Verda was founded in Holgu\u00edn. Ana Garc\u00eda Ramos \u2014 also a poet \u2014 initially took it on as a hobby until it grew and became a business.\u00a0\u201cYou have to study; it\u2019s difficult to find and keep suppliers, but it\u2019s beautiful because I\u2019ve learned and taught so much,\u201d\u00a0she told\u00a0<\/span>OnCuba<\/span><\/b>.<\/span>\u00a0<\/span><\/p>\n

\"Ana
Ana Garc\u00eda Ramos, founder of Verda. Photo: Courtesy of the interviewee.<\/figcaption><\/figure>\n

On her social media posts, Ana shared the alchemical processes that led her to obtain something wonderful after several tests and formulas. Her products could be viewed in a catalog and orders placed via WhatsApp, at a time when these were beginning to become scarce. In handcrafted paper bags, along with a book (almost always\u00a0poetry), the wonder of Verda would arrive in your hands.<\/span>\u00a0<\/span><\/p>\n

\"Verda
Verda products. Photo: Courtesy of the interviewee.\u00a0<\/span><\/figcaption><\/figure>\n

On the other hand, Erlys Pennycook Ramos\u2019s journey to natural, handcrafted cosmetics was different.\u00a0As a child, her curly Afro hair\u00a0endured countless hardships, and many treatments resulted in alopecia. As an adult, she lived in Italy for 11 years, where she studied natural cosmetics and learned how to apply them to her hair. However, upon returning to Cuba, she felt that putting everything she had learned into practice\u00a0wouldn\u2019t\u00a0make much sense, because the tropical flora was different. She arrived on the island carrying the hairpieces she had used for 16 years, which had damaged her hair, and she felt the need to leave them behind.<\/span>\u00a0<\/span><\/p>\n

\u201cI started experimenting at home using flowers from the garden. I expanded on plants from organic gardens and invented the first formula, which worked quite well for my hair.\u201d\u00a0In a country where many women prefer extensions, wigs and\u00a0hair straighteners, Erlys thought it would be difficult for her project to succeed.<\/span>\u00a0<\/span><\/p>\n

\u201cI set out to bring this formula to people with limited resources. Seeing that many of the products used were expensive, I decided to turn it into a sustainable business: that\u2019s how\u00a0Qu\u00e9\u00a0Negra! was born in 2018,\u201d\u00a0in Ciego de \u00c1vila, as the first Cuban brand dedicated solely to the care of curly Afro hair.<\/span>\u00a0<\/span><\/p>\n

\"Erlys
Erlys Pennycook Ramos founded Qu\u00e9 Negra!, the first natural cosmetics brand dedicated exclusively to the care of Afro hair in Cuba, in 2018. Photo: Courtesy of the interviewee.<\/figcaption><\/figure>\n

Investing in a culture of wellness in today\u2019s Cuba<\/span><\/b>\u00a0<\/span><\/p>\n

Natural artisanal cosmetics have become a growing sector on the island, primarily driven by women seeking alliances with one another. They share challenges,\u00a0markets\u00a0and the need for access to raw materials and supplies, while trying to build a network of suppliers and\u00a0acquire\u00a0imported products. Currently,\u00a0<\/span>some\u00a0200<\/span><\/b>\u00a0<\/span>initiatives are interconnected in this field<\/span><\/b><\/a>.<\/span>\u00a0<\/span><\/p>\n

These projects are trying to grow while navigating difficulties in accessing financing, larger-scale production\u00a0schemes\u00a0or legal and financial support networks, in addition to technological shortcomings\u00a0and legal and institutional obstacles. The country also lacks a center to certify artisanal natural cosmetics and specific regulations for their production and marketing.<\/span>\u00a0<\/span><\/p>\n

Maintaining this type of business in the eastern part of the country presents constant challenges, Sheila emphasizes, as access to essential resources for\u00a0establishing\u00a0a serious business is difficult. The distance from Havana, where the main events that could enrich her project with information and experience are held, also plays a role.<\/span>\u00a0<\/span><\/p>\n

\u201cIn Santiago, there\u00a0isn\u2019t\u00a0a market dedicated to the sale of cosmetic supplies, so we prefer not to take risks and buy raw materials elsewhere. All of this translates into more money and time to achieve our goal,\u201d\u00a0she explains.<\/span>\u00a0<\/span><\/p>\n

\"Sheila
Sheila Beatriz N\u00fa\u00f1ez Castro founded the natural cosmetics business La Hoja Verde during the pandemic. Photo: Courtesy of the interviewee.<\/figcaption><\/figure>\n

Buying packaging for their products is difficult, Sheila,\u00a0Ana\u00a0and Erlys agree. When Sheila achieved some financial stability, she began\u00a0purchasing\u00a0materials in the United States, such as essential and vegetable oils, fragrances,\u00a0bottles\u00a0and molds. This increases production costs but guarantees the quality of their service and their continued presence in the market. Although they use local ingredients like coconut oil, cocoa butter,\u00a0beeswax\u00a0and honey, most of their plants come from their own garden and are completely organic.<\/span>\u00a0<\/span><\/p>\n

\"Products
Products from Verda. Photo: Courtesy of the interviewee.<\/figcaption><\/figure>\n

Ana, for her part, decided to settle in Havana a few years ago. There, she continues with Verda, navigating the challenges of a fluctuating economy while\u00a0remaining\u00a0determined to sustain the project. She seeks partnerships with individual suppliers and local farmers, relying on\u00a0\u201ca lot of imagination and perseverance.\u201d\u00a0<\/span>\u00a0<\/span><\/p>\n

\u201cKeeping anything functional in this country is a challenge, but with effort\u00a0I\u2019ve\u00a0achieved\u00a0perseverance. I try to make my business organic and ensure that suppliers follow sustainable and responsible practices; moreover, 80% of the packaging I use is recycled,\u201d\u00a0she insists.\u00a0<\/span>\u00a0<\/span><\/p>\n

\"Products
Products from Verda. Photo: Courtesy of the interviewee.<\/figcaption><\/figure>\n

\u201cOur suppliers are 100% from the private sector. We have no\u00a0partnerships\u00a0or collaborations with state-owned companies,\u201d\u00a0Erlys emphasizes. She comments that part of her stability is\u00a0due to the fact that\u00a0her suppliers are still in the country:\u00a0\u201cWe\u2019ve been able to survive thanks to that; they are loyal customers and prioritize us over others because we\u2019ve spent years cultivating this trust and we offer payment guarantees.\u201d<\/span>\u00a0<\/span><\/p>\n

\"Sheila
Sheila Beatriz N\u00fa\u00f1ez Castro founded the natural cosmetics business La Hoja Verde during the pandemic. Photo: Courtesy of the interviewee.\u00a0<\/span><\/figcaption><\/figure>\n

How to offer a functional service portfolio for the Cuban public?\u00a0<\/span><\/b>\u00a0<\/span><\/p>\n

La Hoja Verde\u00a0offers more than 120 products, including natural cosmetics and handicrafts: soaps, balms, serums,\u00a0masks\u00a0and candles. Sheila explains that her line is based on the principles of Ayurveda, which promotes the use of plants, flowers, oils,\u00a0honey\u00a0and other elements for personal care.<\/span>\u00a0<\/span><\/p>\n

\u201cWe offer our customers products of the highest quality in terms of formulations.\u00a0It\u2019s\u00a0important to understand the needs of the environment and the public\u00a0in order to\u00a0meet them. Knowing what has worked for us and what\u00a0hasn\u2019t,\u00a0allows us to perfect the products we design and sell,\u201d\u00a0she adds.<\/span>\u00a0<\/span><\/p>\n

\"Sheila
Sheila Beatriz N\u00fa\u00f1ez Castro founded the natural cosmetics business La Hoja Verde during the pandemic. Photo: Courtesy of the interviewee.<\/figcaption><\/figure>\n

The business has two fundamental premises: to produce and sell in a welcoming space, under conditions of kindness,\u00a0transparency\u00a0and respect; and to connect with the community through effective communication.\u00a0\u201cThe shop is a small oasis in the hustle and bustle of a bustling, hot city like Santiago. We create an extraordinary amount of social media content to reach the community and our customers,\u201d\u00a0says Sheila. They also understand that developing a transparent sales strategy must be part of their core values.<\/span>\u00a0<\/span><\/p>\n

Verda\u2019s offering, meanwhile, includes 70 products: soaps, natural oils, hair waxes, scented\u00a0candles\u00a0and ointments. All are\u00a0\u201chandmade without preservatives, emulsifiers or artificial fragrances,\u201d\u00a0Ana points out. The base of their cosmetics includes beeswax, cocoa butter, beef\u00a0tallow\u00a0and coconut oil. Through their business, they also educate their clientele about the importance of choosing natural and sustainable products.<\/span>\u00a0<\/span><\/p>\n

At\u00a0Qu\u00e9\u00a0Negra!,\u00a0products must have at least two functions, Erlys explains:\u00a0\u201cWe can\u2019t have a product for\u00a0each thing, because we know that Cubans have less purchasing power.\u201d\u00a0Therefore, their product line includes only six multifunctional products, in addition to specialized services in several provinces. Among the most requested items are hair creams and gels.<\/span>\u00a0<\/span><\/p>\n

\"Erlys
Erlys Pennycook Ramos founded Qu\u00e9 Negra!, the first natural cosmetics brand dedicated exclusively to Afro hair care in Cuba, in 2018. Photo: Courtesy of the interviewee.<\/figcaption><\/figure>\n

Personal care in women\u2019s territory<\/span><\/b>\u00a0<\/span><\/p>\n

These three entrepreneurs in the artisanal natural cosmetics industry in Cuba navigate between a passion for local products and the barriers of an economic environment that still\u00a0doesn\u2019t\u00a0fully recognize their value. Amidst certain misgivings, a shortage of supplies and a vague legal framework for entrepreneurship in this sector, these women are building a business model focused on sustainability and empowerment.<\/span>\u00a0<\/span><\/p>\n

At La Hoja Verde, Sheila is in charge, but three other women collaborate with her.\u00a0\u201cI believe that the feminine spirit can transform our local economy.\u00a0More and more\u00a0women are embarking on this path; we must unite, because an integrated community can\u00a0facilitate\u00a0many processes.\u201d<\/span>\u00a0<\/span><\/p>\n

\"Erlys
Erlys Pennycook Ramos founded Qu\u00e9 Negra!, the first natural cosmetics brand dedicated exclusively to Afro hair care in Cuba, in 2018. Photo: Courtesy of the interviewee.<\/figcaption><\/figure>\n

Erlys also leads a group focused on personal care:\u00a0\u201cIn the last decade, women have taken the reins of the cosmetics industry, and this has allowed for an increase in the number of skilled formulators.\u201d<\/span>\u00a0<\/span><\/p>\n

\u201cMany of us have found in natural cosmetics a space to develop our own businesses, thanks to the possibility of working from small workshops or under cooperative and microenterprise models,\u201d\u00a0Ana points out.<\/span>\u00a0<\/span><\/p>\n

Although there is still much to be done, since 2022, in partnership with institutions and entrepreneurs, the micro, small and medium-sized enterprise (MSME) Eco Rizos, directed by Mar\u00eda Carla Figuerola, has been organizing the Artisanal Natural Cosmetics Meeting\u00a0\u2014\u00a0now in its third edition\u00a0\u2014\u00a0and co-managing the Introduction to Natural Cosmetics and Ayurveda Workshop, together with professors from the Cuban Society of Cosmetic Sciences at the University of Havana. These meetings bring together women entrepreneurs with the purpose of sharing processes that promote the value chain, gender\u00a0equality\u00a0and environmental responsibility.<\/span>\u00a0<\/span><\/p>\n

\u201cI owe it all to my\u00a0people, because\u00a0Cuba is where\u00a0Qu\u00e9\u00a0Negra!\u00a0was\u00a0born. Here, I received so much support after facing\u00a0numerous\u00a0rejections.\u00a0I\u2019ve\u00a0participated\u00a0in events and conferences, and\u00a0I\u2019ve\u00a0traveled all over Cuba with and for\u00a0Qu\u00e9\u00a0Negra! I\u00a0can\u2019t\u00a0leave all those people behind, nor abandon my team and the entire community that we created with so much sacrifice,\u201d\u00a0emphasizes Erlys.<\/span>\u00a0<\/span><\/p>\n

Sheila sums it up like this:\u00a0\u201cWe\u00a0emerged\u00a0in the midst of\u00a0the pandemic: there was no soap or medicine; we were born out of necessity, but we discovered that we contribute much more.\u00a0We\u2019ve\u00a0created a community of customers from whom we receive feedback.\u00a0It\u2019s\u00a0not just about making a quality product that improves skin or hydrates\u00a0hair, but\u00a0about generating an impact on lifestyle and culture. Our purpose is to make people a little happier.\u201d<\/span>\u00a0<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

After the pandemic, many Cuban women found in this field of entrepreneurship a path to economic independence and self-realization.<\/p>\n","protected":false},"author":3134,"featured_media":332083,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[13902],"tags":[17491],"ppma_author":[33546],"class_list":["post-332080","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-cuba","tag-entrepreneurship-in-cuba"],"acf":[],"yoast_head":"\nNatural cosmetics in the Cuban private sector: a women\u2019s territory | OnCubaNews English<\/title>\n<meta name=\"description\" content=\"After the pandemic, many Cuban women found in this field of entrepreneurship a path to economic independence and self-realization.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" 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