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Honoring Heritage, Embracing Change: The Story Behind De Mi Tierra

A Decade in the Beauty Industry: Witnessing the Need for Transformation


Evelia Torres Brand Manger Trade Show
Evelia Torres Brand Manager

For over a decade, I immersed myself in the beauty industry, working professionally as a marketing brand manager and developing hair care products for black and brown women that are still in the market today. I dedicated my time and expertise to helping others feel confident and beautiful. Yet, amid the glitter and glamour, I couldn’t ignore a growing concern: the prevalence of toxic ingredients and the lack of regulation that often compromised both our skin’s health and our planet’s well-being. Additionally, I realized that my ancestors' sacred rituals and natural ingredients were missing from the beauty aisle, leaving a void in authentic, heritage-inspired skincare options. Each day, I saw the disconnect between beauty standards and the true essence of self-care. It was clear that something had to change.





The Birth of De Mi Tierra: A Vision for Clean, Waterless, Ethical Beauty


Driven by this realization, I embarked on a mission to create De Mi Tierra—a brand that honors our rich Latina heritage while prioritizing clean, safe, and ethically sourced ingredients. “De Mi Tierra,” meaning “From My Land,” reflects our commitment to celebrating and preserving the natural bounty of Latin America. “What were my ancestors rituals?” was the question I asked myself. “What did my abuelita use?” Then I went to work formulating. Our products are meticulously handcrafted in small batches, ensuring each formula is pure, potent, and respectful of the earth.



Prickly Pear Farm in Zacatecas, Mexico

Partnering with Artisan Farmers in Mexico: Sustainability and Tradition Hand in Hand


One of the pillars of De Mi Tierra is our collaboration with artisan farmers in Mexico. These dedicated individuals bring ancient knowledge and sustainable practices to our ingredient sourcing, ensuring that every element in our products is not only effective but also ethically harvested. By working directly with these farmers, we support their communities and preserve traditional skincare rituals that have been passed down through generations. This partnership embodies our belief that true beauty comes from a harmonious relationship with nature and the people who nurture it.


Embracing Ancestral Wisdom: Clean Ingredients for Modern Skincare



At De Mi Tierra, we draw inspiration from the wisdom of our ancestors, incorporating indigenous Latin American ingredients known for their healing and nourishing properties. From the hydrating power of the cacti's prickly pear to the nourishing and healing benefits of calendula, each product is a tribute to the natural remedies that have sustained our communities for centuries. Our commitment to clean beauty means avoiding harmful chemicals and embracing waterless products and ingredients that are as kind to your skin as they are to the environment.


A Mission Beyond Beauty: Empowering Our Community


Our mission extends beyond creating exceptional skincare products. We strive to elevate our community, inspiring individuals to honor their worth and embrace their heritage through meaningful rituals. De Mi Tierra is a celebration of our culture, a reminder of our resilience, and a testament to the beauty that lies in authenticity and intentionality. During Hispanic Heritage Month, we take special pride in showcasing the stories, traditions, and vibrant spirit that define us.




Looking Forward: Honoring the Past, Nurturing the Future


As we celebrate Hispanic Heritage Month, we honor the past that shapes us and look forward to a future where beauty is synonymous with integrity and respect. De Mi Tierra is more than a skincare brand; it’s a movement towards conscious beauty, sustainability, and cultural pride. We invite you to join us on this journey—embrace your heritage, nourish your skin, and glow with the intention and love that De Mi Tierra embodies.


Thank you for being a part of our story. Together, let’s honor our roots, celebrate our present, and nurture our future.


Con cariño,  

Evelia Torres

Founder of De Mi Tierra

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