Setú, a new personal care brand founded by siblings Dr. Jennifer Aranda and Ricardo Aranda, has introduced a men’s skincare collection that blends scientific formulations with ingredients native to Latin America. Dr. Aranda, a board-certified dermatologist, and her brother, a marketing strategist, created Setú to address the unique needs of Latino men—a demographic that has historically received limited attention in the grooming market.
The initial lineup includes four core products, each featuring plant extracts and superfoods with traditional uses across the region. The Daily Cleanser “Lávate” combines moringa and yerba mate to remove environmental impurities, while the Vitamin C Serum “Protégte” uses camu camu and sarsaparilla to brighten and even skin tone. The Nightly Moisturizer “Hidrátate” incorporates açai, maca root and a low-strength retinol to support overnight renewal, and the Eye Cream “Recupérate” merges guaraná, suma root and achiote to revitalize the under-eye area. All formulations are presented on Setú’s direct-to-consumer website, setupersonalcare.com, where customers can explore ingredient sourcing and application guidance.
The founders emphasize that the brand’s differentiator lies in its selection of botanicals that have been used for centuries by Indigenous communities, paired with contemporary delivery systems. Ricardo Aranda noted that Setú is intended not only as a skincare solution but also as a celebration of cultural identity. Dr. Jennifer Aranda added that the goal is to offer products that feel familiar to Latino consumers while meeting modern performance standards. The collection is now available for purchase online.