Cosmetics Founder Rejects Call to "Tone Down Latina Identity" for Broader Appeal

Alamar Cosmetics Stands Firm on Latina Identity Amid Retailer Pressure Miami, US – Gabriela Trujillo, founder of Alamar Cosmetics, a Latina-owned and cruelty-free beauty brand, has publicly addressed an incident where a retailer allegedly suggested she "tone down the 'Latina thing'" to broaden her customer appeal. In a recent video, Trujillo conveyed a clear and unequivocal refusal, stating, "Disrespectfully, NO. We are who we are. If you like it, amazing. If you don’t, incredible." The video, uploaded on August 18, 2025, quickly garnered significant attention, accumulating over 63,500 views and 4,345 likes. Comments from viewers largely expressed support for Trujillo's stance, highlighting the importance of authenticity and cultural representation in business. One commenter remarked, "Don’t change who you are. You will attract who you need to attract, and it will come as a result of you choosing to remain genuine." Another user drew a parallel, noting, "Juvias place didn’t have to tone down the 'African thing' to get into Ulta …… Do you Gab! From a AA customer 🥰💞." The incident has sparked a discussion among consumers and small business owners about the pressures faced by culturally specific brands to assimilate into mainstream markets. Many commenters emphasized that a brand's cultural identity can be a strength, appealing to a large and loyal customer base. "Latinos make up one of the largest populations globally, being Latina you’re already appealing to 'more' customers," one user pointed out. Trujillo’s response underscores a growing movement among entrepreneurs to prioritize authenticity and cultural heritage over perceived market pressures.

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