Modernizing Men’s Skincare with Latin American Heritage
Setú® is a Latino-owned skincare brand on a mission to modernize men’s grooming through the power of legendary Latin American ingredients. Founded by siblings and developed by a board-certified Latina dermatologist, the brand blends heritage and science to create effective, culturally rooted skincare that speaks directly to men who value authenticity and representation.
A Movement Rooted in Culture, Community, and Purpose
More than just skincare, Setú® celebrates identity, storytelling, and community. The brand is committed to elevating Latin American culture, honoring the traditions behind its ingredients, and promoting visibility for Latinos in the beauty industry. With initiatives that highlight sustainability, cultural pride, and future give-back partnerships, Setú® stands for more than self-care — it represents a movement to redefine men’s skincare through heritage, innovation, and purpose.
Founding Story
Founding Story
Setú® was born from a deeply personal journey shared by Latino siblings Ricardo and Dr. Jennifer Aranda. Growing up, they witnessed firsthand how men in their community often overlooked skincare, with few products designed specifically for them—let alone products that reflected their culture. For Jennifer, becoming a board-certified dermatologist revealed a gap in the industry: men’s skincare was often generic, uninspired, and lacked connection to identity. For Ricardo, the realization came from his passion for representation and storytelling — he saw that Latino culture, ingredients, and traditions were rarely celebrated in the world of men’s grooming.
The “ah-ha” moment came when the siblings recognized that Latin America has some of the richest natural ingredients in the world — moringa, guaraná, camu camu, yerba mate — yet these botanicals were underrepresented in mainstream skincare. By blending Jennifer’s medical expertise with Ricardo’s vision for cultural storytelling, they set out to create more than a skincare brand. They founded Setú®: a movement that modernizes men’s self-care, rooted in science, heritage, and the pride of Latin American identity.
Ricardo Aranda is the co-founder of Setú and a seasoned marketing executive with over two decades of experience in strategic leadership, brand development, and consumer activation. Throughout his career, he has held senior leadership roles at renowned global companies such as Fruit of the Loom, S.C. Johnson & Son, and Kellogg’s. As the founder of Global Brand Consultants, Ricardo advises and supports corporate marketing strategies across diverse industries, including consumer packaged goods (CPG), apparel, and retail.
Ricardo holds an MBA from Cornell University and a BBA from the University of Georgia. A proud Venezuelan-American, he is deeply committed to elevating Latino and multicultural voices in business and beyond. This passion for cultural representation and innovation led him to co-found Setú, where he blends his expertise in brand strategy with a deep cultural pride to create products that honor the richness of Latin American ingredients.
In addition to his professional accomplishments, Ricardo is a published author, having written several books exploring bilingualism and his personal journey as a Venezuelan inmigrant. His career is a testament to his dedication to leadership, creativity, and diversity, leaving a lasting impact that transcends business.
Dr. Jennifer Aranda is the co-founder of Setú and a board-certified dermatologist dedicated to advancing skin health while celebrating the richness of Latin American heritage. Born and raised in Venezuela, Dr. Aranda graduated summa cum laude from Emory University School of Medicine and completed her dermatology residency at the prestigious University of Texas Southwestern Medical Center (UTSW). Her passion for dermatology and global health led her to earn a Physician Scholar in International Health award from Yale University, allowing her to train in tropical dermatology in Peru. She later spent several months working and teaching in medical clinics across Tanzania and Uganda.
Throughout her career, Dr. Aranda has combined clinical excellence with a deep commitment to education and service. She has held academic appointments at leading institutions, including UTSW and Brigham and Women’s Hospital. She has contributed to dermatological research and publications, strengthening her reputation as a clinician and a scholar.
At Setú, Dr. Aranda helped inform the development of the brand’s skincare products, carefully blending evidence-based formulations with powerful natural ingredients from Latin America. She believes that great skincare should be rooted in both science and tradition, promoting not just healthy skin but a more profound sense of identity and pride.
Dr. Aranda lives in Austin, Texas, with her family.
