Setú: Redefining Men’s Skincare with the Power of Latin American IngredientsSetú, a new men’s personal care brand, proudly announces its launch, bringing a fresh perspective to the skincare category
Setú® Skincare for MenMay 05, 2025
Austin, TX (May 5, 2025)—Setú, a new men’s personal care brand, proudly announces its launch, bringing a fresh perspective to the skincare category by merging the efficacy of modern science with the richness of Latin American ingredients. Crafted with culture, purpose, and authenticity, Setú invites men to embrace their heritage and elevate their skincare routines.
Setú’s mission is to break away from bland, generic formulas and redefine men’s skincare. Inspired by the vibrant diversity of Latin America, Setú products are expertly formulated by a board-certified Latina dermatologist. The brand’s name comes from the Spanish words “Ser” (to be) and “Tú” (you), carrying the empowering message: Be Yourself.
Latino men represent one of the fastest-growing U.S. populations and economic segments. As culture drivers, trendsetters, and entrepreneurs, they are increasingly investing in self-care and personal wellness. Yet, their needs remain underserved in the skincare aisle. Setú steps in with a brand that speaks their language—culturally and literally. The U.S. launch is just the beginning, with plans to expand throughout the Americas.
Co-founded by siblings Jennifer and Ricardo Aranda, Setú is grounded in expertise and cultural storytelling. Dr. Jennifer Aranda infuses her dermatological training and Latin knowledge into every product, while Ricardo draws on his global experience in consumer goods so that Setú remains authentic to its roots.
“Setú is more than skincare — it’s a celebration of our heritage and a lifestyle that embraces our Latino culture,” said Ricardo Aranda, Co-Founder.
“With Setú, we’re changing the game by blending science with the richness of latino ingredients like yerba mate, guaraná, camu camu, and more,” added Dr. Jennifer Aranda.
Launching May 2025, Setú offers a curated line of premium skincare rooted in Latin America’s botanical power:
LÁVATE (Daily Cleanser): A refreshing cleanser with moringa and yerba mate that helps cleanse, energize, and protect skin from daily stress.
PROTÉGETE (Vitamin C Serum): This brightening formula contains camu camu and sarsaparilla to help even tone, hydrate, and reduce dark spots.
HIDRÁTATE (Nightly Moisturizer): A rich cream with açaí, maca root, and retinol to help restore hydration, elasticity, and skin vitality overnight.
RECUPÉRATE (Eye Cream): Guaraná and suma root help reduce puffiness, boost circulation, and fight signs of fatigue around the eyes.
Media Contact: ricardo.aranda@setupersonalcare.com
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About Setú® Skincare for Men
About the Brand
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.
May 05, 2025
