Setú® the New Face of Men’s Skincare for Hispanic Heritage MonthLatino-founded brand blends science with Latin American ingredients to bring culture, confidence, and representation to men’s grooming.
Setú® Skincare for MenSep 15, 2025
Austin, TX (September 15, 2025) — Latinos are rapidly shaping culture and commerce across the country, yet representation in many categories, like skincare, still lags. While men’s grooming is booming, the offerings tend to be generic, mundane, and miss out on the rich cultural stories that define our communities.
From September 15 to October 15, the U.S. celebrates Hispanic Heritage Month, honoring the histories, cultures, and contributions of over 63 million Latinos. It’s a moment to recognize cultural leadership as well as economic impact: U.S. Latinos represent a GDP of more than $4.1 trillion, with $2.7 trillion in consumption and contributing nearly one-third of recent U.S. GDP growth.
Setú® is a men’s skincare brand redefining the personal care category with dermatologist-developed, culturally inspired formulas that blend the latest in science with legendary Latin American ingredients. Founded by Latino siblings, Setú® invites men to embrace their heritage and elevate their skincare routines confidently and authentically.
Co-founded by Dr. Jennifer Aranda, a board-certified Latina dermatologist, and Ricardo Aranda, a consumer-goods expert, Setú® begins with two Spanish words—Ser (to be) + Tú (you)—to champion an empowering message: Be Yourself. It is a call to pride, visibility, and honoring Latino roots and stories.
“Setú® offers more than skincare; it’s a community that sheds light on the beauty and richness of Latin American culture and traditions," says Ricado Aranda, Co-Founder of Setú®. "We want to instill pride in our roots by infusing rich and powerful ingredients straight from our homelands.”
Peer-reviewed research finds that 76% of Hispanic/Latino consumers feel underrepresented in skincare advertising and doubt brands formulate products for their specific needs. It also shows that Hispanic shoppers outspend non-Hispanics in key beauty categories, such as facial skincare and fragrances. Setú® exists to close that gap, as the U.S. men’s grooming category was valued at $46.54 billion in 2023 and is projected to grow at an 8.3% CAGR through 2030.
“As a Latina dermatologist, I developed Setú® to meet real-world needs: effective, gentle, and culturally resonant. Ingredients like yerba mate, guaraná, camu camu, açaí, and maca have been used for centuries in our culture for their natural properties," says Dr. Jennifer Aranda, Co-Founder of Setú®. "By blending these ingredients with dermatology, Setú brings both tradition and innovation to men’s skincare.”
Setú’s® launch in May 2025 began with four essential products featuring ingredients sourced from Paraguay to Mexico. They are available individually, in curated packs, and as gift sets, and are perfectly timed for Hispanic Heritage Month and carry through the holiday gifting season.
Setú® is a dermatologist-developed, Latino-founded men’s skincare brand blending modern science with legendary Latin American ingredients. Created by siblings Jennifer and Ricardo Aranda, Setú® is a celebration of culture, heritage, and confidence. Skincare that speaks our language.
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.
Sep 15, 2025
