A Brand That Reflects My Values

For many businesses, defining a brand comes after the product. An entrepreneur develops a great idea, finds a market opportunity, and only later determines what the brand stands for.

For me, it was the opposite.

TIARA was never just about creating products. It was about creating solutions that reflect my values and contribute to a healthier, more sustainable world.

Sustainability has been part of who I am for as long as I can remember. Long before it became a trend, I found myself questioning everyday products designed to be used once and thrown away. I was constantly searching for alternatives to single-use plastics and disposable items, often wondering why so many products were created with convenience in mind but little consideration for their long-term impact on our planet.

As a mother, those questions became even more important.

I couldn't ignore the reality that the choices we make today shape the world our children will inherit tomorrow. I wanted better for my son Nicolás. I wanted better for families. And I wanted better for future generations.

At the same time, I was facing a challenge of my own.

With thick, curly hair and frequent blowouts, shower caps had become an essential part of my routine. Yet every option I found was disposable, uncomfortable, and ineffective. I searched endlessly for a sustainable alternative and couldn't find one.

Then came the moment that changed everything.

What if I created it myself?

I envisioned a reusable shower cap made from sustainable materials that would not only reduce waste but also perform better than anything currently available on the market.

As I began researching, I discovered that billions of disposable shower caps are discarded every year. I realized that even a small shift toward reusable alternatives could create a significant environmental impact.

That vision became the TIARA Sustainable Shower Cap.

After months of research, development, testing, and countless sacrifices familiar to every entrepreneur, I launched a patented innovation designed to transform an overlooked everyday product into a premium sustainable solution.

The response exceeded my expectations.

In 2019, I brought the TIARA Shower Cap to Dragons' Den Canada, where I earned the support of the Dragons and introduced Canadians to a category that had seen little innovation for decades.

Today, more than 50,000 TIARA Sustainable Shower Caps have been sold across North America. Designed to last for years, they have helped prevent an estimated 20 million disposable shower caps from entering landfills. What began as a simple idea became proof that small changes can create meaningful environmental impact.

But my journey was far from over.

The loss of my grandmother Alicia and my aunt Ruth to breast cancer profoundly shaped the next chapter of my mission.

Their stories, combined with my own health challenges, inspired me to look deeper into the products families use every day. I became increasingly concerned about the ingredients commonly found in personal care products and the confusion consumers face when trying to make informed choices.

I believed families deserved better.

In 2023, I launched TIARA Natural Deodorants, bringing the same commitment to transparency, sustainability, and innovation that had defined the shower cap.

Today, TIARA's award-winning natural deodorants are trusted by families across North America. Made with 99% naturally derived ingredients and designed to last up to six months per stick, they provide effective odor protection while helping consumers feel confident about the products they use every day.

More importantly, they support a larger mission.

I believe prevention starts at home. The choices we make every day matter. By choosing products that align with our values, we have the opportunity to create healthier homes, stronger communities, and a better future for the next generation.

TIARA was built on a simple belief: businesses can be a force for good.

Every product we create reflects our commitment to sustainability, wellness, integrity, and education. Every innovation is designed to make life better for families while reducing our impact on the planet.

This is more than a brand.

It is a movement toward healthier choices, greater transparency, and a more sustainable future.

My vision remains the same today as it was when I started:

A TIARA in every home.

I invite you to join us as we lead change for our families, our health, and our environment.