Erenzia.

New York Latina inspires a new approach to beauty…

Erenzia beauty, co-founded by Alina Gonzalez, a former Avon and L’Oreal executive reinvents the direct selling business model in hopes of empowering the beauty industry's most involved yet underrepresented customer - Latinas. Alina Gonzalez, like many working in the corporate world, spent two years working remotely, and after over 30 years of experience working in the beauty industry took matters into her own hands as a determined entrepreneur. Erenzia celebrates generations of deeply rooted traditions and brings a differentiated experience to beauty representing a Native New Yorkers community and heritage. 

What was missing in your life that inspired you to take this risk?

Purpose - I have spent my entire career developing beauty products for others, which no longer fulfilled me.  I could have spent the next couple of years doing what I know best at a big corporate entity but I took a risk to give back to my community.

Why now?

After the pandemic and the Black Lives Matter movement, I realized that the Latino communities felt similar sentiments - they were tired of being overlooked and taken for granted.  My community was at the front line, losing precious lives while still not being paid an equitable share. This got me thinking about how I could take what I know how to do best and create a business that allows Latina’s to feel seen and heard through beauty products; products inspired by Her to be shared amongst the community while also making some extra income by doing so.

How has being a native New Yorker changed the way you view starting your own business?

I grew up living in communities of immigrants - including my own family which came from Cuba. Immigrants normally live in multi-generational households with extended families all around: Everyone has a side hustle. Knowing how much Latina’s spend on beauty, love to share amazing products, and are always looking to make a bit of extra cash living in NYC taught me to translate the “hustle” mentality into a potential business: Sharing what we love and making extra cash without needing to leave home.

Do you think New York is a good market for your business?

Absolutely –- NY has a high density of Latina women who are highly engaged in the beauty category –- if they try the product and fall in love with it, they can then share it and make 25% commission just by sharing a promo code. Super easy, minimal effort. Extra cash can be really helpful especially since we all know NYC gets more expensive EVERY day. 

How long did it take you to come up with the idea for your business?

From forming the idea to the company’s launch, about 18 months. 

Tell me a little about your business?

Erenzia is a beauty brand created to honor and celebrate the cultural diversity, richness, and magnificence of Latin roots. We want to share our rituals and incredible ingredients with all and at the same time allow Latina’s to ultimately make commission when their clients purchase products.  We sell hair care and fragrances with heritage ingredients from Latin America and eventually will offer skin and body care. We have also partnered with non-profit organizations that support these underserved communities with financial and entrepreneurial education.

What has been one of your most challenging experiences so far?

Fundraising to start the company was not easy - despite the business case we built which was solid and an experienced executive team, it is really difficult for venture capitalists and funds to support minority and female founded businesses. We are back at it now and the economic climate adds another layer of complexity to an already challenging process.

What do you hope people will receive and gain from what your business has to offer?

We hope people outside of the community will also engage with our products and learn more about the rich culture of Latin America and the rituals passed down from generation to generation. We also hope Latinas will be able to generate a good amount of revenue to make a difference in their personal and family finances. Lastly we know these kinds of businesses support women emotionally as they feel more confident when they have something they feel proud of and when they can share success stories with other like minded women.