This is a multiple part interview conducted by the Target Accelerators team. Participating companies have been asked to share details about themselves and their brand after completing a Target Accelerators program.

September 15th marked the start of Hispanic Heritage Month and the Target Accelerators team is celebrating by catching and learning more about what’s been happening and what’s next for our Target Takeoff Beauty Alumnus, Nopalera.

Target Accelerators: Share a brief summary of your brand’s mission.

Sandra: Nopalera is leading the Brownspace Opportunity with its iconic and culture forward bath & body products that celebrate & elevate culture and speak to the overlooked Latinx clean beauty consumer. We take our inspiration from the Nopal cactus for its versatility, resilience, and cultural symbolism. We are on a mission to position Latina as luxury in the clean beauty space while inspiring our community to stand in our worth.

Target Accelerators: What inspired you to you start your brand?

Sandra: I saw a lack of high-end bath and body products on store shelves that spoke to the Latina consumer (me!). As the nations largest minority group I knew that creating a brand to fill this space would make millions feel seen and proud. I created the brand around the Nopal because it is an ancient symbol of Mexican culture and I knew it would resonate with the community. It is also one of the most sustainable and resilient crops in the world. I started my brand with no money whatsoever. I am also driven by changing my own life and that of my daughters.

Target Accelerators: What is something you’ve learned from your program that you still use til this day?

Sandra: Understanding what the category leaders was really useful as I work on innovating new products.

Target Accelerators: What is next for your brand?

Sandra: I am in the middle of our first fundraise and meeting with large retailers. We are preparing for the hockey stick of 2023!

Target Accelerators: What is one piece of advice you have for fellow entrepreneurs?

Sandra: Begin with the end in mind. Decide what you are creating for whom and where. When you know where you are going you can price accordingly and cut out all the noise along the way.

Founder Sandra Velasquez, Target Takeoff Beauty 2022

about the founder
Sandra Velasquez, is an entrepreneur, artist, and mentor. She was raised near the US/ MEX border to Mexican immigrant parents who instilled a stong sense of cultural pride in her. Prior to launching Nopalera, Velasquez was the leader of the Latin Alternative band Pistolera. Her music has been featured on Hit TV shows like Breaking Bad and Spike Lee’s She’s Gotta Have It. Sandra used the musical stage as a platform to uplift her community. Launching Nopalera is a continuaion of her life mission to share stories and celebrate her culture. 

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