What Ceremonia does

Ceremonia is a US-based, venture-backed clean haircare brand founded in 2019 by Babba Rivera and operated under the legal entity The Future of Latinx Beauty Inc., headquartered in New York. The company develops and sells a portfolio of silicone-free, sulfate-free, paraben-free, and phthalate-free hair care products formulated with Latin American botanicals — most prominently guava, alongside papaya, cupuaçu, babassu, ucuuba butter, blue agave, and tamarind — designed to address concerns including frizz, split ends, breakage, color fading, UV/heat damage, and scalp health. The core Guava Collection (Leave-In Conditioner, Repair Mask, Rescue Spray, Gloss Drops, Shampoo, Conditioner) anchors the range, complemented by scalp treatments (Papaya Scalp Scrub, Aceite de Moska Pre-Shampoo Scalp Remedy Oil), styling (Pequi Gel, Dry Shampoo), fragrance (Perfume Mist de Guava, Perfume de la Tierra), and accessories (Hair Towel, Brush de Pelo, Scalp Massager, Pouch de Mercado). Products are clinically tested with quantified claims (e.g., 52% frizz reduction, 60% split end reduction after two uses, heat protection up to 450°F) and have won multiple editorial awards from Allure, Cosmopolitan, WWD, Glamour, Elle, and others.

Ceremonia's business model combines direct-to-consumer e-commerce via a Shopify-powered website with multi-channel retail distribution through Sephora (nationwide), Target, and Ulta Beauty, supported by an in-planned New York flagship store. Pricing is positioned in the prestige-clean range with individual SKUs from $10 to $72 and curated bundle kits from $65 to $175, supplemented by a subscription replenishment option and a 'Build Your Own Ritual' customization flow. Marketing emphasizes TikTok and Instagram virality, earned media in major beauty publications, influencer partnerships, email and SMS, and a personalized Hair Quiz. The company targets two overlapping primary segments: Latinx/Hispanic consumers — an underserved demographic reported to spend 26% more on haircare than the average — and the broader clean beauty consumer seeking ingredient transparency and clinically proven results.

The company has raised approximately $16.5 million in disclosed funding across multiple rounds from 2020 through 2026, including a $10 million Series A in April 2023 led by Sandbridge Capital with participation from Silas Capital, Female Founders Fund, Flybridge, and Backbone Angels, plus a ~$3.5 million round in Spring 2026. Headcount stands at 51-100 employees. Growth priorities articulated at the time of Series A included US expansion, Sephora nationwide rollout, and a New York flagship store. The company is privately held, independent, and operating.

Name

Ceremonia

Legal name

The Future of Latinx Beauty Inc.

Website

https://ceremonia.com

Company type

Private

Founded year

2019

Operating status

Operating

Headcount range

51–100 employees

Short description

Ceremonia is a US-based clean haircare brand selling silicone-free, Latin-American-ingredient-driven products (anchored by the Guava Collection) through DTC e-commerce, Sephora, Target, and Ulta Beauty, primarily targeting Latinx consumers and clean beauty buyers seeking clinically proven, culturally authentic haircare.

Ownership category

akta.pro rank

Product category

Clean Hair Care

NAICS

Soap and Cleaning Compound Manufacturing (32561), Cosmetics, Beauty Supplies, and Perfume Retailers (45612)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844), Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics (2840)

akta.pro primary industry

Hair Care (Shampoo, Conditioner, Styling, Treatments) (CRADANAE)

akta.pro secondary industries

Shampoo & Scalp Cleansers (CRABABAA), Natural & Clean Fragrance (CRABADAG)

Keywords

• Clean haircare
• Latin American botanicals
• Silicone free shampoo
• Heat protectant spray
• Hair care bundles

Headquarters

HQ city

New York

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Marketing or Sales, Personnel, Technology or R&D, Infrastructure

Revenue model

1. Direct-to-Consumer E-commerce: Primary revenue stream through direct online sales via ceremonia.com, offering individual products, bundles, and subscription options.
2. Retail Distribution: Revenue through retail partnerships with Sephora, Target, and Ulta Beauty for brick-and-mortar sales.
3. Subscription Model: Subscription service offering recurring revenue through automated replenishment orders.

Pricing tiers

Go-to-market motion3 records

Distribution channels6 records

Marketing channels7 records

Core offering

Ceremonia develops, manufactures, and sells a line of clean, silicone-free haircare products rooted in Latinx heritage and Latin American botanicals (notably guava, papaya, coconut oil, ucuuba butter, blue agave, safflower, butterfly ginger, and tamarind). The portfolio spans wash care (shampoos and conditioners), treatments (scalp scrubs, pre-shampoo oils, masks), styling (gels), fragrances (hair-and-body mists, perfumes), and accessories (brushes, towels, scalp massagers), sold individually and as curated bundles and limited-edition boxes. Distribution occurs through the brand's own DTC e-commerce store, an auto-replenishment subscription, major third-party retailers (Sephora, Target, Ulta Beauty), and a New York flagship store.

Product overview

Ceremonia is an internet-based clean haircare brand rooted in Latinx heritage, offering a unified portfolio of hair care products organized by category (Wash Care, Treatments, Clean Styling, Fragrance, Accessories) and concern (Frizz Control, Dry or Damaged Hair, Color-Treated, Scalp Health). The core product line centers on the Guava Collection, featuring the Guava Protect & Repair Shampoo and Conditioner, Guava Leave-In Conditioner, Guava Repair Mask, Guava Rescue Spray, and Guava Gloss Drops, all formulated with Latin American ingredients and marketed as clinically proven, silicone-free, and sulfate-free. Complementary treatments include the Papaya Scalp Scrub and Aceite de Moska Pre-Shampoo Scalp Remedy Oil, while the Fragrance line offers Perfume Mist de Guava and Perfume de la Tierra. The brand also sells bundles (The Hair Wellness Kit, The Scalp Power-Duo, The Best-Seller Routine, Sunday Reset Kit) and accessories (Hair Towel, Scalp Massager, Brush de Pelo, Pouch de Mercado). Products are positioned as clean, natural, and wellness-inspired with Latinx cultural authenticity.

Differentiator

Problem solved

Functional benefit

Products and services

• Guava Hair Oil for Split End Repair and Shine (Guava Gloss Drops) Weightless, silicone-free hair oil in a 30 mL pink glass dropper bottle; clinically proven to reduce frizz by 2.5x, increase shine by 2.8x, and provide 445°F heat protection after one week; intended for consumers seeking lightweight frizz control, split end repair, and shine.
• Guava Rescue UV and Heat Protectant Spray 4-in-one detangler spray providing UV protection, heat protection up to 445-450°F, frizz prevention, and blue light and pollution defense; formulated with superfruit guava, butterfly ginger, and avocado for consumers needing heat/UV/styling protection.
• Guava Leave-In Conditioner Deep hydration repair cream with superfruit guava, tamarind, and avocado; clinically proven to reduce frizz by 52%, repair split ends by 52%, and enhance shine by 48%; intended for consumers with frizzy, dry, or damaged hair.
• Guava Repair Mask (Mascarilla de Guava) Intensive deep conditioning mask for color-treated and damaged hair; clinically proven to reduce split ends by 60% and breakage by 25% after two uses while preserving color and preventing UV/heat damage.
• Guava Protect & Repair Shampoo Color-protect and damage-repair shampoo from the Guava Collection that helps prevent color fading and UV-related damage for color-treated hair.
• Guava Protect & Repair Conditioner 250 mL color-protect and damage-repair conditioner in an amber pump bottle that deeply conditions while protecting color-treated hair.
• Pre-Shampoo Scalp Remedy Oil (Aceite de Moska) Silicone-free, nutrient-rich pre-shampoo scalp treatment that balances oily roots, hydrates dryness, and supports healthy hair growth.
• Papaya Scalp Scrub Whipped exfoliating shampoo treatment with papaya enzymes and pink salt that gently exfoliates without stripping natural oils, removes buildup, reduces flakes, and rebalances the scalp.
• Weightless Hydration Mask (Mascarilla de Babassu) Silicone-free deep conditioning hair mask with cupuaçu and babassu that delivers weightless hydration suitable for fine hair types without weighing strands down.
• Deep Moisture Conditioner Deep moisturizing conditioner with cupuaçu and castor in an amber pump bottle, formulated for thick, dry hair types needing rich hydration.
• Weightless Hydration Conditioner Lightweight conditioner in an amber pump bottle with pink label, formulated for fine hair that needs hydration without heaviness.
• Dry Shampoo con Arrowroot Non-aerosol dry shampoo using arrowroot to absorb oil, with targeted application that soothes scalp irritation; alcohol-free and talc-free with natural ingredients.
• Pequi Styling Gel Clean medium-hold hair gel in a 6.7 oz tube that hydrates, boosts shine, and leaves no sticky residue; formulated with 95% natural ingredients including pequi.
• Perfume Mist de Guava Alcohol-free hair and body mist with guava, lemon zest, and peach notes; provides glowy shimmer, UV protection, and a biometric shield against pollution; made with 98% natural ingredients.
• Perfume de la Tierra 50 mL clean fragrance in a bergamot-forward composition with ginger, tonka beans, and jasmine notes; packaged in an amber glass bottle with dark wood cap.
• Scalp Massager (Scalp Masajeador) Handheld scalp massager with silicone bristles and wrist strap that exfoliates and stimulates the scalp for improved hair wellness.
• Hair Towel Microfiber anti-frizz hair towel in coral and pink with branded trim and wooden button; designed to reduce drying time and minimize frizz.
• Brush de Pelo Sustainable bamboo paddle brush with wooden pin bristles and black handle; wide-tooth comb design intended for detangling without pulling.
• Pouch de Mercado Upcycled woven pouch made from Colombian market materials featuring colorful striped patterns in upcycled polypropylene; functions as a reusable cosmetic or travel pouch.
• Sunday Reset Kit Value bundle pairing Papaya Scalp Scrub and Guava Hair Mask for a weekly reset, including scalp exfoliation, split end repair, and deep hydration treatment.
• The Hair Wellness Kit Award-winning mini best-sellers kit featuring scalp oil, scrub, mask, and leave-in conditioner designed to deliver a complete hair wellness routine.
• The Scalp Power-Duo Award-winning scalp-care bundle featuring Aceite de Moska pre-wash scalp oil and the Scalp Massager tool.
• The Best-Seller Routine Award-winning scalp and strand care bundle featuring Aceite de Moska pre-wash treatment, Papaya Scalp Scrub, Guava Repair Mask, and Guava Leave-In Conditioner.
• Guava Protect & Repair Wash Duo Damage repair wash bundle pairing Guava Protect & Repair Shampoo and Conditioner; clinically and perceptually validated: 90% of users say hair feels healthier and 88% say it feels moisturized.
• Guava Protect & Repair Kit Hair repair kit combining the Guava Rescue Spray and Guava Leave-In Conditioner for frizz control and heat protection.
• Roots to Ends Ritual Hair oiling ritual bundle featuring Aceite de Moska pre-wash scalp oil and Guava Gloss Drops post-wash shine oil.
• Guava Hair Routine Complete four-step Guava hair routine: wash duo, leave-in conditioner, gloss drops, and perfume mist for hydration and shine.
• Guava Summer Mystery Box Limited-edition summer collection mystery box featuring guava-scented hair care products and summer essentials.
• Ceremonia's Fragrance Discovery Set Clean fragrances discovery set featuring Perfume de la Tierra and Perfume Mist de Guava in wooden-capped presentation bottles.
• Ceremonia Hair Quiz Personalized hair quiz on the Ceremonia website that assesses hair type, concerns, and goals and recommends products from the Ceremonia catalog to build customer relationships and drive conversions.
• Ceremonia Subscription / Auto-Replenishment Subscription service offering automated monthly replenishment of Ceremonia products (e.g., Guava Leave-In Conditioner) with subscription discounts and recurring billing.

Quantifiable outcome

• 52% frizz reduction with Guava Leave-In Conditioner
• +8 more outcomes

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Three partnerships are on record, tiered core.

• SephoracoreChannel Partner/ Reseller/ Distributor · 27 April 2023Retail partnership for nationwide expansion in Sephora stores. Brand plans to expand presence in Sephora following Series A funding.
• TargetcoreChannel Partner/ Reseller/ DistributorMajor retail partnership for mass market distribution of Ceremonia products alongside other indie Latino hair care brands.
• Ulta BeautycoreChannel Partner/ Reseller/ DistributorRetail partnership for distribution in Ulta Beauty stores, expanding reach for indie beauty brands serving Latino consumers.

Scale indicators5 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• Mielle Organics: Independent US hair care brand focused on textured, multicultural hair with natural ingredient formulations and broad retail distribution (Target, Sally Beauty, mass channels). Closely comparable to Ceremonia as a culturally-rooted indie brand scaling clean/natural formulations through major US retailers.
• Briogeo: Clean hair care brand positioned on natural ingredients, free-from formulations (sulfate, paraben, etc.), and clinically tested results. Like Ceremonia, Briogeo scaled from DTC into Sephora and other major retailers, building an award-winning indie hair care brand around ingredient transparency.
• OUAI Haircare: Prestige and DTC clean hair care brand sold through Sephora and other premium retailers, known for celebrity founder and social-driven brand building. Highly comparable on GTM model (DTC + Sephora), clean beauty positioning, and target demographic (millennial/Gen-Z women).
• Pattern Beauty: Indie hair care brand built for curly, coily, and textured hair, founded by Tracee Ellis Ross, sold through Sephora and DTC. Directly comparable to Ceremonia's cultural-empowerment positioning for underserved hair types and retail-driven growth.

Broad incumbents

• SheaMoisture: Established mass-market natural hair care brand owned by Unilever, with deep distribution in Target, Walmart, and Sally Beauty. Comparable as a culturally-rooted (Black hair care heritage) natural-ingredients brand at much larger scale, now in adjacent competition with Ceremonia in clean/indie Hispanic-targeted hair care.
• Carol's Daughter: Long-running multicultural hair and body care brand founded by Lisa Price, now owned by L'Oréal, with mass distribution. Comparable to Ceremonia on cultural-community positioning and product breadth, though operating at much greater scale with incumbent backing.

Emerging players

• K18 Biomimetic Hairscience: Premium biotech-driven hair care brand with clinically proven claims for damage repair, sold through Sephora and pro channels. Comparable to Ceremonia on clinically proven claims, premium positioning, and Sephora-led GTM, though focused on a biotech-activation story versus natural-botanical heritage.
• Virtue Labs: Premium hair care built around human keratin protein, sold through Sephora and prestige retail with clinical claim language. Comparable as a clean-or-clinical indie prestige hair care brand scaling through Sephora with technology-led differentiation.
• Amika: Indie-founded professional hair care brand distributed through Sephora, Ulta, and salon channels, with colorful packaging and ingredient-driven positioning. Comparable to Ceremonia on indie-to-mass indie prestige GTM, Sephora/Ulta dual-channel distribution, and clean-leaning formulation ethos.

Others

• Drunk Elephant: Skincare (not hair) brand founded on clean-ingredient philosophy and clinical claims, scaled via Sephora and acquired by Shiseido. Comparable not for category but for the indie-to-Sephora clean-beauty playbook and clinically proven marketing model that Ceremonia is replicating in hair care.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/myceremonia

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds6 records

Investors11 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Ceremonia