Damn, I don’t even know where to begin. My eyes are teary and my heart is full. I love you, SBJ. You’ve shown up for me and my community in ways I never dreamed possible. You’ve filled a gap in the beauty industry — one that truly represents Latinidad in all its forms. You’re for the Indigenous queens, Latina baddies, alt girls, and everyone in between.

You care so deeply about the community, and you’ve supported so many through their butterfly baby soft girl era — from hot girl walks and heart-to-heart pláticas, to yoga at the park and quiet moments of healing. You’ve created a safe space built on love, care, and intention. You’ve reminded me — and all of us — that self-care is our birthright and such an esntl part of who we are.

You’ve taught me how to pour into my own cup so that I can pour into those I love. You’ve shown me that good things take time, and great things take courage. You’ve taught me the true meaning of persistence. You’ve helped my inner child heal. It feels so beautiful to know there is now a brand brown little girls can wholeheartedly relate to and feel seen by.

I’m honored that you’re one of the first Latina skincare brands of your kind. I never could’ve imagined that we’d grace the shelves of Nordstrom, The RealReal, and so many beautiful Latin-owned small businesses — or be featured in Vogue, Into The Gloss, and Marie Claire. I never imagined we’d inspire an entire generation of founders.

Thank you for taking me on this wild ride. Partnering with Fabletics, Jordan, Fenty, Becky G, Kali Uchis… like, WHAT?!!! We really did that, and my heart couldn’t be fuller.

I hope more people see how special you are and blow you the f*** up, because you deserve it. I can feel my Abuela smiling down from heaven — I know she’s so proud of everything this brand has become and the inspiration she gave me to get here.

Happy 5th Birthday, SBJ. I love you.

— jem.