Since Day 1 as an entrepreneur, Sandra Velasquez has had a clear vision: Build an aspirational brand that makes people feel proud of who they are.
The growth of Nopalera, her modern Mexican beauty brand, is proof of the power of that vision.
Inspired by her parents’ immigrant journey and the richness of Latinx culture, Velasquez’s scent-forward, nopal cactus-derived products are shaking up the world of prestige beauty. What started out of her Brooklyn apartment in 2020 has led to a $4 million Series A, placement in more than 150 Costco locations nationwide, and an appearance on Season 14 of Shark Tank.
We asked Velasquez, Chief’s Hispanic/Latinx Heritage Month keynote speaker, about what it takes to bet on yourself, stand in your worth, and build a brand for your community. Here are lessons learned from her own founder’s journey.
You launched Nopalera mid-pandemic while raising your daughter, without any outside funding or savings. What made you confident enough to bet on yourself in that precarious time versus pursuing a more “traditional” path forward?
I had no plan B. When your back is up against the wall and you have no options, you have no choice but to bet on yourself. I have always been naturally confident, but that period of my life was a true valley. I had no liquidity, nothing to sell, I didn’t know how I was going to pay rent. I had to build something that would win.
How have you prioritized your own wellbeing as a leader as you've bet on yourself?
It was very challenging in the beginning when I did not have a team. There was no work-life balance. I was working all the time. I was making product in my kitchen, running the business, trying to find copackers, and trying not to run out of money. I did find some solutions like a local woman in Brooklyn who would bring me food once a week. There was a long stretch where I did not have time to cook. Now, things are much different. I have a team and I have an office. I don't work weekends anymore. I moved out of NYC to San Antonio and got a dog! I walk along the River Walk three times a day, and I try to find joy in every day.
Before founding Nopalera, you spent decades as a musician, touring with your band Pistolera. Tell us about the transition from musician to entrepreneur. Are there any specific skills or experiences that you continue to draw on?
Music is what helped me build my resilience muscle. Most people think of music as just the fun part on stage. In reality, you spend years practicing alone, fielding rejections from clubs, and it’s just as competitive as beauty. There’s only so many bands that can play in a given night at a club. You deal with it because you love making art. But looking back, music is where I crafted my storytelling skills (I was a songwriter), it’s where I learned to be a leader, and it's what taught me how to practice until I got good. Being a founder and raising capital is a road of rejection. Most people can’t take the heat or give up. My music career earned me my resilience.
Nopalera is inspired by your Mexican heritage and your parents’ immigrant journey. On a personal level, how have they influenced your leadership style as well?
I grew up at the border where racism was in the fabric of daily life. Prior to me starting Nopalera, no one had put the words “Mexican” and “beauty” in the same sentence. Growing up, “Mexican” was almost a dirty word. It is because my parents are so proud of their heritage that I was imprinted with that as well. My parents are both also artists and activists and have spent their lives standing up for what is right. This combination of fighting inequality and cultural pride is what you see in Nopalera today.
During your appearance on Shark Tank, you chose to walk away from multiple offers from the investors and stay true to your vision for Nopalera. What advice do you have for other founders for standing in your worth during high-stakes moments like these?
We often feel that we need to acquiesce to people who have more money than us. We assume they are smarter or more important. This is false. You also have to believe that there is more on the other side of what is in front of you and TRUST. Once you violate your own integrity, it’s game over.
At Chief, we like to quote the saying, “If you want to go fast, go alone. But if you want to go far, go together.” What role has community played in your journey as an entrepreneur?
I built this brand specifically for the community. I wanted Latinas to feel proud of who they are when they see Nopalera. It worked. Whoever finds Nopalera in the wild first brings it home and shares it with the rest of the family. Latinas have never had a brand so beautiful and culture-forward as Nopalera. Beauty has always just been the vehicle to the feeling I want every woman to have, which is to be proud of who she is and believe in her full potential.
