DRAFT HOW CULTURE BUILT ROCCIBELLA’S BEAUTY EMPIRE draft

Roccibella’s story begins with very little but vision and determination. In 2015, inside a small garage in Houston, a Venezuelan immigrant was simply trying to survive in a new country. She did not speak fluent English and was still learning how life in the United States worked, yet found a way forward by cooking meals, and posting meal prep content on social media. What started as a way to get by slowly became the foundation for something much bigger, driven by resilience, creativity, and an unshakable belief that she could build a different future for her and her community. 

Today, that same woman stands behind Zenttu, a beauty and wellness brand developed alongside more than twenty laboratories in South Korea. Her journey reflects the power of turning passion into purpose, especially as a Latina entrepreneur navigating an industry that has not always been built with her in mind. By combining cutting edge Korean innovation with a deep understanding of Latina skin, culture, and daily routines, Roccibella has created products that speak directly to a community often overlooked, proving that representation in beauty is not just important, it is necessary.

What makes her story truly inspiring is not just the success of the brand, but the honesty behind it. Roccibella built her platform by sharing the real process, from early mornings and long nights to motherhood and uncertainty, allowing others to see what it truly takes to build something from nothing. Her journey is a reflection of so many women who start with limited resources but limitless drive. It is a reminder that with consistency, passion, and courage, it is possible to create your own space, your own voice, and your own legacy.

Tell us about your journey in expanding the beauty industry with products centered on women of color and the cultural vulnerabilities we carry.

I feel like that vulnerability has actually been the springboard that allowed me to reach so many people on social media, not just women but also men who, in one way or another, have connected with the process. Because more than showing makeup or a skincare routine, I’ve shown the process behind anything you set out to do in life, especially immigrating. That’s how I started, selling food on the streets. I began doing live videos of how I prepared the food, how we would wake up at one in the morning to go sell meals, and then I’d come back and film makeup tutorials, showing how I lived in a garage. 

Little by little, people have seen that evolution. I think that’s what connected from the very beginning, showing what’s really behind the screen, because we’re so used to showing only the pretty side. But what about the hard days?

Do you think sharing daily imperfections, especially as a busy mom, has helped Latinas and other consumers feel closer to your product?

I think that’s been a big part of my success on social media. I’m a mom, I’m a wife, we have good days and we have difficult days. Because of that, I’ve been able to connect and reach places I never imagined, like Korea. It’s such a different culture, they don’t even understand my language, yet we connected from the very first moment, and that was something I honestly didn’t expect. 

When I went to Korea for product development and saw brands genuinely wanting to help me, saying, “Roxy, we’ve followed your journey, whatever you need, the labs, the chemistry, anything to help you achieve your goal,” that all happened because of this screen, because of social media.

What is a phrase or piece of advice that you keep in mind when facing challenges?

It might sound cliché, but my mom always told me since I was little, “Everything you set your mind to in life, you can achieve. It won’t be easy, but it’s not impossible.” That has been one of my biggest driving forces. I even went viral with a makeup tutorial called “If I can do it, you can too.” It turned into a series on my channel, and we reached 12 million followers across my Facebook pages. Because beyond makeup, it’s about believing that if Roccibella can do it, so can you. That phrase has become very iconic within my community, my “comadres,” as I call them.

In your tutorials, you also show the process from beginning to end and demonstrate in real time what products work for your skin and hair type. Many Latinas feel represented through that.

Absolutely. I don’t just show the products, I also take a step back and say maybe this isn’t working in the best way. My social media has been about showing the process at every stage of my life, as a mom, as an entrepreneur, as a content creator, and now as a CEO. 

I also show real life. I might show up in pajamas at four in the morning heading into a meeting, or fully dressed and glamorous. That’s the beauty of social media, being able to show exactly where you are in your process and in your life.

What makes your brand stand out compared to others?

Right now, there’s a huge boom in Korean skincare, but there are many differences. For example, their culture. They start caring for their skin at a very young age, around seven years old, while in the West we don’t really have that habit. Our makeup is also heavier because of our climates. We’re used to long lasting products like mascara and full coverage foundations, while in Korea they use lighter tints. When you go there and experience the culture, you realize that while the products are amazing, they need to be adapted to our lifestyle, our climate, and our skin types. That’s where Zenttu stands apart. It’s a Korean developed brand, created with top chemists and dermatologists, but focused on our culture.

Tell me more about how focusing on Latina culture helps elevate these products.

For us, it’s about things like lipstick that lasts 24 hours without moving, or mascaras that hold up all day. Understanding that, and also studying ingredients, has been key. It’s about understanding how our skin works and recognizing that skincare is part of a bigger system. It’s not just the products. It’s about sleeping well, drinking water, eating better, managing stress. Everything plays a role in improving your skin, just like any other habit.

We’ve seen your trips to Korea where you’re involved in the product development process. You’re hands on with your company from start to finish, and that seems to be a major differentiator.

Absolutely. I’ve been one hundred percent involved in building this brand. In a couple of days, we’re heading to Italy for the largest beauty convention, working with the best factories in the world to keep finding high quality products and partners. One thing I’ve always prioritized is that yes, we have certifications and human studies that prove the products work, but beyond that, I’m personally behind each product, testing it myself. This didn’t happen overnight. It took me two years to develop the line, to test it, and to make sure it was effective.

Why do you think it’s important to have more women not only in the beauty industry but also behind the scenes in labs?

It’s very interesting because I’ve been in this industry for ten years and it’s dominated by men. So when you see a woman developing a makeup, skincare, or haircare brand, it’s incredible. When you really get into it, you understand why it matters. 

Who better than us to understand skincare and how products work, when we are constantly evolving and changing. Our skin changes, especially during certain times, it can become more sensitive or dry, and that’s something many men may not fully understand. Having women involved in creating these products creates a deeper connection with those experiences. I think it’s very important today, especially because social media has opened the door for more people to create, even without millions of followers. You can have a small community and still connect in a powerful way. It’s a great opportunity to start, whether in content creation or building your own brand, because what matters most is that connection we’re able to create through this screen.

VISION FOR THE FUTURE: CULTURE LEADING BEAUTY

As Roccibella looks ahead to the second half of 2026, her vision continues to expand with intention and purpose. She is currently developing a new product set to launch by the end of 2026 or early next, staying deeply involved in every step, from testing formulas to securing certifications and ensuring real results. At the same time, Zenttu is growing its presence through major platforms like Amazon and TikTok Shop, creating new access points for a rapidly growing community that has supported the brand from day one.

That growth is especially meaningful as Zenttu prepares to expand into Latin America, where much of Roccibella’s audience has been rooted from the beginning. Alongside this expansion, she is actively building global connections, attending major beauty conventions in Europe and opening doors for the brand internationally. Still, at the core of it all is the same mission: to create products that reflect culture, real life routines, and the needs of women who have long been overlooked in the beauty space.

To keep up with Roccibella’s journey and discover Zenttu, follow her on social media where she shares tutorials, product development, and the real behind the scenes of building a brand from the ground up. It is more than beauty, it is a movement shaped by culture, community, and the belief that representation belongs in every part of the industry.

Photo credit: The 3 Collective