Etereo is a CBD-based skincare brand founded in 2019 by TCS alumni Maria del Mar Navarro. It has recently gained a lot of acknowledgment due to its focus on natural ingredients and effective solutions to skin concerns. 

Etereo’s main focus is to deliver lightweight, CBD-products that offer a reconnection to our ancestors and their original treatments. CBD is the medicinal extract of cannabis plants, and it has a lot of benefits for the skin and the body; it is an antioxidant and anti-inflammatory. The brand offers a healthy alternative for those seeking natural skincare remedies. With a growing demand for products combining simplicity and sustainability, Etereo stands out in the market. 

“Etereo is a brand of skincare products, our purpose is to connect people with nature again, go back to the ancestral plant knowledge, and bring it back to our contemporary lives through completely clean formulas without toxic materials that are bad for earth and skin but are present in many of the cosmetics we use,” says Maria del Mar Navarro, Etereo founder, and creative director. 

One of the biggest, and most common, challenges for all entrepreneurs is getting their products popular and recognized on the market. Maria del Mar Navarro, however, has managed to carve out a role for Etereo differentiating from other “affordable and fast” products by focusing on the quality and real benefits of CBD in her products. This allowed her brand to call for the attention of many dermatologists and skin stores. Although she has generated speculation among consumers, those who have remained loyal to the brand, appreciate its natural ingredients and effective results. 

“A big milestone for the brand was when her products started to be sold in Medipiel, one of the biggest skincare brands in Colombia.” states Candelaria Navarro, senior at TCS. 

For a lot of people, natural skincare products can be uncertain. They are often praised for their health benefits, but there’s a disbelief about their effectiveness and whether their higher prices are justified. However, users of Etereo have found that the investment is worth it, as the brand’s CBD products do not only deliver results but also provide a lighter, more comfortable experience compared to traditional skincare solutions. Their products have real smells and no artificial fragrances, which gives a more fresh and authentic feeling to the skincare routine.

 “I have been using the products just for a week and I can already feel a smoother skin. ⁠⁠I recommend it, these natural products really benefit the skin.” Paulina Gallón, Etereo skincare user, said. 

While the results and effects of the products are undeniable, there is always constant improvement that needs to be done. One aspect that stood out to new users of the brand was the packaging. They are beautiful and aesthetic but damaged easily. Although the products have amazing results, and their packaging is beautiful, it needs to be changed and fixed. Refining the packaging enhances the user’s experience and also elevates the brand’s image.

“⁠This brand has packaging problems. Just 1 week after buying them, the stickers have already fallen or are damaged and in products like the oil ⁠the words have been erased from the packaging” Etereo consumer, states. 

Definitely, there is a lot of work and effort behind entrepreneurship and small businesses. Business owners face daily challenges. Every success and sale represents hours of hard work and resilience. While progress can be slow and obstacles frequent, the purpose behind entrepreneurs to create something meaningful and sustainable keeps them going forward, evolving, and finding innovative ways to make their products stand out amongst others.

“The most important thing I have learned from Maria del Mar is to trust the process, in every way, trust the process in your business, and also trust the process of your skin’s healing. It is not about what happens faster, it is about what really is good for you.” Candelaria said. 

• Images from @etereoalquimia_ instagram page.