Beauty Boss: Sandra Lilia Velasquez, Founder of Nopalera, On How Her Heritage-Driven Brand Is Changing the Narrative for Mexican Culture in the Beauty Industry
Sandra Lilia Velasquez.
Our latest Beauty Boss is Sandra Lilia Velasquez, Founder of Nopalera — a Mexican heritage-driven beauty brand that is powered by Nopal cactus, also known as prickly pear cactus. A widely cultivated plant that is native to Mexico, the cactus is prominently featured in the country’s culture and diet, and also offers numerous benefits for skin including deep hydration, antioxidant protection, and soothing anti-inflammatory benefits.
The daughter of Mexican immigrants, Velasquez launched the brand to champion the richness of Mexican heritage and celebrate the strength in natural beauty born from its culture and native land. Previously featured on “Shark Tank,” the brand features a full line of bodycare and haircare products, in addition to fragrances and candles.
The brand’s signature fragrances, which are also incorporated in their skincare and haircare products, are inspired by the spirit and soul of Mexico City. They include Bosque Mistico (a grounding, mystical forest blend of spice and wood); Dulce de Cuerpo (warm, smoky notes that evoke golden skin and volcanic earth); and Flor de Madera (bright, fresh energy drawn from floating gardens and hidden blooms).
We chatted with Velasquez, who shared the inspiration behind the brand, secrets for success, best advice, favorite wellness tips, and much more.
Nopalera is a Mexican heritage-driven beauty brand powered by the Nopal cactus fruit.
When was Nopalera founded and what’s the meaning behind the name?
I launched Nopalera from my Brooklyn apartment during the pandemic in 2020, with no outside savings or funding, while working three jobs and raising my teenage daughter. As a beauty industry outsider with no contacts or resources in the space, I enrolled in formulation school, got my diploma, and made the products myself for the first year.
The name Nopalera is the Spanish word for prickly pear cactus — it's the most culturally symbolic Mexican plant (there's a nopal on the Mexican flag), and one of the most versatile and nourishing plants in the world.
What inspired the creation of the brand?
I wanted to build a brand that made an entire community of people feel proud of who they are and change the narrative about the value of Latino goods in the marketplace. We've been conditioned to believe all luxury comes from Europe. But Latinos are the fastest-growing group in the U.S., and there were no premium brands reflecting today's consumer. It was time.
What does Hispanic Heritage Month mean to Nopalera? Any fun promotions this month?
As a culture-forward brand whose foundation is built on celebrating heritage every day, Hispanic Heritage Month for us is really an opportunity for everyone else to discover us.
As a brand, we will take any excuse to celebrate other Mexican brands and crafts people that we admire. HHM is just such an excuse and this year we’ll be dropping a limited-edition cactus handbag, handmade in Jalisco from Mexican leather by the luxury leather house, Carlota. It’s nspired by the lotería card el nopal.
Every bag comes with a Nopalera Hand Cream + Travel Fragrance Set in your choice of scent: 1 eau de parfum spritzer (10 mL) + 1 hand cream (1.5 oz | 42 g).
Our brands brought this collaboration to life through a shared connection: the nopal. Carlota shaped it in leather. We put it on our logo, in our formulas, and in our name. Two Mexican brands, one plant. Mexican luxury.
Nopalera Bosque Mistico Body Care Duo features a 3-in-1 Cactus Body Polish along with a prickly pear oil-powered Body Cream.
Do you have a hero product?
Bosque Mistico and Dulce de Cuerpo Eau de Parfum are in a tug of war for the top spot. Fragrance as a whole is what’s driving growth for Nopalera and these two signature scents alternate owning the top spot, often flipping seasonally.
Our top legacy product that has been part of the assortment since the beginning and is beloved to this day is our Hibiscus Cactus Body Polish.
What’s your favorite product from the line?
My favorites are the Flor de Madera perfume, body polish, and shower gel. It's not our top-selling scent, but it's my favorite!
Where are your products sold?
Nopalera is at Ulta globally (U.S. online, Mexico in store, and the Middle East in store), MECCA, Credo, Costco, more than 800 independents nationwide, Amazon, and our website.
Nopalera Dulce de Cuerpo Cactus Shower Gel ($34) gently cleanses while cactus flower extract and glycerin help nourish and lock in moisture.
Future plans for the brand?
We have some major retail partnerships coming in 2027 that we'll announce soon. We're also launching a new unisex scent and celebrating it with a small, highly curated group trip to Oaxaca. See more here.
Who inspires you?
I'm inspired by anyone who has the courage to be themselves. The courage to stand alone and stand for something. People committed to their own evolution inspire me.
Secrets to success?
The ability to build in the quiet without applause. A relentless commitment to self-awareness, learning, and growth. Changing your environment to be conducive to who you want to become, including the people in your orbit. It's a daily commitment , not a thing you do once. It's the choices you make every day.
Velasquez launched Nopalera from her Brooklyn apartment during the pandemic in 2020, with no outside savings or funding, and made the products herself for the first year.
Best advice?
Three pieces of advice:
1. Begin with the end in mind. How do you want it to end — then work backwards.
2. Make your ceiling your new floor.
3. Do not view your value through the eyes of those who do not have the capacity to see what you see.
Beauty/Wellness secrets?
I just turned 50, so my beauty secrets are getting plenty of sleep, moving my body every day, eating plenty of protein, and creating moments of joy and peace.
How do you like to relax?
I like walking my dog and drinking martinis in hotel lobbies.
For more information about Nopalera, visit their website and follow on Instagram: @nopalera.co
[Images courtesy of Nopalera]
Kamala Kirk is a University of Southern California graduate and has been an editor/writer for more than a decade. She has written for E! Online, Total Beauty, TravelAge West, Malibu Times Magazine, and many more. She resides in Los Angeles and is a proud pug mom. Follow her on Instagram: @kamalakirk