Ceremonia

Baba Rivera was born in Chile, raised in Sweden and ran marketing at Uber, before launching a Latin American inspired hair care brand in 2020 that was specifically formulated for textured, curly and wavy hair types that conventional hair care had ignored. Rivera spent the early 2010s at Uber in Sweden before moving to New York and founding ceremony in 2020. The brand drew on her Chilean heritage and incorporated botanical ingredients common across Latin American beauty traditions including acetidomosca, papaya, murumuru butter and avocado oil. The founding hero product was the acetidomosca hair oil, priced at around $24, distributed through Sephora from launch as a brand specifically built for Latina customers who had been underserved by mainstream prestige hair care.