Driven Chillhouse & Agua Bonita Lead Way for Latine Brands

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Cyndi Ramirez-Fulton, the founder of Chillhouse, combines the relaxation one gets from self-care rituals and beauty regiments with a message about the importance of Latinas reaching out if they need mental health services. Chillhouse does this by supporting nonprofit organizations like Sad Girls Club and Half the Story. “As a Latina, we've always been taught to be tough and persevere and not be soft or vulnerable,” Ramirez-Fulton said during Driven: From a Chillhouse to a Peaceful Mind.

Ramirez-Fulton started Chillhouse as a way to combat the stresses of daily life. It’s no secret that most people equate beauty spas with relaxation. Today, the company provides a growing collection of formulated products that focus on helping people develop self-care rituals and beauty regiments in the comfort of their own homes. Beauty, however, isn’t Chillhouse’s only focus.

“I grew up watching my mother work in a spa to owning three of her own,” she said. “My mother has more grit than anyone I’ve ever met in my life.”

Of all Latine brands carried at Target, this is how two of them are driving change.

In celebration of the many Latine-owned brands sold at Target every day, Remezcla and the retailer recently collaborated to bring the brands' communities stories to life in a video series called Driven. Through their partnership, Remezcla + Target have amplified Latine businesses and shared with everyone how they are making a difference in the lives of young, BIPOC women across the country.

balance yourself with chillhouse

The two Latine-owned brands Remezcla + Target spotlighted during the Driven campaign were Chillhouse and Agua Bonita. Both companies are led by strong Latinas, who were both inspired by their families to develop something authentic that could benefit the Latine community in meaningful ways.

“I think it’s really important for the younger generation to know there’s help out there and that they have a place they can go where they can speak their truth to someone.”

By working with organizations to help remove the negative stigma surrounding mental health, educate young people on how emotional health and digital habits are connected, and transform their sense of self and their relationship with technology, Chillhouse is doing its part to advocate for mental health.

Kayla Castañeda, the founder of Agua Bonita, takes her family’s roots as migrant farmworkers and merges it with her brand of traditional aguas frescas. In doing so, she uses the inspiration behind her company to help the Latine community. Agua Bonita does this by supporting nonprofit organizations like Justice for Migrant Women to assure that migrant farmworkers get the recognition they deserve for their dependable work.

“Part of the work I want to do is to make sure that we shine a spotlight on the folks who make valuable contributions to our society, but who are being overlooked,”

Castañeda said during Driven: The Cascade Effect of Agua Bonita. “By putting that responsibility in our hands, we can bring that to the forefront more often.” By using her business to reach out to Latinas who need protection, Castañeda is advancing the rights of migrant women through education, public awareness and advocacy.

Chillhouse and Agua Bonita are only two of the many Latine-owned brands on Target’s shelves. Others are building their own narrative as part of Target’s Más Que platform. This includes companies like Siete Foods, the fastest growing Latine food brand in the United States that includes grain-free and dairy-free

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products; Little Words Project, a company that produces handcrafted bracelets; and Tragos Games, a tabletop game brand designed by U.S.-born founder Carolina Acosta, who was inspired to create a new card game by her Colombian and Dominican roots.

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