Startup CPG Newswire:
Setú: Men’s Skincare with the Power of Latin American Ingredients
PRESS RELEASE — NEWS PROVIDED BY Angela Muth for Setú Personal Care
AUSTIN, TX (May 5, 2025) – Setú, a new men’s personal care brand, proudly announces its launch, bringing a fresh perspective to the skincare category by merging the efficacy of modern science with the richness of Latin American ingredients. Crafted with culture, purpose, and authenticity, Setú invites men to embrace their heritage and elevate their skincare routines.
Setú’s mission is to break away from bland, generic formulas and redefine men’s skincare. Inspired by the vibrant diversity of Latin America, Setú products are expertly formulated by a board-certified Latina dermatologist. The brand’s name comes from the Spanish words “Ser” (to be) and “Tú” (you), carrying the empowering message: Be Yourself.
Latino men represent one of the fastest-growing U.S. populations and economic segments. As culture drivers, trendsetters, and entrepreneurs, they are increasingly investing in self-care and personal wellness. Yet, their needs remain underserved in the skincare aisle. Setú steps in with a brand that speaks their language—culturally and literally. The U.S. launch is just the beginning, with plans to expand throughout the Americas.
Co-founded by siblings Jennifer and Ricardo Aranda, Setú is grounded in expertise and cultural storytelling. Dr. Jennifer Aranda infuses her dermatological training and Latin knowledge into every product, while Ricardo draws on his global experience in consumer goods so that Setú remains authentic to its roots.
“Setú is more than skincare — it’s a celebration of our heritage and a lifestyle that embraces our Latino culture,” said Ricardo Aranda, Co-Founder. “With Setú, we’re changing the game by blending science with the richness of latino ingredients like yerba mate, guaraná, camu camu, and more,” added Dr. Jennifer Aranda.
Launching May 2025, Setú offers a curated line of premium skincare rooted in Latin America’s botanical power:
• LÁVATE (Daily Cleanser): A refreshing cleanser with moringa and yerba mate that helps cleanse, energize, and protect skin from daily stress.
• PROTÉGETE (Vitamin C Serum): This brightening formula contains camu camu and sarsaparilla to help even tone, hydrate, and reduce dark spots.
• HIDRÁTATE (Nightly Moisturizer): A rich cream with açaí, maca root, and retinol to help restore hydration, elasticity, and skin vitality overnight.
• RECUPÉRATE (Eye Cream): Guaraná and suma root help reduce puffiness, boost circulation, and fight signs of fatigue around the eyes.
Discover the new standard in men’s skincare. Shop the collection today at setupersonalcare.com or Amazon.com.
Media Contact: ricardo.aranda@setupersonalcare.com
About Setú
Setú is a modern men’s personal care brand inspired by the richness of Latin American culture and rooted in dermatologist-backed science. Founded by Latino siblings Jennifer and Ricardo Aranda, Setú blends premium skincare performance with potent botanical ingredients like yerba mate, camu camu, and guaraná. With its mission to empower men to embrace their identity and routines confidently, Setú offers simple, effective products crafted with authenticity, purpose, and pride. The brand’s name—derived from the Spanish words “Ser” (to be) and “Tú” (you)—embodies its guiding message: “Be Yourself.”
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