December 22, 2020
partnered with Julissa Prado (chief executive officer and founder, Rizos Curls) and Patty Delgado (founder and designer, Hija de Tu Madre) for Smashbox Jefacon, a product collaboration and virtual summit.
Inspired by "jefa," the Spanish word for "boss," Smashbox Jefacon celebrated the power of all women and honored the many interpretations of the boss mindset.
"Smashbox's values and mindset aligned with my own – it's about putting community and culture first," says Prado. "They are willing to take so much time, energy, and effort to collaborate on an event to help empower women and to push forward the future entrepreneurs and leaders of our generation. Seeing a mainstream brand not only appreciate Latinas but put their money where their mouth is, has been beautiful."
"Smashbox embodies the hustle," says Kimberly Villatoro, leader, Smashbox North America. "As one of Los Angeles' original indie beauty brands, we know what it takes to build something from
Two beauty boxes ($98/ea), curated by Delgado and Prado, were the event's "toolkits." In addition to a hand-selected assortment of Smashbox products, the kits contained a personalized "letter to your future self" to mirror decals, a co-designed tote and a ticket to the virtual event.
"When Smashbox approached me to do this collaboration, I couldn't say no," says Delgado. "I'm obsessed with the brand. It's one of the first makeup brands that I ever bought as a teenager. So it has a very special place in my heart. I love working with brands and people that are so mission-driven, folks that have so many values. And I loved that about the Smashbox team."
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