Meet Jonathan Herrera | CEO of Leela Skin

We had the good fortune of connecting with Jonathan Herrera and we’ve shared our conversation below.

Hi Jonathan, can you walk us through the thought-process of starting your business?
I really wanted to celebrate my indigenous heritage, all my knowledge of skincare, and passion for native Mexican plants. The land and sea provide such a diversity of powerful ingredients that can be used cosmetically. As a brand, Leela Skin is all about achieving your best skin with native Mexican ingredients.

Alright, so for those in our community who might not be familiar with your business, can you tell us more?
Leela Skin is set apart by the holistic approach I take to her growth. I’ve researched and experimented with cosmetics, roots, plants, and herbs for 15 years, studied legacy brands, the history of cosmetics, and am now at the beginning of my journey in self-discovery as an indigenous person. These are the things that shape Leela Skin because these are my dearest passions. Self-care, history, branding, and my spiritual heritage.

I got here today because I finally chose to act on my curiosity! All the aforementioned study I did needed feet. So I showed up for myself and began applying for business grants and won each of them. I received The New Beginnings Scholarship from Dermalogica, The Dream Fund, The Dream Capital Grant from The Worth Up Alliance, and Seed 2.0 Grant from The Caravanserai Project. More than $30,000 in funding for Leela Skin. So to anyone out there who knows they have something to offer, I hope this inspires you to take a deep breathe and move your ass ! Show up for yourself !

Because entrepreneurship, as a process, is difficult. Overcoming myself is the hardest part but so worth it. And in the end, it was my lack of trust that was hardest to overcome. I had to realize that the scale of my vision to be the world’s #1 skincare brand can only be accomplished by trusting others, trusting the process, and, most importantly, trusting myself as a leader.

I want the world to know that Leela Skin is the next generation of self-care offering your best skin using healthy, beautiful, effective Mexican ingredients. I want the people of the world to show up for themselves. And most of all, I want the world to be proud to buy Leela Skin cosmetics as they cultivate and celebrate their authentic beauty.

Let’s say your best friend was visiting the area and you wanted to show them the best time ever. Where would you take them? Give us a little itinerary – say it was a week long trip, where would you eat, drink, visit, hang out, etc.
Oh we would definitely be in Mexico and end the trip in Oregon. First destination is the home of beautiful cacao and traditional Mayan cooking-Chiapas, Mexico. We would enjoy blue corn tortillas and sip traditional tascalate, the original cacao drink prepared by Aztecs and Mayans. Then we’d make our way to Michoacán for zip lining and the annual monarch butterfly migration. Imagine a Disney fairytale with a sky filled with beautiful butterflies.

From there we’d head north to SoCal and go kayaking in La Jolla enjoying a nice dinner of scallops and steaks by the beach. A nice drive up the Pacific Coast Highway would take us to LA for morning hydrofacials and a proper Cuban lunch at Porto’s in Glendale.

Back on the road we’d go camping in Sequoia & Kings National Park. Take plenty of photos as we hike through the redwood forest too. Dear friend would next enjoy the scenic drive to fabulous and breathe-taking Nesika Beach in Oregon.

Here we’d gaze into the endless horizon of the Pacific Ocean and watch the sunset ignite the sky in purple, orange, pink, and red for the remaining days of the trip through the best coast, the west coast.

Shoutout is all about shouting out others who you feel deserve additional recognition and exposure. Who would you like to shoutout?
Quite a few actually ! Since Leela Skin’s birth in 2021 I’ve received mentorship from Ted Gibson and Jason Backe through the Worth Up Alliance, Lynelle Lynch from Beauty Changes Lives, Mireya Villarreal founder of Pink Pewter, Dermalogica founder Jane Wurwand, and the Caravanserai Project team.

When the student is ready the teacher appears. And after reading In The Meantime by Iyanla Vanzant, I was ready to step into a new beginning as the CEO of a company with indigenous values. So I’d also like to shout out my ancestors for their role in my guidance. Specifically my paternal grandmother, Leela, the name that would become Leela Skin.

Website: Leelaskin.com

Instagram: @leelaskinllc

Image Credits
Yujun Hatachi of Onui Studio