Gaby Trujillo has never been one to shy away from new opportunities. It’s a value that her mother – who left her life and career in Havana, Cuba to bring Trujillo to the United States at the age of 3 – instilled in her when she was young. Trujillo dropped out of school at age 20 to work full time, and at age 25 quit her job at the subscription company Boxycharm to start her own makeup brand – Alamar Cosmetics – with nothing but her makeup. savings.

When a Disney Studios executive messaged Trujillo on Instagram about a collaboration on a makeup collection for one of the billionaire company’s upcoming films, she wasn’t sure that was possible. Trujillo wondered, “Can I really do this?” Can my team handle this? Do we have the budget?

“Even though at the moment we didn’t know how this trip would go, I knew we would find out,” said Trujillo, knowing she couldn’t pass up the chance.

Alamar Cosmetics is now the first independent Latina makeup brand to collaborate with Disney on a makeup launch. Trujillo has created a special makeup collection inspired by the characters and themes of the new animated film “Encanto”, which tells the story of the magical Madrigal family in Colombia and features music by Lin Manuel Miranda accompanied by the voices of Stephanie Beatriz and John Leguizamo, among others. Disney’s “Encanto” makeup collection marks Alamar’s first major collaboration and consists of 13 products, including an eyeshadow palette, blushes, lip glosses and more.

Disney’s Alamar Cosmetics x “Encanto”.

“As a brand owned by a Latina, we’ve always celebrated the diversity of our culture through the makeup we create, and I think Disney was looking for a brand that would be an authentic extension of the magic of the movie,” Trujillo said. . Latin. “We brought an authenticity to the collaboration that I don’t think many other brands could have captured and it’s exciting to see our cultures and customs on the big screen.”

Trujillo grew up and still lives in Hialeah, a neighborhood in Miami with the higher concentration of Hispanics and Latinos in the USA. Surrounded by the sounds of Latin music playing the streets, the smells of homemade Latino food floating in the air, and the support of a tight-knit immigrant community, Trujillo credits Hialeah with her dynamism and inspiration as a contractor.

Gaby Trujillo and her mother.

“Growing up here made me feel like anything is possible,” she says. “We are a city of immigrants who came to this country with nothing and built a thriving city from scratch. “

Trujillo learned the basics of makeup from his beautician mother, who enrolled in beauty school upon arriving in the United States without yet learning a word of English. Trujillo’s parents had spent years saving up so she could go to college, which she did during the day while attending beauty school at night. Even though she was terrified that her parents would be mad at her for wanting to drop out of college, they saw how unhappy she was and instead encouraged her to pursue her passion: makeup.

After starting out in her mother’s beauty salon and taking on private clients herself, Trujillo became a makeup artist for MAC Cosmetics and in-home makeup service Glamsquad. In 2015, she started working at Boxycharm where she learned about influencer relations, social media marketing, digital strategy and product development. At the time, Trujillo shared glimpses of his work on his own social media, where his followers grew from hundreds to thousands on Instagram and YouTube in a matter of months.

While working at Boxycharm, which offers monthly subscriptions of select beauty products from independent brands and top brands, Trujillo noticed a gap in the beauty market: there weren’t many beauty brands owned. to Latinas who offered affordable, high-quality makeup. She created her first eyeshadow palette and received a lot of praise when her boss included her as a Boxycharm star product.

“We started at a time when people wanted something different, something that would make them feel connected to their roots. Through make-up and with Alamar Cosmetics, this is exactly what we have done, ”explains Trujillo.

With only the savings Trujillo had earned during her years of self-employment, bridal work, and makeup lessons, she quit her job in 2018 to work full-time at Alamar Cosmetics – named after the Cuban town in which she was born. Today, the brand has over 212,000 followers on Instagram, its main platform for driving sales. Now entering her fourth year in business, Trujillo says accepting Disney’s offer to collaborate on “Encanto”, even though she didn’t know how it would fare, was exactly the opportunity she needed to ” get the business back in shape ”and increase its success.

“Saying no will save you so many blessings, and you would be surprised at what you are capable of. It is important to believe in yourself and to give yourself the chance to excel, ”says Trujillo. “It’s always important to say yes and then to understand because a solution is always there, you just have to find it. ”


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