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The Face of Latina Business Leadership in America
A recent survey by the National Women’s Business Council (NWBC), nwbc.gov, has revealed an 86% increase over the last decade in the number of Latina-owned businesses in America.
There are currently 1.4 million Latina-owned businesses operating in the U.S., generating more $78 billion in revenues, according Washington, DC-based (NWBC).
On the forefront of this dramatic rise, strong Hispanic female leaders such as Sonia Guzmàn pave the way for positive change in America’s business landscape, while creating powerful products that serve the needs of previously overlooked communities.
The Hispanic population is one of the fastest growing in the U.S., numbering 50 million and projected to reach 130 million by 2050. Still, American beauty and wellness companies largely neglect the needs of this growing consumer segment, marketing products that are tailored to the non-Hispanic population. After losing a close family member to cancer, Sonia Guzmàn recognized the lack of quality health and wellness products available to her community and decided to make a change.
In 2013 Guzmàn founded Carson Life and introduced more than 50 products for hair, beauty, health and sports nutrition uniquely customized for Hispanic men, women and families. Driven by the excitement of bringing a bold idea to life, Guzmàn uses her 12-plus years of sales and marketing experience in Fortune 500 companies to spearhead a new movement in beauty and nutrition. As sales director for economic giants like Turner Broadcasting and CNN, Guzmàn sold more than $100 million in advertising and gained powerful insight into the business world.
Now as founder and CEO of Carson Life, Guzmàn is taking Latina entrepreneurship to the next level and proving that she has what it takes to build a global empire. After only five months on the market, Carson Life products earned a premium position in every Walmart in Puerto Rico.
In just 18 months they were picked up by three of the world’s largest retailers. Building a successful, nationally recognized brand is easily one of Guzmàn’s proudest accomplishments, but the journey is filled with challenges.
“As a startup you always experience growing pains as the company evolves,” she says, “Every time we get into a new retail channel, it’s like a new baby - we get to learn new things and watch it grow.”
In the midst of a constantly changing business landscape, Guzmàn relies on a famously strong work ethic and positive mindset to see her through. Described by her peers as a “go-getter,” Guzmàn believes passion and perseverance are the keys to success. “Nobody said the road is going to be easy,” she says, “But never giving up is what sets you apart from the rest. When you build something with passion and determination, only good things can come of it.”
Based on the results of her efforts to grow Miami, FL-based Carson Life into a worldwide brand, Guzmàn is proving that to be true.
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