Tierra Roja

From the Earth to the Skin: Tierra Roja’s Commitment to Natural and Fair Cosmetics

20250925 125020

Authors

Mariana Perez-Dauzon

Mariana Perez-Dauzon

ANA BELEN QUINTERO

ANA BELEN QUINTERO

Marisol Rojas Cholula

Marisol Rojas Cholula

Mariana Morales Peña

Mariana Morales Peña

School

Universidad Iberoamericana Puebla

Universidad Iberoamericana Puebla

Professor

Miguel Hernández Lechuga

Miguel Hernández Lechuga

Global Goals

3. Good Health and Well-Being 8. Decent Work and Economic Growth 12. Responsible Consumption and Production 13. Climate Action 17. Partnerships for the Goals

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Summary

This project was born from a deep desire to transform self-care into a conscious, ethical, and sustainable act. Through the artisanal formulation of personal hygiene products made with natural ingredients, as well as ancestral practices and knowledge, Tierra Roja honors both the body and nature, minimizing its environmental impact and strengthening community networks. Its innovation is based on solid cosmetics, biodegradable packaging, and a circular and fair-trade model that directly contributes to the Sustainable Development Goals related to responsible consumption, decent work, and climate action. More than a company, it is a way of life that seeks to unite personal well-being and self-care with collective responsibility. 

Innovation

Tierra Roja promotes a conscious formulation of personal care products made from natural ingredients such as plant extracts, seeds, oils, butters, and essential oils. Its goal is to offer truly natural alternatives, free from parabens, sulfates, and synthetic fragrances that can penetrate the skin, reach the nervous system, and cause long-term adverse effects. Each product is designed to care for the body in an integral way while respecting the balance of the environment. 

Each year, the company sets out to strengthen the traceability of its processes and evaluate its level of sustainability. Producing in small batches ensures the freshness and quality of its formulas, prevents waste, and encourages responsible use of resources. This artisanal approach not only prioritizes consumer health but also promotes environmental awareness in every stage of production. 

In addition, Tierra Roja has developed an innovative practice to reuse oils and oil-based ingredients that are close to their expiration date. Instead of discarding them, they are transformed through saponification into safe topical products, preserving the purity of their ingredients and reducing environmental impact. In this way, the company prevents waste from reaching water systems, promotes a circular economy, and contributes directly to the Sustainable Development Goals, particularly Responsible Consumption and Production, Climate Action, and Good Health and Well-being. 

From the Earth to the Skin: Tierra Roja’s Commitment to Natural and Fair Cosmetics

Inspiration

Part of Beatriz’s personality and journey has been shaped by the experiences she has lived. In one of them, traveling in a van from Mexico to Chile, she dedicated herself to creating puppets and performing street shows, discovering art as a form of expression and movement. Upon returning to Mexico for personal reasons, she brought with her memories, lessons, and a renewed intention: to create something meaningful and sustainable. 

“I’ve always been passionate about the plant world. Its wisdom, its extraction processes, its ancient history,” she shared. For Beatriz, the bond with plants goes far beyond the physical: “In our culture, the connection with plants has always been integral. It’s not only about their physical use, but also their spiritual and community dimension. Reviving these ancestral practices seems to me not only necessary but profoundly beautiful.” This belief became the foundation of Tierra Roja, a way to honor nature and reconnect with the knowledge that strengthens both body and environment. 

She explains that what drives her is “the desire to recognize and value the active principles of plants, applying them sustainably with the least possible impact on the planet. I believe in the conscious transformation of natural inputs to generate well-being.” 

During the pandemic, Beatriz completed a diploma in cosmetic formulation, combining knowledge and practice. “I already had the oils and ingredients, so I decided to start. By the end of the pandemic, I had the logo, the brand, and a clear vision of the future.” Tierra Roja was born in small local markets, building bonds with producers and artisans under a fair-trade approach. 

Beatriz is guided by the principles of solidarity and collaboration. “We don’t see each other as competitors, but as allies,” she explained. “Resources can be shared and multiplied.” For her, true fulfillment lies in contributing to something greater: “I want my energy and effort to have an impact not only on me but also on others. The more we build collectively, the deeper the change.” 

Beyond the products, Beatriz seeks to raise awareness. “I’m interested in opening conversations about the importance of transition, joining alliances, and dedicating time and resources to shared goals. The more we build collectively, the deeper the change. It’s not just about doing something for myself, but also for others.” This collaborative and human vision is the essence that drives Tierra Roja. 

Overall impact

Self-care should not be confused with vanity. Our bodies move through cycles that deserve to be accompanied with love, respect, and gratitude, recognizing everything they do for us each day. At Tierra Roja, self-care is understood as a conscious act: “Today I took care of myself; I chose to apply natural products, free of risks, as a gesture of respect for my skin and my well-being.” This perspective has transformed the way customers perceive personal care, turning it into a moment of connection between individual wellness and collective responsibility. 

This care also carries a deep responsibility toward the planet. It is estimated that a person uses between 9 and 36 personal care products each day. For this reason, Tierra Roja promotes solid and sustainable cosmetics, using eco-friendly packaging such as vegetable paper and glass containers. The company also encourages bulk sales and offers incentives, such as discounts or small gifts to customers who return their containers, promoting conscious, circular, and waste-free consumption. These practices not only reduce waste but also inspire behavioral changes within the community toward more sustainable habits. 

The innovation behind Tierra Roja goes beyond the physical product. It is rooted in a deep understanding of plants and the desire to apply ancestral knowledge in a sustainable way. Its impact can be seen in both personal health and environmental well-being. As Beatriz expresses, “There are things that may not be visible physically, but that transform from within.” In the short term, the brand has raised awareness about the responsible use of natural products; in the long term, it seeks to consolidate a network of women producers and consumers who promote the integral care of the body, the earth, and the community. 

Business benefit

Sustainability has become a competitive advantage for Tierra Roja. By producing in small batches, reusing oily inputs, and avoiding synthetic chemicals, the company reduces waste, optimizes resources, and offers a truly differentiated product in the market. This artisanal approach strengthens product traceability and builds consumer trust, positioning the brand as responsible, conscious, and aligned with its values. As a result, Tierra Roja attracts an increasingly informed and ethical audience seeking natural and transparent alternatives. 

Beatriz’s personal story, her cultural roots, and her commitment to ancestral knowledge have created an authentic narrative that builds the brand from within. More than selling cosmetics, Tierra Roja communicates purpose, connection, and community. This emotional identity fosters customer loyalty and a genuine sense of belonging, setting the brand apart from large, impersonal competitors. In addition, its focus on solidarity-based economy and fair trade has opened collaborative networks with artisans and local producers, strengthening the entrepreneurial ecosystem in the region. 

Tierra Roja’s circular business model also enhances its financial sustainability. Its solid cosmetics line, combined with returnable and eco-friendly packaging, such as vegetable paper, glass jars, and bulk sales, reduces environmental impact while encouraging customer return through incentives like discounts or small gifts. This strategy improves profitability, lowers packaging costs, and positions Tierra Roja as an innovative and purpose-driven company, steadily growing through conscious and sustainable practices. 

Social and environmental benefit

Tierra Roja’s innovation creates a positive environmental impact by rethinking how personal care products are produced and consumed. The company reuses oils close to their expiration date through processes such as saponification, preventing waste from reaching water systems and polluting the environment. By eliminating synthetic chemicals such as parabens, sulfates, and artificial fragrances, it helps protect aquatic ecosystems and human health. Additionally, its small-batch production minimizes waste and promotes the responsible use of natural resources, while the use of plant-based ingredients encourages sustainable practices across the entire value chain. 

Biodegradable packaging made of vegetable paper and reusable glass containers are key pillars of Tierra Roja’s circular economy model. Through incentives for container returns, the brand encourages conscious consumption and significantly reduces the use of plastics and polluting materials. This approach not only decreases the ecological footprint but also educates consumers on the importance of actively participating in waste reduction and environmental conservation. 

On a social level, Tierra Roja promotes awareness of natural ingredients and their benefits while preserving ancestral knowledge linked to the care of both body and nature. The brand strengthens solidarity networks among artisans and local producers, fostering collaboration rather than competition. It also promotes spaces for dialogue on ecological transition and collective well-being, offering natural products at fair prices. For Beatriz, self-care is more than a routine: it is an act of self-love and shared responsibility toward the planet and the community. 

Interview

Beatriz Diaz Campos, Founder

Photo of interviewee

Business information

Tierra Roja

Tierra Roja

San Andrés Cholula, Puebla, MX
Year Founded: 2021
Number of Employees: 2 to 10

Tierra Roja is a natural cosmetics company based in Cholula, Mexico, dedicated to creating sustainable and eco-friendly personal care products for skin and hair. The brand formulates its products using plant-based ingredients, essential oils, and natural extracts while promoting fair trade and environmental responsibility. Born during the pandemic, Tierra Roja has grown through community markets and alliances with local artisans, emphasizing collective growth, ethical production, and conscious consumption.