From Jungle Secret to Cult Beauty

Some brands start in boardrooms. This one started in the jungle.

When I met Fabian Lliguin, he was running a tiny one-chair salon on the Upper East Side of Manhattan. It couldn’t have been further from the lush Amazon rainforest he had just returned from. But what he brought back with him wasn’t a marketing idea,  it was a discovery.

He’d found a natural oil used for generations by the women of indigenous Amazonian tribes, an oil so pure, it gave their hair a kind of health and radiance no salon product could replicate. It was called Rahua.

Fabian believed in it. And he believed in me.

He had no packaging, no distribution, no brand,  just a small batch of hand-pressed Rahua oil and a conviction that it could change the beauty world. Together, we set out to build something that would prove it. 

The Moment the Story Became the Strategy

From the start, I knew Rahua wasn’t just a beauty product. It was a story about purity, power, and protection, about preserving something ancient while translating it for a modern, discerning audience.

Positioning: Beauty that’s plant-powered and high-performance, sacred, not synthetic.
Proof: A single, rare ingredient with a clear origin and a community behind it.
Purpose: Products that protect the place they come from.

That became our foundation, not just for communications, but for every business decision that followed. 

A Story That Resonates

I built the Rahua story and public relations strategy from the ground up, crafting a narrative that fused beauty, sustainability, and social impact into one unforgettable brand. The result was immediate traction.

We landed in People, Allure, Harper’s Bazaar, Teen Vogue, and every major salon and wellness publication of the time. But more importantly, Rahua built trust. Editors didn’t just cover it; they believed in it. Customers didn’t just buy it; they told other people about it. That’s when I knew we had created something that resonated. 

The Shaman Hair Ritual

To deepen that emotional connection, I introduced The Rahua Shaman Hair Ritual,  a first-of-its-kind experience for editors, influencers, and celebrities.

It wasn’t a press event; it was an initiation. Guests were treated to a sensory, ceremonial treatment infused with the aroma of Rahua oil and the story of the rainforest itself.

The experience became legend. Soon Rahua was being whispered about backstage at fashion weeks, stashed in makeup kits, and hailed by editors as a “beauty secret of the Amazon.”

More Than a Brand, A Mission

Fabian and his partner, Anna Ayers, shared one clear mission: to protect the rainforest that had given Rahua its magic. With every product sold, the brand funded legal and economic support for indigenous Amazonian communities.

Nearly 20 years later, that mission has translated into over one million acres of rainforest protected, proof that a beauty brand can be a vehicle for real-world impact.

That’s the power of a story that’s not manufactured, but lived.

Long before “clean beauty” was a movement, I’d helped champion the idea that natural could also be luxurious. My work with Aveda had proven that plant-based ingredients could outperform synthetic ones. Rahua took that belief to its next evolution.

Every product was free from parabens, sulfates, and silicones, but never compromised on performance. We led with purity and transparency, and the market was ready. Editors were craving authenticity. Consumers were looking for integrity.

Rahua delivered both.

It became proof that you can build a luxury brand without losing your soul, that you can honor ancient wisdom while speaking to a modern, eco-conscious audience. 

What Founders Often Ask Me

“How do I tell a brand story that truly resonates?”

Start with your origin of truth.
Identify the exact moment your idea was born, the person, the place, the realization that started it all. Keep it focused. One origin, one transformation, one promise.

Define your mission in one clear sentence.
Your mission should describe how your brand makes something better, for people, for the planet, or for your industry, every single time someone buys from you.

Prove performance, don’t proclaim it.
 Show what’s inside, what’s excluded, and why it works. Evidence builds belief.

Create an experience, not a launch.
 Let people feel your story. Whether it’s a ritual, an unboxing, or a sensory event, give them something to remember.

Be transparent but intentional.
 Share what helps people trust you: sourcing, safety, and impact. Leave out what feels like oversharing.

Make it effortless to buy.
Connect the story directly to the sale. Two clicks from inspiration to purchase.

Quick Answers for Founders

Where do I begin?
Start with the moment that changed you. That’s the heart of your brand.

How transparent should I be?
Enough to inform, inspire, and differentiate, not overwhelm.

Should I include personal details?
Yes, when they clarify your motivation or build emotional connection. No, when they distract from your customer’s story.

The Takeaway

Rahua is more than a success story,  it’s proof that when a brand’s narrative and mission align, the results ripple outward. A story rooted in truth can travel from a one-chair salon to the world stage.

If you’re a founder, entrepreneur, or business leader ready to create a brand story that truly resonates, I’d love to help you shape it.

Email me at hello@vamosbaby.com