An Afro-Dominican and Puerto Rican entrepreneur from Washington Heights, Maia Alejandro became interested in clean and safe beauty products after becoming pregnant with her twins in 2018. Her newfound education in clean beauty and her love for nail polishes inspired her to launch her very own nontoxic nail-polish line, For Tmrw, in November 2020. "After giving birth, I set out on a different kind of beauty journey that's led me to unlearn some of the stereotypical ideals of beauty in Latinx culture. I think that becoming a mother to girls really opened my eyes to the beauty ideals that I never questioned growing up," she told POPSUGAR Latina. "I transitioned into clean beauty after experiencing health issues while pregnant and really felt called to share everything I was learning with the rest of my community. Women of color are disproportionately affected by unsafe ingredients in their beauty products, and I think the first step towards creating true change is information. Like they say, 'When you know better, do better.'" She believes there are healthy and sustainable ways to go about educating the community. "I think it's also important not to shame anyone into using clean beauty but encourage and empower our community to make healthy decisions in their daily lives, one small step at a time," she added. "It's more sustainable that way."
