In the heart of Pachuca, Hidalgo, Mexico, a young Jessica Monzalvo watched her grandmother create clay masks as a beauty ritual and an act of love. This cherished memory ignited a passion within her, leading her to become a successful esthetician, makeup artist, and the founder of SBJ Esntls.
Today, she honors her heritage and empowers women, especially those with melanin-rich skin, through her brand. With high-quality products and transformative workshops, Monsalvo is helping Latinas embrace self-love and establish sustainable self-care practices.
In an exclusive interview with Modern Muze, Monsalvo shares how she’s honoring her culture while promoting self-care for all Latinas.
1.Can you share a specific memory of your grandmother and her skincare rituals that deeply impacted you and influenced the creation of SBJ Esntls?
My grandmother was the ultimate DIY skincare queen—she didn’t label it as self-care, but she was always taking care of herself, and I got to witness that. Over time, I’ve realized that, like my grandmother, many of our grandparents practiced self-care without ever actually calling it that. There are so many memories I have of her, she was the sweetest, most loving woman. One moment that stands out is when she spread an oatmeal honey mask on my skin. In that instant, I truly felt what love was. I feel so blessed to carry that memory with me, and it’s such a gift to be able to share that same love and care through SBJ Esntls with you all.
2. How do you incorporate traditional Mexican ingredients and practices into your skincare formulations and treatments at SBJ Esntls?
The passion for incorporating ingredients beloved in both Mexican households and across Latin America comes from my family. My Abuela passed her love for herbal medicine to my mother, who then passed it down to me. My mother always reminds me that “the earth provides us with everything we need to heal,” and that belief shaped how I approached the formulations for SBJ Esntls. I personally formulate every product myself, ensuring that everything we create carries this intention. From yerba mate in our Rocio Facial Mist to papaya seed oil in our Papaya Glow Face Oil, hibiscus flower in our Strawberry Dreams Herbal Facial Steam, cacao in our Butterfly Baby Tea, and Rose in our Rosa Clay Mask, every ingredient tells the story of our ancestors.
3.Beyond the products, how does SBJ Esntls foster a sense of community and cultural connection, particularly for women of color?
I founded SBJ Esntls in 2020, during a powerful and transformative time for BIPOC people. Launching my brand in that moment shaped not only who we are but also how we view the world. From the very beginning, I knew SBJ Esntls was something special.
We didn’t just stamp “self-care” on our brand to follow trends—this is who we are. I am so proud that we’re creating meaningful connections and fostering wellness within our community. We curate events like pláticas, hikes, yoga, and journaling sessions, all designed to encourage self-care and self-love.
Photo Courtesy: Yasmina
What makes these experiences even more impactful is that they are facilitated by BIPOC individuals. This deepens the connection to the practice and affirms that our community belongs in the wellness space—a space that has long been dominated by Western society— as the leaders we are. Showing up to an SBJ event is about reclaiming self-care as women of color, and with many of our events being free and open to everyone, I love knowing we’re making self-care accessible while building something truly meaningful. My hope is that more folks take advantage of the resources that SBJ Esntls provides to our community because our grandparents didn’t have these moments, and they sacrificed so much so we could have them. It’s important to honor their sacrifices by making the most of these opportunities.
4. How do you see the intersection of culture and self-care evolving, and what role do brands like SBJ Esntls play in this evolving landscape?
Our people have always understood the power of storytelling, sisterhood, and healing through shared cultural traditions. I believe we’re not evolving but rather reclaiming what has always been ours. Stories preserved history, mythology, and values, while strong social bonds and collaboration, often led by women, shaped community life. Healing practices blended herbal medicine, spiritual rituals, and communal care.
It is really beautiful to see SBJ play a key role in promoting pride in these traditions and our self-care practices. It’s about celebrating what makes us unique—things we were once made to feel ashamed of. As a child, I felt embarrassed about using homemade remedies to fit in, but now I embrace them with pride and pass that pride to my children and community.
I feel honored to pass down this wisdom through SBJ Esntls. Our products act as vessels of culture, and our events create spaces where these connections thrive. By honoring these traditions, we show that self-care is not just personal—it’s about collective healing, cultural pride, and reclaiming the beauty of our heritage, and I’m here for it.
5. What advice would you give to aspiring entrepreneurs who want to incorporate their cultural heritage into their own businesses?
Take your time and don’t just copy and paste what already exists. While many of us share similar experiences, there are parts of your story—your unique journey and perspective—that haven’t been told. Those are the pieces that will make you and your business stand out. And while nothing is truly new under the sun, as a true creative, there are a million and one ways to reimagine them.
Remember to be true to yourself, even if it means being different. I’ve always believed the beauty of being Latin/a/o/x/e lies in the fluidity of our people. If you don’t fit into the boxes society has built, create your own. Rooting your business in your heritage is about more than honoring the past—it’s about building a future where your community feels seen and valued. And if no one has told you this, your story matters. Your work has the power to inspire others, so stay authentic, dream BIG, and trust in the power of YOUR uniqueness.