Without our bountiful Mother Earth, we would not be here today. As time progresses, it becomes clear that we must protect its beauty for future generations. Fabian Lliguin, co-founder of Rahua Beauty, talks to Latinidad Collective about how sustainability and environmental activism are cornerstones of his business (and his life).
“Rahua’s mission goes beyond offering clean beauty products. It’s about honoring and preserving the Amazon’s biodiversity and the cultural heritage of the indigenous communities who have safeguarded this knowledge for centuries,” the 25-year hairdressing veteran asserts.
As a man passionate about the environment and the Amazon’s wonders, what Lliguin says, he means.
Through its efforts, Rahua has helped preserve about 700,000 acres of the Amazon rainforest. In addition to this, they also help educate the indigenous communities that surround it.
Credit: Fabian Lliguin | Rahua Beauty
What inspired you to create Rahua Beauty, and how has your Ecuadorian heritage influenced the brand’s mission and values?
The inspiration for Rahua began at my roots, during a journey home to Ecuador. As an environmental activist, I spent a lot of time in the Amazon rainforest, where I witnessed drastic changes to the environment I grew up in, [like] natural springs transformed into oil rig sites. Witnessing this stark contrast fueled my determination to protect and preserve both the community and [the] environment.
When I discovered the Ungurahua (Rahua) oil used by the Quechua-Shuar women, I was stunned by its incredible benefits and the ancient wisdom behind it. I brought a vial back to my salon in New York City and started testing it on clients. And I was amazed by the transformative results I saw within just minutes of application.
Rahua’s mission goes beyond offering clean beauty products. It’s about honoring and preserving the Amazon’s biodiversity and the cultural heritage of the indigenous communities who have safeguarded this knowledge for centuries. This connection to my heritage is the heartbeat of Rahua, driving our commitment to sustainability, respect for nature, and the empowerment of indigenous communities.
Rahua Beauty has helped safeguard over 700,000 acres of the Amazon rainforest. Can you talk about the impact this has had on both the environment and the indigenous communities living there?
Safeguarding over 700,000 acres of the Amazon has allowed us to protect vital ecosystems, maintain biodiversity, and combat deforestation [all while] preserving a critical carbon sink that helps regulate the Earth’s climate.
For the indigenous communities, it’s more than just land preservation. It’s about sustaining their way of life, rich culture, and traditions. These lands are not only their homes but also sacred spaces filled with spiritual significance and ancestral knowledge.
By supporting these communities through fair trade and education, we empower them to continue their role as guardians of the rainforest. Our relationship is symbiotic — we help preserve their land, and they help preserve the planet.
How do you see the intersection of beauty, sustainability, and indigenous rights evolving?
This is becoming increasingly important as consumers grow more conscious of the origins and impact of the products they use. Beauty is no longer just about what you put on your skin. It’s about creating harmony with nature and respecting the cultures that contribute to our global well-being.
Rahua is leading the future where beauty brands are held accountable not only for the ingredients they source but for how they engage with the communities and environments involved in their supply chains. This evolution will bring a stronger emphasis on ethical sourcing, transparency, and fair practices.
What advice would you give to aspiring activists and entrepreneurs who want to make a positive impact on the world, particularly in areas of sustainability and cultural preservation?
My advice to aspiring activists and entrepreneurs is to never give up. The journey to make a positive impact (especially in areas like sustainability and cultural preservation) is filled with roadblocks and challenges. When I first started, many people told me that my approach wouldn’t work, but I refused to be discouraged. I kept pushing forward because I believed in the importance of what I was doing.
Success comes from perseverance and a deep commitment to your mission. Stay true to your values, keep learning, and be relentless in your pursuit of creating meaningful change.
If a younger version of you were to see all you have accomplished, what would they tell you? What action(s) would you thank them for having committed to?
From a young age, I was saving standing trees with my dad. Those early, challenging experiences instilled a sense of respect, responsibility, and the understanding that anything I do should benefit everyone involved.
I also learned that you won’t succeed with every move you make; patience is key. I haven’t disappointed my younger self. Although it still feels surreal when I reflect on what I’ve achieved, it’s incredibly rewarding to see all the work that has been done.
