Latin Heritage and Plant Science is Behind This Men’s Beauty Brand

The first skincare brand for men made with legendary Latin American ingredients is perfect for lovers of clean beauty and sustainable travel.

Setú celebrates identity, storytelling, and community and is committed to preserving Latin American culture, traditional ingredients, and promoting visibility for Latinos in the beauty industry.

Setú represents a movement to redefine men’s skincare through heritage, innovation, and purpose. It is an exciting new brand born from a personal journey shared by Latino siblings, Ricardo and Dr. Jennifer Aranda.

Growing up, they noticed that Latin men often overlooked skincare, with few products made specifically for them, let alone ones that reflected their culture.

Ricardo, in particular, saw that Latino culture, ingredients, and traditions were seldom celebrated in the world of men’s grooming. For Jennifer, a board-certified dermatologist, men’s beauty products were generic, commercial, and uninspired. Latin America also has some of the most powerful plant extracts in the world, and this brand harnesses the benefits of nine special ingredients.

To explore this brand, we began with the Setú Complete Skincare Gift Set. It includes the full lineup of dermatologist-developed products, crafted with high-performing botanicals from Latin America.

Whether you’re starting a new routine or upgrading your current one, this set offers a powerful, easy-to-follow regimen for cleansing, treating, hydrating, and refreshing your skin—morning and night.

These are lightweight yet powerful, clean but potent products — all with a formula developed by a board-certified Latina dermatologist who understands the real needs of men’s skin.

Setú Daily Cleanser 

Gently removes dirt and excess oil with moringa, yerba mate, and niacinamide. The Setú Daily Cleanser is a dermatologist-developed formula made especially for the unique needs of men’s skin. Whether you’re facing a long workday, workouts, or just city pollution, this cleanser helps you wash away the day without drying out your face or stripping your skin’s natural oils.

The lightweight, low-foam formula is ideal for daily use, morning and night, just have it handy in the shower for use. It’s designed to cleanse deeply while keeping your skin barrier intact, making it an excellent fit for all skin types — including oily, dry, and sensitive skin.

Traditionally used in Latin American remedies, Moringa is known for its purifying and antioxidant properties. It helps cleanse the skin gently and supports a healthy-looking appearance. Moringa, often called the “miracle tree,” has long been valued in many cultures for its nutritional richness and ingestion as a vitamin supplement that provides antioxidants and life-giving properties. It’s used in teas, soups, powders and capsules due to its high levels of vitamins A and C, calcium, and iron.

A natural source of polyphenols and caffeine, Yerba Mate is commonly consumed as an energizing “green” tea across South America. In skincare, it’s appreciated for its potential to calm the skin and provide a refreshed look. Yerba Mate, native to Argentina, Paraguay, and Brazil, is a staple social drink known for its natural caffeine and antioxidant content. It’s enjoyed for mental alertness and focus and is even linked to digestive wellness. Think of it as caffeinating your skin!

Setú Vitamin C Serum 

What sets this serum apart is its thoughtful formulation. Developed by a board-certified Latina dermatologist, it combines science with traditional Latin American ingredients like camu camu and zarzaparrilla. These botanicals have been used for generations and are now recognized for their skin-enhancing properties.

Instead of using unstable or irritating forms of vitamin C, Setú uses a gentle derivative known as Sodium Ascorbyl Phosphate. It offers brightening benefits without compromising skin comfort — perfect for men with sensitive or combination skin types.

Camu camu is a small, potent fruit from the Amazon rainforest that contains exceptionally high levels of skin-brightening nutrients. It supports a more luminous and energized look, especially when paired with vitamin C.

Zarzaparrilla is a traditional root extractric h in antioxidants and known for its ability to calm, purify, and improve the appearance of uneven skin.

The antioxidant synergy makes this serum a must-have in any men’s skincare routine.

Setú Moisturizer with Retinol 

Men’s skin arguably faces more daily stress than women’s — think sun exposure, pollution, shaving, and dryness. A well-formulated night cream for men can support recovery and improve resilience. Retinol moisturizer for men is one of the most effective ways to target dullness, rough texture, and signs of aging. It works overnight, when the skin naturally repairs itself, helping to boost renewal without interfering with your daily routine.

The Setú Moisturizer with Retinol, Maca & Açaí is designed specifically for men who want smoother, firmer, and healthier-looking skin without complicated steps. Retinol is a Vitamin A derivative celebrated for boosting skin renewal, softening fine lines, and smoothing uneven texture. This ingredient is widely recommended by dermatologists because it supports cellular turnover and improves overall skin tone and texture.

Maca root is an adaptogenic plant from the Peruvian Andes that has been used for generations to promote vitality. In skincare, it’s believed to energize the skin, support resilience, and improve tone — especially when used regularly.

Açaí Oil is packed with antioxidants and omega fatty acids and helps protect the skin from environmental stressors. Its moisturizing properties are excellent for preventing transepidermal water loss, while the antioxidants provide daily protection against free radicals.

This dermatologist-developed formula hydrates deeply, providing the visible benefits of retinol without harsh side effects. It absorbs quickly without a greasy finish, making it suitable for all skin types — including sensitive, oily, combination, and dry skin.

Start with clean, dry skin — ideally after using the Setú Daily Cleanser. Apply a small amount evenly across your face, avoiding the eye area. Gently massage the cream using upward, circular motions until fully absorbed. Use once daily at night, followed by the Setú Eye Cream if desired.

Setú Eye Cream 

The Setú Eye Cream with Guaraná, Suma & Achiote is explicitly designed for the delicate under-eye area — crafted with dermatologist-approved science and legendary Latin American botanicals. Whether you’re battling stress, long nights, or early mornings, this fast-absorbing cream helps you look energized and refreshed.

The lightweight formula absorbs quickly and delivers lasting hydration without feeling heavy or greasy. It’s ideal for daily use — morning and night — and is suitable for all skin types, including sensitive or reactive skin. With consistent use, you’ll notice visible improvements in under-eye tone, texture, and smoothness.

Native to Brazil, Guaraná is naturally rich in caffeine and known to promote circulation and reduce puffiness. It’s used traditionally in teas, tonics, and energy drinks to boost energy — and in skincare, it helps awaken tired-looking eyes. Guaraná has deep roots in Amazonian culture, consumed for centuries in energy drinks and ceremonial tonics. Its high caffeine content makes it ideal for stimulating circulation and reducing inflammation. Achiote has been used to dye food and textiles, but also to protect the skin from sun and irritation. These ingredients aren’t just functional — they’re cultural touchstones, celebrated across generations.

Sometimes called “Brazilian ginseng,” Suma Root is an adaptogen known to enhance vitality. It supports firmer skin and a more resilient under-eye area — ideal for men dealing with fatigue or early signs of aging.

Achiote, or annatto, gives the cream its natural golden hue. Packed with beta-carotene and tocotrienols, it’s used across Latin America for both culinary and medicinal purposes. In skincare, it protects the skin barrier and helps brighten and nourish the eye area.

The Power of 9 Latin American Ingredients

Each product in this set is infused with potent botanicals sourced from across Latin America. These ingredients don’t just offer skin benefits — they bring a story of tradition, science, and cultural pride. Here’s how each one supports your skin:

Moringa: Rich in antioxidants and vitamins, moringa helps detoxify the skin and defend against environmental stress.

Yerba Mate: Known for its energizing properties, yerba mate supports circulation and skin tone while offering antioxidant protection.

Camu Camu: One of the richest sources of natural vitamin C, camu camu helps brighten skin and boost radiance.

Zarzaparrilla: Traditionally used in wellness tonics, this root extract helps clarify the skin and soothe signs of inflammation.

Maca Root: An adaptogen used for centuries in the Andes, maca supports resilience, elasticity, and hydration.

Açaí Oil: A superfruit rich in fatty acids and antioxidants that nourish and help protect the skin barrier.

Guaraná: Naturally high in caffeine, guaraná energizes tired eyes and may help reduce puffiness.

Suma Root: Also called “Brazilian ginseng,” suma helps strengthen and support the under-eye area.

Achiote: A vibrant antioxidant powerhouse that helps soothe and brighten the delicate eye contour.

Why Men Need Their Own Skincare

Men’s skin is different — generally thicker, oilier, and more prone to irritation from shaving. That’s why men need skincare developed with these differences in mind. Setú is designed for men who want better skin without the guesswork.

Every product is fast-absorbing, non-greasy, and suitable for all skin types, including sensitive or reactive skin. Just a few minutes in the morning and evening delivers visible, meaningful results.

A Great Gift Idea and Travel Accessory

This all-in-one set is perfect for anyone ready to take their routine seriously — whether it’s for yourself or someone you care about. It’s an ideal gift for birthdays, holidays, anniversaries, graduations, or any time you want to support someone’s wellness journey.

When you gift a loved one with this set, you can be sure you are giving a product with clean ingredients; dermatologist-developed for men’s skin; rooted in Latin American botanicals and clean clinical science; vegan and cruelty-free; and free from parabens, sulfates, artificial dyes, and synthetic fragrance.

While the product is designed for men, it may also appeal to gender expansive skincare routines for its natural and botanical properties that are often lacking in skincare products engineered for women. This is a personal choice and worth exploring. And the added bonus is that the serum, moisturizer, and eye cream are all travel-friendly and TSA-compliant.

Shop the Setú Complete Skincare Gift Set at the store here.