Our Origins
Setú was thoughtfully created by a board-certified Latina dermatologist, blending the trusted efficacy of modern science with the timeless power of ingredients rooted in Latin American tradition.
We believe men's personal care should never be mundane or generic. Like culture, it should be distinctive, unique, and above all, authentic.
A Family on a Mission
Setú was founded by siblings Dr. Jennifer Aranda, a board-certified dermatologist, and Ricardo Aranda, a global marketing executive, to make skincare simpler and more effective for men. Combining dermatologist-developed science with powerful Latin American ingredients, they created a brand that celebrates confidence, culture, and authentic self-care—helping men become their best selves.
Rooted in Latin America
From lush rainforests to rolling grasslands, Latin America's landscapes have long inspired a connection between nature and daily rituals. Botanicals like Yerba Mate and Moringa reflect this tradition of renewal and vitality.
From the Andes to the Amazon, Latin America is home to some of nature's most nutrient-rich botanicals. Camu Camu and Sarsaparilla bring generations of natural wellness into modern skincare.
For centuries, communities throughout Latin America have embraced nutrient-rich botanicals from mountains, forests, and river basins. Açaí and Maca embody this heritage while supporting today's skincare science.
Every Setú formula begins with respect for the region's natural diversity. Guaraná, Achiote, and Suma represent a legacy of botanical discovery—carefully paired with dermatologist-developed science to create products made for modern men.
"The Men's Grooming Brand Defeating a Cultural Representation Gap"
— Tanya AkimForbes
"Grooming Awards 2026: Best Night Moisturizer"
— EditorsAskMen
"The Brand rewriting the rules of Men's skincare"
— Salty & StylishMSN
"A men's skincare brand built around ingredients the industry overlooked"
— Spencer HulseGrit Daily
"How a dermatologist and her brother combined science and strategy to build Setú"
— Andrea PerezHOLA USA
Four products. One system.
About Us FAQs
Who created Setú?
Setú was co-founded by siblings Ricardo Aranda and Dr. Jennifer Aranda, a board-certified dermatologist. Ricardo leads the business side, while Dr. Aranda bringe clinical expertise behind every formula, ensuring what goes into the bottle is both effective and dermatologist-informed.
What makes Setú different from other men's skincare brands?
Setú combines dermatologist-developed science with ingredients inspired by Latin America. Our products are designed to be simple, effective, and easy to use, helping men build a skincare routine they can actually stick with.
Why does Setú use Latin American ingredients?
Latin America is home to some of the world's most remarkable botanicals. We thoughtfully incorporate ingredients like Camu Camu, Moringa, Açaí, Guaraná, Maca, and Sarsaparilla alongside clinically recognized skincare ingredients to create formulas that celebrate the region while delivering real performance.
Who is Setú made for?
Setú is made for every man—whether you're completely new to skincare or looking to upgrade your routine. Our products are designed to be straightforward, effective, and easy to incorporate into everyday life, regardless of your skin type or experience level.
Where are Setú products made?
Setú products are developed and manufactured in the USA, formulated without parabens, sulfates, or unnecessary fillers. Every product undergoes safety and formulation reviews to ensure it's gentle enough for daily use across skin types.