Portrait

In the bathroom of Babba Rivera, founder of Ceremonia

From Sweden to New York, Babba Rivera’s life seems to have been guided by a desire to create: first, memorable stories; then, a community; and finally, the hair care brand she’d been waiting for. With Ceremonia, the founder—known for her dreamy hair—is reinventing hair care—the real kind—by drawing on her Latin American roots. She selects the finest nourishing and restorative ingredients to care for hair and restore it to salon-fresh condition. Meet this serial entrepreneur who is revolutionizing our hair care routine.

Tell us all about yourself

“My name is Babba Rivera. I’m Swedish with Latin American roots, based in New York, and I’m the founder and CEO of Ceremonia, a clean hair care brand rooted in Latin heritage. Before getting into the beauty industry, I had a career in tech. I was one of Uber’s first employees, initially hired to help launch the service in Sweden, which eventually led me to New York. I fell in love with this city and never looked back. After my time at Uber, and then at Away, I founded my own brand marketing agency. But throughout that journey, I felt a calling toward something more personal. I had this need to create something that would allow me to share the richness of my culture…”

"At the same time, I was also on a real hair journey after years of damaged hair. After replacing my entire skincare routine with a clean, toxin-free regimen, I was able to reveal naturally radiant and healthy skin, and that inspired me to do the same for my hair. I quickly realized that the hair care industry had been built around a ‘styling-first’ approach, rather than around the care and health of the hair itself. This disconnect, combined with a deep desire to reconnect with my Latin American heritage and celebrate the richness of my culture, led me to launch Ceremonia in October 2020. I’m proud to see what the brand has become today: award-winning products with clinically proven results that truly address hair issues at their root through a ritualistic approach using powerful superfruits from Latin America.”

How has your cultural heritage shaped your philosophy of beauty and self-care?

“My father is a Chilean hairstylist who, From very young age, taught me the importance of practicing beauty as a form of self-care, and of using natural ingredients from Latin America as medicine for the skin and hair. My parents emigrated from Chile to Sweden during the Pinochet dictatorship, and I grew up watching my mother perform her beauty rituals in our tiny bathroom. There was something sacred about those rituals. It was about nourishment, not vanity. That philosophy is now at the heart of everything I do with Ceremonia.”

What was your relationship with your hair like growing up?

“Hair was everything in our family. When my father immigrated to Sweden, he was never able to find a job in that field because of the language barrier. So he channeled his passion for hair care rituals into me. On wash days, he’d give me scalp massages and concoct his own blends of natural oils. On the night before class picture day, he’d spend eight hours braiding my hair. But alongside this love of beauty at home, there was also shame in the outside world. I grew up with the constant feeling that I had to fit into a mold to be “beautiful” or “successful.” From a very young age, I had the unconscious belief that being Hispanic was a disadvantage, because I didn’t see any success stories from people who looked like me. Creating Ceremonia is my way of rewriting that narrative.”

Did you always know you'd start your own hair care brand?

“Not at all. I never thought I’d become the founder of a hair care brand. I didn’t even consider beauty as a career. I grew up as the daughter of a hairstylist who struggled to make ends meet, so, in search of a different future for myself, I embarked on a career path far removed from the beauty industry. I attribute much of my entrepreneurial spirit to my early days at Uber. That experience shaped my professional identity and helped me develop a growth mindset. “Getting things done” has become like my middle name. The agency came next, and Ceremonia emerged after I gained confidence in the business world—but above all, from a very personal need and a sense of responsibility toward my community.”

What is your philosophy on self-care these days?

“My beauty essentials are all focused on nourishment. I prefer to devote my time and money to clean products that help rebuild my skin and hair, for a simple daily routine. ‘Skincare before makeup, hair care before styling’ is my motto, and my favorite products are the ones that do both at the same time! On an ideal day off, self-care means a full spa day: a 90-minute massage, followed by some time in the sauna and a good book. More realistically, these days, as a mother of four, that means a hot shower once all the kids are in bed, with Aceite de Moska scalp oil and a little scalp massage. I live by the principle that “done is better than perfect,” and by consistency. Progress rather than perfection, but staying consistent—that’s my approach to life.”

What are your must-haves for self-care?

“My favorite skincare tip is to layer the Regenerating Cleanser by Tata Harper with the Resurfacing Mask. It gives you the effect of a facial treatment with an instant glow. I’m also a big fan of layering serums. Right now, I’m using a serum from Innisfree—the Green Tea Enzyme Vitamin C Brightening Serum—which feels really nice on the skin. Then, I follow up with the Face Milkby Ilia. It’s the perfect step between the serum and the moisturizer, especially if you have dry skin and want to boost hydration. And to finish, I useInnisfree’s Green Tea Seed Hyaluronic Cream. What I love about this cream is that it really absorbs into the skin instead of sitting on the surface, and it leaves absolutely no greasy residue on my face.

For the eye area, I love the Brightening Eye Gel by Tata Harper : it has this refreshing applicator, and the product has a subtle brightening effect. The Lip Wrap Overnight Treatment byIlia is also one of my absolute must-haves. And that’s it for skincare.

I have very dry skin, so when I get out of the shower, I like to let my skincare products absorb while I eat breakfast, and then I apply my makeup afterward. I keep my makeup pretty minimal: a lightweight tinted moisturizer is my must-have; I like to shape my eyebrows with gel, add a creamy blush, and finish with a tinted, nourishing lip balm. If I feel like spicing things up, I love a good red lipstick.”

What about hair?

“Sunday evenings are my favorite time to take care of my hair. I start with theAceite de Moska by Ceremonia onto my scalp, which I massage in with the Scalp Masajeador. It’s a relaxing way to unwind, and I love how the scent envelops my hair. Next, I deeply cleanse my roots with the Papaya Scalp Scrub with the Scalp Massager, followed by the Guava Damage Repair, which leaves my hair super shiny and soft. After my shower, I apply Guava Leave-In Conditioner to my still-damp hair. It’s my go-to product—our best-seller for people with dry, frizzy hair like mine. I then let my hair air-dry while it’s braided.

Healthy hair really starts at the scalp and needs constant hydration. This is a deep-seated belief of mine, one that I embody through Ceremonia. Every day, I like to refresh my hair with the Guava Rescue Spray. It’s the perfect “boost” for your hair: it provides light nourishment, detangles, smells divine, and protects hair from heat styling tools and UV rays. I finish with the Guava Gloss Drops on the ends for an instant shine (it also helps lock in moisture!).”

What do you think is the best emergency hair treatment?

“TheAceite de Moska ! Our very first product, and still one of my must-haves. It’s a healing oil for the scalp that promotes overall hair health. I apply it directly to my scalp and the ends of my hair, leave it on for 15 minutes or overnight, then rinse it out. It leaves my scalp perfectly balanced and my hair super soft, naturally shiny, and frizz-free. This is the product that started it all, and it’s still the one I reach for every week, without fail. I credit this miracle oil for my long, silky hair!”

What if you had to recommend a Ceremonia product for a Good Hair Day?

“For me, Aceite de Moska is the foundation of healthy hair. But our leave-in conditioner Guava Leave-In Conditioner (or the Guava Rescue Spray for finer hair) comes in a close second: it’s lightweight, nourishing, and packed with moisture.”

Which product launch are you most proud of today?

“Honestly, I’m proud of every product launch, because everything we’ve brought to market has been, in its own way, a little miracle—we’re truly pushing the boundaries of what’s possible with every new product. Most recently, with the Guava Gloss Drops, we worked hard to create a silicone-free hair oil with a high concentration of natural ingredients and clinically proven results. Another launch I’m proud of is our dry shampoo. I was so fed up that dry shampoos were so bad for the scalp, yet socially accepted as the norm. With our dry shampoo puff, the Dry Shampoo with Arrowroot, we set out to create a groundbreaking formula that’s effective against oily roots, leaves no residue or white cast, and is gentle on the scalp. We’re proud to have won the award for Best Dry Shampoo at the Allure Best of Beauty Awards and to have earned “microbiome-friendly” certification for this same product.”

You grew up in Sweden, lived in Berlin, and then moved to New York. How has each of these cities influenced your approach to beauty?

“Sweden gave me a minimalist and functional approach to beauty. Less is more; quality over quantity. Berlin taught me to be the most natural version of myself—no makeup, air-dried hair—with a strong emphasis on sustainability. New York is where I reconnected with my Latina roots and found my purpose. I fell in love with this city and never looked back. It was there that the size of the Latino community allowed me to see, for the first time, how many people had grown up straddling two cultures, just like me. That’s what gave Ceremonia its direction.”

Beyond cosmetics, how do you stay grounded and inspired?

“Movement, rest, and community—that’s what it’s all about for me. I make a conscious effort to set aside time to move in the morning, at least four times a week, and I try to schedule a massage every week, or every other week when my schedule allows. On the weekends, I spend time with my children and my community, and if I’m lucky, I also manage to carve out a little time to myself—for a nap or a book—but I’ll admit, finding time alone is really difficult at this stage of my life, as a mother of four and a business leader.”

You're a mom of four—all girls. Has motherhood changed the way you think about self-care?

"Deeply. As a mother of four young children, self-care looks very different today. Sometimes it’s really just a hot shower once the kids are asleep. But that has taught me something important: self-care doesn’t have to be elaborate to be meaningful. Even five minutes with a good scalp oil is an act of self-love. Motherhood has made me more intentional about these little rituals, and more efficient with my time than ever before, because I now know their true value. Plus, seeing my daughters watch me every morning has made me very aware of my own rituals—and what they convey to my children. I want them to grow up seeing beauty as a form of self-care and joy, rather than as a chore they have to endure to conform to someone else’s idea of beauty.”

What is the most important lesson you'd like to pass on to your daughters?

“That their cultural heritage is a superpower, not a disadvantage. I was constantly made to feel that being Latin American was a disadvantage. *Ceremonia* is my way of rewriting that narrative. I want my daughters to grow up seeing themselves represented, proud of who they are, and knowing that there are no limits to what they can achieve.”

What is the most important lesson you'd like to pass on to your daughters?