A new haircare line, MILAVE, launched by Ivanny Soto, is rooted in family values and a commitment to honoring both her mother and her Hispanic heritage. The brand’s foundation is built on a personal journey, with Soto drawing inspiration from her mother, Milagros Gonzalez, who has been a guiding force throughout the business’s creation.
“I always try to make her proud,” Soto said of her mother. “She’s always said, ‘I’m very proud of you,’ and I want to honor her by continuing to push forward. She was a single mom raising four children, never once saying she couldn’t do something. Her positive attitude was a constant reminder to keep growing and striving for more.”
The inspiration for MILAVE began more than a decade ago when Gonzalez experienced a heart attack that led to severe hair loss due to the medications she was prescribed. Frustrated by the lack of results from commercial haircare products, Gonzalez decided to take matters into her own hands.
“I didn’t get results, so I decided to combine natural ingredients,” Gonzalez said, speaking in Spanish.
In the Dominican Republic, Gonzalez began experimenting with ingredients like coconut oil and rosemary oil to create her own hair mask. Her family had a long history of using natural remedies, and her unique formula quickly became a success.
“She started mixing them in a way that worked uniquely for her,” Soto recalled. “It was a success, so she kept refining it. We started using it, and soon our friends were asking what we were doing to make our hair long, strong, and healthy. That’s when the idea for the business started.”
Recognizing the potential of the product, Soto decided to bring it to a wider audience, launching MILAVE under the umbrella of her company, IVI Cosmetics. The brand’s name, MILAVE, is a tribute to both her mother’s name and their shared passion for creating products that promote hair health.
“This all started from a difficult situation with my mom’s health, but it shows that even in the hardest moments, there are always good things that come out of them,” Soto explained. “We want to share what we’ve created with others who might find themselves in similar circumstances.”
The flagship products of MILAVE include the Regenerative Hair Mask and Grow Fast Shampoo, both of which are now being mass-produced in California. Starting November 13, the products will be available for purchase on Amazon and the MILAVE website.
Soto emphasizes that the products are not just for cleansing, but are designed to promote hair growth and nourishment. “It’s not just about washing your hair. These products provide gentle cleansing without leaving your hair brassy, while delivering nutrients to help your hair grow stronger and healthier,” she said.
The products are vegan and free from harsh chemicals, which aligns with Soto’s commitment to providing clean, effective options for both men and women facing similar hair challenges to those her mother endured.
“People need to love themselves, just as I did,” Gonzalez shared in Spanish. “Losing your hair out of nowhere is incredibly sad, but it’s important to stay positive and embrace who you are.”
To celebrate the launch of MILAVE, Soto and her mother, along with family members and local business leaders, will host an event at The Vue in Hamden on Wednesday. The occasion marks a significant milestone in the business’s growth and a proud moment for the Soto family.
Looking ahead, Soto hopes to expand the legacy of her family’s haircare tradition. “For me, launching MILAVE is a way to honor my mother’s effort and passion as a mother and as a strong woman who always wanted the best for her family,” Soto said.
With the launch of MILAVE, Ivanny Soto is not just starting a business; she is continuing a family legacy while celebrating the strength, resilience, and cultural pride that defined her mother’s journey.
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