Breaking down stigmas is a challenge few accomplish, as roadblocks stand at every corner and self-doubt kicks in. Breaking down stigmas within your own culture is nearly impossible. Cristian Pou is on that journey as he goes against the norm with his lifestyle brand ‘Be$os.’
“We’re on a mission to destigmatize lifestyle brands within the Hispanic Latino community,” Pou said. “ It’s so many mixed and outdated ideologies around certain lifestyles, and I want to show that the negatives centered around this are wrong, and the Latino community should be players and owners in this space that has gained so much traction over the years.” Pou believed in those stigmas until he tried a brand called Cake Disposables, and his experience with their products changed his whole perception of lifestyle products and made him question whether those stigmas he had heard all his life were just somebody else’s experience.
This moment of realization led to the creation of Be$os during Pou’s college break. While he was enjoying products from other brands, he noticed a gap in his experience. “ Yeah, I felt like there was more to add to the consumer experience, and I felt like there was an untapped lane within the industry that Latinos could take full advantage of, so why not me?” A year later, Be$os is building as one of the more well-known Latino lifestyle brands in SoCal, with Hispanic-flavored products.
Be$os offered flavors like horchata, motita cherry, pink raspado, and many more. “ It took a long time for my team and me to develop these flavors because of the refinement. Pou said. “ When our customers use our products, we want them to taste the actual flavor that is being advertised to enhance their experience, so they understand the difference between us and everybody else.” Pou also recently did a partnership with Stündenglass, an industry leader in gravity-powered infusion technology, to launch a special-edition, Talavera-inspired gravity infuser. This marks one of Stündenglass’ first collaborations with a Latino-focused brand.
“One year. It took our team one year to bring this project to life,” Pou said. “We come from nothing. What this means to us is more than money. Es para la cultura.”
You can learn more about Be$os and their products by visiting www.officialbesos.com