Founder Interview With Ana María Hernández, Equal Love
Photo Credit: Equal Love
Ana María Hernández is the Founder and CEO of Equal Love, a brand with a deeply rooted purpose in advocating for diversity and inclusivity through its genderless line of natural products. Born from Ana María's own journey of self-expression and advocacy after coming out as LGBTQ+ in her thirties, Equal Love embodies the belief that love, beauty, and personal care transcend gender norms. Launched with a mission to break free from traditional stereotypes, Equal Love offers high-quality, vegan, and cruelty-free personal care and home products designed to promote confidence and a healthy lifestyle for individuals, regardless of their gender identity or mode of self-expression.
During our interview with Ana María, we delved into the origins of Equal Love, exploring how her diverse background as a Puerto Rican lawyer, translator, and advocate for animal rights and the LGBTQ+ community fueled her passion to create a brand that stands for more than just products. Ana María shared the challenges she faced in navigating the business world without a traditional business background, emphasizing the importance of financial literacy and cautious planning in the growth of Equal Love. She also touched on the significance of inclusivity in product development and campaign strategies, ensuring that Equal Love reflects the diversity and values of the LGBTQ+ community. Ana María's journey and the vision behind Equal Love are a testament to the power of combining entrepreneurship with advocacy, offering valuable insights and inspiration for future LGBTQ+ entrepreneurs.
Can you share with us the inspiration behind Equal Love and how you got started?
I'm a Puerto Rican lawyer and translator who, after coming out as LGBTQ+ in my thirties, felt compelled to blend my advocacy work with my entrepreneurial spirit. The inspiration for Equal Love stemmed from my desire to create products that transcend traditional gender norms.
Before launching Equal Love, I worked in various fields, including animal law and support for pregnant and breastfeeding individuals. Both of these experiences highlighted the need for education and awareness around these topics, inspiring me to create a line of t-shirts that featured messages of education and empowerment, designed to spark thought and conversation.
Equal Love was born from a similar desire to educate and advocate, but this time focused on LGBTQ+ rights and the need for gender-neutral products. The idea came from my frustrations with gendered products and the stereotypical marketing strategies that go with them. I wanted to create a product that anyone, regardless of gender identity, would feel comfortable using. This vision was brought to life with the help of an aromatherapy expert, resulting in a unique, gender-neutral scent that became the cornerstone of Equal Love's personal care product line.
Photo Credit: Equal Love
What does your creative process look like when considering new products or campaigns?
Inclusivity is at the forefront of our approach when developing new products or campaigns. We prioritize diversity in all aspects, ensuring our visuals represent various identities, body types, and realities, especially emphasizing the importance of featuring real couples and diverse representations. This commitment also means avoiding stereotypes and opting for neutral clothing and backgrounds that align with our company values, including sustainability and environmental protection.
Market trends and customer feedback definitely influence our product development. Still, at the same time, we also focus on products that I believe in rather than following industry trends that don't align with our brand ethos. This approach ensures that everything we launch reflects what Equal Love stands for—diversity, sustainability, and multi-purpose products that contribute to well-being, reflecting our values and the needs of our community.
What would you say has been a really big challenge in starting and managing Equal Love?
Given my lack of a traditional business or finance background, the greatest challenge in launching and growing Equal Love has been mastering the financial and business aspects. Navigating projections, revenue, profitability, and especially cash flow has been a steep learning curve, coupled with the realization that sales volume doesn't necessarily equate to profitability. I'm skeptical of stories suggesting overnight success from passion to profit, as they often oversimplify the complexities of running a business and fail to address critical issues like cash management.
Through experience, I've learned the importance of focusing on profitability over just sales and the necessity of cautious financial planning. This journey has taught me the significance of making informed decisions, such as holding off on spending to prioritize strategic investments and sales, especially during crucial periods like the holiday season. It's a continuous learning process, but these financial principles are fundamental to managing Equal Love as it reaches new milestones.
Photo Credit: Edrian Rodríguez for Trasiego Magazine
If you could give one piece of advice to future LGBTQ+ entrepreneurs, what would it be?
Understanding your business is crucial. Initially, I approached this somewhat naively, imagining it to be simpler than it was—thinking, 'Oh, I’ve sold a few t-shirts before, I’ve sold a few tote bags, and now I’m going to sell some beauty products.' Yet, I didn’t anticipate the rapid growth and soon found myself venturing into unfamiliar territory. This journey brought its share of lessons but has unfolded in a very organic way. The most critical takeaway I've learned is the importance of doing thorough research before diving into your business. This preparation can save a considerable amount of time and money, proving invaluable in the long run.
When you think about the long-term vision for Equal Love, what does that look like?
Definitely new products and definitely new scents! But it's not just about expanding our product line for the sake of variety. Each new product and scent we introduce is a step towards deepening our commitment to inclusivity and diversity. We see these additions as opportunities to explore and celebrate the vast spectrum of identities and experiences within our community.
What LGBTQ+ owned brands are your go-to and why?
My go-to LGBTQ+ owned brands include a local Puerto Rican brand called Sabor a Libertad. I've had the pleasure of collaborating with them on various projects and their innovative approach and mutual support for our businesses have solidified my admiration for their work, from their product designs to community engagement.
Additionally, Noto Botanics has captured my attention and admiration. I discovered them after establishing my brand and was immediately struck by the similarities in our ethos, especially their focus on multi-use products. I've become a loyal customer, drawn to their beautifully balanced scents and overall vision.
Tell us about one of your values and how you have incorporated it into your brand.
Incorporating the value of LGBTQ+ visibility and representation into my brand has been important from the beginning, deeply influenced by my personal journey in coming out and being true to myself. This commitment manifests in our products, campaigns, and the way we communicate, ensuring diverse and inclusive representation across all channels. We aim to affirm and celebrate the LGBTQ+ community's richness. Visibility and representation are not just brand values; they reflect my dedication to fostering a space where the LGBTQ+ community feels seen, validated, and empowered.
Photo Credit: Equal Love
How do you take care of yourself, especially during this moment in history (a record number of anti-LGBTQ+ bills being passed, an increase in violence against our community, etc.)?
I've focused on staying informed and educated, ensuring my actions speak louder than words. Equal Love’s commitment to LGBTQ+ visibility and rights remains strong through our products, campaigns, and actions. This approach is about self-care, maintaining authenticity, and supporting visibility for our community. Despite the societal pressures, I'm committed to living openly and proudly, using my brand and personal platform to affirm my identity and support the LGBTQ+ community, believing firmly in the power of visibility and representation. I won't go back into the closet for anyone.
Who is your favorite LGBTQ+ celebrity, and why?
That's a tough one. Especially because every time I discover someone new, I tend to develop crushes on them. Recently, it’s Roberta Colindrez who was in a league of their own, the reboot. I’m also a fan of Hunter Schafer from Euphoria. Last but not least, Vico Ortiz from Our Flag Means Death and The Sex Life of College Girls, especially since they are Puerto Rican.
Can you share one fun fact about yourself?
I’m obsessed with Pilates! I've been doing it for more than seven years.
