The brand was born in 2008 by Caroll L. Santiago López, Omar M. Abdel Hadi Fernández, and Joanne L. Santiago Santiago. From day one, we had a fine-tuned compass pointing north: to create holistic plant-based cleaning products that care for the skin, honor our African roots, and look after the planet. We didn’t want «more of the same.» We sought unique, real, traceable, and honest formulas, made in large batches to supply a large demand while at the same time watching out quality and freshness.
Professionalize without losing our focus and purpose
In 2012, we took the leap to register and certify the brand and transition from a workshop to a formal operation. This involved incorporating methods for traceability, controls, good manufacturing practices (GMP), and good agricultural practices to ensure consistency and safety in every batch. We armed ourselves with a multitude of certifications, such as FSMA and GMP, among others. This step allowed us to compete rigorously without sacrificing our artisanal nature, and to communicate our company mission, vision, and values with greater clarity.
Philosophy Guiding Decisions: Less Is More
Our mission is maximum quality at competitive prices, innovation connected to real needs and ancestral roots. Our vision is to be agents of change and education, leading with sustainable practices and building communities of holistic well-being. These ideas are not slogans; they are decision criteria for purchases, formulation, packaging, staff education, and guidance to our communities.
Ingredient Policy: Coherence Made Formula
Based on a family awareness of cancer and other health conditions, we opted for a deliberately simple formulation: without colorants, without clays, and without palm oil. We don’t make medical promises; we focus only on the cosmetic benefits and sensory experiences, providing an excellent, skin-friendly experience.
Launch of Holistic by El Nigeriano
In September 2023, we introduced the Holistic by El Nigeriano line, capitalizing on the trajectory of the main brand, C.O El Nigeriano J.J. The reputation and recognition of the main brand helped boost the Holistic by El Nigeriano brand, and our hard work at points of sale helped us position ourselves strongly in tourist channels, achieving accelerated adoption in less than 18 months.
Innovation with Roots and World-Class Category Leadership
Through operational discipline and innovation with roots, we consolidated our position as leaders in holistic, plant-based cleaning products within our category. We maintained this position with a solid quality system. The Holistic by El Nigeriano line features certified sustainable packaging that protects the product and minimizes environmental impact, significantly reducing our carbon footprint on the planet. Our soap packaging has unique certifications (CMA, SFI, SQF Level 2), making it innovative in its class and its handmade soaps category. Furthermore, we are the first to package soap in this revolutionary way, and it is registered as our comercial image.
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