Celebrating Immigrant Women Entrepreneurs: The Bold Stories Behind Every Dream, PART 2
This month, we’re thrilled to celebrate incredible immigrant women entrepreneurs making waves in their industries. Today, we’re spotlighting Diana Pimentel, founder and Jefa of Piel Culta, a skincare brand rooted in culture, resilience, and the healing power of botanicals. Her story is a testament to the power of perseverance and cultural pride. Here’s a glimpse into her inspiring journey:
From Mexicali to Los Angeles: A Journey of Resilience
Born in Mexicali, Mexico, Diana moved to Los Angeles with her family in the early 1990s. Her parents made the difficult decision to leave behind their successful market and family farm after a series of tragedies and economic hardships. This journey, filled with challenges and sacrifices, became the foundation of her entrepreneurial spirit.
“I come from hardworking, kind people who always find a way forward. Legacy is important to me— I want to build something meaningful that the next generation can be proud of. My Mexican roots are rich with values of family and community. They’ve taught me that how you show up matters. In business, that means growing together and creating a space in the beauty and skincare world that celebrates our culture and uplifts it.”
Heritage at the Heart of Business
For Diana, her Mexican roots are not just a part of her identity–– they’re the essence of her brand.
“Our brand name, Piel Culta, is deeply intentional. It means "cultured skin" in Spanish. Choosing a name in our language reflects both our heritage and our mission. We consistently look to our culture for inspiration, especially when it comes to ingredients. Prickly pear was one of the first, and we’re currently developing another formula rooted in practices of using botanicals as medicine for the skin. Beyond the products, we represent our culture in everything we do, from visuals to values, reminding our community that caring for yourself is not just skincare, it’s self-love and resistance.”
Her signature product, Guau Glow!, was inspired by a moment with her mother and the healing properties of prickly pear oil, a staple in Mexican cuisine and skincare.
More Than Skin Deep
Piel Culta specializes in botanical-based skincare designed for sensitive skin, but their mission goes beyond just products.
“What sets us apart is our belief that skincare is more than skin deep. Our approach centers on holistic care— products that not only soothe the skin but also encourage a moment of mindfulness. Because nourishing your skin should also nourish your spirit.”
Overcoming Barriers with Grit
“One of my biggest challenges has been navigating entrepreneurship as an undocumented immigrant. I’m fortunate to have DACA, but growing up, I often felt limited in my options and carried a constant sense of instability and fear. That mindset took years to work through.”
Despite barriers like limited access to funding and systemic obstacles, she’s leaned on her resilience and community support to thrive.
“Even now, my status presents barriers. Many resources available to small businesses, like grants or certification programs for women-owned or minority-owned businesses, aren’t always accessible. It’s a challenge that requires grit, creativity, and a strong community to overcome.I’ve learned to find alternative paths, lean into my purpose, and keep showing up even when the system isn’t built for me.”
Community Impact
Piel Culta is more than a skincare brand, it’s a community. Diana hosts events like Glowing Through It, a self-care day celebrating resilience and rest, reminding her community that they deserve to prioritize themselves.
Vision for the Future
Looking ahead, Diana dreams of expanding Piel Culta’s product line, growing retail partnerships, and creating programs to support other Latina and immigrant entrepreneurs. Her vision is to continue building a brand that not only cares for the skin but also uplifts and empowers.
Words of Wisdom
For aspiring immigrant women entrepreneurs, Diana has this advice:
“Do it! Don’t wait for perfection. Start with what you have and grow from there. Progress is better than perfect. Also, get your systems in place early— especially for your finances. Use software to track your books so you’re set up for success from the start.”
Q+A
-
One of the most rewarding parts of being a business owner has been stepping outside of my comfort zone. I recently competed in my first-ever pitch competition, Beauty and the Biz, and placed 5th. As someone who has struggled with shyness and speaking in front of others, it was a huge personal milestone and something I’m incredibly proud of.
Of course, creating my brand from the ground up has been another major highlight. Watching Piel Culta come to life, knowing it's rooted in my story and my culture, has been both healing and empowering.
-
Beyond skincare, I want Piel Culta to give back. My vision includes creating a program that supports other Latina and immigrant entrepreneurs— whether that’s through mentorship, funding, or simply sharing what I’ve learned along the way.
-
From street vendors selling elotes and raspados to family-owned restaurants and bustling nail salons, immigrants are the heartbeat of Los Angeles. You can’t imagine this city without us. We bring the flavor, the sounds, the color— we shape the culture.
But beyond our contributions, we are people with beating hearts who are deserving of dignity and opportunity simply because we exist, not just because of what we offer. Immigrant-owned businesses don’t just support the economy, we create spaces that feel like home.
-
The reverence we have for our dead and the importance of remembering our past keeps me grounded and motivated. In my culture, we honor those who came before us— not just with altars or traditions, but in the way we live, work, and move forward. That connection to ancestry reminds me that I’m part of something bigger, and that everything I build carries their legacy with it.
-
Running a small business is hard, but running an immigrant-owned business comes with an extra set of hurdles. Especially now, it can feel like we have a target on our backs. From limited access to funding, since minority-owned businesses are severely underfunded, to the pressure of constantly having to prove our worth, it’s exhausting.
People often expect our products or services to come at a discount, without realizing the emotional, legal, and financial challenges we face just to stay open. I know so many immigrant-owned businesses that are being affected by ICE raids and instability. Supporting us means more than just buying a product, it’s standing with us in the face of systems built to exclude us.
Join the Movement: Support Immigrant Women Entrepreneurs
Ready to experience skincare rooted in heritage and healing? Find Piel Culta:
Piel Culta: @piel_culta | www.pielculta.com
In Los Angeles: Earthy Corazon
In New York: The Wellground
Online: Beautyhabit.com
Diana’s journey is a beautiful reminder that immigrant-owned businesses shape not just the economy but also the culture of our communities. Let’s celebrate and support them every step of the way!
