Meet Maia Alejandro, Founder of FOR TMRW

She launched a non-toxic nail polish brand that is as clean as it is artfully beautiful.

I first came across Maia and her non-toxic nail polish brand, FOR TMRW, when asked to do a profile on her entrepreneurial journey for Popsugar, where I’m a contributor.

I was immediately struck by her creativity, positive energy, the reasoning behind launching her brand, and her relationship with motherhood. Conversing with her was a breath of fresh air, and I remember leaving our Zoom chat feeling joyous and inspired.

I loved that despite being a busy mom of twin girls, she was still pursuing her dream of leading a beauty brand based on clean luxury, color psychology, sustainability, and building community.

As someone who opts to do her own nails rather than getting them done at the salon (gel and dip always make my nails so weak), I felt captivated by her brand’s ethos of celebrating beauty as art. Not to mention, the bottles look effortlessly chic sitting on any vanity, and the colors are thoughtfully curated from art, beauty in the everyday, and cozy feelings.

*All images are courtesy of For Tmrw

Some of my personal favorites are For Flora— the perfect bright red, For Aguas Bendita — a gorgeous pearl, and For Fauna — a neutral, earthy brown. She has also collaborated with other female-owned brands, including one of my favorites, Ceremonia (also Latina-owned), where they teamed to create The Guava Set.

Keep reading for more on Maia’s backstory and watch the video at the end for some fun quickfire questions.

Natalia: Why was it important for you to create For Tmrw?

Maia: In 2018, facing a high-risk pregnancy and witnessing my cousin's battle with breast cancer, I embarked on a clean living journey. Discovering that Black and brown women are disproportionately affected by toxins in beauty products, my cousin and I made a concerted effort to replace all personal care, beauty, and cleaning products in our homes. However, navigating the clean beauty space proved challenging, particularly as women of color. Ingredient lists were convoluted, and representation was lacking in our favorite stores' beauty aisles. Motivated by this experience, I launched FOR TMRW in 2020. My mission is to empower my community to embrace self-care rituals that prioritize safety and enhance inner well-being.

Drawing from my background as a former mental health clinician, FOR TMRW products are crafted to evoke ease, restoration, and self-indulgence. Each item in our collection is meticulously formulated to be non-toxic, sustainably packaged, and enriched with a color story designed to enhance uplifting mood experiences. Our approach is guided by color psychology and grounded in promoting overall well-being. With our nail care products, we offer a uniquely curated self-care ritual that delivers tangible, positive effects on both mood and health, fostering a sense of empowerment and vitality.

N: What's a day in the life as a business owner and mother of two?

M: I usually wake up before anyone else, and get snacks and breakfast ready. Then I get the girls up, We eat, get ready for school, and then start my work day around 8: 30 am after I drop them off and have some coffee. My work day consists of meetings, creative brainstorming time, answering emails and doing either marketing or PR work. I have lunch somewhere in between, then I generally pick up the girls around 2:30 pm and quickly finish any pressing issues while they have a snack. Then we do homework (yes, kindergarteners get homework in 2024!) , play, run any errands I need to do, cook and have dinner, and get the girls to bed. After bedtime I will catch up on emails if I need to, but usually I like to spend that time winding down. 

N: How do your nail polishes differ from others in the market?

M: FOR TMRW solves the problem of finding a nail care option that is healthier, sustainable, culturally relevant, and provides tangible, positive effects on mood and self-care rituals. By offering quick-drying, chip-resistant, and non-toxic nail polishes in a diverse color range, FOR TMRW ensures convenience, durability, safety, and self-expression. Additionally, our focus on sustainability, color psychology, and celebrating ancestral beauty rituals adds depth to our offerings, providing customers with a holistic and meaningful self-care ritual that positively impacts their overall mood and well-being.

N: As a creative, what are some ways you like to seek inspiration?

M: As a creative, I've learned that my creativity and my inspiration ebbs and flows. I have times when I feel so much creative energy and other times when it's low. I've learned to honor these seasons. I love museums and special exhibits and learning about different forms of creative expression. Sometimes immersing myself for a bit in a different art form (ceramics, dance, etc.) allows my own creativity to flow. Other times I find myself needing to just be still and quiet my mind to let clarity find me. 

M: What are some challenges you are constantly met with that you weren't expecting?

M: Everything's a challenge, LOL! You really have to be ok with things not going according to plan. I've learned you have to loosen your grip and pivot as necessary. Flexibility is everything when running a business. Community is also everything. Who you surround yourself with as an entrepreneur, who you listen to, who you follow on social media - it all impacts your thoughts, perceptions, actions. Make sure you are surrounded by supportive people who want to see you win! 

N: What are some exciting things we can expect from For Tmrw in 2024?

M: We are launching some exciting new things in 2024! New colors, new formulations, and new tools for an even better hand and nail care ritual!