Buena Cura is filling a whitespace left by wellness brands that aren’t addressing the needs in the Latino community. Major wellness brands don’t speak authentically to us. Big mistake. Our collective spending power is humongous. 49.1% of consumers in cities like Los Angeles are Latin. The numbers skyrocket to 72.5% in a major city like Miami. California, the most prosperous state in the nation houses the largest Hispanic and Latino population of 15.6 million. New Mexico is 47.7% Latino. Latinx folks are estimated to account for “78% of net new workers between 2020 and 2030” according to the Department of Labor. 

That’s a lot of us craving better solutions.

The Latino aisle at every major retailer is outdated and cheesy. Buena Cura is here to change that.

Buena Cura is revolutionizing wellness for the Latino community with high-quality, science-backed remedies that honor our rich cultural heritage. We blend trusted Latin American traditions with modern science to create effective, accessible products. We do so by offering fun and beautifully explained education that empowers everyone to take control of their well-being. 

ABOUT THE FOUNDER

As a first-generation Latina, Priscila Martinez had a hard time acclimating to the way health is approached in the United States. She wasn’t alone. She recognized the same confusion in her parents when they were talking to their healthcare practitioners. Medicine was different in Mexico. You felt heard, you were offered immediate solutions. There was always a grandmother or elder around to give you their own recipe to alleviate an ailment. After her father’s cancer diagnosis she decided to do something about it. The idea was to offer science-backed remedies that honored her heritage and used the same ingredients her mother, grandmother, and great grandmother had used themselves to care for their loved ones. Buena Cura was born. 

Prior to this venture Martinez founded a public relations and creative communications firm. She was named to Inc. Magazine’s Female Founder 250 list, among notable names like Hailey Bieber, Selena Gomez, Katy Perry, Scarlett Johansson, Shay Mitchell, and more. The firm services Fortune 5 clients and other household name brands. The Brand Agency is the only agency globally to service clients like Amazon, Apple, Hulu, Disney, and Netflix with a female-only team. Ragan recognized Martinez as a Top Women in Communications, industry trade PRNews named her Top Women in 2024, and her agency was named “Best in Business” for Communications by Inc. Magazine. Her speaking engagements include UCLA Velocity Women’s Leadership Summit, USC Marshall School of Business marketing series, USC Own It Summit, and the International Trade Council's Think Global Conference. Martinez is also an entertainment correspondent for NBC’s Peacock streaming platform. She has been featured in publications like The Hollywood Reporter and Forbes and frequently contributed to Newsweek and Entrepreneur. Martinez sits on the board of Tierra del Sol Foundation. She is a first-generation Mexican immigrant who started living in the US full-time upon being accepted to Pepperdine University. 

During her communications career, helped launch Ladder, Lebron James, Cindy Crawford and Arnold Schwarzenegger's supplement line. She also worked with Garden of Life and spearheaded communications for their myKind line with Alicia Silverstone. Her experience marketing to the Latin community stems from her client work with brands like Warner Bros., Amazon and Apple. Martinez also worked with Liquid IV and its CEO leading up to the acquisition by Unilever. She was also part of the team that launched Walker & Co., a brand for colored people that years later was acquired by Procter & Gamble, making its CEO the first black CEO of a P&G subsidiary in its 180 year history.