When Aruma arrived in Colombia in April 2025, it came with a clear mission: to democratize beauty and connect with the Latin woman in an authentic and inclusive way. They didn’t want to be just another generic cosmetics chain. They wanted to be a brand with a point of view. And to build that point of view in a new market, they chose Martina La Peligrosa.
Martina La Peligrosa is one of the most genuine figures in Colombian popular music. Born in Cordoba, she built her career from scratch: backup singer for artists like Carlos Vives, then a content creator on YouTube before that was even a job category, and finally an artist with a unique voice and personality. When asked whether she’d like to participate in a beauty pageant, her response was: “I just want to be. I don’t need anyone’s approval to know that being who I am is enough.”
Aruma’s communication approach centers on celebrating the everyday beauty of the Latin woman. Not magazine beauty. The beauty of someone who puts on makeup for herself. Martina embodies that: not because she has millions of followers, but because the way she lives her identity is exactly coherent with what Aruma wants to project.
Entering a new market is hard. Building cultural relevance from scratch is even harder. The fastest way to do it isn’t investing in mass advertising. It’s partnering with someone who already has that relevance built in. An artist like Martina doesn’t just give Aruma visibility. She gives it a point of view. A personality. A reason to be chosen over brands that have been in the market for years.
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