We’re all familiar with the adage that beauty is in the eye of the beholder. However, misrepresentation and lack of representation continue to permeate the beauty world. As whiteness remains a default across industries, generations of communities of color are continuously impacted by systemic exclusion. Since 2020, 29 major retailers have taken the Fifteen Percent Pledge, a commitment to dedicate 15% of their shelf space to POC-owned businesses. Yet, few have released public data on their progress towards making this a reality. With recent efforts to eradicate DEI across the nation, we’re sure to see more companies give up on these commitments. That’s why the work that Danielle Alvarez and The Bonita Project are doing is that much more crucial.

Inspired by the need to change how beauty, fashion, and lifestyle brands engage with multicultural communities, Danielle founded the Bonita Project, a Latinx-owned PR and media agency, in 2018. Drawing from their own experiences, The Bonita Team is committed to breaking down barriers between markets, celebrating the multifaceted nature encompassed by Latinidad, and authentically meet audiences’ needs.

Now valued at $3.6 trillion, Business Wire reports that U.S. Latino GDP is the second-fastest growing among the world’s ten largest economies, trailing behind China and outpacing India, France, Canada, and the rest of the United States. U.S. Latino GDP is projected to rank as the world’s fourth largest by 2029, surpassing Japan by the end of last year and Germany by 2027, and despite only comprising 19.5% of the U.S. population, was responsible for 28.3% of total additions to national GDP between 2017 and 2022.

As Latino purchasing power is now measured at $3.78 trillion, The Bonita Team understand the importance of ensuring this large consumer market remains feeling seen, heard, and celebrated. Grounding itself in the transformative power of representation, cultivating community, and amplifying BIPOC voices, Danielle and The Bonita Team are taking the industry by storm. Having worked with brands like L’Oreal Paris, Garnier, Urban Decay, and Sally Beauty, we speak with Danielle about her journey, the success of The Bonita Project, and acknowledging and embracing our collective beauty.

*Danielle Alvarez by Gerardo Briceño. Courtesy of Danielle Alvarez.*

Born in the tri-state to Peruvian parents and raised in Miami, what was your relationship with beauty and fashion like growing up?
Growing up in Miami in the early 2000s was like navigating a whirlwind of trends and expectations. It was the era of low-rise jeans, crop tops, and body piercings, where a certain kind of "sexy" was celebrated. As a young teen, I found myself caught between embracing my own style and trying to fit in. My uniform consisted of Brazilian jeans (which had you looking snatched!), a matching belt, and either Chinese slippers or a pair of fresh kicks from my ever-growing sneaker collection – Air Force Ones, Iversons, Phat Farms, Jordans, you name it. I was a proud "Chonga," as we called it in Miami.

But my relationship with beauty, particularly my hair, was complex. My curls and the Miami humidity were not exactly friends, and without the guidance of today's Instagram tutorials or access to decent curl products, I often felt lost. I succumbed to trends, caking my hair in gel for that crunchy look or relentlessly straightening it with a flat iron. I longed for sleek, straight hair and struggled to embrace the natural beauty of my curls. Any chance I got for a blowout was a chance to transform, if only temporarily.

Miami-raised and New York-made, how have both spaces contributed to the making of You?
I'm deeply grateful for the contrasting chapters of my life. Miami exposed me to so many Latin American cultures. After years of feeling like an outsider in a predominantly white community, I finally felt seen and surrounded by people who understood my heritage. I made friends with Colombians, Dominicans, even Peruvians! Spanglish became my second language, and I began to truly embrace my identity.

But Miami also had its limitations. While it fostered a sense of belonging, I eventually yearned for a broader perspective. At 22, with a heart full of dreams and a one-way ticket to New York City, I embarked on a new adventure. New York was a whirlwind. It demanded resilience, a relentless pace, and an unwavering sense of purpose. Fresh from Florida, I had to quickly adapt to the city's energy and embrace its unique rhythm. This transformative experience molded me in ways I couldn't have imagined. New York challenged me, pushed me to grow, and ultimately shaped me into the businesswoman I am today. It opened my eyes to a world of possibilities, instilled in me a sense of grit, and provided the invaluable "wake-up calls" that pushed me to go forward. I wouldn't trade those experiences for anything.

*Danielle and friends in high school. Miami, FL, 2000s. Courtesy of Danielle Alvarez.*

And those experiences are the ones that led you to create The Bonita Project.
Towards the end of 2017, I was getting the itch for a new beginning - whether it was starting a new job or launching my own business. Thankfully, my inner circle motivated me to take the big step and file for an LLC. My vision was clear: to build an agency that would champion the voices of our community, celebrate the nuances of our Latinx heritage, and provide a platform for both education and connection.

In a world of agencies named after their founders (think Samantha Jones PR from Sex & The City), I wanted a name that would resonate deeply and memorably. A name that would capture the essence of beauty, both internal and external, and speak to our community in both English and Spanish. "Bonita" – a word that evokes strength, confidence, and cultural pride – was the perfect fit. Inspired by the collaborative spirit of other Latinx businesses, I named my agency "The Bonita Project." It signified an ongoing journey, a collective effort to uplift and empower, a melting pot of ideas united by a shared mission. And so, The Bonita Project was born.

One of the many strengths of The Bonita Project is your team’s approach to amplifying multicultural audiences, something that many brands still fail to understand.
My journey into the world of multicultural marketing began long before The Bonita Project was born. It was a passion that ignited within me, a deep-seated belief in the power of authentic representation and connection. I saw a need for an agency that could truly understand the nuances of diverse communities, an agency that could break down stereotypes and help brands build genuine relationships with multicultural audiences.

The Bonita Project was my answer to that need. We're not just about checking boxes; we're about creating meaningful campaigns that resonate with diverse consumers on a cultural and emotional level. I also don’t want to take full credit for being the only one because I am not, there is a great list of Black and Brown-owned agencies that are putting in the work.

Multicultural marketing requires more than just good intentions. It demands open eyes, open ears, and a willingness to embrace new ideas and understand the ever-evolving dynamics of diverse communities. In today's world, where multiculturalism is the reality, brands need to step up and embrace authentic engagement. And The Bonita Project is here to help them do just that.

*From left to right, Kassandra Vargas, Danielle Alvarez, Natalie Rodriguez, Ivonne Morales; Bonita team photo, 2023. By Victor Perez.*

Prior to The Bonita Project, you led a robust career in the PR world, working with brands from L’Oreal Paris to Garnier. As your own boss, how do you hope to change the game through The Bonita Project?
My vision for The Bonita Project extends far beyond traditional PR and marketing. I'm driven to create impactful experiences that resonate deeply with today's diverse consumers. We excel at crafting meaningful moments that connect brands with creators and communities in authentic ways. We're not afraid to challenge the status quo, encouraging brands to step outside their comfort zones and embrace innovative strategies that truly engage multicultural audiences. We believe in showing up for our communities, not just talking about it. We're committed to providing brands with the tools and insights they need to build genuine relationships and foster lasting connections with diverse consumers. The Bonita Project is more than just an agency; it's a movement. We're dedicated to amplifying voices, celebrating culture, and creating a more inclusive and equitable future for all.

From experiential events to brand marketing, The Bonita Team brings Latina voices to the front.
Amplifying Latina and BIPOC voices is essential, as they are integral to the fabric of American culture. It's crucial to recognize the intersectionality of our identities and understand that the struggles and triumphs of one community impact us all. In particular, advocating for the Black community is paramount. We must stand in solidarity, recognizing that our liberation is intertwined. By working together, amplifying each other's voices, and celebrating our shared humanity, we can build a more just and equitable future for all.

*Ivonne Morales and Danielle Alvarez in 2019; 8 months after TBP was founded. Courtesy of The Bonita Project.*

At the core of any project of yours, is community. Why is being rooted in la gente such an important element of your work?
Thank you for noticing this! Community is at the core of everything that we do. We wouldn't be where we are today without the incredible support of our community, the vibrant local neighborhoods, and the small businesses that make New York City so unique. Living in this city, I'm constantly inspired by the sense of belonging and interconnectedness that thrives here. Within the Latinx community, I see a growing movement of collaboration and support, and it's incredibly empowering. We're recognizing the power of unity and lifting each other up as we strive for collective success.

As the saying goes, beauty (like most things) is in the eye of the beholder. How do you define beauty?
For me, beauty transcends the surface. It's about the journey of growth, the wisdom gained through life's experiences, and the unique essence that radiates from within. Every moment, both positive and challenging, shapes us and contributes to our individual beauty. It's about embracing those experiences, the light and the shadow, and recognizing them as integral parts of who we are.

My Peruvian heritage is also a profound source of beauty. It's a connection to something ancient and powerful, a legacy that flows through my veins. While I once struggled with insecurities about my appearance, not seeing myself reflected in mainstream media, I've come to embrace my Indigenous roots and find strength in my heritage. Being Peruvian is a source of pride and confidence, a reminder of the resilience and beauty that runs deep within my culture.

In today's social media age, with its focus on filters and the Kardashians, it can be challenging to define beauty on my own terms. But I'm learning to navigate those pressures, to look beyond the surface, and to embrace a deeper understanding of beauty that celebrates individuality, authenticity, and the richness of lived experience.

*Danielle as a little girl in Patterson, NJ, 1990s. Courtesy of Danielle Alvarez.*

When people attend an event or see a campaign curated by The Bonita Project, what do you hope they take away from the experience?
I hope people recognize the passion and dedication we pour into every project. It's incredibly rewarding to hear the consistently positive feedback from our guests, and I credit my amazing team for their hard work in creating truly special experiences that celebrate our community. More than anything, I want our events to be a reflection of the beautiful diversity of our community. I want every guest to walk into the room and feel seen, represented, and embraced. We strive to create an inclusive environment where everyone feels a sense of belonging, regardless of their background. I don’t want them to feel singled out or feel as if they’re the only POC in the room. Because we would never allow that to happen at any of our events.

Coming upon seven years of doing this work, how have you seen the industry change—or not—in its approach to speaking to Latina audiences?
I think the industry has definitely improved since I launched. There’s always room for improvement, but we’re stepping in the right direction slowly. There are so many more creators today thanks to apps like TikTok, and more creators are speaking up and either standing up for their worth or calling out brands (which is still very much needed), so I think a mix of these has contributed to this positive shift. The conversation that really needs to be had, is paying our Latinx creators the same or giving them the same brand experiences our white counterparts are receiving. That’s the mission we’re currently working towards.

*Bonita video shoot, 2019. Ivonne Morales and Kasey Dimas (Bottom Row), Danielle Alvarez and Mirna Jose (Middle Row), and Hiliana Devila and Tais Dejesus (Top Row). By Victor Perez.*

As you wake up every morning and look in the mirror, what lessons has this journey taught you that you reflect on? What have you learned and unlearned about yourself, community, and the industry?
As I wake up every morning, I have learned to be grateful and that all good things come to those who are patient and stay positive. Always, ALWAYS stay positive. If one door closes, another one will open - have faith in that. If you act with good intentions and no ill intent, you shouldn’t have anything to worry about. The bad experiences will come and go, but they’re there to make you stronger and you’ll have to accept that it’s part of life.

My journey as a leader has been one of continuous learning and unlearning. Early in my career, I was exposed to some toxic management styles that left a lasting impression. But I quickly realized that those methods didn't align with my values or the kind of leader I wanted to be. Micromanaging and belittling my team? Absolutely not. I believe in empowering my team, fostering their growth, and creating a supportive environment where they can thrive. Just because I experienced those negative behaviors doesn't mean I should perpetuate them. Instead, I strive to lead with empathy, respect, and a genuine desire to see my team succeed. It's about fostering a culture of collaboration, open communication, and mutual support. I believe that by leading with kindness and trust, we can achieve incredible things together.

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