Variety Act Miami #21: Meet Valentina Hernández Botero, Founder & Chief Brand Officer of Sana Skin Studio.
Skin soothe-sayer and true believer in self-nourishment.
Buenos días! I’m your compère Natalie Guevara, and I’m proud to welcome you to issue number 21 of Variety Act Miami. She can legally drink now! Which is ironic, considering this issue is centering other ways to unwind and make time for yourself.
Located in Wynwood, Sana Skin Studio opened its doors three weeks before Miami businesses were mandated to close in March 2020 due to COVID-19’s first wave. When I moved to Miami from New York that spring, I heard about Sana, its serene atmosphere, first-class product selection, and expertly crafted facials through acquaintances, with many buzzing that it would be their first “real” appointment for self-nurturing amid the pandemic as soon as the space could safely open back up. Then as now, a common refrain about Sana is something to the effect of, “You just feel good being there, beyond the actual treatment.”
I was intrigued: It was the first time I’d heard of this concept existing in Miami. Not to mention everything about Sana’s brand identity and community of vibrant, accomplished, wise clientele—its Muses—was so thoughtful and on point, it spurred me to fall down the rabbit hole of learning more about who was behind this place that resonated with so many of Miami’s glowiest people.
Enter Valentina Hernández Botero, Sana’s founder and Chief Brand Officer. A gifted aesthete with robust experience in branding and creative, Valentina opened Sana in February 2020 to offer more than a skincare experience, but guidance on how to care for ourselves thoughtfully—and enjoy every moment doing so. The pure-hearted intention and consciousness that Valentina puts into everything she does is palpable, from Sana’s evocative social videos to even her own personal posts documenting her travels, daily routines, and quiet moments enjoying life. There’s a soulfulness to what Valentina has created with Sana that stands out in the lifestyle space. And I’m excited that there’ll be more Sana in our future—she’s opening a second location in Coconut Grove this summer.
It’s my honor to introduce you to her thoughts on brand-building, shaping your own tastes, and Miami’s special spots. Without further ado, here’s Valentina.
MEET VALENTINA HERNÁNDEZ BOTERO, FOUNDER & CHIEF BRAND OFFICER OF SANA SKIN STUDIO.
On cultivating her aesthetic sensibilities and creative tastes while growing up:
I grew up in a pretty creative family. My sisters are 10 years older than me, so while I was growing up they were in New York and Paris, one studying art and the other acting and music. As a kid, I would travel with my family to their art shows and film screenings; I found it fascinating.
My mom is also an artist, so our house would always be covered in paintings. She was always into interior design, so I would come home from school and the house would be rearranged constantly depending on her mood. I think this really developed my eye and love for composition and design. She was also always very into spirituality. I started reading Osho books in middle school; it opened my eyes to a new world. Some of my favorite books include A New Earth by Eckhart Tolle, The Book of Secrets by Deepak Chopra, The Four Agreements by Don Miguel Ruíz, and The E-Myth by Michael E. Gerber.
My favorite films growing up were The Beach, Memento, Fight Club, Almost Famous, and Garden State.
As for the music I loved growing up: The Doors, Bob Marley, The Strokes.
My favorite artists were Monet, Cy Twombly, and Pollock.
Traveling was also a huge factor in how I see the world. I’m so inspired by the general zeitgeist and the subtleties of each unique person and place.
On laying the foundation for what would become Sana:
I’ve always been fascinated with building brands, and I’ve always loved skincare—but if you would have told me in college that I would be in the beauty industry myself, I would have never believed you.
My dream in college was to work in a big ad agency in New York City. When I didn’t get my dream internship, I started developing my own skills in brand-building and storytelling. My path led me to the desire to start a brand of my own—I wasn’t sure what it would be. I told myself that if it was meant to be, it would come naturally.
On the initial “spark” to create Sana:
We were in the middle of a hurricane. I went to stay at my parents’ house because they had all their shutters up. The house was pitch-black, the rain and wind were crashing loudly against the shutters, and there was nothing to do but wait for the storm to pass.
I was sitting on their couch having tea and scrolling mindlessly on my phone when I got a clear ping that I needed to create a physical brick-and-mortar business where I could welcome people and create an experience for them. I wanted the experience to be wellness-related, where people would feel taken care of. The name came in clearly at that moment: I wanted it to be called Sana, which means “to heal” in Spanish. A word that’s always been prevalent in my life.
I was so excited, I called my husband right away and told him about my half-baked idea. Even though I didn’t have everything figured out, I could feel the essence in my bones. From that day on, it’s never left me.
On setting up shop in the buzzy Wynwood district and opening Sana’s second location in the Grove this summer:
Even though Wynwood can get quite touristy, I’ve always loved the fact that it feels a bit more edgy than other neighborhoods and it’s not trying to be anything it’s not. I was always inspired by the deep-rooted local businesses in Wynwood like Zak the Baker and Panther Coffee. We wanted our first location to be pretty centrally located. We stumbled on this space and knew it was perfect.
We’re opening our second location in Coconut Grove Summer 2022! The Grove is another neighborhood that I’ve always loved spending time in. I can’t wait to see what Sana will add to its unique charm.
On Miami’s unique sensibility and how it manifests through how Sana and other thoughtful brands connect with their respective customers:
Something that I find unique to the Miami demographic is its multicultural sensibility. There’s something about the European and Latin American subtleties held in the culture, the exchanges, and the people themselves. It creates warmth, open-mindedness and charm. People care more about their well-being, spending time in the sun, taking care of their bodies, and not being stuck in a work-only mentality that other cities hold.
We’re also not the flashy “Miami” we see marketed by outsiders. There’s actually a big creative community here and more depth than meets the eye. These values are important to be able to connect effectively.
On naturally cultivating Sana’s incredible community of “Muses” over time:
It’s funny because the Muse aspect of Sana is such a huge part of our brand. But I think the reason why it’s so “Sana” is because we didn’t manufacture or plan to create a “Sana Muse.” It just naturally developed in the most authentic way.
I’ve always been so fascinated and curious by people and their unique essence. With Sana, I had the chance to know more about them, their stories, their struggles, their skin journeys. The Sana Muse was born. It’s such a motivating aspect of our brand for me.
We’ve seen brands use this “Muse” idea since, but if it’s not authentic, it doesn’t work. Sana is bigger than just our brand; it’s about community. It’s about storytelling. It’s about connection. I may be a dreamer, but I don’t see Sana as business-only—it’s about the soul and mission behind it. A movement towards self-love and self-nourishment. I hope that Sana can serve as a support system along our Muses’ unique journeys.
On how she approaches the top-shelf curation of brands that are shoppable on Sana’s site:
Curating our Sana brands is one of my favorite parts of my job. As a brand fanatic, I’m always following the rise of new brands that are doing something special.
When I find a brand that interests me, I first make sure that the values, ethics, and clean beauty standards align with Sana. If a brand fits our criteria, then we test each product to make sure we love it and see and feel results.
Unlike most retailers, we don’t carry full product lines. Instead, we curate the best from our favorite brands. If you find it on our shelves, you can trust there’s a reason why it’s there.
On her current day-to-day rituals:
I wake up at 7 am and either go to a Pilates class, go for a walk, or do yoga at home. I love starting my day with movement.
After that, I love lighting some incense, sipping on a hot tea, and doing a 10-minute meditation. I’ll take a couple of minutes to play my sound bowls, breathe, and get grounded in my body. After that, I’ll have breakfast and, if I’m not pressed for time, I love to journal and let my mind pour its contents onto fresh paper.
Then I’ll shower and head to the office. Some days, I sleep in and just have time for a couple of deep breaths on my mat and head out the door, but I always try to get a bit of stillness in. I find it essential for my well-being.
My evening routine usually consists of making dinner, planning my next day, and taking a bath. Baths are my therapy. They help me wash away the energy of the day and nourish my soul. If it’s a great day, I’ll snuggle in bed with a book.
On where in Miami she calls home and her favorite neighborhood hangs:
I live in South Beach. My favorite local spots are True Loaf for croissants and olive bread; Lucali for pizza; Barceloneta for tapas with friends; and Panizza for empanadas and milanesa.
On her cultural diet:
I don’t like to watch a lot of TV, so I’m currently not streaming much. But I did love the show The Great on Hulu and The White Lotus on HBO.
I’m currently reading Becoming Supernatural: How Common People are Doing the Uncommon by Dr. Joe Dispenza, Where the Crawdads Sing by Delia Owens, and the poetry book Inward by Yung Pueblo. I like reading several books at a time so I can switch in between to keep it varied.
I recently watched the films Licorice Pizza and Parallel Mothers and I loved them both!
On what she taps into to power through overwhelming moments:
Whenever I feel overwhelmed, I tune into my intuition to understand what I really need at that moment to bring me back to balance. Sometimes it’s taking the day off to rest; other days, it’s going for a walk, taking a bath, or just sleeping in an extra hour. Also, it’s telling myself that my timing is the right timing and to take things step by step. Deep breaths help, too!
VALENTINA’S MIAMI FAVORITES.
Miami anthem (current or classic!): “Miami” by Will Smith?!
Miami movie: Moonlight and There’s Something About Mary.
Restaurants & bars: Mandolin; Leku; Boia De; La Natural; Lung Yai Thai Tapas; Luna Pasta e Dolci; Mister O1.
Cafés, diners, bakeries, & ventanitas: Madruga Bakery; La Latina; Chug’s Diner; Panther Coffee; Peel! Soft Serve; Azúcar Ice Cream Company.
Grooming & wellness: Mano Nail Studio; Studio Raūpo; SOL Yoga; Helia House.
The Great Outdoors: I love paddleboarding in Sunset Harbor and beach days at Soho Beach House or Key Biscayne.
Cultural centers, art shops, performance spaces & bookstores: Books & Books; the Rubell Museum; the de la Cruz Collection; PAMM; and the Tower Theater.
Shopping: I love supporting local brands like 8vo Ático; Vital Tonics; éliou; NST Studio; Simonett; mrs. mandolin; and TEJESTA.
Housewares & interiors: I love buying decor items on my travels and finding pieces that tell a story. We’ve brought chairs back from Bali from our honeymoon, and ceramics from Mexico and Japan. They’re so special to me.
The recommendation you’ll always give to a first-time Miami visitor: Mandolin, for sure, and Sana, of course!
THANKS, VALENTINA!
Luxuriate in Valentina’s exquisite ideas, delights, and musings by following her at @valenhb. Book your Sana experience here and get inspired by their skin-saving guidance and gorgeous community of Muses at @sanaskinstudio.
Until we meet again, stay healthy and safe. Besitos!