Guatemalan native Alida Boer left a modeling career to become an entrepreneur. She started Marias Bag in 2011 to share the ancient art of centuries-old Guatemalan textile weaving and treat it for what she believes it is: Latin American haute couture.

Struggling with post-partum hair issues, during a trip to Honduras to give a talk on sustainable fashion, Boer heard about a local product that was “a miracle for hair loss.” Skeptical yet desperate, she tried the batana oil everyone was talking about. It was rustic and unfamiliar, but it worked, she said, and her hair stopped shedding. When friends and family reported similar results, she decided to start Nolé to share the ingredient with the world.

Boer partnered with a local chemist to develop a line of hair care products. During their research, they discovered that the “magical” ingredient was replete with oleic and linoleic acids, low in saturated acids and a great source of tocotrienols and antioxidants. She created the shampoo and conditioner bars without sulfates, salt, silicone, parabens, cruelty or plastic and launched the line in Guatemala in 2021. This year in February the Nolé line became available for sale in the U.S. and Canada.

Question: Please discuss the Nolé line. How did it come about?

Answer: Like many new moms, I was mortified by post-partum hair loss. I tried every product, from supplements and shampoos to serums and treatments. Nothing seemed to work, and it was devastating. During a trip to Honduras to give a talk on sustainable fashion, I kept hearing about a local product that was “a miracle for hair loss” and “used by the people with good hair”—batana.

It’s an oil from the American palm tree fruit extracted by the Tawira people in a remote region called Moskitia. You basically rub it in and leave it as a conditioner or hair mask. It was a game changer and not only was I finally seeing baby hairs, but I also noticed less shedding and more shine and softness. I became determined to share this ingredient in a way that was accessible and easy to use, so I ended up working with a chemist. Together, we figured solid shampoo and conditioners with this ingredient as a base were the way to go.

Question: What is your commitment to low/zero waste?

Answer: Unlike almost all other salon-quality shampoo and conditioners, ours are solid, so they don’t require any plastic (which doesn’t decompose). They are shipped and sold in little biodegradable cardboard boxes. Sustainability is at the very core of our mission and our key motivator.

Question: Along with hair care, you also have a handbag and accessory line. Who makes and designs the products? What is your relationship to the workers and their communities?

Answer: Yes, it’s called Marias Bag. We make one-of-a-kind luxury handbags that celebrate the female artisans of Guatemala who have been manually looming colorful textiles for generations. What started as a small group of weavers from the village of Pastores has grown into a network of more than 500 craftswomen throughout Guatemala who now have the opportunity to bring home a fair income. This year, we’re introducing a new generation of Marias that is even more ecologically sustainable and accessible to all. We want to preserve these amazing techniques that are getting lost and the way to do it is through innovation. For me, there is nothing more luxurious in “fashion” than a handmade piece.

Question: You showcased Nolé at Expo West this year. Was the show beneficial?

Answer: That’s right. It was a hit! Expo West was basically our intro to the U.S. market and our booth generated a lot of interest. We connected with several retailers who are now interested in carrying Nolé in their stores and it also gave us a big PR boost.

Question: What suggestions do you have for natural product retailers who are interested in selling the haircare line? How can they promote shampoo bars and low waste in their stores?

Answer: I’d say package-free beauty is the future. Plastic is toxic and impossible to decompose and needs to be eliminated from our industry with a sense of urgency. For the benefit of humanity, we all need to rethink our dirty habits. And besides being plastic free, our formulas are amazing! We always say, just give it one wash and believe me, that is all it takes to convert to Nolé.