Zuly Matallana's Journey to Founding a Natural Deodorant Brand for all Bodies

‍Please share a brief introduction about yourself and your business:

Hi, I’m Zuly Matallana, the founder and CEO of TIARA Natural Deodorants and the inventor of TIARA Sustainable Shower Caps.

My journey into the personal care industry was driven by a deeply personal mission—after losing my grandmother and aunt to breast cancer, I became determined to eliminate harmful ingredients from everyday essentials. As a journalist, I used my investigative skills to research clean, effective alternatives, and after two years of rigorous testing, I launched TIARA Natural Deodorants.

TIARA is a vegan, aluminum-free, and toxin-free deodorant that actually works, scoring a perfect 100 on the Yuka app for ingredient safety. Our mission is to educate and empower families to make healthier choices while offering high-performance, sustainable products. TIARA is now expanding into major retailers, including Walmart.com, and has been featured on Good Morning America, WBENC, and New York Weekly.

Beyond deodorants, I also created TIARA Sustainable Shower Caps, a reusable and eco-friendly solution to single-use plastic caps, which gained recognition on Dragons’ Den and became top-rated on Amazon.

I believe in fearless action, innovation, and making an impact, and I’m excited to continue bringing safe, effective, and sustainable solutions to families everywhere.

Who are your customers?

TIARA Natural Deodorants cater to a diverse and growing community of health-conscious consumers who prioritize safe, effective, and sustainable personal care products. Our customers include:

Families Seeking Natural & Safe Products – Parents looking for a gentle, toxin-free deodorant for themselves and their children. TIARA is safe for kids, making it a trusted choice for the whole family.

Girls & Boys Who Need a Safe Deodorant – As kids grow, many parents look for a gentle yet effective deodorant free from aluminum, parabens, and synthetic fragrances. TIARA is kid-friendly, ensuring they stay fresh while using a 100% safe product.

Women Prioritizing Health & Wellness – Moms, professionals, and wellness advocates who actively choose clean beauty and avoid toxic chemicals in their personal care routine.

Men Looking for Natural & Effective Solutions – More men are switching to TIARA because it works, and due to growing demand, we are launching a men’s collection with two exclusive scents.

LGBTQ+ Community – TIARA embraces inclusivity and self-care for all. Our deodorants are gender-neutral, effective for everyone, and designed for people who prioritize clean, safe, and cruelty-free products. We celebrate diversity and support the LGBTQ+ community in their journey toward health-conscious and sustainable choices.

Environmentally-Conscious Consumers – People committed to sustainability love that TIARA uses recycled plastic packaging and sustainable ingredients like sunflower seed wax instead of beeswax.

Individuals Affected by Breast Cancer – Women and families who have been impacted by breast cancer and want to eliminate harmful ingredients from their personal care products.

Athletes & Active Individuals – TIARA provides long-lasting odor protection without synthetic chemicals, making it ideal for those who need a high-performance natural deodorant that can keep up with an active lifestyle.

Cancer Survivors & Immunocompromised Individuals – People undergoing treatment or recovering from illness often seek gentle, non-toxic alternatives that won’t disrupt their health.

People Making the Switch to Natural Deodorants – Many have tried other natural brands that didn’t work, and TIARA is the first one they trust and stick with because of its 24-hour effectiveness.

Latino, Italian & Multicultural Communities in the U.S., Canada, and Europe – As a Latina entrepreneur, I am committed to reaching and educating diverse communities about health-conscious choices. TIARA is gaining popularity among Latinos, Italians, and other multicultural groups who value high-quality, natural ingredients in their personal care products.

Retailers & E-Commerce Shoppers – Our products are available in Central Market, Healthy Planet, The Big Carrot, Amazon, and Walmart.com, with interest from Costco and other major retailers.

What Do Our Customers Say?

“TIARA is the only natural deodorant that has ever worked for me!”

“I love knowing I’m using a safe product for myself and my kids.”

“I switched from a conventional deodorant, and TIARA lasts so much longer!”

“Finally, a natural deodorant that doesn’t irritate my skin!”

What was your background prior to starting your own business?

Before becoming an entrepreneur, I had a strong foundation in journalism and business development. My career journey took me through diverse industries, including tech, banking, and global consulting, where I honed my skills in strategy, market analysis, and international business.

What made you take the leap to start your own business?

The decision to start my own business was deeply personal and driven by both purpose and passion. I had built a strong career in journalism, tech, banking, and global consulting at PwC, but I always felt a calling to create something that would truly impact lives.

The turning point came when I lost my grandmother and aunt to breast cancer. That experience opened my eyes to the harmful ingredients hidden in everyday products, especially those marketed to women. As a journalist, I started investigating personal care products, and what I found was shocking—many deodorants contained toxic chemicals linked to health risks. I knew I had to do something.

At first, I just wanted a safe, effective alternative for myself and my family. But as I delved deeper into ingredient research, industry standards, and consumer awareness, I realized that there was a much bigger gap in the market. People wanted natural products, but they weren’t always effective. That’s when I set out to develop a natural deodorant that actually works—a process that took me two years of rigorous testing.

Leaving the corporate world wasn’t an easy decision, but I knew I had the skills, the vision, and most importantly, the mission to make a real difference. I took the leap, bootstrapped my business, and launched TIARA Natural Deodorants—a product that is now expanding into major retailers like Walmart.com, earning a perfect 100 score on Yuka, and being recognized on platforms like Good Morning America, Dragons' Den and WeConnect.

Taking the leap wasn’t just about starting a business; it was about creating a movement—educating families, advocating for ingredient transparency, and offering a product that gives people peace of mind. I believe that fear is conquered by action, and I am proof that when you follow your purpose, you can build something that changes lives.

Did you always know you wanted to be an entrepreneur?

Looking back, entrepreneurship was always in my DNA, even before I fully realized it. I was always curious, driven, and passionate about solving problems and creating opportunities. My background in journalism, tech, banking, and global consulting at PwC gave me a strong foundation in business development and strategy, but deep down, I always had the entrepreneurial spirit—I just didn’t know where it would lead me.

A major part of my journey was my time as a Community Leader in Colombia, where I learned to deeply connect with families and understand the power of education, empowerment, and social impact. That experience trained me to listen, build trust, and create solutions that truly serve people. It shaped my approach to entrepreneurship—not just as a way to build a business, but as a way to positively impact lives on a larger scale.

I started my first business in 2007, long before launching TIARA Natural Deodorants. That experience showed me the freedom, creativity, and challenges that come with being an entrepreneur. But it wasn’t until I experienced personal loss—losing my grandmother and aunt to breast cancer—that I felt a true calling to create something meaningful. That was the moment I knew I had to build a business with a purpose bigger than myself.

So while I didn’t always know exactly what I would create, I did know that I was meant to do something bold, impactful, and innovative. I believe in taking action, trusting the process, and embracing challenges—and that’s what led me to build TIARA Natural Deodorants and TIARA Sustainable Shower Caps, products that are now reaching families across Canada, the U.S., and beyond.

Take us back to when you first launched your business; what was your marketing strategy to get the word out and did it go as planned?

When I first launched my business, I knew I had an innovative product—TIARA Sustainable Shower Caps—but I needed to find a way to get it in front of the right audience. My goal from the beginning was to get mainstream exposure, and I envisioned my shower caps being featured on TV. I believed in my product so much that I set my sights on making it happen.

Then, the moment I had been manifesting became real—I got a call from Good Morning America – Deals and Steals. Tory Johnson’s team loved my sustainable shower caps, and it was an incredible opportunity to introduce them to a massive audience.

However, while the feature was a huge win, I needed more inventory to meet demand. That’s when I made another bold move—I went on Dragons’ Den (Canada’s version of Shark Tank) to secure funding and amplify my brand even further. The experience was exhilarating, and it helped put TIARA on the map.

Did It Go as Planned?

Not exactly—but in the best way possible. I had a vision, but the way it unfolded was even bigger than I imagined. I learned that when you take bold steps, believe in your product, and put yourself in the right opportunities, doors will open in ways you never expected.

These early wins built the foundation for TIARA’s success today. They gave me the confidence to keep pushing forward, expand my product line, and educate families about sustainable and clean personal care products.

What is the biggest challenge you have encountered along the way so far and what have you learned from it?

One of the biggest challenges I’ve faced isn’t just about building a business—it’s about balancing entrepreneurship with personal responsibilities. Being a single mom while taking care of my mother, who is suffering from dementia, are challenges I never expected to come my way.

Entrepreneurship is already a demanding journey, but adding caregiving and motherhood into the mix has tested me in ways I never imagined. There are days when I’m running my business, making deals, and expanding TIARA, while also managing the emotional and physical demands of caring for my family.

What I’ve Learned

Through it all, I’ve learned the power of resilience, time management, and the importance of a strong support system. I’ve also learned that as much as I pour into my business and my family, I have to take care of myself too—otherwise, I can’t be the leader or the mother I want to be.

This experience has shaped my approach to business. It’s made me more empathetic, more driven, and even more committed to creating products that make life easier for families. TIARA isn’t just a brand—it’s a reflection of my journey, my struggles, and my belief that even in the hardest moments, we can push forward and create something meaningful.

What accomplishment are the most proud of to date in your business?

The accomplishment I am most proud of is knowing that I am offering families a truly effective natural deodorant that will not harm their health. When I started this journey, my mission was clear—I wanted to create a safe, high-performing alternative to conventional deodorants filled with harmful chemicals. Seeing families make the switch to TIARA Natural Deodorants and knowing that I’m helping protect their health is the most rewarding feeling.

Beyond just selling a product, I take pride in educating consumers about ingredients, transparency, and better choices. TIARA has scored a perfect 100 on Yuka, is expanding into major retailers like Walmart.com, and will be featured on Good Morning America this April—a huge milestone that validates the impact of this brand.

But the greatest success? Hearing from families who say, “This is the first natural deodorant that actually works for me.” That’s what fuels me every day.

Do you have any recent wins from the last year that you'd like to celebrate with our community?

This past year has been filled with incredible milestones for TIARA Natural Deodorants, and I’m excited to share these achievements with our community:

✅ Official Launch on Walmart.com & Vitacost happening soon!!– Expanding into major U.S. retailers, making TIARA more accessible to families seeking high-performance natural deodorants.

✅ Retail Growth & Expansion – Successfully entered Central Market, Healthy Planet, and The Big Carrot and Well.ca further strengthening our retail presence. We are talking to amazing retailers that are supporting our important mission.

✅ BMO Latin Heritage Month Entrepreneur Spotlight – Selected as the Latina entrepreneur to be featured by Bank of Montreal, celebrating diversity and impact in business.

✅ Wrap For Good Campaign Selection – TIARA was chosen for the 2024 Wrap For Good campaign, a meaningful initiative recognizing brands that make a difference.

✅ Increasing Brand Awareness & Customer Love – More families than ever are making the switch to TIARA, with overwhelming feedback that it’s the first natural deodorant that truly works for them.

These wins are a reflection of our mission, our hard work, and the incredible support of our community. Thank you for being part of this journey—I can’t wait for what’s next! �

What's next for your business? What can we expect to see over the next few years?

The journey of TIARA Natural Deodorants is just getting started, and I’m excited about the next big steps for the brand:

🚀 National & International Expansion – With our launch on Walmart.com and Vitacost, we are focused on increasing our presence in more U.S. and Canadian retailers, with ongoing conversations with Costco and other major chains. We are also exploring expansion into Europe and Latin America, where demand for high-quality natural products is growing.

📺 Major Media & Brand Awareness Growth – With TIARA being featured on TV in April 2025, we will continue building national awareness through strategic marketing, influencer collaborations, and media appearances.

🌍 Sustainability & Social Impact – We remain committed to reducing plastic waste and ensuring that our products meet the highest ingredient safety standards. Expect more initiatives that align with eco-conscious living and family wellness.

🎙 Community & Education – My passion has always been about more than just selling products—it's about educating families and helping them make better choices. Expect more speaking engagements, podcast interviews, and brand partnerships that amplify this mission.

📖 A Book to Inspire the Next Generation – I am currently working on a book to share my entrepreneurial journey, challenges, and lessons to inspire others to take action on their dreams.

The next few years are all about growth, impact, and innovation—bringing safe, effective, and sustainable solutions to more families worldwide. Thank you for being part of this journey! 💫‍

What is your top productivity tip? 

Take action—even when you don’t have all the answers.

One of the biggest lessons I’ve learned as an entrepreneur is that momentum creates clarity. It’s easy to get stuck in overthinking, planning, or waiting for the “perfect” time—but progress comes from doing.

When I launched TIARA Natural Deodorants, I didn’t have everything figured out, but I took the first step. Whether it was reaching out to retailers, pitching on Dragons’ Den, or saying yes when Good Morning America called, I moved forward with courage instead of hesitation.

I believe that fear is conquered by action, and productivity comes from staying focused on what truly moves the business forward—not just being busy, but being intentional.

My tip? Take the step. Do the work. The path reveals itself as you go.

On the flip side, how do you avoid burnout?

For me, avoiding burnout is about balance, boundaries, and perspective—but most importantly, giving myself permission to pause when needed.

As a single mom, caregiver to my mother, and entrepreneur, my days are full, and it’s easy to feel like I have to do everything, all the time. But I’ve learned that if I don’t take care of myself, I can’t take care of my business or my family.

Here’s how I manage it:

🔹 Prioritization Over Perfection – I focus on the most impactful tasks, not just checking off a long to-do list. Progress is better than perfection.

🔹 Listening to My Body & Mind – If I feel exhausted, I take a step back. Whether it’s a short walk, a workout, or quiet time, recharging is part of the process, not a distraction from it.

🔹 Setting Boundaries – I’ve learned to say no to things that don’t align with my mission or drain my energy. Protecting my time is key.

🔹 Leaning on My Community – I surround myself with people who uplift and support me, whether it's my team, fellow entrepreneurs, or my loved ones.

🔹 Remembering My “Why” – When things get overwhelming, I remind myself why I started TIARA Natural Deodorants in the first place: to help families make healthier choices. That bigger purpose keeps me going, even on tough days.

At the end of the day, burnout isn’t just about working too much—it’s about losing the connection to what drives you. Staying grounded, grateful, and intentional is what keeps me moving forward with energy and passion.

What is your approach to work-life balance / integration?

For me, work-life balance isn’t about separating the two—it’s about integrating them in a way that feels fulfilling and sustainable. As a single mom, caregiver to my mother, and entrepreneur, my life is full of responsibilities, and rather than trying to create a strict separation between work and personal life, I focus on harmony and flexibility.

Here’s how I approach it:

🔹 Purpose-Driven Work – I built TIARA Natural Deodorants around my mission to educate and empower families. Because my work is deeply personal and meaningful, it feels less like a job and more like a calling.

🔹 Prioritizing What Matters Most – I don’t strive to “do it all” every day. Instead, I focus on what truly moves the needle, whether in business or in my personal life. Some days, that means an intense work schedule; other days, it means being present for my family.

🔹 Time Flexibility – I give myself permission to adjust my schedule based on life’s demands. Being an entrepreneur allows me to create a structure that works for me, whether that means early mornings, late nights, or working around my family’s needs.

🔹 Quality Over Quantity – Whether it’s time spent with my son, my mom, or my business, I focus on being fully present rather than worrying about how many hours I’m putting into each area.

🔹 Taking Care of Myself Too – It’s easy to pour everything into my business and family, but I’ve learned that I can’t give my best if I’m running on empty. Small things like workouts, quiet moments, or even stepping away from emails help me stay centered and energized.

For me, it’s not about trying to balance work and life perfectly—it’s about integrating them in a way that aligns with my values and allows me to thrive in both.

What is one thing you wish you had known when you started your Entreprenista journey?

I wish I had known that there is no perfect moment to start—just start.

When I first launched TIARA Natural Deodorants, I had big dreams but also a lot of fear. I thought I needed all the answers, more resources, and a perfectly mapped-out plan before making my move. But the truth is, clarity comes through action, not overthinking.

I’ve learned that:

✅ Opportunities come when you put yourself out there – I never imagined that Good Morning America would feature my brand or that Dragons’ Den would help launch my shower caps. But those opportunities came because I was willing to take bold steps, even when I didn’t feel 100% ready.

✅ Resilience is the most important skill – Challenges will come, but your ability to pivot, push forward, and stay committed is what defines your success.

✅ You can’t do it all alone – Building a business is tough, and having a strong community, mentors, and a support system makes all the difference.

✅ Trust your instincts – No one will believe in your vision as much as you do. The world needs bold entrepreneurs who are willing to take risks and create something different.

If I could go back, I would tell myself: "You are more ready than you think. Start now, adjust along the way, and trust that everything will fall into place." 🚀✨

When hiring, what is your go-to interview question?

I always look beyond just skills and experience—I focus on the personal side of people and how deeply they connect with a mission-driven business. One of my go-to interview questions is:

“What motivates you beyond a paycheck? Why do you want to be part of this mission?”

For me, hiring is about more than just filling a role; it’s about finding people who genuinely care about what we’re building at TIARA Natural Deodorants. I want to understand if they see their work as purpose-driven, if they are passionate about health-conscious living, sustainability, and making a real impact on families.

When someone answers this question with authenticity—whether it’s a personal connection to clean beauty, a passion for consumer education, or a drive to make a difference—I know they will bring dedication, creativity, and heart to the team.

Skills can be taught, but passion and alignment with a mission? That’s priceless.

Are you a Mamaprenista? If so, please share your best advice for simultaneously managing a business and a family:

Yes! I’m a Mamaprenista, and balancing entrepreneurship and motherhood has been one of the most challenging—but also the most fulfilling—experiences of my life. On top of that, I am also a caregiver to my mother, who is living with dementia, so my journey is not just about managing a business and family, but also about navigating deep personal responsibilities.

My Best Advice?

🔹 Let Go of Perfection – There’s no such thing as a “perfect balance.” Some days your business will need more of you, and other days your family will. Give yourself grace and prioritize what truly matters in the moment.

🔹 Be Fully Present Where You Are – When I’m with my son or my mom, I focus on being fully present rather than letting my mind wander to business. And when I’m working, I commit to giving it my all—no guilt.

🔹 Build a Support System – You can’t do it all alone, and you don’t have to. Lean on family, friends, mentors, and even your team to help carry the load.

🔹 Involve Your Kids in the Journey – My son sees me building something meaningful, and that in itself is a lesson in resilience, hard work, and dreaming big. Letting your kids be part of your entrepreneurial world can be inspiring for them.

🔹 Take Care of Yourself Too – This is the hardest lesson, but I’ve learned that if I don’t take care of myself, I can’t take care of my business or my family. Even small moments of self-care make a difference.

🔹 Remember Your “Why” – Whenever things feel overwhelming, I remind myself that I built TIARA to create a better future for families—including my own. That perspective helps me push forward, even on tough days.

Being a Mamaprenista is about embracing the journey with flexibility, love, and purpose. It’s not easy, but it’s absolutely worth it. 💖

What's the one app on your phone you absolutely cannot live without and why?

Spotify. Music and podcasts are a huge part of my daily routine. Whether I’m starting my morning with an uplifting playlist, tuning into an inspiring business podcast, or winding down with relaxing music, Spotify keeps me motivated and focused.

🔹 Music fuels my energy and creativity – Some days, I need high-energy beats to keep me going, and other days, I turn to calming music to reset and refocus.

🔹 Podcasts keep me learning and inspired – As an entrepreneur, I love listening to business, leadership, and motivational podcasts that push me to grow and think differently.

🔹 It’s my escape and my productivity tool – Whether I’m working, traveling, or taking a break, Spotify helps me stay balanced and in the right mindset.

No matter what kind of day I’m having, Spotify is always there to set the tone. 

What is your favorite business tool or solution and why?

ChatGPT – As an entrepreneur, I wear many hats, and ChatGPT helps me stay efficient, organized, and creative. Whether it’s brainstorming ideas, refining messaging, crafting emails, or strategizing marketing campaigns, ChatGPT streamlines my workflow. It’s like having a business assistant on demand, helping me save time and think bigger.

What advice do you have for aspiring Entreprenistas?

💡 Take action before you feel ready. – You don’t need all the answers, the perfect plan, or unlimited resources to start. What you need is courage, resilience, and the willingness to take the first step. Clarity comes through action, not overthinking.

💡 Fear is conquered by action. – There will always be doubts, obstacles, and challenges. The key is to move forward anyway. Every risk, every lesson, and every setback is part of the journey to success.

💡 Your mission matters. – Build a business that solves a real problem and aligns with your passion and values. People connect with authenticity, and when you truly believe in what you’re creating, it shows.

💡 Learn to pivot and embrace the unexpected. – I never imagined that TIARA would be featured on Good Morning America, that I’d pitch on Dragons’ Den, or that I’d land in Walmart.com and Vitacost—but these moments happened because I stayed open to opportunities and adapted along the way.

💡 Build a strong support system. – You can’t do it all alone. Surround yourself with mentors, like-minded entrepreneurs, and people who believe in your vision. Having the right people in your corner makes all the difference.

💡 Take care of yourself, too. – Burnout is real, and you can’t pour from an empty cup. Prioritize your well-being, set boundaries, and remember that success is about sustainability, not just speed.

💡 Celebrate every win—big or small. – Every sale, every customer, every milestone is a step forward. Acknowledge your progress and keep pushing.

You have everything it takes to succeed. Be bold, take action, and trust your journey! 

Learn more about the Entreprenista League and join today!