Setú Marks New York Debut With Brooklyn Launch and NYFW United Partnership

The dermatologist-developed men’s skincare brand celebrated its New York debut with a Brooklyn launch event and a partnership with NYFW United.

NEW YORK, NY, UNITED STATES, November 5, 2026 /EINPresswire.com/ -- Setú Personal Care for Men, the dermatologist-developed men’s skincare brand made with Latin American ingredients, celebrated its New York City debut with a Brooklyn launch event, followed by an exclusive partnership with NYFW United.

A Brooklyn launch with Latin flavor

On September 5, Setú hosted its New York launch at LULLA’s in Brooklyn, timed to the kickoff of New York Fashion Week. The evening brought together guests from the city’s creative, fashion and media communities to experience the essence of the brand and celebrate its arrival as a skincare line set on shaking up men’s grooming with culture. The night featured DJ sets, dancers and live music, leading up to a performance by the evening’s host, actor and singer Nestor Bracho, who delighted the room with his newest single, “It’s Gotta Be You.”

Setú co-founder and CEO Ricardo Aranda shared the story behind the brand, from its origins with his sister and co-founder, board-certified dermatologist Dr. Jennifer Aranda, to the careful work of crafting men’s skincare with Latin American ingredients like yerba mate, sarsaparilla and camu camu.

Guests included Ricky Zambrano, creative director of Roots Plataforma. “I loved discovering a brand that truly understands men’s skincare needs while embracing the power of natural ingredients,” Zambrano said. “Excited to see what’s next for Setú!”

Official men’s skincare brand of NYFW United

Shortly after the launch, at the peak of New York Fashion Week, Setú partnered with NYFW Presented by CCP and Fashion Week United as the event’s official men’s skincare brand. Setú provided attendees with kits featuring its complete four-step routine: LÁVATE daily cleanser, PROTÉGETE vitamin C serum, RECUPÉRATE eye cream and HIDRÁTATE night cream.

The event was hosted by siblings Nestor Bracho and Ashley Flete, the model, TV host and founder of ASHÉ by Ashley, and gave male models the chance to take the brand home and try it for themselves.

“We’re excited to have Setú as our men’s partner, bringing their Latin roots and skincare expertise to our New York Fashion Week experience,” said Brayhan Guerrero, President & CEO, Fashion Week United.

Models, both men and women, experienced the brand firsthand, shared thoughts on skincare routines for themselves and their partners, and discovered what many backstage began calling “la marca de los modelos,” the models’ brand. Setú’s photo wall drew talent including Mister Universe Venezuela Jesús Rojas, who compared skincare to training, a little discipline every day; Dominican beauty queen and El Poder de Ser Yo founder Magdelin Martinez; and fashion and fitness model Rafael Farías. Fashion photographer Carlos Ramirez of Certvenlens Photography captured portraits throughout the night. Together, the talent at Setú’s NYFW United activation reaches more than 500,000 followers on Instagram.

Fitness model and Setú brand ambassador Steven Mejía, Mister Global Dominican Republic 2027, said he was excited to see a brand made for men in a space crowded with products for women. Fashion model Sofia Sibianu jumped in with a confession: “For years, men have been borrowing our skincare. It’s exciting to see them finally have a brand made with their skin in mind, and now I’m the one borrowing his.”

“New York Fashion Week is where culture and style are set, and we wanted men to see themselves there, in the room and in the routine,” said Ricardo Aranda. “Partnering with Fashion Week United gave us a stage to show that grooming can carry identity, not just ingredients.”

Why Setú exists

Setú was born from a gap its founders saw in the market. Men’s skincare has long come in plain black bottles with generic routines that can be more confusing than helpful. As Dr. Jennifer Aranda saw a growing number of men, especially younger men, take an interest in skincare, she recognized the need for something different. Her brother Ricardo, who spent years in consumer products marketing, believed the brand needed culture and storytelling, and the siblings found both in their own Latin American roots.

The result is four color-coded essentials (LÁVATE, PROTÉGETE, RECUPÉRATE and HIDRÁTATE) that pair dermatological science with botanicals from across Latin America, including moringa, yerba mate, camu camu, açaí, maca, guaraná and achiote.

Setú is available in the United States at setupersonalcare.com and on Amazon.

About Setú
Setú is a dermatologist-developed men’s skincare brand that blends trusted science with legendary Latin American ingredients. Setú has been featured in Forbes, ¡Hola! USA, MSN, GQ and AskMen.

Ricardo Aranda
Setú Personal Care
Visit us on social media:
LinkedIn
Instagram
Facebook
TikTok