We’re looking forward to introducing you to Michelle Barrionuevo-Mazzini. Check out our conversation below.
Michelle, it’s always a pleasure to learn from you and your journey. Let’s start with a bit of a warmup: What are you most proud of building — that nobody sees?
It’s easy to look at my business and just see candles and home fragrances. But what you don’t see is my why. I’m most proud of building a brand that helps people feel seen, valued, and empowered.
Behind every product is intentional storytelling — rooted in self-care, corazón, and culture. I’m passionate about creating experiences that reflect the rich, diverse identities within our community, because I believe wellness should be inclusive, culturally resonant, and accessible.
This brand is more than a business. It’s a space where culture meets care. A space that nurtures a true sense of belonging — one scent, one story, one soul at a time.
Can you briefly introduce yourself and share what makes you or your brand unique?
CASITA MICHI is a wellness brand rooted in Latiné culture. We blend purposeful storytelling with sustainable self-care to ensure representation that uplifts our communities. Our consciously-crafted products are hand-poured using premium natural ingredients; designed to support your self-care journey and help you reclaim your space. Each product nurtures connection and builds a more thoughtful, sustainable future – together.
As the first Latina-owned candle brand to be distributed within a nationwide retailer, we are bridging the diversity gap for underrepresented founders, and showing our community what is possible when you create with purpose and intent. At CASITA MICHI, our work is guided by one core value: “To elevate the communities we serve through diverse cultural representation.”
We exist to tell the stories that don’t always get told. To reflect the beauty, depth, and complexity of communities that are too often overlooked. In a market often dominated by trends and aesthetics, our brand brings intention, heritage, and heart to the forefront. We celebrate culture, family traditions, and the stories that shape us by creating products that don’t just smell good, but feel like home. For many in our community, self-care was not something we were taught to value, as it was often seen as a luxury, not a necessity. We are here to change that narrative. We create products with purpose and meaning, cutting through clutter with intentional messaging that speaks directly to those who have long been historically overlooked.
We’re not just building a brand. We’re building a space where culture is honored, our customers feel seen, valued and represented in the products they use and consume on the daily.
Amazing, so let’s take a moment to go back in time. Who taught you the most about work?
My immigrant mother.
She taught me that hard work isn’t just about effort — it’s about resilience, purpose, and paving your own path, even when the road isn’t clear.
Through her strength and tenacity, I witnessed a woman who fought to belong in a world that didn’t always welcome her — all while holding tightly to her heritage. She navigated the delicate balance between assimilation and authenticity, making sure her children grew up proud of who they are and where they come from.
She believed in my small business dreams before I had the confidence to believe in them myself. She never made me feel like my goals were too big or out of reach. Because of her, I learned that success is not just possible — it’s ours to define.
Her story is the foundation of mine. And every part of my work — from the products I create to the stories I share — is rooted in the legacy of her love, courage, and quiet power.
Was there ever a time you almost gave up?
Last year was incredibly tough for us. To the point of wanting to give up and walk away from it all.
We lost one of our biggest retail partners — a relationship that made up nearly 60% of our income. Like a lot of small, mission-driven brands, we were impacted by the wave of DEI pullbacks across retail. When support for inclusive voices started getting quieter, so did the opportunities we once relied on.
It was a wake-up call. And honestly, it stung pretty bad.
But once we saw the writing on the wall, we knew we had to shift — not just to survive, but to keep showing up for our community in the way we always promised we would.
So we pivoted. We started rethinking what CASITA MICHI could be without outside validation or corporate partnerships. We asked ourselves: How can we continue to serve, grow, and create in a way that feels authentic and aligned with our overall mission and values?
That’s when we decided to expand our product line — not just more of the same, but items that could live in our customers’ everyday lives. We introduced new offerings that felt more useful, more accessible, and still deeply rooted in culture, care, and sustainability. In doing that, we started reaching a new audience — while also deepening our relationship with the community who has been with us since day one.
This shift wasn’t easy, but it reminded us why we started: to create something real for communities that are too often overlooked. We’re still growing, still learning, and still committed to building and inclusive, culturally resonant, and accessible brand — nurturing a true sense of belonging for all.
Next, maybe we can discuss some of your foundational philosophies and views? What’s a belief or project you’re committed to, no matter how long it takes?
Creating true representation in the home fragrance space.
My mission is to help more founders like myself not only get on retail shelves — but thrive on them. Because while some progress has been made, the reality is: representation in big box retail is still far too limited. And when woman of color–owned brands do break through, they often face an uphill battle with little of the sustained support needed to grow and scale.
I’ve seen too many incredible brands especially those led by WOC quietly disappear. Not because they lacked vision, talent, or demand, but because they were shut out of vital resources: access to capital, venture funding, mentorship, and lasting retail partnerships. The traditional fragrance industry wasn’t built with us in mind — and it shows.
That’s why I’m in this for the long haul. I’m committed to building a brand that not only reflects the rich, diverse experiences of our communities — but helps open doors for others to do the same. Representation in wellness and fragrance should never be an exception. It should be the norm.
Thank you so much for all of your openness so far. Maybe we can close with a future oriented question. When do you feel most at peace?
When I give myself permission to rest — intentionally.
As a creative entrepreneur, I’m constantly moving, creating, and building a brand that supports not just me, but my entire family. In the hustle, it’s easy to forget the very things I advocate for: self-care, compassion, and self-worth.
But in those rare, sacred moments when I slow down and choose rest – whether through a simple ritual, quiet time, or doing absolutely nothing – I’m reminded that rest is not a reward. It’s a right. It’s a form of resistance. And most importantly, it’s a way of honoring myself.
Rest reminds me that I am worthy, even when I’m not producing. That peace is found not just in progress, but in presence.
Contact Info:
- Website: https://www.casitamichi.com/
- Instagram: https://www.instagram.com/casitamichi
- Linkedin: https://www.linkedin.com/in/mbmazzini/
Image Credits
image credits: Maria Calderon
https://www.instagram.com/mariacalderon.art
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