Setú makes New York debut with Brooklyn launch and NYFW United partnership

Setú Personal Care for Men marked its New York City debut with a Brooklyn launch event on Sept. 5 and an official men’s skincare partnership with NYFW United during New York Fashion Week. The moves put the dermatologist-developed brand in front of fashion audiences while reinforcing its pitch: men’s skincare built around Latin American ingredients and culture.

Why it matters: - Setú is trying to carve out space in men’s grooming with a skincare line built around dermatology, Latin American ingredients and cultural storytelling. - The New York debut gave the brand visibility with fashion, media and creative audiences at the start of New York Fashion Week. - The NYFW United partnership positioned Setú as an official men’s skincare brand in a crowded category that often targets women more directly.

What happened: - Setú Personal Care for Men held its New York launch on Sept. 5 at LULLA’s in Brooklyn. - The event was timed to the kickoff of New York Fashion Week. - The launch brought together guests from New York’s creative, fashion and media communities. - The night included DJ sets, dancers, live music and a performance by host Nestor Bracho. - Bracho performed his single, “It’s Gotta Be You.” - Shortly after the launch, Setú partnered with NYFW Presented by CCP and Fashion Week United as the event’s official men’s skincare brand. - Fashion Week United president and CEO Brayhan Guerrero called Setú the organization’s men’s partner for the New York Fashion Week experience.

The details: - Setú was co-founded by Ricardo Aranda and board-certified dermatologist Dr. Jennifer Aranda. - Ricardo Aranda said the brand grew out of his sister’s dermatology background and his own work in consumer products marketing. - The brand uses Latin American ingredients including yerba mate, sarsaparilla and camu camu. - Setú’s core routine includes four products: LÁVATE daily cleanser, PROTÉGETE vitamin C serum, RECUPÉRATE eye cream and HIDRÁTATE night cream. - At the NYFW United activation, Setú distributed kits with the full four-step routine. - The event was hosted by Nestor Bracho and Ashley Flete, a model, TV host and founder of ASHÉ by Ashley. - Male models received products to try for themselves. - Models and guests discussed skincare routines for themselves and their partners. - Setú’s photo wall drew talent including Jesús Rojas, Magdelin Martinez and Rafael Farías. - Fashion photographer Carlos Ramirez of Certvenlens Photography captured portraits during the night. - The talent tied to Setú’s NYFW United activation reaches more than 500,000 Instagram followers. - Setú is available in the United States at the company’s website and on Amazon. - Setú has also been featured in Forbes, ¡Hola! USA, MSN, GQ and AskMen.

Between the lines: - The brand is leaning into a gap in men’s skincare, where packaging and routines can feel generic or confusing. - Setú is pairing product education with identity, using Latin American ingredients and fashion-week placement to make grooming feel more culturally specific. - The “la marca de los modelos” label suggests the brand is trying to build cachet through backstage relevance and social visibility, not just product claims. - The New York debut also signals a broader push to move Setú from a niche men’s skincare concept into a lifestyle brand with media reach.

What’s next: - Setú will continue selling in the U.S. through its website and Amazon. - The brand appears positioned to use fashion and creator partnerships to expand awareness beyond its initial launch audience. - The NYFW United activation gives Setú a template for future event-led marketing tied to culture and grooming.

The bottom line: - Setú used New York Fashion Week to introduce itself as more than a men’s skincare line. It is pitching a routine, a story and a cultural point of view.