Sandra Velasquez

Sandra Lilia Velasquez is a Chicana entrepreneur, musician, and the founder of Nopalera, a premium bath and body brand inspired by the strength and beauty of Mexican culture. Raised in San Diego, California, by Mexican immigrant parents, she grew up with a strong sense of cultural pride that deeply influences her work today.

Before launching Nopalera, Velasquez made her mark as a musician. She was the lead singer and guitarist of the Latin alternative band Pistolera, known for blending traditional Latin rhythms with modern rock and for lyrics that tackled social and political themes. The band released multiple albums and toured internationally, earning praise from critics and audiences alike. Her music has also been featured on television, further amplifying her voice as a cultural advocate.

In 2020, Velasquez founded Nopalera from her apartment in Brooklyn with a mission to elevate and celebrate Latin heritage through self-care products rooted in the iconic nopal cactus. She bootstrapped the company without outside funding, eventually growing it into a national brand now stocked by major retailers such as Nordstrom and Credo Beauty. Nopalera quickly became known not only for its high-quality products, but also for its bold, unapologetic branding centered around Latin identity.

Velasquez’s business acumen and confidence caught the attention of many, including investors on Season 14 of Shark Tank, where she made headlines for turning down offers that didn't reflect the value of her brand. She later raised $2.7 million in seed funding on her own terms. Her efforts have been recognized with awards like the Valde Latinx Entrepreneur Grant and the Latino Start-Up of the Year at the L’attitude Match-Up Conference.

In addition to leading her company, Velasquez is committed to mentoring other entrepreneurs, especially women and people of color. She hosts "The Nopalera Podcast," where she shares the lessons she's learned to empower others on their own business journeys.

Velasquez’s path—from artist to founder—embodies resilience, authenticity, and the power of embracing one’s roots to create something transformative.