Tío's started with a simple thought at my nephew's birthday.
I love being a Tío.
My name is Filippo Bustamante, CEO of Tío's All Natural Soap. That simple realization became the foundation for everything this brand would become. Being a Tío is something I carry with pride and joy. It represents love, responsibility, and the kind of presence that brings people together. I wanted to build a brand that carried that same feeling.
While pursuing my MBA in graduate school, I set out to build something meaningful, trusting that I was being guided toward something bigger than myself. Throughout that journey, I found myself returning to prayer, asking God for clarity, direction, and the courage to pursue what He was placing on my heart.
After working in the natural soap industry at a national level, I saw firsthand how successful brands were built, and where they often fell short, especially when it came to authentic cultural representation. That realization stayed with me.
Growing up, my relationship with my culture wasn't always clear. Spanish often felt like a barrier instead of a bridge, and navigating that space shaped how I saw myself. It wasn't until later in life that I fully embraced my Latinidad and what it truly meant to belong. That journey became just as much a part of Tío's as the soap itself.
Today, I'm proud to be a husband, a father, and a tío. Those roles have deepened my appreciation for familia and continue to shape the values behind everything we create at Tío's.
Every bar we create is inspired by the richness of cultura, from familiar scents and meaningful stories to thoughtfully crafted formulas designed to elevate everyday routines. We believe thoughtful representation matters, sustainability should never be an afterthought, and even the smallest daily rituals can bring us closer to the people and traditions we love.
Tío's is more than soap.
Join the familia!
Familia First, Planet Always.
