In recent years, postpartum care has gained much-needed attention as an essential aspect of maternal health. One entrepreneur, Lizeth Cuara, has been at the forefront of this movement, revolutionising the way women recover after childbirth with her brand, Misty Phases. Drawing inspiration from her Mexican roots and la cuarentena, a sacred 40-day postpartum recovery period, Cuara has built a multimillion-dollar empire. Misty Phases combines ancient wisdom with modern-day convenience to support mothers through their healing journey. Let’s explore how Cuara’s personal experience sparked a transformation in postpartum care that’s now making waves globally.
From Struggles to Success: Lizeth Cuara’s Journey
Born and raised in Compton, California, Lizeth Cuara didn’t have the luxury of a traditional educational path. Raised by a single mother, her early life was shaped by financial hardship and constant obstacles. Dropping out of high school, Cuara found herself stuck in an entry-level job, barely scraping by.
However, her journey to success began when she decided to break free from the cycle of financial instability. Armed with $10,000 in savings, Cuara ventured into e-commerce by flipping Amazon return pallets. Through sheer determination and a DIY attitude, she taught herself the art of reselling, making back her initial investment in just one month. This early success pushed her to quit her job and fully embrace the entrepreneurial life.
But the pallet resale business wasn’t the long-term solution. Despite its profitability, the unpredictability of the business model led Cuara to seek something more sustainable. Recognising an emerging market for postpartum products like girdles, herbal teas, and sauna belts, she pivoted and launched her first collection, tapping into the growing demand for women’s postpartum essentials.
Misty Phases: Modernising Mexican Tradition
The turning point for Cuara’s brand came after a traumatic experience during childbirth. After nearly losing her life due to an epidural mishap, Cuara faced an incredibly difficult recovery, with little guidance on how to heal postpartum. Frustrated with the lack of postpartum care in the U.S., especially for women of colour, Cuara was inspired to launch Misty Phases.
Misty Phases is a collection of carefully curated postpartum products, ranging from girdles to oils and herbal baths. Drawing from the traditional cuarentena practices of Mexico— a 40-day healing period focused on maternal recovery— Cuara modernised these ancestral methods to create accessible and easy-to-use solutions for today’s mothers.
In a culture where postpartum care was often overlooked, Misty Phases filled a critical gap. Cuara’s dedication to combining traditional wisdom with modern medical standards ensured her products addressed the real needs of new mothers. Through collaborations with midwives, doulas, and gynecologists, Cuara created products that provided both physical and emotional support to mothers during the challenging postpartum period.
A Business Built on Trauma and Advocacy
Misty Phases wasn’t just born from Cuara’s entrepreneurial spirit, but from a deep desire to address the inequalities in maternal health. In the U.S., women of colour, particularly Black women, face disproportionately higher risks of pregnancy-related complications and maternal mortality. Cuara’s personal experience, coupled with her determination to advocate for maternal health equity, pushed her to not only offer products but to make a meaningful impact.
By offering postpartum care that catered specifically to underserved communities, Cuara was able to create a business that was not just profitable but purposeful. Postpartum products became a way to bridge the healthcare gap, particularly for Latina mothers and other women of colour who had been neglected by mainstream systems.
Growing and Scaling: Misty Phases’ Success
Cuara spent four years perfecting her product line before launching Misty Phases in 2022. She navigated complex supply chains, faced rejection from suppliers, and invested heavily in branding and marketing. But her persistence paid off— within the first year, Misty Phases generated over $1 million in sales, tripling that in its second year.
Her success wasn’t accidental. Cuara utilised TikTok as a key marketing platform, driving global sales while building a community of mothers who shared their stories and offered support. Misty Phases quickly gained recognition across social media, reaching a broader audience and making postpartum care more accessible to women worldwide.
Expanding Internationally: The Mexican Market
While Cuara initially set out to serve Latinas and women of colour in the U.S., she was surprised to find demand for Misty Phases products in Mexico. Mexican mothers were willing to pay significant shipping fees just to access the brand’s postpartum essentials. In 2023, Cuara launched Misty Phases in Mexico, tapping into an underserved market.
Expanding to Mexico posed unique challenges. Cuara had to navigate cultural differences in business practices, adjust to the relationship-driven nature of Mexican commerce, and even work on improving her business Spanish. Despite these obstacles, the demand for Misty Phases in Mexico has been overwhelming.
More Than Just a Brand
Today, Misty Phases has established a strong presence in the U.S., Mexico, and Latin America, with projections for 2025 estimating over $1 million in sales from the Mexican market alone. But beyond the impressive sales figures, Cuara’s success story is a testament to the power of purpose-driven business.
Misty Phases isn’t just about selling products— it’s about improving the lives of new mothers and advocating for maternal health. Cuara’s commitment to giving back is evident in her donations to homeless and refugee mothers, ensuring that postpartum care isn’t a luxury, but a necessity.
Through her brand, Cuara is leading a movement that’s changing the way women recover after childbirth— combining traditional wisdom with modern solutions, fostering community, and addressing maternal health inequality.
Conclusion:
Lizeth Cuara’s story is proof that postpartum care can be both a personal and global movement. Misty Phases not only serves as a beacon of innovation in the maternity industry but also as a reminder that good business can be a force for social change. Cuara’s journey shows that when we empower mothers with the right tools, we help them heal, grow, and thrive.
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Photo credit: Mexico News Daily
