Milave in the News

Read Original Article at: Connecticut Small Business Development Center

Many women struggle with hair loss, few turn that problem into a thriving business—but that’s exactly what Ivanny Soto did. More than a decade ago, her mother started to experience significant hair loss related to a health condition, and Ivanny recognized the potential in the homemade hair mask her mother created. “She combined natural ingredients… which produced visible results in a short time,” Ivanny said. Back in the Dominican Republic, the homemade mask became a favorite with friends, family, and eventually customers. More recently, the family formula, passed down and trusted for years, became the foundation of Milave, a Connecticut-based business.

Ivanny believed in the product, but turning her mother’s homemade recipe into a business was an entirely different matter, especially back in 2020. Like many burgeoning business owners, she didn’t know what she didn’t know. Connecting with Connecticut Small Business Development Center (CTSBDC), and advisor Nelson Merchan, “…was a lifesaver for me.” Having an experienced advisor at her side helped her navigate a long, and sometimes difficult, journey.

As Nelson says, “The business plan is everything,” so that was the first task to be tackled. Knowing how important the plan is, Ivanny was focused on perfection, but Nelson helped her understand that it is a living document, meant to change as the business and its needs change. In other words, he helped her stop focusing on perfection and draft a business plan that helped her get started, but that was just the beginning.

In the face of pandemic-related delays, Nelson’s guidance helped her stay focused and move forward, conquering each new hurdle. With that help, Milave went from concept to launch over the course of roughly four years. “Ivanny proved that giving up is not an option…,” said Nelson. “She’s committed to delivering a fully complete solution, even if it takes time, rather than rushing out something only halfway done.”

Bringing Milave to market

Bringing a product like Milave to market takes perseverance and expert guidance. Thanks to the COVID-19 pandemic, progress came to a halt for quite some time. In 2021, Ivanny was able to start sourcing ingredients, sampling the product, and testing. On March 28, 2022, Milave reached a key milestone by receiving the Manufacturer of Drugs, Cosmetics & Medical Devices Certificate from the Connecticut Department of Consumer Protection. This was a critical step on the road to bringing the product to the public. Still, it was more than two years until Milave officially launched in November 2024. Increased costs, and supply chain issues, made finding packaging tough, but she eventually overcame this hurdle as well.
To get there, Ivanny needed the help of a lab to produce Milave and add science-backed ingredients to her family’s recipe. Nelson brought in fellow CTSBDC advisor, Denise Whitford, to help. Denise’s experience in launching products proved invaluable, raising questions Ivanny had not previously thought of. Denise introduced Ivanny to a law firm that helped her navigate contracts with vendors of trademarked ingredients. Perhaps more importantly, the firm helped Ivanny negotiate a deal with the lab producing Milave to protect her intellectual property (IP) and her brand.

Launching and growing Milave

After four long years of work, which included navigating supply chain issues for packaging, Milave was ready for the masses. Nelson urged Ivanny not to play it safe when it came to her launch party. “He helped me realize I had done the hard work,” she said, and it was time to celebrate with the fanfare Milave deserved. She said she sold $6,700 worth of product in the 45 days following her launch, and Nelson urged her to keep stepping outside of her comfort zone to network.
Ivanny and Nelson talked about reaching out to local media to spread the word, but without a contact Ivanny did not know where to start. However, it was at one of the networking events Nelson urged her to attend that she made contacts at NBC Connecticut leading to Milave making its TV debut, another boon to sales.

“Working with Nelson has been an incredible experience. He believed in my vision and dedicated his time, knowledge, and energy to help bring Milave to life…,” Ivanny said. “He listened to my concerns and respected my ideas while offering thoughtful perspectives with the clear intention of helping me succeed.”

Meriden woman launches haircare line honoring her mom and Hispanic heritage

MILAVE is a business rooted in family. The women behind the products are Ivanny Soto and her mom Milagros Gonzalez.

“She always says, ‘I’m very proud of you,’ I always try to make her proud. It is also a way to honor her. She was a single mom, raising four kids, and never was like ‘I cannot do that,’ she had a positive attitude, ‘you can do it, keep growing,’” IVI Cosmetics Founder Ivanny Soto said.

More than a decade ago, Gonzalez had a heart attack and was placed on several medications that led to significant hair loss. Gonzalez tried several of the hair care products on the market but did not have luck.

“I didn’t get results and so, one day I decided to combine natural products,” Milagros Gonzalez said in Spanish.

Gonzalez created her own hair mask filled with ingredients like coconut oil and rosemary oil in her kitchen in the Dominican Republic. Stirring up natural ingredients had been pretty common for decades in the family.
“She started mixing them in a very unique way, it was a success for her, so she continued with the formula. We started using it, and then we started sharing with our friends that asked like ‘what are you doing, it is long, strong, healthier?’ So that is how the business started back then,” Soto said.

Since the product became such a hit and showed great results, Soto decided to share it will all consumers, launching the haircare line MILAVE, under IVI Cosmetics.