A growing trend in the world of eCommerce is for celebrities to launch their own product lines: from the beauty items of the Kardashian sisters, Victoria Beckham, or Jennifer Lopez, to Justin Bieber’s clothing line, Tom Hanks’ coffee products, or Lionel Messi’s sports drinks.
This has also been the case for Colombian actress, presenter, producer, and model Sofía Vergara, who in 2023 chose the Spanish laboratory Cantabria Labs to develop and manufacture a complete line of sun-protection cosmetics called Toty. This is the same laboratory that produces the sports nutrition supplements NDL Pro Health, a brand endorsed by Rafa Nadal.
For now, Toty is only available through the brand’s website, HSN, and Amazon USA, offering shipping to the United States, Mexico, Colombia, Canada, and Australia. The products can also be discovered on the brand’s social media pages or through Sofía Vergara’s Instagram, which has over 35 million followers.
As the actress herself explains in a YouTube video, her life was spent between Colombia and Miami, where the sun and outdoor activities were a constant. However, at the age of 20, Sofía read in a magazine that “the sun is the enemy” of youth, skin, and one of the primary causes of the loss of elasticity and skin hydration. This had a significant impact on her, prompting her to research the topic and begin a rigorous facial care routine.
As a result, she started looking for a facial product that could meet her two needs: protecting her from the sun while providing an even color to her face, concealing imperfections and highlighting her features. However, she spent a long time unable to find the solution she needed, often facing the dilemma of protecting herself from the sun or looking good on camera.
Then, during a work trip to Spain, she discovered Heliocare, a tinted sunscreen that quickly became her favorite product. Upon researching the manufacturer, she found Cantabria Labs, a Spanish pharmaceutical laboratory with over 25 years of experience and a leader in dermatology in Europe.
In 2019, the actress visited Cantabria Labs’ sustainable production and innovation center in La Concha, and from that moment, the idea for Toty was planted in her mind. Two years later, in 2021, Sofía and Cantabria Labs partnered to develop, produce, and market Toty, a comprehensive line of cosmetic and sun protection products focused on skincare, protection, beauty, and skin health.
Finally, in June 2023, Toty was officially launched under the slogan “Sun Care Always, Siempre Bonita,” with the goal of “providing a simple and effective system for solar protection,” as the actress explains on the brand’s website.
However, Sofía’s vision was for the product to reach the United States to “revolutionize the facial sun protection system” in the American market. This presented a challenge, as Cantabria Labs’ production facilities are located in Spain. As the laboratory itself explained in 2023, “With Toty’s market launch, Cantabria Labs, and especially its eco-sustainable innovation and production plant, demonstrates its entrepreneurial, innovative, and uncompromising spirit by successfully exporting its products, manufactured in Spain, to the U.S., overcoming the strict FDA regulations on formulation, packaging, quality control, facilities, SPF testing, and more.” The FDA is the U.S. government agency responsible for regulating food, drugs, and cosmetics, among other products.
Toty’s catalog includes tinted sunscreens, sachet supplements, compact powders to set the color, and various creams with sun protection. The products that include foundation come in a range of 15 shades to meet the needs of diverse skin tones. This is a 360° skincare line that protects against sun damage, corrects signs of aging, and enhances features through makeup, preserving the skin’s natural beauty.
All products feature the patented Ple Fernboost technology—derived from a standardized extract of Polypodium Leucotomos—which provides broad-spectrum antioxidant and photoprotective action. Additionally, they are 100% vegan, cruelty-free, and non-comedogenic. Prices range from 12 to 55 euros.
Some of the products comercialized on Toty.
Another feature on Toty’s website is the “Find My Shade” functionality, which allows users to input the brand, product, and shade of the foundation they typically use. The website then translates this information into the Toty option that best matches their current product.
Photo: Toty
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