In a country where online purchases are a source of distrust and skepticism, Macarena Riva and Andrea Sanchez are turning the tide. The two best friends started Raw Apothecary, a natural beauty brand that speaks to women of all ages. The women’s journey started by tapping into the thriving bazaar marketplace culture in their native Mexico. After forming an in-person relationship with customers, they took the brand online with the conviction that Latin America’s online ecosystem would soon catch up to the rest of the world.