Alright – so today we’ve got the honor of introducing you to Jazmin Rojano. We think you’ll enjoy our conversation, we’ve shared it below.

Alright, Jazmin thanks for taking the time to share your stories and insights with us today. What’s something you believe that most people in your industry (or in general) disagree with?

One of the biggest misconceptions about the refill market industry is that it’s expensive! I still remember walking the aisles of Target with an empty cart, saying to myself, “Target will tell me what I need…” I would pull out my phone and use the Circle app to see what I could save on. I really felt like I was the queen of savings—who doesn’t love a deal?! But did I really need to purchase four beauty products just to get a $5 discount? No. Checking out always came with a total of over $100 worth of items that I didn’t necessarily need.

Now that I refill all my products at Menos Más Refill Market, I no longer stroll aimlessly and buy things that are unnecessarily packaged in plastic and contain harmful chemicals. In the long run, I save money by refilling. I bring my upcycled shampoo, conditioner, body wash, lotion, dish soap, and detergent bottles to refill. I buy plastic-free deodorant, lip balm, and other alternatives to single-use plastic. I buy only what I need!

Also, since refill markets purchase in wholesale, as a customer, you also get the benefit of wholesale prices for eco-friendly products that do no harm to the environment. I call that a win-win-win situation. Now, let’s save you some money too!

Jazmin, love having you share your insights with us. Before we ask you more questions, maybe you can take a moment to introduce yourself to our readers who might have missed our earlier conversations?

Hi! My name is Jazmin, I am a first-generation Mexican American, adventure seeker, social butterfly, and the first in my family to become a small business owner. I grew up in Panorama City, an underserved community in the San Fernando Valley. My parents instilled resourcefulness in me with reminders like, “¡Apaga la luz!” (“Turn off that light!”) and “¡No gastes agua!” (“Don’t leave the water running!”). Sour cream and butter containers were repurposed to store rice, beans, salsa, or leftovers. We always shared what we had, such as food and handing down clothes to cousins or friends and vice versa. My parents taught me to help others without expecting anything in return and to leave places better than we found them.

My love for adventure and the outdoors started this journey. Hiking and exploring nature’s beauty brought me joy and peace, but it also opened my eyes to the environmental impact of our consumer-driven society. Encountering trails littered with trash stirred a growing sense of responsibility within me. Reminiscing on my travels to Mexico, I remember exploring the plaza with my tias and abuela. Fruits and vegetables weren’t wrapped in plastic; nuts and beans were sold in bulk, and we returned glass Coke bottles for new ones. We made handmade tortillas and gave food scraps to the cows, living a zero-waste lifestyle without even knowing it. These memories inspired me to question our modern wasteful habits.

My professional background in healthcare, spanning over eight years, further fueled my commitment to social and environmental justice. Working with underserved communities of color, I witnessed firsthand the health disparities we face. These experiences highlighted the urgent need for equitable access to resources and education, particularly in the realm of sustainability. People of color are disproportionately affected by environmental pollution and health issues, deepening my purpose to advocate for change. In 2022, I co-founded Menos Más in the San Fernando Valley. As a first-generation college graduate and Latina-owned small business, our mission is rooted in making sustainable living accessible to all. We prioritize progress over perfection and strive to offer affordable, eco-friendly options. Our journey is ongoing, and we are committed to continuous learning and improvement. We strive to have Less Waste, More Earth.

At Menos Más, we specialize in providing sustainable, eco-friendly alternatives to everyday products. Our offerings include refillable personal care items like shampoos, conditioners, body wash, body lotion, household cleaning products, laundry detergent options, and various replacements for single-use plastic. We currently pop up at the Encino Farmers Market on the 1st and 3rd Sunday of the month and Heart of the Canyons Farmers Market on the 1st Wednesday of the month, as well as our community gym, Hardcore Fitness Northridge. We do our best to make refilling FUN and as easy as can be. You can bring your own containers or use one from our donation station. We also speak Spanish to ensure language is not a barrier to refilling. My role as the CEO and communications lead of Menos Más is deeply personal. It’s not just about running a business; it’s about creating a community and fostering a movement toward sustainability and health equity. When I’m not working on Menos Más or managing projects in healthcare, you’ll find me in the gym or hiking nature’s peaks. These moments remind me of why I started this journey and keep me grounded in my mission. Menos Más is more than a business—it’s a testament to the power of determination, community, and the belief that together, we can make the world a better place for everyone.

Any stories or insights that might help us understand how you’ve built such a strong reputation?

Our reputation within the market has been built on honesty, word of mouth, and community collaboration. We started off at the Encino Farmers Market with just two tables and fewer than 20 products. Today, we have expanded to three tables and offer over 100 eco-friendly products. This growth is a testament to our dedication and the support we’ve received from our community.

Continuously learning and improving our offerings has been key to our success. As a fellow CSUN alumni—go Matadors!—working with Sustainability Professor Dr. Lisa Chaudhari and her students at CSUN has been particularly rewarding. Our first project involved surveying the community to better understand how much people know about refilling. We also collaborated to provide a comparative analysis of our products versus those found in grocery stores or Target, highlighting the benefits of refilling. Educating her students on the importance of sustainable practices has been incredibly fulfilling. We have also participated in two Earth Fair events and look forward to continuing our collaboration with CSUN Sustainability and Associated Students (AS). The awareness and commitment to environmental care within our community are truly inspiring.

I have received tremendous support from my gym, Hardcore Fitness Northridge. The owner, Tori, has graciously invited us to host pop-ups at the gym, allowing our gym community to learn about sustainability and refilling. Additionally, individual organizations like DreamWorks have reached out to us to host pop-ups.

My involvement extends to volunteering with Surfrider LA, where I’ve participated in multiple clean-ups. Being actively involved in the community has allowed me to establish genuine connections with everyone I meet. It truly takes a village, and I am grateful for the support and collaboration that have helped us build our reputation in the refill market.

We’d love to hear the story of how you built up your social media audience?

Social media has become a vital tool for reaching a wider audience and sharing our mission of sustainability and refilling. For Menos Más Refill Market, building our following from 0 to over 900 has been a journey of consistency, community engagement, and staying true to our values. My goal has always been to create an authentic space where we can connect with our community, promote new ways to reduce waste, and share positivity. By encouraging people to follow us at farmers markets and events, and by highlighting our products and local news, I aim to make our social media presence both personal and impactful. I also use this platform to connect with other refill markets across the US, celebrating each other’s successes and supporting one another.

I’m not a social media expert, but I try my best and I’m passionate about being positive and authentic. Sometimes, it takes me hours to perfect a post or reel, but I’m committed to sharing our story and values in a way that resonates. I translate our posts into Spanish to ensure our Spanish-speaking community feels included and supported. Regularly engaging with our followers and using relevant hashtags and geotags helps us build relationships and increase visibility. Supporting small businesses like ours can make a big difference, and I encourage everyone to join us in our mission to be kind to our Earth and to each other.

Contact Info:

• Website: https://menosmas.square.site/
• Instagram: menosmasrefill_
• Linkedin: https://www.linkedin.com/in/jazmin-rojano-336648139/

Image Credits

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