About TOA Waters

Meet Javier. Like many active people, I prefer to be on the move, whether that’s hiking, swimming competitively, or pushing myself through sprint triathlons. No matter how active I am, one ritual always brings me back to center: a long, soothing bubble bath. The problem? Walk down the aisle, and it’s mostly the same story: pink florals for women, dark bottles for men. However, modern consumers want clean, performance-driven formulas with bold scents and products that fit their identity, not outdated labels. So I decided to change that. In 2020, I launched TOA (toe-AH) Waters, named after Cuba’s mightiest river, a tribute to my heritage. Like the river, the brand is built to move beyond boundaries and reshape expectations. Men no longer have to worry about what indulging in self-care says about them, and women aren’t limited to florals and glitter. We create bold-scented bath, body, and home essentials designed without assumptions about who self-care is for. As an LGBTQ+/Latin-owned business, TOA Waters stands for self-care without limits, creating space for everyone to relax, recharge, and be unapologetically themselves.Read their story