How the Urdaneta Family Exemplify the American Dream

The American Dream doesn't signify wealth, prestige or fame but, the fight for a simple and free life. It is the belief that anyone can achieve a fair shake at life, liberty and the pursuit of happiness.

While many take for granted the freedoms within the United States it can be easy to forget about those who aren't national born citizens. The Urdaneta family is a perfect example of Capitalism on the foundational principals of freedom, prosperity and success.

In the MONAT GLOBAL video (attached below) entitled The Story of Monat, we get a very brief look into what the Luis went through to create the more than $80 billion Luxury Hair and Skin Care brand.

Luis Urdaneta who first dipped his toes into the direct selling world over thirty years ago―still believes that to be truly successful, one must invest in the success of others around them. A living embodiment of the American dream, MONAT’s founder Luis grew up in the most modest of circumstances, but always carried with him two main mantras: honor family and dream big. This was the inspiration for the direct selling company of premier beauty products called L’eudine Global. With the support of his loving wife, sons Rayner Urdaneta (CEO) and Javier Urdaneta (Operations Manager), and daughter and Culture and Communications Manager, Luisaylen Urdaneta, the family made their foray into the American market, launching Alcora Corporation in 2008.

But, this success didn't come without adversity. Since he was 18 years old he worked in the direct sales industry and briefly started his own traditional business, which initially failed.

While, the Urdaneta family wanted to stay in the Latin American market, countries such as Venezuela's crime rates soared, currency inflated, food became scarce and their established government began to fall apart.

So in October 2014, they officially launched MONAT in the North American Market and grew to become a $434M company in its first few years.

In the hustle and bustle of today’s busy world―amid a stock market that’s forever in flux, and high-powered executives that seem to shift seats at the drop of a hat―there is something to be said about the familiarity of family.

MONAT Global is a wholly owned subsidiary of Alcora Corporation, whose holdings include L’EUDINE Global, an established Direct Selling company specializing in premium beauty and wellness products throughout the US and Latin America, and B&R Products, Inc., their research, development and manufacturing Laboratory subsidiary. All three companies are headquartered in and around Miami, Florida. MONAT was founded in 2014 to enter the multi-billion dollar haircare market and provides groundbreaking opportunities through a novel Social Marketing approach to Direct Sales. The company offers a unique and exciting business model and one of the most generous compensation plans in the U.S., Canadian and U.K. markets.