Shocks of Love is a queer Latinx-owned, environmentally-conscious brand of hand-blended aromatics that hold everyday pleasure and awareness rituals in mind. The products are responsibly sourced, organic-certified, and paraben-free. And yet, Shocks of Love is more than a product—it’s a self-care service that transcends standard scent lines and advocates for widespread healing while clapping back at an often homogenous and white-centric wellness industry. Though the line is for everyone, it especially centers on Black, Indigenous, and people of color (BIPOC) individuals, who experience disproportionate trauma and erasure in the wellness industry and the world.
Having previously struggled with depression, Rendon began exploring somatic healing through yoga, meditation, dance, and, eventually, aromatherapy. “I’m advocating these things because I’ve seen them change my life completely,” explains Rendon, who began studying aromatics after receiving a homemade oil from a mentor in 2017. “I was practicing blending oils, attending classes at Enfleurage and the New York Institute for Aromatic Studies, and spending all my disposable income, all while running a technology and analytics department at A24.”
As a Colombian immigrant, Rendon is invested in challenging conceptions around immigrant achievement, representing a new generation of entrepreneurship. “My Colombian heritage is rooted in movements towards green consciousness,” Rendon explains. “My grandfather was an agronomist and horticulturist; he designed, planned, grew, and tended to gardens all over Medellín.”
With plant healing in its cultural lineage, Shocks of Love embraces the ancestral origins of aromatherapy. “When I attune to the oil, when I attune to the plant, when I attune to the blend, it’s beyond knowledge—it’s intelligence,” says Rendon. “[Aromatics] is really powerful because it’s what ancestry feels like: complete home. That’s what excites me about aromatherapy, and I’ve seen it for myself and others―you can commune with home.”