New faces are increasingly appearing in Spanish villages—young people are returning home to start businesses on their native land. In recent years, this trend has been gaining momentum: young professionals, tired of the fast-paced city life, are choosing small towns and rural areas for their tranquility, closeness to nature, and the opportunity to carve out new careers. This is exactly what Jara Escudero, a native of Peralta de Alcofea in the province of Huesca, did. She decided not only to return home, but to shake up the natural cosmetics market.
Her journey began with a deep fascination for plants and traditions passed down through generations in her family. After earning qualifications in naturopathy and natural cosmetics, Jara didn’t chase success in big cities. Instead, she chose her hometown to launch CISTUS—a brand that has already been named Spain’s Best Natural Cosmetics Brand of 2026 and was a finalist in an international clean beauty award.
Back to the Roots
Choosing to stay in Peralta de Alcofea was no accident. This corner of Somontano de Barbastro is known for its semi-arid landscapes and rich flora, where agriculture is more than just a livelihood—it’s part of local identity. Jara saw this not only as a source of raw materials, but also as an opportunity to breathe new life into the local economy. She combined the knowledge gained from her courses and a master’s degree in cosmetics with the experience she absorbed as a child, watching her parents work the land.
Instead of mass production, there is handcrafting; instead of imported ingredients, local plants are used. This approach quickly set CISTUS apart from major brands. The lineup features just a few items: serums, oils, lip balms, sun protection, and moisturizing kits. But every product is the result of meticulous work and strict quality control. All products are made with a focus on sustainability, transparent sourcing, and minimal environmental impact.
Recognition and ambition
Winning the prestigious Organics Clean Awards was not only a recognition for CISTUS but also a springboard to new opportunities. International attention has opened doors to foreign markets and sparked thoughts of expansion. However, Jara is in no rush to move production to big cities or hand the business over to investors. Her goal is to build a sustainable ecosystem in her hometown, keeping every stage—from harvesting raw materials to packaging—under control and benefiting the local community.
There are plans to open a laboratory and store in Perelte-de-Alcofea. This will be more than just a retail space: other cosmetologists and small brands will be able to come here to use the equipment and share knowledge. This approach is creating a whole network of like-minded people around CISTUS and helping to strengthen the region’s economy.
Focus on local resources
The story of CISTUS is about more than just cosmetics. It shows how modern knowledge and respect for tradition can drive sustainable development. Young people who once left in search of work are now finding opportunities in small towns to realize their potential and shape the region’s future. The brand founded by Jara is proof that even a small village can become a hub for innovation and fresh ideas.
In Spain, there is growing discussion about the need to support such initiatives. Behind every successful project is not only a personal story but also a contribution to the preservation of cultural and natural heritage. CISTUS has already become a symbol of change: here, manual craftsmanship is valued, ingredient purity is a priority, and there is a fearless approach to experimenting with new forms of collaboration.
The future belongs to the countryside
Jara Escudero’s journey challenges conventional ideas about where successful businesses are born. Her example shows that you don’t have to move to the capital to gain recognition. All it takes is belief in your vision, the courage to go against the grain, and the willingness to use the resources your homeland provides. Such stories are becoming more common in Spain, and each one is a step toward transforming the image of rural areas from a symbol of decline to a place of strength and growth.
