MIAMI, USA – In the competitive world of aesthetics in the United States, where language and cultural barriers can seem insurmountable, María Van Kesteren’s story resonates with the strength of perseverance. She left behind a career in journalism and public relations to venture into a new country, and today, together with her partner Alexandra, she leads Pure Med, a wellness and aesthetic medicine center for the Latino community with locations in Miami and Orlando.
What began as a business proposal became a life project. «When Alexandra suggested we partner with her, I decided to get involved from a new perspective, now as the owner,» says Van Kesteren. With a Master’s Degree in Management Science and extensive experience in marketing, her vision was clear from the beginning: to create a space that understood and addressed the specific needs of Latinas.
María Van Kesteren, creative mind and co-founder of Pure Med, at her Miami headquarters.
Pure Med isn’t just another beauty clinic. Its success is based on a unique combination of cutting-edge technology, such as Candela® hair removal equipment, and a deep, personal approach. «We provide treatments with the highest level of medical care, always prioritizing patient safety and well-being,» explains María.
This approach has led them to constantly innovate, incorporating specialist-supervised weight-loss protocols with cutting-edge medications like semaglutide, and developing their own line of nutritional supplements.
Overcoming Stigmas and Building a Legacy
The path, however, was not easy. «One of my biggest challenges has been working with the Latin American market in a predominantly English-speaking country,» she confesses. Far from being an obstacle, this situation became her greatest strength. By focusing on a niche she knew perfectly, she managed to build a solid brand that speaks the same language—culturally and emotionally—as her patients.
The key, she says, has been paying «special attention to every detail» and surrounding herself with a team of specialists aligned with her values. This commitment to excellence has translated into exponential growth: in less than five years, they opened a second location in Orlando and doubled the size of their main location in Miami.
But their ambition goes further. They recently launched Pure Academy, an educational program to train other professionals in the sector, consolidating their influence in the industry.
Pure Med’s facilities feature state-of-the-art technology to offer cutting-edge treatments in a professional environment.
Intuition and a Look to the Future
Reflecting on her career, María shares some advice she wishes she had received sooner: «To trust my intuition more, in different circumstances and with the people around me.»
Today, her gaze is set on the future. The next big step is to expand the Pure Med model to the English-speaking market and bring its vision of holistic wellness to other cities across the country.
Her story is a powerful testament to thousands of immigrants seeking to make their way. As she concludes: «Despite the fears and stigmas that exist about being Latino, I am convinced that with perseverance, preparation, and knowledge, it is possible to achieve any goal.» A statement that not only defines her success but also inspires an entire community to dream big.
