Your Brand, Our Expertise.

The Latin America Beauty Retail Support Agency

Field sales and brand representation for beauty brands supporting Sephora México and Ulta Beauty México

At RA’DOHNI, we’re your partner and support for beauty retail growth across Mexico and Latin America. With over 20 years of combined experience working with retailers such as Sephora and Ulta, we bring the expertise, connections, and energy to help your brand shine.

Whether it’s sales, education, events, or account strategy, we’ve got every detail handled. We work as an extension of your brand, giving you the freedom to focus on big-picture growth.

We know launching or growing in a new market can feel overwhelming — but you don’t have to do it alone. With RA’DOHNI, you can lean on our support, trust our guidance, and rely on us to help your business thrive.

Who we are

RA’DOHNI (RAH-DOH-nee)

What’s in our name?

In Otomi — one of Mexico’s indigenous languages

“Ra” means the.
“Dohni” means support or to lean on.

RA’DOHNI means “the support.”

And that’s exactly who we are: the support agency you can lean on.

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Explore what we offer

Skilled Beauty Educators and Sellers

Beauty, Education, Support.

From store to store, we bring expertise across multiple product categories, collaboration, and community to every retailer we serve with an individualized approach. And with our data insights, you’ll see exactly how our teams drive results in-store.

Strategy and Connections

Strategy That Works Where You Need It Most

Customized brand support, market by market, door by door, event by event. We act as an extension of your internal team, making sure you’re supported at every step — even if that means connecting you with the right expert.

Events and Sales Promotions

Your Vision, Seamlessly Executed

From staffing to execution, we manage events and retail activations that keep your brand highlighted in every channel. Seamless events, perfectly staffed, always on brand.

How We Help

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Illustration of a small shop with a scalloped awning, featuring jars with a flower design and a bird, along with a rolling pin, in shades of orange and yellow.

SALES SUPPORT & EVENTS

RETAIL STRATEGY & ACCOUNT MANAGEMENT

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PRODUCT TRAINING & EDUCATION

Complimentary chat-quick & easy

Let’s build your success story.

Schedule your free consulting session - your growth starts now.

Let’s Talk

Contact Us

Interested in working together? Share a few details and we’ll reach out soon — we’re excited to connect with you!

Our Team

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  • Founder & CEO

    Sergio Andres Toledo is the driving force behind RA’DOHNI, bringing more than a decade of experience in beauty, fashion, and retail leadership. With a career spanning and working with retailers such as Sephora, Ulta, Target, Walmart, Amazon in North America, Latin America and Asia. Sergio has built a reputation for creating meaningful partnerships, empowering field teams, and delivering standout brand moments.

    Before founding RA’DOHNI, Sergio held leadership roles at Huda Beauty, Tatcha, Tarte Cosmetics, Sephora, and Mad Rabbit Tattoo, where he directed sales, education, events, trade marketing, account management, and go-to-market launches that fueled impressive growth. His expertise lies in strategic sell-in and sell-thru execution, field team development, retail marketing, and global expansion — always balancing big-picture strategy with in-store impact.

    Grounded in his belief that brands need a true partner to lean on, Sergio created RA’DOHNI as the support agency — inspired by the Otomí word Dohni, meaning “to support.” Today, he leads with the same values that have defined his career: collaboration, inclusion, and a passion for helping brands shine in every retail space.

  • Head of People

    At RA’DOHNI, we believe talent is the foundation of everything we do. That’s why our Head of People, Carlos Ascencio, leads with experience, warmth, and a strategic vision. With over a decade in HR, People Development, workplace culture, safety, and inclusion, he has guided teams across multiple industries to create environments where people can truly grow and thrive.

    Carlos combines his background in Psychology and Philosophy with certifications in People Development and Organizational Management, always with a people-first approach. His mission: to ensure that every team member feels supported, heard, and equipped to bring their best forward.

    His leadership style is simple yet powerful: communication, trust, and collaboration.

    With Carlos at the helm, RA’DOHNI not only builds brands in retail - we also build strong, inspired teams that fuel our purpose of being “the support agency you can always lean on.”