Starting a new Habit

Tai Adaya took the internet craze “TIKTOK” and turned it into a skin-care brand called “HABIT.” Adaya is one of a significant and rising group of Latinx entrepreneurs in the United States. However, according to “Crunchbase” data, while funding to Latinx founders has increased in dollar terms—from $1.7 billion in 2017 to $6.8 billion in 2021—it has only slightly outpaced the overall increase in US venture capital investments, leaving Latinx startup funding stuck at around 2% of the overall pie. Meanwhile, evidence suggests that early-stage investment, probably the most important stage, has remained virtually unchanged in recent years.