From Viral Content to Brand Building with Josh & Mark
Josh Leyva and Mark Galvez didn’t just start a hydration brand. They saw a gap in the market and filled it with something that actually represents them.
Josh built a career on YouTube creating content that celebrated Latino culture. Now, as co-founder of Taste Salud, he’s bringing that same energy to the wellness space. Mark, his brother and first hire, has been instrumental in shaping the brand’s customer experience, making sure people feel taken care of, not just sold to.
In this episode, we talk about the shift from content creator to business owner, what makes great CX more than just good customer service, and why leaning into who you are is one of the smartest things you can do in business.
Building Something That Actually Matters
Josh knows a thing or two about building an audience. He’s been doing it since 2010, back when YouTube was still the wild west of content creation.
His sketches were rooted in Latino culture and humor, and helped him grow a massive following, but over time he realized he wanted to do more than just entertain.
Health and wellness had always been important to him, and he saw a gap in the market: hydration products were everywhere, but none of them reflected the flavors he grew up with. That’s where Taste Salud started.
The idea became real when Josh met Tyler McCann, an expert in product development with years of experience in the supplement industry.
Josh had the vision, Tyler knew how to make it happen, and together, they built a brand designed to bring authentic Latino flavors into the wellness space (without all the sugar that typically comes with them).
Taste Salud isn’t a personal brand extension or a side project. It’s a business built with the intention of tapping into culture, community, and the power of creating something that actually matters to the people buying it.
Why Customer Experience is More Than Customer Service
Mark Galvez didn’t come from a traditional CX background. He was working in real estate before becoming Salud’s first hire.
But what he brought to the team wasn’t just sales experience; it was a natural instinct for building relationships and making sure people feel valued.
CX isn’t just about responding to complaints or processing refunds. It’s about creating a real connection with customers, treating them like part of the family, and making things right when needed. That means:
Calling it "Customer Experience," not "Customer Service." Because it’s more than answering emails—it’s about how people feel every time they interact with the brand.
Owning mistakes and fixing them fast. The team takes feedback seriously, not just as a box to check, but as a way to keep improving.
Treating customers like part of something bigger. Salud started with family and community, and that mindset hasn’t changed as they’ve grown.
There are plenty of “influencer brands” that focus on hype first and customers second. This isn’t one of them. Salud’s success isn’t just built on a great product—it’s built on trust.
Latino Representation in CPG
Latino-owned brands aren’t just entering the market, they’re reshaping it. Siete, Tepa, and a growing list of others are proving there’s demand for products that actually reflect Latino culture, not just borrow from it. And it’s working.
83% of new businesses in 2024 were started by Latinos. That’s not a niche. That’s a major shift.
Taste Salud is part of that shift. The sugar skulls on their packaging and the flavors they use—Jamaica, Horchata, Limón—aren’t just branding choices. They mean something.
They tap into childhood memories, family traditions, and everyday experiences that haven’t always been represented in mainstream food and beverage.
For a long time, big brands decided what flavors and products got shelf space. Now, Latino founders are taking that control back and creating things that are rooted in their culture and built to compete at scale.
How a Haircut Led to Josh Co-Hosting La Platica
Josh’s journey to co-hosting La Platica, the #1 Latino podcast in the world, started with a haircut and a social media connection.
About eight years ago, Josh noticed Alex Wasabi, a massive YouTuber with over 10 million subscribers, flaunting a fresh, sharp haircut.
Impressed, Josh slid into his DMs to ask who cut his hair, and it turned out the barber was his own co-host, Sebastian Robles.
When Sebas initially launched La Platica in 2019, Josh wasn’t part of the show, but after making an appearance as the second guest ever, their dynamic was undeniable.
After about five episodes together, Sebas invited Josh to be his official co-host.
What started as a casual project grew into one of the most influential Latino podcasts today—proof that sometimes, even the most unexpected connections can create something truly special.
Josh’s Secret to Content Marketing
Content marketing isn’t just about going viral—it’s about showing up. Consistency matters. Everyone says it because it’s true. You can’t post once a month and expect results.
Josh figured this out early. He built a YouTube audience of 2 million+ by constantly creating, testing, and improving.
The best approach? High-quality visuals meet lo-fi storytelling. Salud’s aesthetic is clean and polished, but the content still feels real. It’s a mix of professional shots, casual TikToks, and UGC that keeps people engaged without making the brand feel stiff.
Doubt Creeps In, Even for Viral Creators
Early on, Josh started noticing something: his shirtless videos got way more views. At first, it felt validating because people were paying attention. But then the doubt kicked in. Was it the content? Or just the abs?
Every creator has those moments, where you question if people actually like your work or if you just got lucky. The key is pushing through. Josh kept creating. He focused on making content that reflected his humor, culture, and creativity. That’s what built his audience in the long run.
Now, he’s applying those same content marketing skills to Salud. And no, he doesn’t need to be shirtless for it to work.
The Customer Email That Took a Turn
Sometimes customer support tickets aren’t just about missing packages or refunds. People bring their whole lives into these messages.
One of Salud’s support requests? A return request from a guy going through a breakup. His reason for sending the order back? It was for his soon-to-be ex-wife.
This isn’t uncommon. The Salud CX team doesn’t just handle order issues—they hear about breakups, big life changes, and everything in between. And when you’re building a brand with a real community, that kind of trust means something.
Josh’s instinct? “Man, I’m sorry. Hope you’re doing okay. Keep the Salud on us—you’ve got bigger things to deal with.” A refund isn’t going to fix a breakup, but sometimes, just having someone acknowledge what you’re going through is enough.
Obviously, the real team keeps things professional. Mark and the Salud CX crew take care of returns without judgment. But at the end of the day, they still make sure customers feel heard. It’s never just a robotic response—it’s real customer experience.
Why This Happens More Than You’d Think
If customers are comfortable telling you about their exes, their families, or what’s going on in their lives, that means something. It means they see your brand as more than just a transaction. Salud’s customers don’t just write in when they need help. They talk—and that kind of connection is rare.
Three Big Takeaways From This Episode:
Content matters. Whether you’re a brand or a creator, consistency is key. Keep showing up, testing, and improving.
Culture isn’t just branding. Taste Salud’s flavors and visuals connect with people because they come from something real. That’s what makes them stand out.
CX is more than support. When customers feel comfortable sharing personal details (sometimes really personal), you’ve built something they actually trust.
Want to support Salud? Try their products, follow Josh & Mark, and keep looking for Latino-owned brands to back.
The best way to see more of what we love in the market? Make sure the brands doing the work get the support they deserve.
