by Lauren Nutall
December 25, 2023
Meet Netta Selene, whose newest business is changing self-care for the better.
The idea for Domingo first arose in San Francisco in 2018. Netta Selene, the business’s founder, had spent 20 years in the tech industry working for some of the country’s biggest companies. However, after falling on hard times, she pivoted in a different direction, one that was as unfamiliar to her as it was exciting – entrepreneurship. From there, she conceived the idea of Domingo, its name from the Spanish word for “Sunday.”
With this brand, Selene wanted to pay tribute to the self-care routine people often adopt on Sundays while seeking refuge from the typical struggles of daily life. She envisioned a brand of luxurious body scrubs handcrafted with fine materials, and this October, her vision reached fruition. Debuting with four core scrubs – Baya, Coastal, Cashmere, and Wildrose – Domingo has since taken off.
Each scrub caters to specific concerns at an affordable price. With its fruity scent of cranberry, fig, blood orange, and pink grapefruit, the Domingo Baya body scrub uses sugar granules to buff away signs of dullness and gently reveal rejuvenated skin. The coastal scrub wards off the appearance of aging with its combination of dead sea salt and aloe extract, and the Cashmere scent blends anti-inflammatory ingredients like oat oil with hydrating liquid silk. Lastly, Wildrose uses shea butter and cocoa butter – both dry skin inhibitors – to combat ashiness and aging skin.
Domingo’s products aren’t only made with the best ingredients but also with extreme care. Selene formulates each scrub personally to ensure the best quality. The business is making a difference in self-care with its delicate approach.
She has plans to expand Domingo in 2024 and hopes to eventually incorporate body butter, foaming shower oils, and dry oil body sprays. The current full product line is exclusively available at
