Culture, curls, and Hispanic Heritage

Hispanic Heritage Month

(WDHN) — Julissa Prado is a young Latina entrepreneur.

In 2017, she created her own hairline, called Rizo’s Curls. For Julissa, growing up a Latina has taught her to be proud of her culture and embrace her heritage in many unique ways.

“Yeah so I’m Mexican American, I was born and raised here in Los Angeles, both of my parents were born in Mexico, and yeah I’m just really proud of my culture, my family, our food, our dances our traditions,” said Jullissa Prado, founder & CEO of Rizos Curls. “I have a huge family. I have over 60 first cousins just in Los Angeles.”

Julissa, like many other Latinos, grew up very close to her family, and they have been an integral part of her business. They were her first models for her hairline, her brother was her photographer and right-hand man, and her cousin drew the label now displayed on the bottles sold at Target stores nationwide.

“We pretty much started the category at Target of Latina hair care, so it was a really special moment to be able to even have that representation on shelves,” said Prado. “I mean Rizos Curls is for everybody, but I like to think of Rizos Curls as my little Latina daughter who loves to share her culture and her traditions with everyone.”

Julissa is sharing her culture and traditions one hair care bottle at a time. She’s overcome obstacles such as being taught about pelo malo as a young girl and being told her curls aren’t professional.

“For me, the workplace was more of uhh, I was in graduate business school, during the courses I remember it being on a slide on a PowerPoint that if you had textured in order for it to be professional you had to put it up in a bun or straighten it,” Prado said. “Until very recently, California became the very first state, very recently to ban hair discrimination in the workplace, but in every other state it’s still technically legal.”

Julissa encouraged everyone to love their natural hair and embrace their culture she hopes to continue to help normalize textured hair in the workplace and for those of you wondering her hair care secrets.

Reporter: So when somebody comes to you and says I love your hair how did you get it? What do you tell them?
Julissa Prado: Rizos Curls
Reporter: And what do you call the supporters of your line?
Julissa Prado: Rizo’s Reinas, because of Rizo’s Reina means curl queen in Spanish, and we like to say that our hair is our crown so anyone that’s rocking whatever her natural texture is, you’re wearing your crown already!

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