For Julissa Prado, Her Curls Were Just the Beginning

Julissa Prado on Founding RIZOS CURLS, Embracing Her Heritage, and More

What Were the Biggest Challenges of Building RIZOS CURLS?

One of the biggest challenges was getting retailers to understand our community. I encountered assumptions about our target consumers and what we were trying to build. I was that customer so I knew what my community was missing, and I was having those conversations every day. I stayed committed to our products and sought out partners who understood our vision. Building a self-funded business also meant being very intentional about growth. We couldn’t do everything at once, so we focused on thoughtful decisions, listening to our customers, and building a strong foundation.

Why Are Natural Ingredients Important to RIZOS CURLS?

That connection comes from my upbringing. My grandmother turned to plants and natural remedies, so appreciating those ingredients was part of my life long before I started a brand. When I began making formulas for my own curls, I brought that curiosity with me. Today, I bring that same care to ingredient selection while focusing on performance. Our Gloss + Repair Collection combines ingredients like mango extract and hyaluronic acid with a repair complex to help replenish moisture, smooth frizz, and restore shine. I want formulas that help hair look beautiful while caring for it over time.

What's Julissa Prado's Curly Hair Routine?

The Juicy Styling Trio is my go-to styling routine—I break down the full routine here—but these are some of my other go-to products:

• For on-the-go touch-ups: Sleek Styling Cream + Taming Wand

• For a deep-clean double cleanse: Apple Cider Vinegar Scalp and Hair Rinse and Gloss + Repair Shampoo

• For deep conditioning: Gloss + Repair Mask 

• For wash-and-go styling routine: Juicy Styling Trio

Plus the Glossy Shine Kit + Mango Bag features seven minis of my all-time favorite products in the cutest bag!

What Does Greater Latina Representation in Beauty Look Like?

I want to see the full diversity of our community represented: different skin tones, backgrounds, and textures, including waves, curls, and coils. There isn’t one way to look Latina. That representation should also extend to the people developing products, leading companies, and making retail decisions. At RIZOS CURLS, we’re intentional about telling stories that haven’t always been given space and making curl education accessible. I want someone to see our campaigns and feel that their natural hair belongs, exactly as it is.

How Has Building RIZOS CURLS Empowered You?

Building RIZOS CURLS has helped me trust myself, even when I’m navigating something new. You don’t have to know everything from the beginning; you can learn as you grow. Seeing our community embrace their hair and feel more confident makes this work incredibly meaningful. 

What Advice Do You Have for Fellow Latina Entrepreneurs?

To fellow Latina entrepreneurs, I would say: Don’t underestimate what you already bring to the table. Your lived experience gives you insight into needs that others may overlook. Start with the resources you have, stay close to your customers, and let their feedback guide you. Starting small can give you room to listen, adapt, and build something that truly connects.