While the Hispanic and Latinx community—which spans more than 20 countries and includes a multitude of languages—has long been overlooked and underrepresented in the hair space, it’s now hard to deny the massive contributions and lasting influence that the growing group has had on the industry as a whole. Statistically speaking, Hispanic and Latinx people are not only a top consumer of hair and beauty products, spending nearly 30% more than other ethnicities, but they are also projected to have a buying power of $2.4 trillion by 2024, according to a Nielsen 2023 consumer report.
Spending power aside, the Latinx community has also continued to be a source of hair inspiration for many people around the world, thanks to some pretty iconic Latina women (Selena Quintanilla, Celia Cruz, Carmen Miranda, and J. Lo are just a few that come to mind!). But this influential group is not just shaping the hair industry as consumers and trendsetting creatives, they’re also doing so as brand founders too. Over the last few years, we’ve seen a number of Hispanic and Latinx entrepreneurs take the hair world by storm, creating their own brands that not only share their unique vision, but also their culture with the masses. By doing so, these talented brand founders are helping to bring much needed representation to the haircare aisles and creating space for more Hispanic-and Latinx-owned brands to exist.
In honor of Hispanic Heritage Month (also known as Latinx, Latino and Latine Heritage Month), The Tease spoke to five Hispanic and Latinx haircare founders about the influence that their respective backgrounds have on their brand, their thoughts on the current Hispanic and Latinx beauty landscape, and how the industry can be more supportive of fellow Hispanic- and Latinx-founded brands. Keep scrolling to hear what they think.
Anissa Salazar, (@anissaemily and @tecuanehair)
Celebrity Hairstylist and Founder of Tecuane Haircare
What has your experience been like as a founder in the haircare industry?
Salazar: My journey as a founder in the haircare industry has been extremely rewarding. Starting a business is not for the weak. The industry can be competitive, tough, and challenging. Building a brand from the bottom up, especially in a field as crowded as haircare takes a lot of hard work, dedication, and mental strength. Finding a community of supportive founders, mentors, and my extremely supportive husband have been my saving grace! It’s a journey that continues to inspire me to create high-quality products that empower individuals, and make them feel good effortlessly.
How has your Latinx (o/a/e) or Hispanic roots and identity shaped your brand’s vision and journey?
Salazar: I grew up in a household full of women. My mother was a teen mom, my tia [aunt] was a hairstylist, and my abuela [grandmother] was the glue that held us together, keeping us grounded and grateful. Memories of my tia’s long red nails braiding my hair daily for school, and running around looking for liga [a hair tie] always make me smile. I was surrounded by women who cared about the importance of their self worth and beauty rituals. My roots are deeply integrated within the essence of my luxury haircare brand, Tecuane. Tecuane represents minimal clean haircare for all generations and embracing all hair types.
What are some ongoing efforts or initiatives that your brand has made to support, celebrate, or invest in the Latinx and Hispanic community, whether during Latinx/Hispanic Heritage Month or beyond?
Salazar: Our communities are incredibly diverse, and so is our hair. That inclusivity and appreciation for diversity are the origins for Tecuane’s vision: creating quality, luxury products that represent our culture, while taking environmental responsibility. I feel like our customers connect with Tecuane immediately and feel the intention of the brand as soon as they experience our hero product, Esperanza Scalp Tonic. Whether its supporting and highlighting local artisans, collaborating with other Latine founders, participating in pop-up events, donating to charities such as Friends of Fieldworkers, or advocating for social causes that matter to our community, Tecuane’s journey also includes a commitment to social responsibility and making positive impacts where everyone can feel safe and welcomed.
What are your thoughts on the state of Latinx and Hispanic beauty today, particularly with the role brands are playing in changing the narrative about Latinx and Hispanic representation in the industry?
Salazar: Today the state of Latine/Hispanic beauty is evolving in a positive direction, but there’s a lot of work to still be done. Even coming from behind the chair, working in the entertainment industry, I don’t often see women who look like me on set. I admire other Latine founders who are taking the beauty world head on. It’s so inspiring to watch! We as founders must continue to prioritize diversity and inclusion not only in our marketing, but also within our organizations, and vocalize why we deserve a seat at the table—just as much as the next person.
What are some ways that the hair and beauty industry can be more inclusive and supportive of Latinx- and Hispanic-owned brands?
Salazar: The beauty industry has incredible potential to be more inclusive and supportive of Latine-/Hispanic-owned brands. Resonating with consumers who want to see themselves represented in marketing, bigger beauty brands can collaborate with indie brands to create engagement which will help them grow, provide founders with resources, mentorship, and financial support from investors.
Who in the Latinx and Hispanic community is inspiring you right now within the hair and beauty industry?
Salazar: Cynthia Di Meo is someone who I admire watching from the sidelines. Not only have we been friends for over 10 years, but Cynthia was one of my trainers back in 2009 when I was working at MAC Cosmetics. Cynthia was passionate then about her artistry and was an incredible mentor. She currently is the global stylist for Rare Beauty cosmetics and it’s been so wonderful to see her get all the praise she deserves. She was representing our community then and is still going strong! Seeing women like Cynthia grow and take the beauty industry by storm is epic and so inspiring. Go Cyn, we love to see you win mija [girl!]
What advice would you give to any aspiring Latinx and Hispanic entrepreneurs who wants to make a positive impact on the beauty industry and beyond?
Salazar: The advice I would give to any Latine/Hispanic entrepreneur would be don’t give up. If you believe passionately about a product and can see the vision—create it. The longer you wait, the quicker your idea may be someone else’s. Be the audience and create. Keep going even if you feel alone. Lastly, take the time to celebrate all your victories. Sometimes the smallest victories make the biggest impacts for an artist/entrepreneur.
Fabian Lliguin, (@rahuabeauty)
Hairstylist and Rahua Beauty Co-Founder
What has your experience been like as a founder in the haircare industry?
Lliguin: It has been fun, with ups and downs. Sometimes the obstacles feel like swimming in a long river. Sometimes creating beauty is like smelling the roses.
How has your Latinx (o/a/e) or Hispanic roots and identity shaped your brand’s vision and journey?
Lliguin: My roots are pre-American and as a pre-American individual, my brand Rahua has chosen to honor the Incas and all of pre-American heritage. My pre-American–Incan roots have helped me tremendously. Ancient cultures always have pride in their unique look. We are always searching for the best ingredients in nature. Now I apply this ancient drive and knowledge to my formulas and business. Our clients are now having beautiful hair and beautiful skin.
What are some ongoing efforts or initiatives that your brand has made to support, celebrate, or invest in the Latinx and Hispanic community, whether during Latinx/Hispanic Heritage Month or beyond?
Lliguin: My permanent financial support and investment has been with the most vulnerable section of the pre-American people, which is tribal people. We purchase their ingredients created through ancient, handmade natural rituals and techniques, thus recovering knowledge and at the same time lifting the pride of the Indigenous makers. And through environmental work, we are helping tribal people through legal means to protect their ancient land from destruction and invasion as well as the [Amazon] rainforest—protecting standing trees [so they can] continue absorbing CO2, producing oxygen, and maintaining millions of Earth life forms for the future of mankind.
What are your thoughts on the state of Latinx and Hispanic beauty today, particularly with the role brands are playing in changing the narrative about Latinx and Hispanic representation in the industry?
Lliguin: To represent [our beauty] with success, one must know that it is about inner strength, and that our original communities have untold beauty secrets which now are rising to the challenge in this new “sustainable and clean” beauty order.
Who in the Latinx and Hispanic community is inspiring you right now within the hair and beauty industry?
Lliguin: For inspiration, I always look at the most expressive individuals in the community who I run into on the streets. For example, when I spot a beautiful individual with long shiny hair on a windy day in the city or when I see an artsy makeup look or hairstyle or hair color. The New York streets inspire me and of course, the dedication people put into presenting themselves to the world. These artistic people from my community are my inspiration.
What advice would you give to any aspiring Latinx and Hispanic entrepreneurs who wants to make a positive impact on the beauty industry and beyond?
Lliguin: Be your authentic self and make and sell only the best possible quality products, and combine this with unsurpassed customer service. With these two ingredients, you will make it. And when it starts to get tough, educate yourself even more. Never stop. Keep learning. Serve your clients well and you will reap the benefits in due time. Remember success is around the corner. Keep going. Let creativity for beauty be your most important tool. Honor your roots and serve everyone.
Nubia Suarez and Ashley Suarez, (@nubiarezo and @rezohaircare)
Co-Founders of Rëzo Haircare; Nubia is also a hairstylist, educator, and the creator of the Rëzo Cut
What has your experience been like as founders in the haircare industry?
Nubia and Ashley: As a small business, as a Latinx, mother-daughter founded business, we’ve had to be resourceful and relentless. There are a lot of doors that will close on you, and sometimes things way out of your control, like supply chain issues. And there’s lots of different companies in countries with different cultures and customs to navigate. We’ve had to be solution-oriented, and build our own path, and advocate for ourselves.
How has your Latinx (o/a/e) or Hispanic roots and identity shaped your brand’s vision and journey?
Ashley: In so many ways…PA’LANTE [forward/onward!]. My grandparents were farmers in Colombia and passed down values that hard work pays off to accomplish your wildest dreams. My parents immigrated here and I have tremendous pride in their journeys. How they came into this country as teenagers and have built an incredible life, not only for themselves and their family, but also for the families of those who work with Rëzo. And the big inspiration behind the Rëzo brand itself is to celebrate identity and nurture beauty, particularly outside of conventional eurocentric beauty standards. My grandmother loved gardening and directly inspired the Rëzo Cut my mother developed. She found beauty in curls that reminded her of the rose bushes my grandma tended and the way she cut them. The Rëzo company is rooted in my family’s legacy, community, all things hair, and experiences.
What are some ongoing efforts or initiatives that your brand has made to support, celebrate, or invest in the Latinx and Hispanic community, whether during Latinx/Hispanic Heritage Month or beyond?
Ashley: Latinx women make the Rëzo business run. But the best way to describe our commitment and impact here would be the way my mother passes on the wisdom she has cultivated over the last 40 years in this industry.
Nubia: [It’s] the ways we instill the work ethic and the Latinx pride in our interactions, and our language, showering that upon the folks we meet—including in our travels all around the world, educating at salons, training stylists, workings at trade shows, and interacting with the community. It’s effusive in our nature and our work. We try to educate and uplift our community and become better mentors everyday.
What are your thoughts on the state of Latinx and Hispanic beauty today, particularly with the role brands are playing in changing the narrative about Latinx and Hispanic representation in the industry?
Nubia and Ashley: We feel so lucky to be in this industry and especially in this time. There’s more visibility and incredible opportunities. More brands are hiring Latinx creatives and visionaries. We love that there is a new wave of Latinx super celebrities and artists. We are not only fans, but we are finally being validated as tastemakers in industries like art, beauty, music, and fashion. People want to know what we think. We have influence and we have power. In the past, Latinx culture and representation was sidelined or overlooked and our potential was taken for granted in that way. But right now, our perspective is finally being valued in the mainstream, and we deserve to have our communities, our companies, and our ideas uplifted and invested in.
What are some ways that the hair and beauty industry can be more inclusive and supportive of Latinx- and Hispanic-owned brands?
Nubia and Ashley: Investing in our communities is so important, for example, creating more education initiatives or perhaps incubator investment funds for small Latinx-owned brands. There is so much talent. There are many hair industry giants that are Latinx, and also so many educators and salon owners we’ve worked with that are the next generation of brilliance. We also think the industry can provide support and be more inclusive by being mindful of and celebrating Latinx communities and culture. We think by continuing to create visibility and awareness, [we can show] that we are here and that we are doing big things. We are proud to see so many entrepreneurs with our roots.
Who in the Latinx and Hispanic community is inspiring you right now within the hair and beauty industry?
Nubia and Ashley: Sam Villa is a major inspiration. We love what he has done for the hair industry and stylist community. We love how humble, generous, and down to earth he is. And he is one of the hardest working professionals that we have encountered. We have seen him at countless beauty trade shows, hair awards, and education events. His passion for hair and education is unwavering. In this spirit, we are also inspired everyday at the Rëzo salon by the people we see working behind the chair, and sitting in the chair. Also those on the subway heading to work, or in the restaurants that we go to, or walking down the street. We admire the people who come into the salon with different stories and journeys. At Rëzo, we love to care for curls, and we love when our clients from all walks of life come in to embrace their natural hair texture and they see their beauty back in the mirror.
What advice would you give to any aspiring Latinx and Hispanic entrepreneurs who wants to make a positive impact on the beauty industry and beyond?
Nubia and Ashley: Believe in yourself. Everything begins with a grateful heart, determination, and the discipline to make it happen.
Rogerio Cavalcante, (@rogeriocavalcante)
Hairstylist, Owner of The Second Floor Salon, and Founder of Forthcoming Haircare Brand
What has your experience been like as a founder in the haircare industry?
Cavalcante: Founding a haircare brand in this industry has been both exciting and challenging. It’s similar to crafting a work of art: you start with a vision and slowly piece it together. From developing unique formulations to navigating the complexities of marketing and distribution, there’s a constant learning curve. But imagining the impact on people’s lives, and witnessing their confidence grow, makes it all worthwhile. It’s a journey of passion, persistence, and, above all, dedication to helping people look and feel their best.
How has your Latinx (o/a/e) or Hispanic roots and identity shaped your brand’s vision and journey?
Cavalcante: My Latinx identity is at the heart of my brand’s vision. It’s more than just a marketing angle, it’s an intrinsic part of who I am. Our culture is rich in traditions, colors, and stories, all of which inspire the essence of our products. From ingredients sourced from Latin America to the packaging that will celebrate our heritage, every aspect of my brand reflects the Latinx spirit. It’s about creating a connection and resonating with our community on a profound level.
What are some ongoing efforts or initiatives that your brand has made to support, celebrate, or invest in the Latinx and Hispanic community, whether during Latinx/Hispanic Heritage Month or beyond?
Calvalcante: Our commitment to the Latinx and Hispanic community goes beyond heritage months. We actively seek ways to support and celebrate our community. This includes partnering with local organizations that empower Latinx entrepreneurs and offer mentorship programs. We believe in giving back and helping others climb the ladder of success.
What are your thoughts on the state of Latinx and Hispanic beauty today, particularly with the role brands are playing in changing the narrative about Latinx and Hispanic representation in the industry?
Calvalcante: The Latinx and Hispanic beauty landscape has evolved positively, but there are still stereotypes that persist. Brands play a crucial role in shaping perceptions and challenging these norms. It’s heartening to see more diverse representations in advertising and product lines tailored to our unique needs. However, we need continued advocacy for greater inclusivity, not just during marketing campaigns but within the industry’s leadership.
What are some ways that the hair and beauty industry can be more inclusive and supportive of Latinx- and Hispanic-owned brands?
Calvalcante: Inclusivity begins with actively seeking out Latinx and Hispanic-owned brands, offering them visibility and platforms for growth. The industry should invest in these businesses, provide resources for product development, and create mentorship programs. Collaborations and partnerships that amplify diverse voices I believe are key to making the beauty industry more inclusive.
Who in the Latinx and Hispanic community is inspiring you right now within the hair and beauty industry?
Calvalcante: Right now, figures like Tata Harper and Rahua within the Latinx and Hispanic community are paving the way. Their resilience and dedication to redefining beauty standards inspire me. They challenge conventions and show that success is achievable while staying true to our cultural roots.
What advice would you give to any aspiring Latinx and Hispanic entrepreneurs who wants to make a positive impact on the beauty industry and beyond?
Calvalcante: For those aspiring to make a positive impact in the beauty industry, my advice is to embrace your heritage and let it be your guide. Your unique perspective, stories, and experiences are your strength. Surround yourself with a supportive network, seek mentorship, and stay resilient in the face of challenges. Remember that your journey can contribute to a more inclusive and diverse beauty landscape, and that’s a remarkable achievement.
*These interviews have been lightly edited for length and clarity.
