Agenda-setting intelligence, analysis and advice for the global fashion community.

The Indie Brands Taking Latino Hair Care Global

Over the last decade, a slew of Latino-founded indie brands have tapped into underserved consumer demand in the US and Latin America. But growing means scaling brand awareness and securing investment to take on the big players.

Latino-owned hair care brands — Rizos Curls, Ocoa and Latina are among the Latino-owned brands leveraging clean formulas, community and culture to scale globally. (BoF Studio)

Rachael Griffiths

22 January 2026

BoF PROFESSIONAL

When Pilar García Bonilla began brainstorming her hair care brand, Latina, in 2023, one movie stuck in her mind: “The Princess Diaries”, when Anne Hathaway’s curls are straightened so she can “look like a princess.” It reflected the way I felt —I didn’t fit in within the beauty industry,” she said. “They’d told us that only straight hair is beautiful.”

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Fresh points of view, distinct product offerings and international perspectives all unite the next generation of skincare, makeup, fragrance, hair and body labels.

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Breakout products like Cécred’s Restoring Hair & Edge Drops or Topicals’ Faded Serum aren’t just sales drivers — they shape a brand’s identity, fuel customer loyalty and lay the foundation for long-term growth. But finding one takes more than luck.

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About the author

Rachael Griffiths

Rachael Griffiths is a Senior Editorial Associate at The Business of Beauty. She is based between St Helens and London, and covers beauty, wellness and industry news.

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Beauty:Hair Care

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