# Latina-Owned Hair Care Startups Rizos Curls Specializes in Artisan Curly Hair Products By Jana Pijak | Published 2018-05-15 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/rizos-curls References: [rizoscurls](https://rizoscurls.com/) & [instagram](https://www.instagram.com/rizoscurls/?utm_source=ig_embed) [Rizos Curls](https://www.trendhunter.com/trends/sleek-styling-cream-taming-wand) is a Latina-owned hair care startup that specializes in artisanal products. Best known for its Rizos Curls System Trio -- consisting of a hydrating shampoo, a deep conditioner and a curl-defining cream -- the brand creates its products using gentle and [naturally sourced ingredients](https://www.trendhunter.com/trends/plantbased-beauty-products). These include shea butter, aloe vera, coconut oil, moringa oil and sunflower oil. Founded by Julissa Prado, Rizos Curls offers [curly hair products](https://www.trendhunter.com/trends/organic-hair-care) that are free from sulphates, parabens and silicones and targets a Millennial Hispanic consumer. It does so with youthful branding and accompanying merchandise that is also available for purchase via its website. This merchandise includes graphic t-shirts that boast the Rizos Curls logo and an illustration of a woman sporting her curls with pride -- a nod to the brand's ethos which celebrates the natural beauty of its core demographic. ## Trend Insights (Trend Hunter) - Score: 5.7/10 - Popularity: 71% | Activity: 93% | Freshness: 8% - Audience gender: 30% men, 70% women - Primary generations: Millennial, Gen X - Top markets: North America, South America, Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Fashion](https://www.trendhunter.com/fashion) > [Cosmetics](https://www.trendhunter.com/cosmetics) ## Key Themes ### Why This Trend Is Growing - **Artisanal Hair Care Products:** Opportunity for other startups to create unique, high-quality hair care products using natural and gentle ingredients. - **Millennial Hispanic Consumer Targeting:** Opportunity for brands to create products and marketing campaigns specifically tailored to the preferences and needs of this consumer segment. - **Celebrating Natural Beauty:** Opportunity for brands to embrace and promote diverse, natural beauty standards, empowering individuals to embrace their unique features. ### Industries Being Reshaped - **Beauty and Personal Care:** Opportunity for beauty companies to develop organic-based hair care products that cater to the increasing demand for clean beauty. - **Fashion and Merchandise:** Opportunity for fashion retailers to create merchandise that aligns with the values and branding of hair care startups, targeting the same consumer base. - **Marketing and Advertising:** Opportunity for marketing agencies to specialize in creating campaigns that effectively reach and resonate with the Millennial Hispanic consumer. ## Related on Trend Hunter - [Black-Owned Haircare Collections](https://www.trendhunter.com/trends/curldaze.md) - [Black-Owned Curl Brands](https://www.trendhunter.com/trends/soft-curl-defining-mousse.md) - [Affordable Curly Haircare Lines](https://www.trendhunter.com/trends/strictly-curls.md) - [Curly Hair-Focused Products](https://www.trendhunter.com/trends/shampoo-and-conditioners.md) - [Free-From Kids Haircare](https://www.trendhunter.com/trends/niles-chaz.md) - [Texture-Inclusive Haircare](https://www.trendhunter.com/trends/texture-inclusive-haircare.md) - [Curly Hair-Focused Organic Products](https://www.trendhunter.com/trends/organic-hair-care.md) - [Hairstylist-Approved Brand Launches](https://www.trendhunter.com/trends/roz-launches-at-sephora.md) - [Brazilian Beauty Mergers](https://www.trendhunter.com/trends/skala-and-lola-from-rio.md)