Bold, Fierce, Passionate, and Latina. These are just a few adjectives to describe Julissa Prado. Not only does Rizos Curls celebrate the curls a person is born with but the beauty we all naturally have. It was such an honor to interview this dynamic powerhouse. Enjoy this interview!

How would you introduce yourself to people who are unaware of you?

I’m Julissa Prado, a proud Mexican-American, born and raised in Los Angeles. I’m the proud founder and CEO of Rizos Curls, my hair care brand creating products that embrace and celebrate the beauty of curls, coils and waves everywhere.

Please describe your company Rizos Curls and what was the first product you created and why?

Rizos Curls is a hair care brand creating products that embrace and celebrate the beauty of curls, coils and waves everywhere Rizos Curls. Rizos Curls is a a mission-driven company -- Curls, Community, Culture is at the heart of Rizos Curls. Everything Rizos Curls does is motivated by what is the best for our Rizos Reinas & Reyes customers, whether it be our high-quality hair care products or our philanthropic efforts.

The first product that I created, which I already knew would be the hardest to create because there was nothing on the market like it, was the Curl Defining Cream. There are lots of products that give moisturize and create hold, but there was nothing that took whatever your texture was and made it even better. 

You are self-funded. You were initially working in Corporate America and creating Rizos Curls. How did you balance both? Was it the urge to create your dream that had you working extra hard?

Balancing both my corporate job and Rizos Curls was a lot harder than I anticipated, especially after we launched. I went full time with Rizos Curls pretty soon after we launched, within a month or two.  I never anticipated to go full time so quickly. I thought Rizos Curls would be my side passion project while I worked at Nestle for a few more years. Luckily, there were so many orders when we first launched that I couldn’t keep up. I was forced to go full time in order to keep up with the demand. 

As a Latina, Woman, and Entrepreneur what did that moment feel like when you knew Rizos Curls would be available in Target?

Seeing Rizos Curls, a self-funded independent family business, at Target feels great and completely surreal. We launched in January 2020 in 120 stores and by July 2020 we expanded to more than 400 stores because our customers kept demanding more and more. It feels like all of my family’s hard work is being paid off. That the idea that a brand can lead as a purpose, mission and passion focused business is worthwhile.

Did you always have an entrepreneurial spirit or was it acquired? What drives you?

My entrepreneurial spirit came from growing up in my community. Back in Mid City LA when I was growing up, I’d wake up every morning to a man shouting “Pan! Elotes!” He’d come around every morning in his truck at 8 am and sell bread and tortillas from his car. I’d see my people hustling!  I grew up seeing one of my neighbors selling pupusas from her house, people would take orders, and then later she got a cart, and then later she made a little shop on the corner. Seeing so many examples of people who had very little and were able to make something out of nothing. Immigrants are entrepreneurial in nature because having to rebuild in a totally new country to survive that takes heart and hustle. My father crawled through a sewer to get to this country and making him proud for our culture and our family is my biggest motivator.

How did you know Rizos Curls was no longer a dream but a real viable business?

When I couldn’t keep up with the sales demand. It was just so crazy to me that the community of women I had helped years prior with my own formula were my first customers. Then those women told their friends and family members. The news of our launch spread so quickly via word of mouth. It was very apparent right away that the formula I created with the Curl Defining Cream, but also speaking to our customers in a way where we understand them and celebrate them – culturally – was pulling in all of our customers.

What are your thoughts on the current BLM (black lives matter) movement?

I think the BLM movement is amazing, and I have so much respect and admiration for the organizers. Black people have disproportionately been the victims of police brutality and other forms of institutionalized racism in our communities for far too long. It’s time we all come together and take a stand against racism and injustice. 

The last and most fun question! what is your favorite way to pamper yourself and get a boost?

I love baths with loves of bath bombs and candles!