The Rizos Curls Story: How Julissa Prado Built a Global Curl Movement
Julissa Prado, founder & CEO of Rizos Curls, is an entrepreneur and social media influencer with over 145K Instagram followers that has ignited a movement of curly haired individuals embracing their natural curls. Founded in October 2017, Rizos Curls was created to celebrate the beauty of curls, kinks & waves everywhere and offer quality products made with natural ingredients with no silicones, sulfates or parabens. Today, the brand has shipped to over 59 countries worldwide and been featured in Forbes, Teen Vogue, People, BuzzFeed & Refinery29, among others.
“Growing up, I went through many phases with my curly hair. I hid it in a tight, gelled-down ponytail, wore it à la crunchy with extra hairspray, and even straightened with a clothes iron! As a little girl, I saved my money to buy every curl product I found - but nothing ever worked. While battling with my hair over the years, I told myself that one day I would create the very best product for curly-haired girls like me. I spent years creating the perfect formula. I wanted a product made with quality and natural ingredients that could celebrate all curl types, from my Tia’s coily strands to my sister’s loose waves. With Rizos Curls, I finally turned my dream into a reality.
Rizos Curls is created from the heart and is my perfect formula for defined, bouncy, shiny, frizz-free, soft, voluminous curls. I'm incredibly excited to share it with all of you! Curly hair is beautiful, use Rizos and live your best curl life!”
How do you generate new ideas to stay relevant on the market? Is it important to innovate in your space?
Makeup in creativity what you lack in marketing dollars. You don’t need a round of venture capital to excel in your space. Ultimately, staying true to yourself and your vision is what will allow you to connect with your customers, build loyalty and ensure your success. Be incredibly creative, both in terms of content and business processes, to stay ahead of the game and don’t be afraid to reach out to your customers for help. Some of your best ideas might come from your own customers.
What are your short/long term goals?
My immediate goals are to expand the retail distribution for the brand in-stores, not only domestically, but internationally. You would not believe the amounts of requests I receive every day from customers asking for the product to be sold in stores near them, whether it be California, Puerto Rico or The Netherlands. My goal is to satisfy their requests and build a sustainable business with longevity. Ultimately reaching as many of our Rizos Reinas as possible.
What sacrifices have you had to make to be a successful entrepreneur?
An incredibly difficult decision for every entrepreneur is knowing when to go full time. In starting Rizos Curls, I decided to leave my high paying leadership position at Nestle, and take the leap of entrepreneur without knowing what would lie ahead. It can be an incredibly scary thing for new entrepreneurs. Ultimately what I had to decide was what the opportunity cost meant to me. What I knew in my heart, was that I needed to invest in my passion, and once I took that leap you would not believe the amount of people who stepped forward to propel me along my journey.
Frequently Asked Questions about Julissa Prado & Rizos Curls
Who is Julissa Prado, the founder of Rizos Curls?
Julissa Prado is the founder and CEO of Rizos Curls, an entrepreneur, and a social media influencer. Frustrated by the lack of effective products for her naturally curly hair, she spent years developing her own perfect formula. Her personal journey of learning to embrace her curls inspired her to launch the brand in 2017 to celebrate the beauty of all curls, kinks, and waves.
What makes Rizos Curls products different from other hair care brands?
Rizos Curls products are formulated from the heart, based on Julissa Prado's personal dream formula. The key difference lies in the commitment to high-quality, natural ingredients. All products are made without silicones, sulfates, or parabens, making them safe and effective for creating defined, bouncy, frizz-free, and soft curls for all curl types.
How did Rizos Curls grow so quickly without venture capital funding?
Julissa Prado's philosophy is to "make up in creativity what you lack in marketing dollars." The brand's growth was fueled by an authentic connection with its customers and creative content that resonated with the curly hair community. By listening closely to her audience—her "Rizos Reinas"—and staying true to her vision, she built powerful brand loyalty that has allowed the business to scale globally.
What was the biggest sacrifice Julissa made to start Rizos Curls?
The biggest sacrifice Julissa made was a leap of faith. To go full-time on Rizos Curls, she made the incredibly difficult decision to leave her high-paying leadership position at Nestlé. She knew in her heart that she needed to invest in her passion, and she took the entrepreneurial leap without knowing for sure what would lie ahead. This single decision was the catalyst for the brand's incredible journey.