September 2, 2025 • 44 mins
In this conversation, Julissa Prado shares her inspiring journey of building Resource Curls, a hair care brand focused on embracing natural textures. From her early passion for hair styling to creating her own products in her kitchen, Julissa discusses the importance of community, authenticity, and the challenges of entrepreneurship. She emphasizes the role of grassroots marketing and the power of social media in growing her brand, as well as her commitment to social justice and cultural representation. Julissa's story serves as a testament to the impact of following one's passion and the significance of building a brand that resonates with personal values and community needs.
You Can Follow Julissa Here:
Instagram: Rizos Curls: @RizosCurls https://www.instagram.com/rizoscurls/?hl=en
Julissa Prado: @Julissa_prado https://www.instagram.com/julissa_prado/?hl=en
TikTok: Rizos Curls: @rizoscurlshair https://www.tiktok.com/@rizoscurlshair?is_from_webapp=1&sender_device=pc
Julissa Prado: @julissa_prado https://www.tiktok.com/@julissa_prado?is_from_webapp=1&sender_device=pc
Website: https://rizoscurls.com/
::::
Sidewalker Daily is your go-to resource for Creators and Influencers who want to land paid brand deals, make money doing what they love, and build a successful business with the right tools and strategies.
💻 Free Brand Deals Training: https://sidewalkerdaily.com/brand-deals-training/
🤩 Need Help With Your Creator Business? Speak with Our Success Manager: https://calendly.com/sidewalkerdailyteam/discovery
🌟 Best-Selling Pitching to Brands Mastercourse: https://sidewalkerdaily.com/ptbm/
This Episode can be seen on YouTube: https://youtu.be/bo7FvBpKP8w
You Can Follow Julissa Here:
Instagram: Rizos Curls: @RizosCurls https://www.instagram.com/rizoscurls/?hl=en
Julissa Prado: @Julissa_prado https://www.instagram.com/julissa_prado/?hl=en
TikTok: Rizos Curls: @rizoscurlshair https://www.tiktok.com/@rizoscurlshair?is_from_webapp=1&sender_device=pc
Julissa Prado: @julissa_prado https://www.tiktok.com/@julissa_prado?is_from_webapp=1&sender_device=pc
Website: https://rizoscurls.com/
::::
Sidewalker Daily is your go-to resource for Creators and Influencers who want to land paid brand deals, make money doing what they love, and build a successful business with the right tools and strategies.
💻 Free Brand Deals Training: https://sidewalkerdaily.com/brand-deals-training/
🤩 Need Help With Your Creator Business? Speak with Our Success Manager: https://calendly.com/sidewalkerdailyteam/discovery
🌟 Best-Selling Pitching to Brands Mastercourse: https://sidewalkerdaily.com/ptbm/
This Episode can be seen on YouTube: https://youtu.be/bo7FvBpKP8w
Mark as Played
Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Speaker 1 (00:00):
If you've been to Target or any other big retailer,
chances are you've seen Rizzo Curls. And today I'm going
to interview Julisa Pratto, the founder of this mega beauty brand.
Not only are we going to talk to her about
the creative perspective and what she can learn, Julissa is
the total package. She was born and raised in Los Angeles, California.
(00:20):
She's the founder of Rizzo Curls, an award winning clean
hair care line that embraces and celebrates the beauty of curls, coils,
and waves everywhere. As a cultural change maker in one
of the leading faces of modern entrepreneurship, Julisa has been
named one of TikTok's Visionary Voices, Cosmopolitan Magazines New C
Suite Women of Color who are Changing corporate culture, Beauty
(00:42):
Independent Beacon Awards Entrepreneur of the Year, and awarded the
for the People Impact Award by the National Hispanic Media Coalition.
Julisa's popular haircare brand, Rizzo Curls, ranks among one of
the top performing textured haircare brands. Leading with community first
authenticity resonates with her customers. It is one of the
(01:02):
top ten most followed Hair Carried Brands on TikTok. It's
available more than four thousand locations at all to Beauty, Target,
Nordstrom across the country. And Julyssa is an active national
speaker with speaking roles at TED, Talk, Create and Cultivate,
Harvard University, the un and more. You guys, let's talk
to a beauty founder. Let's talk about setting up our
(01:22):
own brands. Let's talk about what she looks for in creators.
Let's talk about it all. Let's welcome Julyssa to the podcast. Hi, Hi,
oh my gosh, thank you so much.
Speaker 2 (01:35):
Guys.
Speaker 1 (01:35):
By the way, before we jumped on here, Julissa is
such a sport because we had some serious tech and
she saw me like shaking, so she is like, it's
been a minute to get us on here, but we're
so happy she's here. Julissa, I am so pumped to
pick your brain for all the creators in our community
and the entrepreneurs that listen in. You are a wealth
(01:59):
of knowledge and you've done some major things in your
career and one of the things I kind of want
to start today's conversation about is really about like building
a brand.
Speaker 2 (02:07):
There's so many.
Speaker 1 (02:08):
Creators that are the Julysses of twenty nineteen, Oh, I
want to do this, or twenty seventeen, right when you started.
Speaker 2 (02:14):
I want to do this.
Speaker 1 (02:15):
I want to start a business.
Speaker 2 (02:16):
I want to start a.
Speaker 1 (02:16):
Brand like and especially now in the creator economy, we're
seeing so many influencers and creators become their own businesses.
So I kind of want to start from the beginning,
from the beginning, when the idea was just a little
baby idea. Walk us back to those beginning days where
this idea kind of came from and what you had
(02:39):
to do to kind of get it off the ground,
at least at the beginning.
Speaker 3 (02:42):
Yeah. So it's really interesting because I've been drawn to
hair since I was a teenager, like I've been not
not even probably even before that, like my whole life,
I've been drawn to hair. And when I was in
high school, I was even when I was a freshman
and my brother Tony was a senior, all his friends
during like homecoming and prompt season, a bunch of them
(03:04):
would book me to do their hair because I was
just like naturally good at styling hair and just doing hair.
And back then, you know the majority of people's hair
that I was styling, it was like everyone was straightening
their hair, like nobody was wearing their hair natural, including myself.
And initially, my first like inspiration to even try to
learn how to style curly hair naturally was almost like,
(03:30):
you know, offering another service to my high school clientele.
And I was practicing with my own head and I
and back then, you know, the industry was completely different.
There was clean beauty wasn't a thing you would go
to the grocery store or like Target or these stores,
and it wasn't like there was an aisle or a
(03:51):
whole section for texture and hair that just that just
didn't exist back then. So it was really limited. And
on top of that, you know, growing up in an
immigrant household, something that I feel like anyone who grew
up an immigrant household has in common, is that so
many of us grow up with these like you know,
remedies and traditions, rooted and natural ingredients. Whether it's like
(04:15):
my stomach hurts, Oh go cut this herb, We're gonna
make a tea. My hands are dry. Let me get
some sugar and lemon and oil. My scalp is dry,
Like I'm gonna put aloverra on it. So I think
it's something that came very natural to me to turn
to natural ingredients, turn to the earth, to care for myself,
(04:35):
because it's it's how I grew up and what I
was used to. So when I remember, you know, going
to different stores and looking for products and not finding anything,
and also at the same time knowing that I care
deeply about ingredients, and I care deeply about what ingredients
are in formulas. So I was like, I'm just gonna
make my own. I'm gonna make my own in my kitchen.
(04:57):
So I just started making my own little concoction at home,
and I just remember, you know, putting a bunch of
different stuff together. I felt like a little like chemist
in my in my house, I was like boiling flaxied
and doing all these different things. And yeah, I came
up with like my own little versions of concoctions that
(05:18):
and practicing on my own head. And I remember the
very first day that I went to school and I
was still I think I was by a sophomore by then,
and I went to school with my hair curly down
for the very first time. After you know, all of
middle school, all of all of my freshman year, always
straightening it, and it changed my life forever. Like that
(05:39):
day going to school with my hair down curly completely
changed my lif Like that was the biggest turning point
in my life. Because after that day, I started attracting
what I call undercover curlyes, which are people with naturally
like wavy, curly, courly hair textures that you either a
(06:00):
have no idea they have curly hair because they strain
it so much, or be they themselves don't even know
they have wavy curly or hair because they like just
you know, never wear it natural and they've been straightening
it so much and they just like don't realize the
potential of their hair. So I started meeting these people,
these undercover curlies everywhere from in bathrooms, like for the
(06:24):
rest of my life. I feel like till this day,
I'm like a magnet for these undercovered curlies. So that's
where the idea initially came from. And I went through
throughout high school throughout college, I was still making my
own little concoctions. I was still attracting undercover curlies and
helping them with their hair, whether it was like in
the bathroom my dorm rooms, I would hold little curl
(06:46):
classes like forever, anybody with textured hair that I would
attract in elevator, at the grocery store wherever, I was
always helping them with their hair, and so that was
the initial inspiration. So when I started trying to make
my form most professionally, it was something that I had
already been doing for a long time that I just
never had taken seriously before.
Speaker 2 (07:08):
What I love.
Speaker 1 (07:09):
About this is kind of what you touched on. You're like,
I'm not a chemist, Like I'm not you know, You're like,
I found a need, I started figuring it out, and like,
by the time I got to where I needed to be,
like I already had experience what I find in the
entrepreneurship journey air all the mindset blocks around starting, Oh
while I'm not this, Oh, well I don't have any experience.
(07:30):
Well I don't know what to do. And it seems
in your story and most successful people, I get to
chat with the imposter syndrome.
Speaker 2 (07:37):
While we all probably carry it.
Speaker 1 (07:38):
You told it to shut the very early on and said,
you know what, I'm going to build a beauty brand.
I'm going to develop these sort of homegrown products because
it's important for people listening that finding the need, finding
what you're passionate about, that's the secret recipe because you
can hire people to help you perfect the chemistry potentially right,
(07:59):
or you know, all the things that you may need.
So I love to hear the true foundation story of
how this was something that you built based on your passion,
based on a moment.
Speaker 2 (08:09):
You know.
Speaker 3 (08:10):
Really interesting about what you just said is that it
was something that when I first started it, it came
from such a personal space where I didn't even intend
to share it or to sell it, or it was
something that if I even if I was never to
make one penny off of, like, I would have still
done it because it was something that like came from
(08:32):
my heart, you know.
Speaker 1 (08:33):
And I think that right there is the key like
people always looking for, like the magic and the sauce
and the hidden things, and it's like really just deep
diving into that space because everything else is figure outable, right,
But like what it seems like in your scenario, I
love to hear that I read somewhere that you mentioned
and we talk about that too, you know, especially in
(08:54):
immigrant households, we're told we're conditioned, you know, as women,
certain aesthetics look better, right, straightening our hair.
Speaker 2 (09:02):
So I feel like you've also shaped.
Speaker 1 (09:04):
The narrative on beauty in a way for many women
and change that up, you know, embracing the curl. And
we'll dive deeper as we go in today's conversation. But
the importance of how that in your brand also probably
created a seed to get it to where it's at now.
So in terms of the early stages, we're talking.
Speaker 2 (09:25):
In the beginning, beginning.
Speaker 1 (09:26):
Before target, before ALTA, before the pr you know, little
do you listen her kitchen and her this putting these concoctions.
What was the moment when you were like, wait a second,
like we gotta get this could be something like this,
there's something here. I gotta really put some focus and
energy into this, because there is a world where if
(09:48):
you didn't, it just stayed as a hobby. Like how
did you kind of jump from I love to do this.
Speaker 2 (09:54):
This is fun too.
Speaker 1 (09:55):
I'm putting my business woman hat on and we're going
to get this off the ground.
Speaker 3 (09:58):
So it's really interesting because I am a piscey through
and through and my brother and I always say my
brother is my co founder. By the way, my brother
Tony is Mike, my co founder and my like right
hand man and this whole journey. But something that both
my brother and I always say is that the same
the same characteristic that is your strength can also be
(10:22):
your weakness. It just depends on how you use it.
So with me, something that I always say, like, I'm
very authentic, very almost like simple minded. For me, the
reason why I even wanted to make it professionally was
because it was inconvenient for me to make these concoctions
and it like I have to refrigerate it. It goes
(10:42):
bad so quickly. Like whenever I would tell other people
share it with other people for them to do it
themselves that you know, weren't in front of me, they
would like mess up the like how the blend or
like it wouldn't come out the same, and it would
make me up. Sex I'm like, no, you're not doing
it right. You have to do this, you have to
boil it for exactly this long and then you do that.
And so it was more so something that was like
(11:05):
it was at a convenience. It was out of like
like I need this, I need it done, and I
needed done perfectly. And so that was my initial inspiration
for why I wanted to make the foremost professionally. It
was because I was like, I need them to be
perfect because this is like, this is what I need,
Like I wanted to be really good for me. And
(11:27):
then and then my brother his he's a scorpio, so
he oh yeah, and we're actually very credible, like Piz's
a scorpio. But his mind is more like long term thinking,
like in the ways that like my mind is very authentic,
very like in the moment, in the present, very like
(11:48):
you know what I meant, what I'm what I said
by simple minded is that is that I'm thinking about
like my my world's my existence, my needs right now.
And he looks at things as like so fewteristic. He's
looking at it like ten years down the line. So
when I went to him and I said, so I've
been doing He's seen me. You know, he's he's been
(12:09):
seeing what I've been doing my whole life. So when
I went to him and I was like, I really
want to make my form as a professional because it's
so annoying and look at this and then it went
batter reading and I had it. I didn't put it
in the fridge, and look like I'm just like wow,
like this is so annoying. He's like being a scorpio
that he is. He's like, so it sounds like a
(12:30):
lot of people would have the same problem. It sounds
like it sounds like what your experiencing would be a
solution not only for you, but for so many others.
And I was like, yeah, like can you help me
like this do this together, like I want to know
if this is a good business idea or not. By
that point, I was already you know, kind of like
(12:52):
working and saving some of my money. And so I
was like, you know, I started working and I'm saving money,
Like maybe I could use some of my my savings
on on trying to make this professionally. And so my
brother Tony was like, Okay, give me one of two
business days. I will get back to you with the
after I do a full malysis of the market. Like
he's just that isn't him to a team? So my brother,
(13:13):
mind you, my brother Tony, he's a true scorpio, like
poker face poker face of the max. Like it's like
he he does not overreact. He's just very like to
your like very to your face, like what you get
is the truth is the truth? Like you're gonna get
it exactly how it is. And so he comes back
(13:35):
the next day and he's like, I cannot believe no
one has ever done this like you. This is a huge, huge,
huge white space in the market. Not only is the
like you know, the market size so big, but like
there's you literally have no competition within this demographic in
this space that you're trying and this this this product
(13:57):
that you're trying to to create. And he's like, you
need to do this, and you need to do it fast,
and I'm going to help you. So once I saw
the seriousness in his face and that like sense of urgency,
I was like, say less, like that's okay, Like I
don't have let me go. I was like, send me in.
(14:19):
I'm ready, coach, you know. So yeah, So once my
brother got involved, it was like needed that confirmation to
just like full set.
Speaker 1 (14:29):
I love that and I love to hear how involved
he is in your biz, like as a co founder,
because it's hard doing things alone, and I think that
it's a great shout out to him and his work ethic,
but also just to all of us, like I have
a business partner, you know, I have a co founder
in my company, and it's like we balance each other.
We're not the same, our strengths are so different. So
maybe for those of you listening in, I've been very
(14:50):
clear about the pros and cons of always you know
what that looks like, you know, having that business partner.
Speaker 2 (14:56):
Or doing it solo.
Speaker 1 (14:57):
And some people decide to go their own route. But
for those of you that are on the fence or
maybe thinking about developing your own brand, I love what
Julyssa is talking about about this idea of like finding
someone to that believes in you, that has, you know,
a different skill set than you, that can join you
in this journey, because this journey is long and hard, baby,
and God knows, there's been so many nights, and I'm like,
(15:19):
I'm so grateful I have a co founder, especially when
things are tough, or just to like have someone in
your zone that's so invested as you know, as you
are in terms of building the brand. Like once you
guys decided okay, like we're in. You found your co founder,
he's in. We're excited, especially for those again that are
like I.
Speaker 2 (15:38):
Want to like get up and going.
Speaker 1 (15:40):
Did you guys like quit your jobs, Like did you
decide did you, you know, decide like we're going in, baby,
or was it like some of us are working, Like
what did those early.
Speaker 2 (15:49):
Stages look like?
Speaker 1 (15:51):
And was there a mindset needed, like we're going in
and we're going because you said fast. And I just
want to briefly mention that word speed is a word
that I keep hearing a lot of and I can't
tell you guys listening in my word for twenty twenty five,
I think it was focused. If I could change it,
I would call it speed because the people who are fast,
the people who respond to emails fast, the people who
(16:13):
are fast.
Speaker 2 (16:14):
There's so much success in speed.
Speaker 1 (16:16):
And I love that Tony said we got to move,
We got to move. We can't just be sitting on this.
There's no one here now, but who knows who's going
to come to the market. So talk to me about
those early stages and kind of what the mindset around
launch was.
Speaker 3 (16:28):
Yeah, So I think that from the beginning, to be
completely honest, like I think Tony saw the future, saw
the vision, saw the potential, and I mostly was like, oh, yeah,
I know exactly which farmer's market I could go and
sell at. And like I feel like I was more
like you know, I was more innocent in like just
(16:51):
just even thinking what our potential could be because you
know that I wasn't exposed to that yet. I didn't
see like the full thing. And I'm a very very
very present person, like I am very like when I'm
when I when I'm when I'm existing in what I'm
doing right now, like that is my whole world and
that's all that exists, and I'm just so zoned in
(17:13):
on that. So for me, I I was still working
full time at Nestley, and I one hundred percent thought
I was going to be able to do both. Like
I was like, oh, this is like the perfect balance,
like and back then I was like mostly working from home.
I was like, I'm working from home with Nestleie love
(17:34):
my job, love my benefits. And then when I get
home in the evenings, I could work on my little
side business and on the weekends, like I could go
south the farmer's market. Like I feel like that was
more so my mindset and and a girl within. I
think within like three months of launching, there was no
way that I could do that full time, Like there
(17:55):
was no way that I could. I'm sorry that I
could work at my corporate jobs time because I'm such
like a present person, I'm so intentional, I'm so like passionate,
and like in the zone. I had been doing grassroots marketing,
like I had literally been doing the work of building
a community, building trust, building all of that since I
(18:16):
was in high school. And by that point it had
already been you know, at least like fifteen years of me,
not fifteen years let me not, let me aid myself
that much like ten okay, was like ten years of
me just like meeting people and recommending and really building
(18:37):
that that trust. And by the time I launched, like
I'm not even kidding, the very first day that we
just you know, turned on our website, mind you like
the website, my brother and I may the models on
the website were my cousins and I my brother took
the photos.
Speaker 2 (18:58):
You know.
Speaker 3 (18:58):
The product was like in my parents it's backyard, you know.
The drawing on the bottle of like our packaging, my
cousin Vanessa drew it by hand and we scanned it.
Like it was very diy very like low budget, very
you know, very very like uh you know, Sunday market
kind of selling at the Sunday Market kind of small
(19:21):
small business start and by the on the very first
day that we launched, within that week, we started receiving
like hundreds of orders from people that you know, all
I did was I posted on my social channels. By
back then, I didn't really have a following, but I
had enough of people that had seen me do the work.
(19:43):
I had done their hair, I'd helped them with their hair.
We had so many orders from these people that were like, Hey,
I don't know if you remember me, but at the
UC Student conference six years ago, you helped me with
my hair in the bathroom, and I've been wearing my
hair clearly ever since, Like, of course, I'm gonna suppor
your products and I'm sharing with like my whole family. Hey, Julisa,
(20:04):
I don't know if you remember me, but you did
my hair for homecoming this year, and then you told
me and you helped me with this, like of course
I'm gonna support you, like literally, And then these people
that I had helped, like even though it was small
and it was very community, and it was like literally
just humans that I had interacted with, and you know,
my following was was small, but it was all people
that really trusted me and believed in me. They became
(20:28):
like our avon ladies. Okay, like they were on their facebooks,
like on their pages just like hey, I just tried
Griso's curled. I just tried ju Lisa's uh. Sharing this tisimonials.
I met Julisa Uh six years ago and she did
my hair. I've wred my hair nature ever since. Like
I used your products, Look how amazing my results are.
(20:48):
And then all of their people are buying and purchasing
because they trust the person that they're seeing and they
know them firsthand. So definitely, I would say, like in
the beginning, it was one hundred percent word of mouth marketing,
and it was so so grassroots, and I till this day,
we're still one hundred percent self funded. And when people
(21:10):
are like I'm afraid to start because I don't have
enough money, Like we literally started with like zero marketing dollars,
but so much passion. We had social media and we
were in until this day, like I interact with people
all the time, Like in the beginning, we were holding
curl classes, like you know, everywhere anything that I could
(21:31):
do to like help people with their hair. I was
going to people's houses and like getting friends together and
playing them to bring friends like I was doing it
so grassroots, but like there is a path to scale
from that, you know, and we're love this.
Speaker 2 (21:46):
Yeah, and you guys are a testament.
Speaker 1 (21:47):
No, I love that you guys are one hundred per
self self funded and like this this also realization of
like damn, like I am going to have to put
in the time and the effort because that corporate job balance, right,
like when do I quit?
Speaker 2 (22:00):
Do I quit?
Speaker 1 (22:00):
Like how do I take a chance on myself? All
of these are scary moves, but fear it's like you're
scared and you do it anyways. You know, there's that Hey,
we're all kind of scared, like you didn't know it
was going to take off.
Speaker 2 (22:11):
You just like are like fingers.
Speaker 1 (22:12):
Crossed, baby, like let's go and in this and in
this case it obviously did so talk to me about
like you know that big retailer moment that twenty twenty
Target knocks on the door or maybe you pitch them
and now you're in.
Speaker 2 (22:29):
A whole new level or world?
Speaker 1 (22:31):
Is that a right assumption? Like was Target the first
big retailer?
Speaker 2 (22:36):
And like did you die?
Speaker 1 (22:38):
Because I'm pretty sure like Nina of you know, five
years ago? Are you a five years ago having that moment?
Like how did that come to be? Because it seemed
was that like a pinnacle moment for you?
Speaker 3 (22:52):
Yeah. So so it's really interesting because we've been a
community brand since I was in high school, Like we've
or I even had a brand like I was like
grassroots community, like interacting with people, like getting to know them,
helping them personally, et cetera. And until this day, we
(23:13):
are a thousand percent of community brand. Like I say,
our three pillars are Curls community culture, because that is
that is what we are. And I also another thing
that I always say is like our customers, our community
call the shots. We just like follow their orders because
even getting into Target or any retailer, it was them.
(23:33):
So by that point, by like twenty eighteen, twenty nineteen,
we launched in twenty seventeen, so it had been a
couple of years and we're just loving the formulas. They
were having those aha moments as soon as they tried it.
They're like, wow, I've never seen my curls look this good.
And they were going on social media and telling commenting
(23:55):
on targets pages, dming them, messaging them or like whatever
retailer they wanted us to be, and they were like,
we need you to carry Liesels Curls. I use their products,
they're so good. And She's and I went to her
curl class and Lahla and so Target was getting especially
Target and it's really interesting because I don't know why
the city trows Target, but they chose Target specifically. They
(24:17):
were like bombarding them. I was like these and a
term of endearment I call the girls is like rios renas,
which is crow queet Spanish. And I was like, yo,
these viseels regnas are out here harassing these retailers, asking
them for us to be in their store. So we
actually met Target at at a trade show, Cosmo Proft.
(24:39):
We were just like there. We didn't even have a booth,
but Tony and I were just like walking it. You know,
we didn't have enough money for a booth. We just
had like our little name tags. And we actually met
somebody that was that was one of the distributor reps
that looks for new brands for Target, and they're like, oh, hey,
Risos Curls, Targets are getting bombarded with like that. So
(25:02):
they actually, you know, came up to us because they saw,
you know, our names and we were giving out samples
and stuff, and we saw them on a trade show.
And I know it's a very old school way of
like meeting a potential like retailer, but that was I
don't have to tell me.
Speaker 1 (25:18):
I'm like live events to the day I die. I'm like,
put me in the room, coach, like I fully believe
in that. So it would seemed to be very serendipitous.
Speaker 2 (25:26):
But you still were in the room.
Speaker 1 (25:28):
You guys still went, you know, you still showed up,
and then you had that.
Speaker 3 (25:31):
Moment exactly exactly, and then the rest the rest is history.
When opportunity and preparation meet.
Speaker 1 (25:38):
Yeah, exactly, the rest is history. And I also love
to hear this advocacy from your audience. You know, a
lot of our community they're the influencer, they're the creator.
They have these built in audiences that would vouch for them.
So to hear how your audience was like knocking on
the doors. You're not asking them, you're not paying them,
like they're literally just doing that on their own, I
(26:00):
could see how influencerer brands, especially in this world nowadays.
You know, we're a lot farther along than when you
first started seeing that potential for creators who have these
built in audiences that would go to bat for them,
especially if there's people listening in that are trying to
get into the product space.
Speaker 2 (26:17):
So that is amazing.
Speaker 1 (26:18):
And I think since then, now you guys sell a
you know OULTA, I believe Nordstrom as well, Like now
you're kind of like really have gone all the way.
And I remember seeing you at Target and I was like,
I need to bring this girl on the podcast because
she know a thing or two about the biz side. Now,
speaking of creators, how you know it's interesting because you
(26:39):
have your own page and your own personal brand, and
then the company has its page and its business account.
And I'm assuming that you guys also work with different
hair creators and YouTubers maybe and like all the content
creators that are talking about hair products, right, So just
to kind of peel back working with creators or talking
about like that perspective as a founder, how does your
(27:02):
team currently look at influencer partnerships or creator partnerships and
are there things that you look for in creators? Is
this something that is part of your marketing mix, you know,
working with hairstylists and hair bloggers and hair people like
tell me about how your company is actively working with creators.
Speaker 3 (27:20):
So it's actually a huge, huge, huge part of the business.
Like creators, like social media and creators are such a huge,
huge integral part of our business. We actually have two
internal programs called One of them is a pro Squad,
which is like almost like an ambassador program, but for
professional hairstylists only. And then we have an Ambassador program,
(27:45):
which are content creators, like doesn't matter what you're following
is but content creators that are also resols ambassadors that
we have special events, special seatings, special stuff for. And
I would say those two programs are like so such
a huge part of our business. A lot of the
(28:06):
you know, paid content collaborations that we do, they come
from like people that are within the Ambassador program. We
do a lot of like challenges with them within the
pros as well, Like if you see a lot of
content that we have, you'll see both both types in there.
And we genuinely like we don't care about especially with
like TikTok, how TikTok is kind of evens out the
(28:28):
playing fields for a lot of creators, regardless of your
following size and it puts it on the quality of
your content and how much people resonate with them. So
we generally don't care about following size. It's all about
the quality of the content. And yes, sometimes that is
you know, bigger creators, sometimes the smaller creators, but in general,
we just really really love the rawness, the like the quality,
(28:52):
like what what what we're getting, what the viewer is
getting out of your video, So that is what usually
what we look for is like authenticity and like transparency
and just like good vibes. I guess yeah.
Speaker 1 (29:04):
I want to actually like get like kind of dig
in because one thing that you said is so important
and my community knows. I teach pitching, I teach brand deals,
I teach partnerships. I'm like, y'all, we need to like
hit up these brands. How can you hit up a
brand if you don't follow the brand, if you're not
invested in the brand, if you don't use the brand.
And what we're hearing Melyssa say is the opportunities are
(29:26):
going to the people that eat, breathe, and love the
brand already, right Like you're choosing these paid opportunities from
your current ambassador program, from the people who you know,
love the brand and are going to talk about it anyway.
So it really seems a lot of creators, you know,
kind of forget the importance of being in the brand,
(29:47):
being invested in the brand because at least how it
sounds like your ambassador program, these are the these are
the people that are going to get first dips, you know,
people that are already part of it.
Speaker 3 (29:57):
Yeah, we wanted to be authentic. Like, if you don't
like the like, it's okay, Like that's fine. But if
you do like them and you they they've made a
difference in your life or in your hair, and you
think other people would like them, Like, that's who I
want to work with, and that's why I want to
collaborate with. Is like when it it's something true, it comes,
it's genuine for you. Yeah.
Speaker 1 (30:17):
And in terms of like the types of creators, especially
in the hair space, like I've.
Speaker 2 (30:21):
Seen so many like YouTube.
Speaker 1 (30:23):
Hair creators or Instagram or TikTok, does your company have
a preference or as long as they're creating really natural
hair content, you know.
Speaker 3 (30:32):
It literally doesn't matter. Honestly, a lot of them don't
even make their pages or not even about hair. They're
like lifestyle like, so especially the ones that are obviously
the hair Most of the hairstyleists like their pages are
about hair, but a lot of the content creators, they're
just like lifestyle people like talking about you know, whatever anything,
and uh, you know sometimes once in a while they'll
(30:56):
share about their beauty routines or their hair routines or whatever.
And so yeah, so we we have no preference of
whether it like cares your focus or not.
Speaker 1 (31:06):
I love that because it opens up the pool. And
it seems like content is the most important thing for
you guys in terms of what makes a collaboration like successful.
It seems that content is the primary marker. Like you
guys are looking for really quality content from the creators
that you partner with. But have you ever had an
example or an experience or just red flags in general
(31:28):
that you've seen with working with creators or something that's
kind of stood out that you're just kind of like,
you know, this wouldn't be a good fit for us,
or you know, in terms of those partnerships, because I
think a lot of times creators, especially those listening in,
like we try to teach them how to be a professional,
how to be a business, how to approach brands like
you with you know, with professionalism, has anything like ever
(31:51):
stood out or like maybe to flip that question, are
there things that you've seen in creators that you're like,
that's amazing, love that like that gets you excited about
working with them?
Speaker 3 (32:01):
Yeah? I think that. I I think like when it
just doesn't feel authentic, it's just like okay, like I
don't know. I sometimes when when the content that we
love and like we we love working with these type
of creators are when they kind of share a little
bit about themselves. You know, they're like, oh, this is
(32:25):
my hair is they share the good and the bad.
You know, they're like, my hair is damaged from this,
like it's going through this like and I'm and I'm
working on getting it healthier or like like a perm
or they'll have like other yeah, I don't know, like
do you know what I mean where, Yes, Well, they'll
they'll have like I don't know, like curly like they're
(32:46):
all pretty much most of their hair is like curly
curly extensions. And I'm like, at least like i'd rather
you say that, Like I don't like I get it.
We are fooling anyone because we in the same way
that I don't like when people don't reveal that. We've
also worked with people that are like, hey, I have
natural career hair and I added curly extensions, and like,
look at the way that they're blending. And I'm able
(33:08):
to love that on both my extensions and my hair,
Like that is what we're looking for. Is that like
raw honesty, that like transparency and on like you know,
being able to be transparent with with with the audience.
I love that.
Speaker 1 (33:23):
So that's really helpful for creators to know that it
doesn't have to feel like an ad.
Speaker 2 (33:27):
It doesn't have to.
Speaker 1 (33:28):
Be like I like this because of that, but really
integrating the brand not only as a solution, but as
part of your routine because brands are looking for that
human connection.
Speaker 2 (33:38):
I love that.
Speaker 1 (33:39):
So now let's pivot to your own personal brand. Outside
of building, you know, your business, you've also kind of
built your own strong personal brand. Was that intentional from
the beginning to have like these two pages or did
it just come as a byproduct?
Speaker 3 (33:55):
It was just genuinely came naturally.
Speaker 2 (34:00):
Yeah.
Speaker 3 (34:00):
I And then even now I think I should be
posting more on my personal page, but a lot of
the time it just kind of like you know, goes
a lot into into risos. But but yeah, I found
it really interesting that the more we grew, the more
people wanted to know more about me.
Speaker 1 (34:14):
They're like, I know, I'm like, you could like pitch
your own brand Partnership's.
Speaker 3 (34:21):
Like like, oh okay, guys are interested in who is
behind the brand. And that's something that sometimes I'll hear
founders that you know, start small and they don't have
big budgets and they're like, and I don't want to
be in front of the camera. I'm like, girl, I'm
telling you people care like that is that is your
(34:41):
competitive advantage. Like having a real person that people can
relate to running the business and being the face behind
the business is what is going to draw people in
and it's what gonna is what's going to make you
stand out. So I that's something that I learned along
the way that that people people care about who is
behind the products that they are buying.
Speaker 1 (35:03):
Yeah, and in your scenario, you're literally like a walking testament,
Like you're a walking model for your brand. So it's like,
you know, they see that you eat, breathe, and live
what you're selling as well.
Speaker 2 (35:15):
But would you say that, like.
Speaker 1 (35:16):
At least for you know, for your social presences, do
you feel like social has been one of the biggest
drivers of your guys' growth. I know you mentioned the
word of mouth, but like, is social media also, like
is that also part of the word of mouth bucket?
Speaker 3 (35:31):
Yeah, So it's it's interesting because I feel like it's
changes with like the trends and world and what, you know,
what's been going on. I would say our first stage,
you know, the first year of it, it was like all
word of mouth, like literally word of mouth, like maybe
Facebook was really big for us, you know back then,
and then it turned into maybe just like Instagram and
(35:54):
in person in live events, and then it's you know,
there's different phases depending and then take talk was really
huge for us, especially in like twenty twenty, twenty twenty one.
And then I would say, now it's you know, there's
different things like sometimes it's you know, our retailers like
presence within the retailer, like you know, end caps and
(36:17):
like signage and all of that stuff within the store
itself or the or these retailers like posting us on
their pages, which have you know, a higher reach. It
could be billboards, it could be you know, influencer marketing,
it could be really large skill seatings. Like there's so
many like different ways that that you know, you can
(36:40):
you can market and you can get the word out
and you can raise awareness. And honestly, the biggest advice
I can give to somebody is like be nimble. Like
as much as you want to plan like three years ahead,
you have to be nimble with like what is trending
right now? Like what is what is going on? Like
for example, we just got on a new platform called
tyb and it's like a community. I don't know if
(37:03):
you've heard of it, but like it's a platform that
a lot you know, it's it's new, but some big
brands are on it, like Rare Beauty and stuff, like
they're on it as well. But you know, that wasn't
on my plan last year, but it came up and
I was like, let's make an account, let's go on it,
let's do this, like let's try it out. So we're
very open to being flexible with what is currently happening
(37:24):
at the moment. It's so important, especially why in the
metaver on roadblocks, we're like that was one of Tony's
my brother's passions of like having a presence there, so.
Speaker 1 (37:36):
You know, that's so good, like just trying things and
seeing what works and what doesn't, because like you said,
there's so much you know, and I know that social
media and the creator economy, Like you see a creator
go on and do her morning and get ready with me.
It's like these are these powerful activations to these super
powerful videos because I know, like someone will post something
(37:57):
and I'm like immediately like what is she using? You know,
it's just human nature, right, And I think that's why,
especially bringing businesses onto the podcast, so like our podcast
originally was talking to you know, influencers about their journey,
but I always love to share the brand perspective because
a lot of the creators are looking to pitch to
brands or become their own brands. So we're super grateful
for everything you're sharing. One thing I do want to say,
(38:19):
and I think maybe it's the third see of your business,
which is culture. I wanted to talk a little bit
about just using your platform, your voice. You've always been
really vocal about the causes you care about, which I
love about you, and has that always just been like
a natural like extension of you and I think a
(38:40):
lot of times when it comes to topics of social
justice representation, all of that founders get scared to touch it.
How have you brought actually embraced these this messaging and
turned it into such a positive way.
Speaker 3 (38:56):
I think that again, being a pisces like I do
it like I don't even think twice about I don't
think about the consequences. I don't think about like down
the line. I'm like, this is what's in my heart
and I'm seeing this happen in my community, and I
want to help, and I want to people to know
that I'm helping, and I want to post about it,
(39:16):
and I want people to know this is what I
support and this is what I stand for. And I
don't know, I just feel like that's just who I
am as a human. So I do understand that something
that can be a little bit scary because every time
we do that, obviously there's people that love it and
there's also people that hate it, and I'm sure we
lose customers over it. But it's honestly me living in
(39:39):
my most authentic self and me allowing myself to like
be me, and the me is someone who like, deeply,
deeply cares about these social issues, Like I mean, just
this past Saturday, we created a really cool movement called
United for Immigrants with another brand called Because of Immigrants,
and we're donating one hundred percent of our website profits
(40:02):
from June twenty first to immigrant orgs that are uplifting
and helping immigrant communities right now. And then we invited
other brands to join us in these efforts, and we
had almost two hundred brands join this movement, and we
had an event too. We've collaborated with Mid City Mergado.
There was like hundreds and hundreds of people that came,
(40:24):
but there was like fifty different uh you know, small
businesses that came and sold in person as well. We
sold we made T shirts for the movement and they
sold out within minutes. Like it was just insane how
much traction it got and how much how much how
much people wanted to get involved in support. So that's
(40:47):
something that we're going to be We haven't calculated everything yet.
We're still waiting for some brands to to update us,
but but yeah, we're we're hoping that we were able
to raise a lot of money and make a really
big impact.
Speaker 1 (41:00):
I love that and I think it just fits, like
you said, is part of your pillar, the culture, you know,
especially with all that's going on, it feels so natural
for your brand because of your origin story. You know,
of this tale of strengthening and embracing our heritage, and
I mean, it all really fits in.
Speaker 2 (41:20):
It's not random.
Speaker 1 (41:22):
It seems very part of woven into who you are
as a person, but also what the company is. And
so much of building a brand is also weaving your
breath into it.
Speaker 2 (41:32):
So I think it's been really.
Speaker 1 (41:33):
Cool to see that you've been able to balance it
really well.
Speaker 2 (41:37):
For those people that.
Speaker 1 (41:38):
Are looking to start a brand, especially the creators in
our community, any less words of wisdom or advice to
them as they embark on their creator product journey.
Speaker 3 (41:53):
Honestly, I would My biggest piece of advice is like
that one thing that you may be into care about
because it makes you different, That is your special sauce.
Like literally that thing that you might be insecure about
or self conscious about because you're like, oh, it's different
from everybody else, Like whether it's like starting small or
(42:15):
like you know, not having a lot of funding or
some kind of trade or whatever it is, Like, know
that that is what makes you the most powerful and
that is going to be your competitive advantage. And I
feel like the fact that Risso's Curls is where it
is today is just testament to when you are authentic
and genuine and passionate. People see that and they support it,
(42:39):
and they like they want to trust you and they
want to support you because they see how genuine you
are about what you are doing.
Speaker 2 (42:48):
I love that. I'm like, like, all inspire.
Speaker 1 (42:51):
First of all, I'm all, should I document my curly
hair journey?
Speaker 2 (42:54):
It's funny. I found this.
Speaker 1 (42:56):
Hairdresser the other day and she's like, I do curly blowouts.
Speaker 2 (42:59):
I was like, what it's not.
Speaker 1 (43:00):
She's like, you know, we blow it out, but we
but it's like with the diffuser and like we put
all the products and all the things.
Speaker 2 (43:06):
I was like, that's a thing.
Speaker 1 (43:07):
I was like, oh my gosh, it's it's definitely something
that I think You've inspired so many people to take
a strong look in the mirror and fight you know
what we've been told.
Speaker 2 (43:17):
But like your your product is.
Speaker 1 (43:19):
A reflection of you guys, of your family, of the strength,
and like you said, the community and the culture. So
congrats on all the good things coming your way and
thank you for sharing with our community of creators a
little bit more about your brand journey and things that
you looked for when working with creators, and we're so excited.
Where can people find Youjulyssa. I'll put all the links below,
(43:42):
but let us know, like where they can connect with
you the or the brand.
Speaker 3 (43:46):
Yeah, we're at Diiso's Curls on Instagram, at NISA's Curls
Hair on TikTok and then I'm Julia Thunderscore Prodo on
both platforms.
Speaker 2 (43:55):
Awesome. Well, thank you again, thank you bye,
If you've been to Target or any other big retailer,
chances are you've seen Rizzo Curls. And today I'm going
to interview Julisa Pratto, the founder of this mega beauty brand.
Not only are we going to talk to her about
the creative perspective and what she can learn, Julissa is
the total package. She was born and raised in Los Angeles, California.
(00:20):
She's the founder of Rizzo Curls, an award winning clean
hair care line that embraces and celebrates the beauty of curls, coils,
and waves everywhere. As a cultural change maker in one
of the leading faces of modern entrepreneurship, Julisa has been
named one of TikTok's Visionary Voices, Cosmopolitan Magazines New C
Suite Women of Color who are Changing corporate culture, Beauty
(00:42):
Independent Beacon Awards Entrepreneur of the Year, and awarded the
for the People Impact Award by the National Hispanic Media Coalition.
Julisa's popular haircare brand, Rizzo Curls, ranks among one of
the top performing textured haircare brands. Leading with community first
authenticity resonates with her customers. It is one of the
(01:02):
top ten most followed Hair Carried Brands on TikTok. It's
available more than four thousand locations at all to Beauty, Target,
Nordstrom across the country. And Julyssa is an active national
speaker with speaking roles at TED, Talk, Create and Cultivate,
Harvard University, the un and more. You guys, let's talk
to a beauty founder. Let's talk about setting up our
(01:22):
own brands. Let's talk about what she looks for in creators.
Let's talk about it all. Let's welcome Julyssa to the podcast. Hi, Hi,
oh my gosh, thank you so much.
Speaker 2 (01:35):
Guys.
Speaker 1 (01:35):
By the way, before we jumped on here, Julissa is
such a sport because we had some serious tech and
she saw me like shaking, so she is like, it's
been a minute to get us on here, but we're
so happy she's here. Julissa, I am so pumped to
pick your brain for all the creators in our community
and the entrepreneurs that listen in. You are a wealth
(01:59):
of knowledge and you've done some major things in your
career and one of the things I kind of want
to start today's conversation about is really about like building
a brand.
Speaker 2 (02:07):
There's so many.
Speaker 1 (02:08):
Creators that are the Julysses of twenty nineteen, Oh, I
want to do this, or twenty seventeen, right when you started.
Speaker 2 (02:14):
I want to do this.
Speaker 1 (02:15):
I want to start a business.
Speaker 2 (02:16):
I want to start a.
Speaker 1 (02:16):
Brand like and especially now in the creator economy, we're
seeing so many influencers and creators become their own businesses.
So I kind of want to start from the beginning,
from the beginning, when the idea was just a little
baby idea. Walk us back to those beginning days where
this idea kind of came from and what you had
(02:39):
to do to kind of get it off the ground,
at least at the beginning.
Speaker 3 (02:42):
Yeah. So it's really interesting because I've been drawn to
hair since I was a teenager, like I've been not
not even probably even before that, like my whole life,
I've been drawn to hair. And when I was in
high school, I was even when I was a freshman
and my brother Tony was a senior, all his friends
during like homecoming and prompt season, a bunch of them
(03:04):
would book me to do their hair because I was
just like naturally good at styling hair and just doing hair.
And back then, you know the majority of people's hair
that I was styling, it was like everyone was straightening
their hair, like nobody was wearing their hair natural, including myself.
And initially, my first like inspiration to even try to
learn how to style curly hair naturally was almost like,
(03:30):
you know, offering another service to my high school clientele.
And I was practicing with my own head and I
and back then, you know, the industry was completely different.
There was clean beauty wasn't a thing you would go
to the grocery store or like Target or these stores,
and it wasn't like there was an aisle or a
(03:51):
whole section for texture and hair that just that just
didn't exist back then. So it was really limited. And
on top of that, you know, growing up in an
immigrant household, something that I feel like anyone who grew
up an immigrant household has in common, is that so
many of us grow up with these like you know,
remedies and traditions, rooted and natural ingredients. Whether it's like
(04:15):
my stomach hurts, Oh go cut this herb, We're gonna
make a tea. My hands are dry. Let me get
some sugar and lemon and oil. My scalp is dry,
Like I'm gonna put aloverra on it. So I think
it's something that came very natural to me to turn
to natural ingredients, turn to the earth, to care for myself,
(04:35):
because it's it's how I grew up and what I
was used to. So when I remember, you know, going
to different stores and looking for products and not finding anything,
and also at the same time knowing that I care
deeply about ingredients, and I care deeply about what ingredients
are in formulas. So I was like, I'm just gonna
make my own. I'm gonna make my own in my kitchen.
(04:57):
So I just started making my own little concoction at home,
and I just remember, you know, putting a bunch of
different stuff together. I felt like a little like chemist
in my in my house, I was like boiling flaxied
and doing all these different things. And yeah, I came
up with like my own little versions of concoctions that
(05:18):
and practicing on my own head. And I remember the
very first day that I went to school and I
was still I think I was by a sophomore by then,
and I went to school with my hair curly down
for the very first time. After you know, all of
middle school, all of all of my freshman year, always
straightening it, and it changed my life forever. Like that
(05:39):
day going to school with my hair down curly completely
changed my lif Like that was the biggest turning point
in my life. Because after that day, I started attracting
what I call undercover curlyes, which are people with naturally
like wavy, curly, courly hair textures that you either a
(06:00):
have no idea they have curly hair because they strain
it so much, or be they themselves don't even know
they have wavy curly or hair because they like just
you know, never wear it natural and they've been straightening
it so much and they just like don't realize the
potential of their hair. So I started meeting these people,
these undercover curlies everywhere from in bathrooms, like for the
(06:24):
rest of my life. I feel like till this day,
I'm like a magnet for these undercovered curlies. So that's
where the idea initially came from. And I went through
throughout high school throughout college, I was still making my
own little concoctions. I was still attracting undercover curlies and
helping them with their hair, whether it was like in
the bathroom my dorm rooms, I would hold little curl
(06:46):
classes like forever, anybody with textured hair that I would
attract in elevator, at the grocery store wherever, I was
always helping them with their hair, and so that was
the initial inspiration. So when I started trying to make
my form most professionally, it was something that I had
already been doing for a long time that I just
never had taken seriously before.
Speaker 2 (07:08):
What I love.
Speaker 1 (07:09):
About this is kind of what you touched on. You're like,
I'm not a chemist, Like I'm not you know, You're like,
I found a need, I started figuring it out, and like,
by the time I got to where I needed to be,
like I already had experience what I find in the
entrepreneurship journey air all the mindset blocks around starting, Oh
while I'm not this, Oh, well I don't have any experience.
(07:30):
Well I don't know what to do. And it seems
in your story and most successful people, I get to
chat with the imposter syndrome.
Speaker 2 (07:37):
While we all probably carry it.
Speaker 1 (07:38):
You told it to shut the very early on and said,
you know what, I'm going to build a beauty brand.
I'm going to develop these sort of homegrown products because
it's important for people listening that finding the need, finding
what you're passionate about, that's the secret recipe because you
can hire people to help you perfect the chemistry potentially right,
(07:59):
or you know, all the things that you may need.
So I love to hear the true foundation story of
how this was something that you built based on your passion,
based on a moment.
Speaker 2 (08:09):
You know.
Speaker 3 (08:10):
Really interesting about what you just said is that it
was something that when I first started it, it came
from such a personal space where I didn't even intend
to share it or to sell it, or it was
something that if I even if I was never to
make one penny off of, like, I would have still
done it because it was something that like came from
(08:32):
my heart, you know.
Speaker 1 (08:33):
And I think that right there is the key like
people always looking for, like the magic and the sauce
and the hidden things, and it's like really just deep
diving into that space because everything else is figure outable, right,
But like what it seems like in your scenario, I
love to hear that I read somewhere that you mentioned
and we talk about that too, you know, especially in
(08:54):
immigrant households, we're told we're conditioned, you know, as women,
certain aesthetics look better, right, straightening our hair.
Speaker 2 (09:02):
So I feel like you've also shaped.
Speaker 1 (09:04):
The narrative on beauty in a way for many women
and change that up, you know, embracing the curl. And
we'll dive deeper as we go in today's conversation. But
the importance of how that in your brand also probably
created a seed to get it to where it's at now.
So in terms of the early stages, we're talking.
Speaker 2 (09:25):
In the beginning, beginning.
Speaker 1 (09:26):
Before target, before ALTA, before the pr you know, little
do you listen her kitchen and her this putting these concoctions.
What was the moment when you were like, wait a second,
like we gotta get this could be something like this,
there's something here. I gotta really put some focus and
energy into this, because there is a world where if
(09:48):
you didn't, it just stayed as a hobby. Like how
did you kind of jump from I love to do this.
Speaker 2 (09:54):
This is fun too.
Speaker 1 (09:55):
I'm putting my business woman hat on and we're going
to get this off the ground.
Speaker 3 (09:58):
So it's really interesting because I am a piscey through
and through and my brother and I always say my
brother is my co founder. By the way, my brother
Tony is Mike, my co founder and my like right
hand man and this whole journey. But something that both
my brother and I always say is that the same
the same characteristic that is your strength can also be
(10:22):
your weakness. It just depends on how you use it.
So with me, something that I always say, like, I'm
very authentic, very almost like simple minded. For me, the
reason why I even wanted to make it professionally was
because it was inconvenient for me to make these concoctions
and it like I have to refrigerate it. It goes
(10:42):
bad so quickly. Like whenever I would tell other people
share it with other people for them to do it
themselves that you know, weren't in front of me, they
would like mess up the like how the blend or
like it wouldn't come out the same, and it would
make me up. Sex I'm like, no, you're not doing
it right. You have to do this, you have to
boil it for exactly this long and then you do that.
And so it was more so something that was like
(11:05):
it was at a convenience. It was out of like
like I need this, I need it done, and I
needed done perfectly. And so that was my initial inspiration
for why I wanted to make the foremost professionally. It
was because I was like, I need them to be
perfect because this is like, this is what I need,
Like I wanted to be really good for me. And
(11:27):
then and then my brother his he's a scorpio, so
he oh yeah, and we're actually very credible, like Piz's
a scorpio. But his mind is more like long term thinking,
like in the ways that like my mind is very authentic,
very like in the moment, in the present, very like
(11:48):
you know what I meant, what I'm what I said
by simple minded is that is that I'm thinking about
like my my world's my existence, my needs right now.
And he looks at things as like so fewteristic. He's
looking at it like ten years down the line. So
when I went to him and I said, so I've
been doing He's seen me. You know, he's he's been
(12:09):
seeing what I've been doing my whole life. So when
I went to him and I was like, I really
want to make my form as a professional because it's
so annoying and look at this and then it went
batter reading and I had it. I didn't put it
in the fridge, and look like I'm just like wow,
like this is so annoying. He's like being a scorpio
that he is. He's like, so it sounds like a
(12:30):
lot of people would have the same problem. It sounds
like it sounds like what your experiencing would be a
solution not only for you, but for so many others.
And I was like, yeah, like can you help me
like this do this together, like I want to know
if this is a good business idea or not. By
that point, I was already you know, kind of like
(12:52):
working and saving some of my money. And so I
was like, you know, I started working and I'm saving money,
Like maybe I could use some of my my savings
on on trying to make this professionally. And so my
brother Tony was like, Okay, give me one of two
business days. I will get back to you with the
after I do a full malysis of the market. Like
he's just that isn't him to a team? So my brother,
(13:13):
mind you, my brother Tony, he's a true scorpio, like
poker face poker face of the max. Like it's like
he he does not overreact. He's just very like to
your like very to your face, like what you get
is the truth is the truth? Like you're gonna get
it exactly how it is. And so he comes back
(13:35):
the next day and he's like, I cannot believe no
one has ever done this like you. This is a huge, huge,
huge white space in the market. Not only is the
like you know, the market size so big, but like
there's you literally have no competition within this demographic in
this space that you're trying and this this this product
(13:57):
that you're trying to to create. And he's like, you
need to do this, and you need to do it fast,
and I'm going to help you. So once I saw
the seriousness in his face and that like sense of urgency,
I was like, say less, like that's okay, Like I
don't have let me go. I was like, send me in.
(14:19):
I'm ready, coach, you know. So yeah, So once my
brother got involved, it was like needed that confirmation to
just like full set.
Speaker 1 (14:29):
I love that and I love to hear how involved
he is in your biz, like as a co founder,
because it's hard doing things alone, and I think that
it's a great shout out to him and his work ethic,
but also just to all of us, like I have
a business partner, you know, I have a co founder
in my company, and it's like we balance each other.
We're not the same, our strengths are so different. So
maybe for those of you listening in, I've been very
(14:50):
clear about the pros and cons of always you know
what that looks like, you know, having that business partner.
Speaker 2 (14:56):
Or doing it solo.
Speaker 1 (14:57):
And some people decide to go their own route. But
for those of you that are on the fence or
maybe thinking about developing your own brand, I love what
Julyssa is talking about about this idea of like finding
someone to that believes in you, that has, you know,
a different skill set than you, that can join you
in this journey, because this journey is long and hard, baby,
and God knows, there's been so many nights, and I'm like,
(15:19):
I'm so grateful I have a co founder, especially when
things are tough, or just to like have someone in
your zone that's so invested as you know, as you
are in terms of building the brand. Like once you
guys decided okay, like we're in. You found your co founder,
he's in. We're excited, especially for those again that are
like I.
Speaker 2 (15:38):
Want to like get up and going.
Speaker 1 (15:40):
Did you guys like quit your jobs, Like did you
decide did you, you know, decide like we're going in, baby,
or was it like some of us are working, Like
what did those early.
Speaker 2 (15:49):
Stages look like?
Speaker 1 (15:51):
And was there a mindset needed, like we're going in
and we're going because you said fast. And I just
want to briefly mention that word speed is a word
that I keep hearing a lot of and I can't
tell you guys listening in my word for twenty twenty five,
I think it was focused. If I could change it,
I would call it speed because the people who are fast,
the people who respond to emails fast, the people who
(16:13):
are fast.
Speaker 2 (16:14):
There's so much success in speed.
Speaker 1 (16:16):
And I love that Tony said we got to move,
We got to move. We can't just be sitting on this.
There's no one here now, but who knows who's going
to come to the market. So talk to me about
those early stages and kind of what the mindset around
launch was.
Speaker 3 (16:28):
Yeah, So I think that from the beginning, to be
completely honest, like I think Tony saw the future, saw
the vision, saw the potential, and I mostly was like, oh, yeah,
I know exactly which farmer's market I could go and
sell at. And like I feel like I was more
like you know, I was more innocent in like just
(16:51):
just even thinking what our potential could be because you
know that I wasn't exposed to that yet. I didn't
see like the full thing. And I'm a very very
very present person, like I am very like when I'm
when I when I'm when I'm existing in what I'm
doing right now, like that is my whole world and
that's all that exists, and I'm just so zoned in
(17:13):
on that. So for me, I I was still working
full time at Nestley, and I one hundred percent thought
I was going to be able to do both. Like
I was like, oh, this is like the perfect balance,
like and back then I was like mostly working from home.
I was like, I'm working from home with Nestleie love
(17:34):
my job, love my benefits. And then when I get
home in the evenings, I could work on my little
side business and on the weekends, like I could go
south the farmer's market. Like I feel like that was
more so my mindset and and a girl within. I
think within like three months of launching, there was no
way that I could do that full time, Like there
(17:55):
was no way that I could. I'm sorry that I
could work at my corporate jobs time because I'm such
like a present person, I'm so intentional, I'm so like passionate,
and like in the zone. I had been doing grassroots marketing,
like I had literally been doing the work of building
a community, building trust, building all of that since I
(18:16):
was in high school. And by that point it had
already been you know, at least like fifteen years of me,
not fifteen years let me not, let me aid myself
that much like ten okay, was like ten years of
me just like meeting people and recommending and really building
(18:37):
that that trust. And by the time I launched, like
I'm not even kidding, the very first day that we
just you know, turned on our website, mind you like
the website, my brother and I may the models on
the website were my cousins and I my brother took
the photos.
Speaker 2 (18:58):
You know.
Speaker 3 (18:58):
The product was like in my parents it's backyard, you know.
The drawing on the bottle of like our packaging, my
cousin Vanessa drew it by hand and we scanned it.
Like it was very diy very like low budget, very
you know, very very like uh you know, Sunday market
kind of selling at the Sunday Market kind of small
(19:21):
small business start and by the on the very first
day that we launched, within that week, we started receiving
like hundreds of orders from people that you know, all
I did was I posted on my social channels. By
back then, I didn't really have a following, but I
had enough of people that had seen me do the work.
(19:43):
I had done their hair, I'd helped them with their hair.
We had so many orders from these people that were like, Hey,
I don't know if you remember me, but at the
UC Student conference six years ago, you helped me with
my hair in the bathroom, and I've been wearing my
hair clearly ever since, Like, of course, I'm gonna suppor
your products and I'm sharing with like my whole family. Hey, Julisa,
(20:04):
I don't know if you remember me, but you did
my hair for homecoming this year, and then you told
me and you helped me with this, like of course
I'm gonna support you, like literally, And then these people
that I had helped, like even though it was small
and it was very community, and it was like literally
just humans that I had interacted with, and you know,
my following was was small, but it was all people
that really trusted me and believed in me. They became
(20:28):
like our avon ladies. Okay, like they were on their facebooks,
like on their pages just like hey, I just tried
Griso's curled. I just tried ju Lisa's uh. Sharing this tisimonials.
I met Julisa Uh six years ago and she did
my hair. I've wred my hair nature ever since. Like
I used your products, Look how amazing my results are.
(20:48):
And then all of their people are buying and purchasing
because they trust the person that they're seeing and they
know them firsthand. So definitely, I would say, like in
the beginning, it was one hundred percent word of mouth marketing,
and it was so so grassroots, and I till this day,
we're still one hundred percent self funded. And when people
(21:10):
are like I'm afraid to start because I don't have
enough money, Like we literally started with like zero marketing dollars,
but so much passion. We had social media and we
were in until this day, like I interact with people
all the time, Like in the beginning, we were holding
curl classes, like you know, everywhere anything that I could
(21:31):
do to like help people with their hair. I was
going to people's houses and like getting friends together and
playing them to bring friends like I was doing it
so grassroots, but like there is a path to scale
from that, you know, and we're love this.
Speaker 2 (21:46):
Yeah, and you guys are a testament.
Speaker 1 (21:47):
No, I love that you guys are one hundred per
self self funded and like this this also realization of
like damn, like I am going to have to put
in the time and the effort because that corporate job balance, right,
like when do I quit?
Speaker 2 (22:00):
Do I quit?
Speaker 1 (22:00):
Like how do I take a chance on myself? All
of these are scary moves, but fear it's like you're
scared and you do it anyways. You know, there's that Hey,
we're all kind of scared, like you didn't know it
was going to take off.
Speaker 2 (22:11):
You just like are like fingers.
Speaker 1 (22:12):
Crossed, baby, like let's go and in this and in
this case it obviously did so talk to me about
like you know that big retailer moment that twenty twenty
Target knocks on the door or maybe you pitch them
and now you're in.
Speaker 2 (22:29):
A whole new level or world?
Speaker 1 (22:31):
Is that a right assumption? Like was Target the first
big retailer?
Speaker 2 (22:36):
And like did you die?
Speaker 1 (22:38):
Because I'm pretty sure like Nina of you know, five
years ago? Are you a five years ago having that moment?
Like how did that come to be? Because it seemed
was that like a pinnacle moment for you?
Speaker 3 (22:52):
Yeah. So so it's really interesting because we've been a
community brand since I was in high school, Like we've
or I even had a brand like I was like
grassroots community, like interacting with people, like getting to know them,
helping them personally, et cetera. And until this day, we
(23:13):
are a thousand percent of community brand. Like I say,
our three pillars are Curls community culture, because that is
that is what we are. And I also another thing
that I always say is like our customers, our community
call the shots. We just like follow their orders because
even getting into Target or any retailer, it was them.
(23:33):
So by that point, by like twenty eighteen, twenty nineteen,
we launched in twenty seventeen, so it had been a
couple of years and we're just loving the formulas. They
were having those aha moments as soon as they tried it.
They're like, wow, I've never seen my curls look this good.
And they were going on social media and telling commenting
(23:55):
on targets pages, dming them, messaging them or like whatever
retailer they wanted us to be, and they were like,
we need you to carry Liesels Curls. I use their products,
they're so good. And She's and I went to her
curl class and Lahla and so Target was getting especially
Target and it's really interesting because I don't know why
the city trows Target, but they chose Target specifically. They
(24:17):
were like bombarding them. I was like these and a
term of endearment I call the girls is like rios renas,
which is crow queet Spanish. And I was like, yo,
these viseels regnas are out here harassing these retailers, asking
them for us to be in their store. So we
actually met Target at at a trade show, Cosmo Proft.
(24:39):
We were just like there. We didn't even have a booth,
but Tony and I were just like walking it. You know,
we didn't have enough money for a booth. We just
had like our little name tags. And we actually met
somebody that was that was one of the distributor reps
that looks for new brands for Target, and they're like, oh, hey,
Risos Curls, Targets are getting bombarded with like that. So
(25:02):
they actually, you know, came up to us because they saw,
you know, our names and we were giving out samples
and stuff, and we saw them on a trade show.
And I know it's a very old school way of
like meeting a potential like retailer, but that was I
don't have to tell me.
Speaker 1 (25:18):
I'm like live events to the day I die. I'm like,
put me in the room, coach, like I fully believe
in that. So it would seemed to be very serendipitous.
Speaker 2 (25:26):
But you still were in the room.
Speaker 1 (25:28):
You guys still went, you know, you still showed up,
and then you had that.
Speaker 3 (25:31):
Moment exactly exactly, and then the rest the rest is history.
When opportunity and preparation meet.
Speaker 1 (25:38):
Yeah, exactly, the rest is history. And I also love
to hear this advocacy from your audience. You know, a
lot of our community they're the influencer, they're the creator.
They have these built in audiences that would vouch for them.
So to hear how your audience was like knocking on
the doors. You're not asking them, you're not paying them,
like they're literally just doing that on their own, I
(26:00):
could see how influencerer brands, especially in this world nowadays.
You know, we're a lot farther along than when you
first started seeing that potential for creators who have these
built in audiences that would go to bat for them,
especially if there's people listening in that are trying to
get into the product space.
Speaker 2 (26:17):
So that is amazing.
Speaker 1 (26:18):
And I think since then, now you guys sell a
you know OULTA, I believe Nordstrom as well, Like now
you're kind of like really have gone all the way.
And I remember seeing you at Target and I was like,
I need to bring this girl on the podcast because
she know a thing or two about the biz side. Now,
speaking of creators, how you know it's interesting because you
(26:39):
have your own page and your own personal brand, and
then the company has its page and its business account.
And I'm assuming that you guys also work with different
hair creators and YouTubers maybe and like all the content
creators that are talking about hair products, right, So just
to kind of peel back working with creators or talking
about like that perspective as a founder, how does your
(27:02):
team currently look at influencer partnerships or creator partnerships and
are there things that you look for in creators? Is
this something that is part of your marketing mix, you know,
working with hairstylists and hair bloggers and hair people like
tell me about how your company is actively working with creators.
Speaker 3 (27:20):
So it's actually a huge, huge, huge part of the business.
Like creators, like social media and creators are such a huge,
huge integral part of our business. We actually have two
internal programs called One of them is a pro Squad,
which is like almost like an ambassador program, but for
professional hairstylists only. And then we have an Ambassador program,
(27:45):
which are content creators, like doesn't matter what you're following
is but content creators that are also resols ambassadors that
we have special events, special seatings, special stuff for. And
I would say those two programs are like so such
a huge part of our business. A lot of the
(28:06):
you know, paid content collaborations that we do, they come
from like people that are within the Ambassador program. We
do a lot of like challenges with them within the
pros as well, Like if you see a lot of
content that we have, you'll see both both types in there.
And we genuinely like we don't care about especially with
like TikTok, how TikTok is kind of evens out the
(28:28):
playing fields for a lot of creators, regardless of your
following size and it puts it on the quality of
your content and how much people resonate with them. So
we generally don't care about following size. It's all about
the quality of the content. And yes, sometimes that is
you know, bigger creators, sometimes the smaller creators, but in general,
we just really really love the rawness, the like the quality,
(28:52):
like what what what we're getting, what the viewer is
getting out of your video, So that is what usually
what we look for is like authenticity and like transparency
and just like good vibes. I guess yeah.
Speaker 1 (29:04):
I want to actually like get like kind of dig
in because one thing that you said is so important
and my community knows. I teach pitching, I teach brand deals,
I teach partnerships. I'm like, y'all, we need to like
hit up these brands. How can you hit up a
brand if you don't follow the brand, if you're not
invested in the brand, if you don't use the brand.
And what we're hearing Melyssa say is the opportunities are
(29:26):
going to the people that eat, breathe, and love the
brand already, right Like you're choosing these paid opportunities from
your current ambassador program, from the people who you know,
love the brand and are going to talk about it anyway.
So it really seems a lot of creators, you know,
kind of forget the importance of being in the brand,
(29:47):
being invested in the brand because at least how it
sounds like your ambassador program, these are the these are
the people that are going to get first dips, you know,
people that are already part of it.
Speaker 3 (29:57):
Yeah, we wanted to be authentic. Like, if you don't
like the like, it's okay, Like that's fine. But if
you do like them and you they they've made a
difference in your life or in your hair, and you
think other people would like them, Like, that's who I
want to work with, and that's why I want to
collaborate with. Is like when it it's something true, it comes,
it's genuine for you. Yeah.
Speaker 1 (30:17):
And in terms of like the types of creators, especially
in the hair space, like I've.
Speaker 2 (30:21):
Seen so many like YouTube.
Speaker 1 (30:23):
Hair creators or Instagram or TikTok, does your company have
a preference or as long as they're creating really natural
hair content, you know.
Speaker 3 (30:32):
It literally doesn't matter. Honestly, a lot of them don't
even make their pages or not even about hair. They're
like lifestyle like, so especially the ones that are obviously
the hair Most of the hairstyleists like their pages are
about hair, but a lot of the content creators, they're
just like lifestyle people like talking about you know, whatever anything,
and uh, you know sometimes once in a while they'll
(30:56):
share about their beauty routines or their hair routines or whatever.
And so yeah, so we we have no preference of
whether it like cares your focus or not.
Speaker 1 (31:06):
I love that because it opens up the pool. And
it seems like content is the most important thing for
you guys in terms of what makes a collaboration like successful.
It seems that content is the primary marker. Like you
guys are looking for really quality content from the creators
that you partner with. But have you ever had an
example or an experience or just red flags in general
(31:28):
that you've seen with working with creators or something that's
kind of stood out that you're just kind of like,
you know, this wouldn't be a good fit for us,
or you know, in terms of those partnerships, because I
think a lot of times creators, especially those listening in,
like we try to teach them how to be a professional,
how to be a business, how to approach brands like
you with you know, with professionalism, has anything like ever
(31:51):
stood out or like maybe to flip that question, are
there things that you've seen in creators that you're like,
that's amazing, love that like that gets you excited about
working with them?
Speaker 3 (32:01):
Yeah? I think that. I I think like when it
just doesn't feel authentic, it's just like okay, like I
don't know. I sometimes when when the content that we
love and like we we love working with these type
of creators are when they kind of share a little
bit about themselves. You know, they're like, oh, this is
(32:25):
my hair is they share the good and the bad.
You know, they're like, my hair is damaged from this,
like it's going through this like and I'm and I'm
working on getting it healthier or like like a perm
or they'll have like other yeah, I don't know, like
do you know what I mean where, Yes, Well, they'll
they'll have like I don't know, like curly like they're
(32:46):
all pretty much most of their hair is like curly
curly extensions. And I'm like, at least like i'd rather
you say that, Like I don't like I get it.
We are fooling anyone because we in the same way
that I don't like when people don't reveal that. We've
also worked with people that are like, hey, I have
natural career hair and I added curly extensions, and like,
look at the way that they're blending. And I'm able
(33:08):
to love that on both my extensions and my hair,
Like that is what we're looking for. Is that like
raw honesty, that like transparency and on like you know,
being able to be transparent with with with the audience.
I love that.
Speaker 1 (33:23):
So that's really helpful for creators to know that it
doesn't have to feel like an ad.
Speaker 2 (33:27):
It doesn't have to.
Speaker 1 (33:28):
Be like I like this because of that, but really
integrating the brand not only as a solution, but as
part of your routine because brands are looking for that
human connection.
Speaker 2 (33:38):
I love that.
Speaker 1 (33:39):
So now let's pivot to your own personal brand. Outside
of building, you know, your business, you've also kind of
built your own strong personal brand. Was that intentional from
the beginning to have like these two pages or did
it just come as a byproduct?
Speaker 3 (33:55):
It was just genuinely came naturally.
Speaker 2 (34:00):
Yeah.
Speaker 3 (34:00):
I And then even now I think I should be
posting more on my personal page, but a lot of
the time it just kind of like you know, goes
a lot into into risos. But but yeah, I found
it really interesting that the more we grew, the more
people wanted to know more about me.
Speaker 1 (34:14):
They're like, I know, I'm like, you could like pitch
your own brand Partnership's.
Speaker 3 (34:21):
Like like, oh okay, guys are interested in who is
behind the brand. And that's something that sometimes I'll hear
founders that you know, start small and they don't have
big budgets and they're like, and I don't want to
be in front of the camera. I'm like, girl, I'm
telling you people care like that is that is your
(34:41):
competitive advantage. Like having a real person that people can
relate to running the business and being the face behind
the business is what is going to draw people in
and it's what gonna is what's going to make you
stand out. So I that's something that I learned along
the way that that people people care about who is
behind the products that they are buying.
Speaker 1 (35:03):
Yeah, and in your scenario, you're literally like a walking testament,
Like you're a walking model for your brand. So it's like,
you know, they see that you eat, breathe, and live
what you're selling as well.
Speaker 2 (35:15):
But would you say that, like.
Speaker 1 (35:16):
At least for you know, for your social presences, do
you feel like social has been one of the biggest
drivers of your guys' growth. I know you mentioned the
word of mouth, but like, is social media also, like
is that also part of the word of mouth bucket?
Speaker 3 (35:31):
Yeah, So it's it's interesting because I feel like it's
changes with like the trends and world and what, you know,
what's been going on. I would say our first stage,
you know, the first year of it, it was like all
word of mouth, like literally word of mouth, like maybe
Facebook was really big for us, you know back then,
and then it turned into maybe just like Instagram and
(35:54):
in person in live events, and then it's you know,
there's different phases depending and then take talk was really
huge for us, especially in like twenty twenty, twenty twenty one.
And then I would say, now it's you know, there's
different things like sometimes it's you know, our retailers like
presence within the retailer, like you know, end caps and
(36:17):
like signage and all of that stuff within the store
itself or the or these retailers like posting us on
their pages, which have you know, a higher reach. It
could be billboards, it could be you know, influencer marketing,
it could be really large skill seatings. Like there's so
many like different ways that that you know, you can
(36:40):
you can market and you can get the word out
and you can raise awareness. And honestly, the biggest advice
I can give to somebody is like be nimble. Like
as much as you want to plan like three years ahead,
you have to be nimble with like what is trending
right now? Like what is what is going on? Like
for example, we just got on a new platform called
tyb and it's like a community. I don't know if
(37:03):
you've heard of it, but like it's a platform that
a lot you know, it's it's new, but some big
brands are on it, like Rare Beauty and stuff, like
they're on it as well. But you know, that wasn't
on my plan last year, but it came up and
I was like, let's make an account, let's go on it,
let's do this, like let's try it out. So we're
very open to being flexible with what is currently happening
(37:24):
at the moment. It's so important, especially why in the
metaver on roadblocks, we're like that was one of Tony's
my brother's passions of like having a presence there, so.
Speaker 1 (37:36):
You know, that's so good, like just trying things and
seeing what works and what doesn't, because like you said,
there's so much you know, and I know that social
media and the creator economy, Like you see a creator
go on and do her morning and get ready with me.
It's like these are these powerful activations to these super
powerful videos because I know, like someone will post something
(37:57):
and I'm like immediately like what is she using? You know,
it's just human nature, right, And I think that's why,
especially bringing businesses onto the podcast, so like our podcast
originally was talking to you know, influencers about their journey,
but I always love to share the brand perspective because
a lot of the creators are looking to pitch to
brands or become their own brands. So we're super grateful
for everything you're sharing. One thing I do want to say,
(38:19):
and I think maybe it's the third see of your business,
which is culture. I wanted to talk a little bit
about just using your platform, your voice. You've always been
really vocal about the causes you care about, which I
love about you, and has that always just been like
a natural like extension of you and I think a
(38:40):
lot of times when it comes to topics of social
justice representation, all of that founders get scared to touch it.
How have you brought actually embraced these this messaging and
turned it into such a positive way.
Speaker 3 (38:56):
I think that again, being a pisces like I do
it like I don't even think twice about I don't
think about the consequences. I don't think about like down
the line. I'm like, this is what's in my heart
and I'm seeing this happen in my community, and I
want to help, and I want to people to know
that I'm helping, and I want to post about it,
(39:16):
and I want people to know this is what I
support and this is what I stand for. And I
don't know, I just feel like that's just who I
am as a human. So I do understand that something
that can be a little bit scary because every time
we do that, obviously there's people that love it and
there's also people that hate it, and I'm sure we
lose customers over it. But it's honestly me living in
(39:39):
my most authentic self and me allowing myself to like
be me, and the me is someone who like, deeply,
deeply cares about these social issues, Like I mean, just
this past Saturday, we created a really cool movement called
United for Immigrants with another brand called Because of Immigrants,
and we're donating one hundred percent of our website profits
(40:02):
from June twenty first to immigrant orgs that are uplifting
and helping immigrant communities right now. And then we invited
other brands to join us in these efforts, and we
had almost two hundred brands join this movement, and we
had an event too. We've collaborated with Mid City Mergado.
There was like hundreds and hundreds of people that came,
(40:24):
but there was like fifty different uh you know, small
businesses that came and sold in person as well. We
sold we made T shirts for the movement and they
sold out within minutes. Like it was just insane how
much traction it got and how much how much how
much people wanted to get involved in support. So that's
(40:47):
something that we're going to be We haven't calculated everything yet.
We're still waiting for some brands to to update us,
but but yeah, we're we're hoping that we were able
to raise a lot of money and make a really
big impact.
Speaker 1 (41:00):
I love that and I think it just fits, like
you said, is part of your pillar, the culture, you know,
especially with all that's going on, it feels so natural
for your brand because of your origin story. You know,
of this tale of strengthening and embracing our heritage, and
I mean, it all really fits in.
Speaker 2 (41:20):
It's not random.
Speaker 1 (41:22):
It seems very part of woven into who you are
as a person, but also what the company is. And
so much of building a brand is also weaving your
breath into it.
Speaker 2 (41:32):
So I think it's been really.
Speaker 1 (41:33):
Cool to see that you've been able to balance it
really well.
Speaker 2 (41:37):
For those people that.
Speaker 1 (41:38):
Are looking to start a brand, especially the creators in
our community, any less words of wisdom or advice to
them as they embark on their creator product journey.
Speaker 3 (41:53):
Honestly, I would My biggest piece of advice is like
that one thing that you may be into care about
because it makes you different, That is your special sauce.
Like literally that thing that you might be insecure about
or self conscious about because you're like, oh, it's different
from everybody else, Like whether it's like starting small or
(42:15):
like you know, not having a lot of funding or
some kind of trade or whatever it is, Like, know
that that is what makes you the most powerful and
that is going to be your competitive advantage. And I
feel like the fact that Risso's Curls is where it
is today is just testament to when you are authentic
and genuine and passionate. People see that and they support it,
(42:39):
and they like they want to trust you and they
want to support you because they see how genuine you
are about what you are doing.
Speaker 2 (42:48):
I love that. I'm like, like, all inspire.
Speaker 1 (42:51):
First of all, I'm all, should I document my curly
hair journey?
Speaker 2 (42:54):
It's funny. I found this.
Speaker 1 (42:56):
Hairdresser the other day and she's like, I do curly blowouts.
Speaker 2 (42:59):
I was like, what it's not.
Speaker 1 (43:00):
She's like, you know, we blow it out, but we
but it's like with the diffuser and like we put
all the products and all the things.
Speaker 2 (43:06):
I was like, that's a thing.
Speaker 1 (43:07):
I was like, oh my gosh, it's it's definitely something
that I think You've inspired so many people to take
a strong look in the mirror and fight you know
what we've been told.
Speaker 2 (43:17):
But like your your product is.
Speaker 1 (43:19):
A reflection of you guys, of your family, of the strength,
and like you said, the community and the culture. So
congrats on all the good things coming your way and
thank you for sharing with our community of creators a
little bit more about your brand journey and things that
you looked for when working with creators, and we're so excited.
Where can people find Youjulyssa. I'll put all the links below,
(43:42):
but let us know, like where they can connect with
you the or the brand.
Speaker 3 (43:46):
Yeah, we're at Diiso's Curls on Instagram, at NISA's Curls
Hair on TikTok and then I'm Julia Thunderscore Prodo on
both platforms.
Speaker 2 (43:55):
Awesome. Well, thank you again, thank you bye,
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