Spotlight on Small Business: The Inspiring Journey of Julissa Prado and Rizos Curls

Explore the story behind Rizos Curls, a brand transforming the curly hair care industry with natural ingredients and a personal touch.

Celebrating Small Business: The Inspiring Journey of Rizos Curls

By Cameron Jenkins

In a world where big brands often overshadow smaller players, the story of Rizos Curls shines brightly. Founded by Julissa Prado and her brother in October 2017, this brand has transformed the curly hair care landscape, offering products that celebrate and nurture natural curls. As part of our “Shop Small” series, we delve into the inspiring journey of Julissa, who turned her passion for hair into a thriving business.

For over a decade, Julissa struggled to recognize her gift for transforming hair as more than just a side hustle. “I remember being in grad school and attending lectures about finding your passion, thinking, ‘What is my passion?’ I had no idea it was right there,” she recalls. Fast forward to today, Rizos Curls is not only available at major retailers like Ulta but has also gone viral on platforms like TikTok.

From Passion to Profession

Julissa’s journey began in high school, where she styled hair for homecoming and prom. This early experience laid the foundation for her future business. “I was genuinely looking to create products for my own hair and for my friends and family,” she explains. What started as homemade concoctions evolved into a full-fledged brand catering to various curl patterns, with lines focused on curl styling, scalp care, and hair growth.

As Rizos Curls celebrates its eighth anniversary, Julissa reflects on the challenges and triumphs of building a self-funded business. “We had to be really careful about not biting off more than we could chew,” she shares. The brand’s growth has been intentional, starting with a limited launch at Target and gradually expanding to Ulta.

The Power of Natural Ingredients

One of the cornerstones of Rizos Curls is its commitment to using natural ingredients. “From the very beginning, I’ve always been aware of the power natural ingredients have,” Julissa explains. Drawing from her immigrant background, she emphasizes the importance of high-quality ingredients that deliver real benefits. “If I’m putting aloe vera in it, it needs to be really high-grade,” she insists.

This dedication to quality has resonated with customers, leading to bestselling products like the Curl Defining Cream and the Biotin Shampoo, which features batana oil known for promoting healthy hair growth.

Overcoming Challenges

Despite the brand’s success, Julissa acknowledges the hurdles of being self-funded. “To this day, having very limited budgets is complicated, especially with multiple retailers,” she admits. Yet, her pride in the brand’s journey is evident. “When you look at the growth from where we started, I’m just so incredibly proud of my brother and I.”

As Rizos Curls continues to flourish, Julissa’s story serves as a reminder of the power of passion, perseverance, and the importance of supporting small businesses. With each product sold, Rizos Curls not only nurtures curls but also inspires a community of individuals to embrace their natural beauty.

In a world that often prioritizes the mainstream, Rizos Curls stands as a testament to the beauty of small businesses and the incredible stories behind them.