About me
Julissa Prado is the self-funded Latina founder behind Rizos Curls, a clean, curl-first haircare brand she launched in 2017 to fill a glaring gap in the beauty aisle for curly-hair needs. Her entrepreneurial journey began long before Rizos Curls ever existed. As a teenager, Julissa was “the hair girl,” styling friends’ curls and experimenting with homemade concoctions taught by her grandmother—long before clean beauty was even a concept. She spent four years perfecting her formulas, balancing them alongside corporate work and graduate school, ultimately launching with $0 in marketing dollars—powered by community affection and word-of-mouth. Rizos Curls quickly gained traction, earning shelf space in Ulta and Target, where Julissa notably spearheaded Latina-inclusive grooming categories. This expansion marked a pivotal moment for both the brand and representation in beauty retail