"The Latinx community is stocked with spending power. There's no other group quite like this group that consistently shops in-store and online — so much so, in fact, that a 2019 Nielsen report predicts that Latinx buying power could rise to $1.9 trillion in 2023. "- Ardenis Perez 

Yes, the spending is there; however, the representation is not.

Growing up in Los Angeles, Julissa Prado was determined to end the curly hair stigma. In hopes of finding the perfect combination for her curls, she created Rizos Curls and its still growing. There is something for everyone, curly, wavy, and coily. 

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