Describe the elements of Rizos Curls’ brand architecture.
Curls, community, culture. That is the heart of Rizos Curls and is what guides every decision I make. I call it the three C’s.
Curls stands for the high-quality products that Rizos Curls has come to be known for, which are made using natural ingredients and no harsh chemicals — no sulfates, no silicones, no parabens. Growing up I struggled to find products that worked on my hair type, as well as fought the stigmas against curly hair in mainstream beauty. [This] is why I founded Rizos Curls, as a way to embrace and celebrate the beauty of all-natural hair textures, curls, coils and waves.
Community is the reason Rizos Curls is successful. It is our community that propels the brand forward. With Rizos Curls, I set out to create a brand and foster community, both the larger curly hair community, community of women, and community of people of color. As a mission-driven company, community is the beacon in my decision making and I often make decisions based on giving back to our community rather than on profit.
Culture: As a Latina founder, [it] is so deeply intertwined with my brand. I’m proud to be at the forefront of a cultural shift in beauty where inclusivity and diversity are celebrated. Through Rizos Curls we can show the many faces of beauty. As a self-funded, WOC-owned business, I am breaking down barriers, changing stereotypes and reaching new limits. I’m fighting to break into mainstream and helping pave the way for other Latina and WOC-owned brands. I heard “no” in my life many times, but it’s that driving force that brings meaning to what I do as a brand founder. With Rizos Curls, I uplift and celebrate the beauty of culture through our branding and messaging in a time when there is so much adversity.
