Rizos Curls

What Rizos Curls does

Rizos Curls is a Los Angeles-based, Latina-owned, bootstrapped curly hair care brand founded in 2017 by Julissa Prado. The company sells a comprehensive portfolio of clean-ingredient hair care products — shampoos, conditioners, masks, styling creams, gels, mousses, custards, oils, scalp treatments, fragrances, and accessories — formulated to be sulfate-free, silicone-free, paraben-free, protein-free, and cruelty-free. Its primary customer base is women with curly, coily, and wavy hair textures, with a specific focus on the underserved Latina and Hispanic segment that the source data notes spends 26% more on hair care than other demographics. The product line is organized by hair type (Curly, Coily, Wavy styling kits), routine stage (wash day, scalp care, styling), and use case (lengthening, thickening, sleek styling), and is sold across direct-to-consumer e-commerce (rizoscurls.com), mass retail (Target), prestige and specialty retail (Ulta Beauty nationwide, Nordstrom, Sephora), Amazon, and specialty beauty supply stores in Puerto Rico.

The business operates on a hybrid retail and DTC model with unit pricing ranging from $8.80 for travel sizes to $115 for VIP boxes, supplemented by a Rizos Rewards loyalty program and subscription/replenishment options that generate recurring revenue. Distribution is anchored by the company's 2026 nationwide Ulta Beauty rollout — making Rizos Curls the first Latina-owned curly hair care brand to achieve that milestone — alongside Nordstrom, Target, and Amazon, with additional international reach into Mexico, Canada, Australia, and Puerto Rico. The brand markets primarily through product-led growth, leveraging founder-led storytelling on Instagram, content marketing via curl-education blogs, email/SMS with a 10% first-purchase incentive, and earned media across Allure, Byrdie, People, Essence, InStyle, Good Housekeeping, and WWD.

Operationally, the company is self-funded and family-owned with 11-50 employees, sells more than 1M units of its flagship 6-in-1 Styling Cream, has won 30+ industry awards in 2025-2026, and holds Climate Neutral, PETA, Leaping Bunny, and GMP certifications. Founder Julissa Prado also actively engages in community causes, including helping raise $250,000 for immigrant families during 2025 LA crises. Sustainability partnerships (Pact Collective, SeaTrees, Carbonfund.org) support packaging recycling and carbon offsetting aligned with retail buyer ESG requirements.

Name

Rizos Curls

Legal name

Rizos Curls

Website

https://rizoscurls.com

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

11–50 employees

Short description

Rizos Curls is a bootstrapped, Latina-owned curly hair care brand founded in 2017 by Julissa Prado, selling clean-ingredient shampoos, stylers, treatments, and accessories through DTC e-commerce and nationwide retail partners including Ulta Beauty, Nordstrom, Target, and Sephora for curly, coily, and wavy-haired consumers.

Ownership category

akta.pro rank

Product category

Curly Hair Care Products

NAICS

Toilet Preparation Manufacturing (325620), Cosmetics, Beauty Supplies, and Perfume Retailers (456120)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

Conditioners & Hair Masks (CRABABAB)

akta.pro secondary industries

Shampoo & Scalp Cleansers (CRABABAA), Hair Fragrance & Finishing (Mists, Shine, Anti-frizz) (CRABABAM), Hair Brushes, Combs & Detangling Tools (CRABAKAG)

Keywords

• Curly hair care
• Clean hair products
• Natural hair styling
• Textured hair care
• Scalp care treatments

Headquarters

HQ city

Los Angeles

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Marketing or Sales, Personnel, Operations

Revenue model

1. Direct Product Sales: Rizos Curls generates revenue through direct-to-consumer sales via its e-commerce storefront (rizoscurls.com) and through retail partnerships with Ulta Beauty, Nordstrom, Target, and other retailers. Products are sold at various price points from $8.80 for travel sizes to $115 for VIP boxes.
2. Subscription/Replenishment: The brand offers a Rizos Rewards program and subscription options for replenishment orders, providing recurring revenue from loyal customers.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels5 records

Core offering

Rizos Curls manufactures and sells clean, natural-ingredient-based hair care products specifically designed for curly, coily, and wavy hair types. The brand's portfolio spans wash day essentials (shampoos, conditioners), styling products (creams, gels, mousses, custards), treatments (masks, scalp scrubs, oils), and bundled kits curated by curl type. Products are positioned as sulfate-free, silicone-free, paraben-free, and cruelty-free, and are sold direct-to-consumer online and through retail partners.

Product overview

Rizos Curls is a curly hair care brand offering a comprehensive portfolio of hair care and styling products for curls, coils, and waves. The product line includes core styling products (6-in-1 Styling Cream, Curl Defining Cream, Strong Hold Gel, Defining Custard, Curl Defining Mousse), wash and scalp care products (Hydrating Shampoo, Deep Conditioner, Biotin Shampoo/Conditioner), treatments (Vitamin C Hair Repair Mask, Apple Cider Vinegar Scalp & Hair Rinse, Hairscription Oils), and specialty bundles organized by hair type (Curly Styling Kit, Coily Styling Kit, Wavy Styling Kit) and concern (Lengthening & Thickening Collection, Scalp Care Bundle, 4-Step Bundle). The brand also offers travel-sized products, accessories (Microfiber Towel, Scrunchies, Scalp Massage Brush, Detangling Flexi Brush), fragrance (California Classic Perfume), and gift options. All products are sulfate-free, silicone-free, paraben-free, and cruelty-free with clean formulations.

Differentiator

Problem solved

Functional benefit

Products and services

• 6-in-1 Styling Cream A multi-benefit styling cream that hydrates, defines, protects, and smooths curls for a frizz-free, voluminous look; sold at $25 (7.7 fl oz). Targeted at consumers with curly, coily, or wavy hair.
• Gloss + Repair Mask Deep conditioning hair mask that repairs damage, improves manageability, and adds lasting shine to curls; sold at $30 (8 fl oz). Targeted at textured-hair consumers seeking damage repair.
• Curl Defining Cream Curl defining cream that enhances natural curl pattern, reduces frizz, and provides deep nourishment; sold at $23 (10 fl oz). Targeted at curly-hair consumers.
• Heat Protection Multivitamin Leave-In Leave-in conditioner with multivitamins and heat protection that hydrates curls while guarding against heat styling damage; sold at $20 (6.8 fl oz). Targeted at heat-styling curly-hair consumers.
• Strong Hold Gel Strong hold hair gel that provides long-lasting hold for curls without flaking or crunchiness. Targeted at textured-hair consumers needing maximum hold.
• Curl Defining Mousse Lightweight mousse that enhances curl definition and provides deep hydration for curly hair. Targeted at curl-defining consumers.
• Defining Custard Defining custard that provides intense moisture and long-lasting curl definition for wash-n-go styles. Targeted at wash-n-go curly-hair consumers.
• Sleek Styling Cream + Taming Wand Styling cream combined with a taming wand tool for sleek, frizz-free styling and edge control. Targeted at consumers seeking sleek styles and edge management.
• Hydrating Shampoo Gentle, hydrating shampoo that cleanses without stripping natural oils; 10 fl oz. Targeted at curly-hair consumers needing moisture-preserving cleanse.
• Deep Conditioner Intensive deep conditioner that provides deep hydration and nourishment for healthy curls; 10 fl oz. Targeted at consumers with dry or textured hair.
• Biotin Shampoo Biotin-infused shampoo designed to promote hair growth and strengthen hair; 10 fl oz. Targeted at consumers seeking length and strength support.
• Biotin Conditioner Biotin-infused conditioner that nourishes and strengthens hair; 10 fl oz. Targeted at consumers seeking length and strength support.
• Vitamin C Hair Repair Mask Hair mask with Vitamin C that repairs damage, improves manageability, and protects against future damage; 10 fl oz. Targeted at curl consumers needing repair and antioxidant support.
• Apple Cider Vinegar Scalp & Hair Rinse Clarifying scalp and hair rinse that removes buildup and balances the scalp; 10 fl oz. Targeted at consumers with product or oil buildup on the scalp.
• Beach Waves Texturizing Salt Spray Texturizing spray that creates beach waves and adds texture to curls. Targeted at consumers seeking beachy, textured finishes.
• Scalp Massage Brush Scalp massage brush for stimulating the scalp and enhancing product absorption. Targeted at consumers focused on scalp health and care routines.
• Detangling Flexi Brush Flexible detangling brush designed for curly hair to remove knots without breakage. Targeted at curly-hair consumers needing gentle detangling.
• Travel Size Products Travel-sized versions of best-selling products including styling creams, gels, masks, and shampoos in 2.5 fl oz sizes. Targeted at travel users and consumers wanting to try products at lower price points.
• VIP Box: You Deserve The Best Curated VIP box featuring the best Rizos Curls products as a gift set priced up to $115. Targeted at gift purchasers and high-value customers.
• Curly Styling Kit Styling kit containing essential products for curly hair care routines; $54.40. Targeted at consumers with Curly (Type 3) hair.
• Coily Styling Kit Styling kit specifically designed for coily hair types. Targeted at consumers with Coily (Type 4) hair.
• Wavy Styling Kit Styling kit specifically designed for wavy hair types. Targeted at consumers with Wavy (Type 2) hair.
• The Complete Lengthening & Thickening Collection Biotin-infused collection designed to lengthen and thicken hair; sold at $80. Targeted at consumers seeking hair length and fullness.
• Juicy Styling Trio Trio bundle including Leave-In, 6-in-1 Styling Cream, and Defining Custard for complete curl styling. Targeted at consumers wanting a complete three-step styling routine.

Quantifiable outcome

• Over 1 million curl cream units sold
• +2 more outcomes

Named customers1 record

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Five partnerships are on record, tiered core and minor.

• Pact CollectivecoreStrategic or Co-development PartnerPartnership with Pact Collective for beauty packaging recycling. Customers can drop off empty Rizos Curls containers at Pact Collection Bin locations or use the Mail Back Collection Program to properly recycle packaging.
• Climate NeutralcoreStrategic or Co-development PartnerClimate Neutral certification partnership where Rizos Curls offsets its carbon footprint by funding reforestation, water restoration, and renewable energy projects, and identifies improvement areas within its supply chain.
• SeaTreesminorStrategic or Co-development PartnerPartnership with SeaTrees on their mission to regenerate ocean health by restoring blue carbon coastal ecosystems that support carbon sequestration, biodiversity, and sustainable development.
• Carbonfund.orgminorStrategic or Co-development PartnerPartnership to offset carbon footprint and overall environmental impact. Customers can also contribute at checkout to offset their order's carbon footprint.
• The UPS Store Small Biz ChallengeminorGTM or Marketing PartnerFounder Julissa Prado mentors small businesses through The UPS Store Small Biz Challenge program, demonstrating community engagement and support for entrepreneurship.

Scale indicators5 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• The Doux: The Doux is an independent, Black-owned haircare brand specializing in sulfate-free products for textured hair. It competes directly with Rizos on curl-defining and frizz-control SKUs targeted at similar curly/coily consumers.
• Mielle Organics: Mielle Organics is a textured hair care brand offering shampoos, treatments, and styling products for curly and coily hair. It targets a similar multicultural, natural-hair consumer base and has rapidly scaled retail presence including Ulta, Target, and Sally Beauty.
• Cantu: Cantu is a mass-market hair care brand focused on textured, curly, and coily hair sold through Target, Walmart, and beauty supply stores. It overlaps with Rizos on curl-defining creams, masks, and treatments aimed at similar textured-hair consumers.
• Pattern Beauty: Pattern Beauty, founded by Tracee Ellis Ross, is a textured and curly hair care brand targeting the same community with curl-defining products, washes, treatments, and tools. It is a closely comparable peer in positioning, target customer, and clean formulation philosophy.
• DevaCurl: DevaCurl is a leading curly hair care brand specializing in sulfate-free, curl-defining products for textured hair. It competes head-to-head with Rizos Curls in the curly haircare category with overlapping SKUs (stylers, cleansers, treatments) and a similar specialty retail footprint.
• Carol's Daughter: Carol's Daughter is a multi-ethnic hair and body care brand owned by L'Oréal, focused on natural haircare for textured hair including curls, coils, and waves. It competes in the same cultural and product category as Rizos Curls, with overlapping clean-beauty positioning.
• SheaMoisture: SheaMoisture is a natural, sustainably produced hair and body care brand focused on textured and curly hair with broad retail distribution including Target, Walmart, and Ulta. It directly overlaps with Rizos Curls on clean, sulfate-free curly hair formulations and the multicultural consumer base.

Broad incumbents

• Kérastase: Kérastase is L'Oréal's luxury professional haircare brand sold through salons and prestige retail. While serving a more general haircare market, it competes for premium positioning and shelf space alongside Rizos in upscale retail environments such as Nordstrom.
• Olaplex: Olaplex is a premium, science-led haircare brand with patented bond-repair technology sold through Sephora, Ulta, and salons globally. It is an indirect competitor for premium shelf placement and consumer wallet share at Ulta and Sephora.
• Moroccanoil: Moroccanoil is a global premium hair care brand with broad distribution through salons, Sephora, and Ulta. While not textured-hair focused, it is a relevant incumbent peer in the premium haircare category where Rizos increasingly competes for shelf and prestige consumer attention.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Instagraminstagram.com/julissa_prado
• Xx.com/rizoscurls

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Rizos Curls