Rizos Curls has launched a special campaign in Mexico titled “Celebra Tus Rizos” (Celebrate Your Curls), which aims to embrace the diversity that exists in the country. The award-winning clean hair care brand partnered with Talento Espina, a modeling agency based in Oaxaca, and photographer Enrique Leyva to bring this to life.
With its campaign assets, Rizos Curls expresses its commitment to breaking the mold by spotlighting the stories of Karen Vega, Marlen Maradiaga, and Noemí García, local models in Oaxaca, Mexico, represented by the talent agency Talento Espina. The agency has been working to expand Mexican beauty representation.
“My inspiration with this campaign is to put a spotlight on the diverse beauty stories from Mexico and how curly hair is a big part of that,” says Julissa Prado, Founder and CEO of Rizos Curls.
Being from the same country does not mean that everyone there looks the same or that there is just one type of person in that area; this has historically been a misinterpretation of Mexico. Prado adds, “For Marlen, allowing her curls to be free and voluminous is her way of celebrating and honoring the beauty of Afro-Mexicans. For Karen, loving her hair is paying homage to her mother and grandmother, who grew up not knowing how to care for their curls. For Noemí, her curls represent the rich diversity that exists in Mexico.”
This campaign speaks volumes for Rizos Curls’ mission and sets a clear picture of its identity as a company. Its messaging carries significant weight, especially in a cultural context where Mexico, like much of Latin America, grapples with conversations surrounding beauty and inclusivity, often rooted in colorism. Such campaigns serve as poignant reminders of the country’s rich diversity, emphasizing that every facet of it merits recognition as inherently beautiful.