Latin Heritage
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Meet the founders
We’re highlighting the distinctive influence, creativity and brilliance of Hispanic and Latino heritage beauty entrepreneurs.
Rizos Curls
Founded by Julissa Prado
About the brand
It all starts with clean, natural ingredients. Because Rizos Curls doesn’t just want your curls to look good, but to be truly healthier from the inside out. The definition, shine and fullness are a major bonus.
About the founder
Growing up, Julissa struggled to find the products that worked for her curls—so she decided to create them herself. She came up with the perfect formula, one that also works for her tia’s coils and her sister’s waves.
Better Not Younger
Founded by Sonsoles Gonzalez
About the brand
Their goal? To make sure everyone feels seen and celebrated, regardless of age. That means addressing the specific hair needs of those over 40 like thinning, dryness and graying.
About the founder
Sonsoles’ experience growing up in Venezuela helped her understand that self-care and self-confidence have always been linked. And she wants to give everyone a chance to look as good as they feel.
Kitsch
Founded by Cassandra Thurswell
About the brand
Delivering sustainable solutions that don’t break the bank, Kitsch (pronounced “kit-sch”) aspires to be the go-to beauty brand for everyday moments that makes people feel confident and beautiful.
About the founder
Fueled by positivity and hard work, Thurswell took Kitsch from a dream to a reality. One day at a time, she is determined to build a brand that is sustainable and accessible for everyone.
It’s A 10
Founded by Carolyn Aronson
About the brand
With an expansive collection of multi-purpose products, It’s A 10 performs hair miracles. Simplifying routines, they have perfected and simplified solutions for all hair care needs.
About the founder
After working behind the chair as a hairstylist for 18 years, Aronson honed her product development skills with the brand’s cult-loved Miracle Leave-in, which is now sold in over 107 countries!
Divi
Founded by Dani Austin
About the brand
Driven by breakthrough science, clean ingredients and a supportive community, Divi is on a mission to revolutionize scalp and hair health and get to the root of happy, healthy hair for all.
About the founder
Inspired by her own hair loss journey, Austin founded Divi to make clean scalp and hair products with science-backed ingredients accessible to everyone. No matter your hair concern, Divi (and Dani) are rooting for you.
Beautyblender
Founded by Rea Ann Silva
About the brand
Whether you’re a professional makeup artist or a beauty novice, Beautyblender wants you to have expert-level results without any stress. Their beauty tools and solutions help you to feel beautiful on your terms.
About the founder
As a longtime Hollywood makeup artist, Silva knows what it takes to look flawless on camera. She changed the beauty game when she created the Beautyblender, an edgeless sponge that helps blend makeup for a skin-like finish.
Touchland
Founded by Andrea Lisbona
About the brand
Dedicated to transforming mundane routines into rituals that spark pleasure, the human experience is at the heart of the brand’s innovation and design. Their products aim to ignite the senses while bringing functional purpose to the everyday.
About the founder
Lisbona fuels her passion for design and wellness by merging functionality and aesthetic beauty. She relocated from Barcelona to the United States to reimagine an outdated category.
We’re thrilled to share that the Ulta Beauty Charitable Foundation will continue our support for the community in Uruguay this year by increasing our contributions to two organizations that are aligned with our mission. Our donation to Un Techo para mi País will fund the construction of two homes for families in underserved communities. We will also donate to Ceprodih to host a “Dia del Niño” celebration for women and their children—as well as provide professional training to women in their program to help them advance their small businesses.