Transformative Hair Caress for and by Latinas

Made with amor for every hair type, need, and mood

Between Us

Abuela's Wisdom, Backed by Science

  • What Impossible Can Do

    We spent three years developing a proprietary vegan keratin formulation that delivers game-changing results that exceed regular keratin treatments. We call it Impossible Keratin™.

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  • Naturally Yours

    Sustainably sourced ingredients with natural strengthening, hydrating, and restorative properties are at the core of what makes our formulas so effective. Abuela wouldn’t have it any other way.

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  • Getting to the Root of the Problem

    Frizz? Split ends? Dry or damaged hair? We understand your hair’s pain points better than anyone. And we’re here to help you solve them.

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  • Control

    Fed up with frizz, flyaways, and frayed ends? Tame unruly strands and stay in Control of your look with long-lasting styling that will have you ready to conquer the world as soon as you step out of the shower.

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  • Freedom

    Set your curls free! Designed for all types of wavy, coily, and curly hair, Freedom adds body to flat or thin hair and delivers bounce, definition, and visibly healthy curls. 

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  • Rescue

    Rescue dry, coarse, stressed, or chemically treated hair with natural ingredients that focus on the root cause of damage. It’s like a spa day for your hair, every day.

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What People are Saying

  • Products are great for my fine hair that gets frizzy. Summer can be challenging but LatinUs Beauty keeps me ready for whatever the day brings in style. A little goes a long way.

    Ashley O.
  • This shampoo and conditioner leaves my hair so silky and smooth. I love it! Great smell too!

    Martha M.
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