Our Team
Meet the trailblazers, scientists, storytellers, and industry pros behind Lu.
CĂ©sar Jaramillo
Co-Founder
We couldn’t be in better hands! Our founder is a fantastic Marketing Gurú and a man of vision who supports women in power. He believes in family values and is a proud father and a caring husband. Cesar is leading LatinUs, the first mood hair care brand for Latinas, to be the best hair care brand in the US.
Carol Teter
CEO
Our superwoman CEO. She is an international business professional, mom of three, and has broad expertise in the hair industry. In the past, she had a hard time embracing her hair’s natural texture, but she loved how voluminous and shiny it was using the Freedom Collection.
GĂĽero Castro
Chief Content Officer
When we talk about novelas and great storytelling, one name comes to mind. El Güero is a kind soul and highly creative person, an entertainment mentor, and a groundbreaker producer. With his vision, we’re bringing the novela series to life, and we’re sure every woman will enjoy and relate to it.
Millie Carrasquillo
Chief Research Officer
Data-driven and with a fantastic sense of humor. Millie is one of the leading Hispanic market experts in the marketplace today; she has over 30 years of experience working in Spanish language media and has led the research efforts for the two major Spanish-language broadcast networks. Her favorite collection? Freedom, of course!
Rich Kley
Head of Sales
Rich Kley, Head of Sales, has over 25 years in Global Customer and Commercial Leadership roles for P&G, The Coca-Cola Company, and Kraft Foods/Mondelez. At P&G he was sales leader for Walmart de Mexico business, the head of sales for Health & Beauty Care in Western Europe, and Country Sales Manager in Poland and the Baltic States. While at Coca-Cola, Rich was President of the Global Walmart Business Unit.
Capela Barros
CMO
Capela is a brand builder at her core, with 20 years of experience at Procter & Gamble, primarily focused on growing beauty brands across various channels. She led the strategy, negotiations, and execution of Media and Digital for the 19 brands of Mexico’s largest advertiser. Capela is a strong advocate for female entrepreneurship, serving as a mentor for WeConnect, Good Latinas 4 Good and Ashoka. She was honored as one of the “Women to Watch 2018” by Ad Latina. Capela holds a Master’s degree in International Business from Melbourne University and currently lives in Mexico City with her husband and three children.
Brad Goessling
Vice President Supply Chain
With a passion for delivering high-quality products, Brad leads the supply chain, ensuring every bottle meets our commitment to excellence. With experience in supply chain across Procter & Gamble, Beam Suntory, and Yum! Brands, it ensures expertise in quality, sourcing, logistics, and product innovation. Brad thrives on creating seamless, efficient processes that bring our Latina-focused haircare solutions to life. Every ingredient, every shipment, and every detail is carefully managed to empower women with the best in beauty.