Welcome to the world of Lu!

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 haircare brand for Latinas, to be the best haircare brand in the US.

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.

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.

Chief Innovation Officer

We love women in science, and Isa’s knowledge inspires us every day. She is an innovative executive experienced in product development of consumer packaged goods, specialized in hair care. She has a solid understanding of the Latin American markets and is passionate about trichology science and connecting with botanists and farmers, in the quest for exciting new hair ingredients.

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!

Senior Copywriter & Content Creator

She is very passionate about the beauty industry and can talk about it for hours. Michelle loves projects that empower women and is very proud of being a Mexican writer. Like any good Aquarius, she’s very curious about life and loves content creation. She fell in love with the Control Collection and is aiming to be an inspiration for younger women.

Media & Analytics

Curious, nerd, runner. He’s a seasoned Digital Marketer with a passion for Search and all things data. For more than a decade, he has helped companies of all sizes run successful online communication strategies. Born Mexican, amateur Brazilian, and professional Latin American who loves multicultural environments.