Welcome to the world of Lu!

Inspired by Latino natural remedies passed down through generations and fueled by science, we conceived the next frontier of what your hair products should do for you.

Mission:LatinUs Beauty is a vibrant and emerging beauty company. Initially focused on serving Latina women, we exist to help all women feel empowered, confident, and beautiful.

Purpose:LatinUs Beauty is united in creating something special and unique for Latinas.

We celebrate female empowerment and entrepreneurism.Embrace your mood. Whatever you need from your hair, we got you!

Our Team

César Jaramillo


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.

Carol Teter


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.

Güero 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.

Isabel Greaves

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.

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!

Isabel Peláez

Marketing Director

Our marketing director, queen of cross-pollination across industries, is a boss lady and a fantastic team leader. She specializes in Marketing and Creative Strategy. One of her biggest passions is working in a multicultural, changing environment. Isa loves board games, reading about creative processes, and the color orange. Of course, the best match for her was the Control Collection.

Michelle Mejía

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.

César González

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.