Rizos Curls’ Julissa Prado to receive 2025 Hispanic Heritage Award for Entrepreneurship

As a passionate advocate for natural beauty, Latina empowerment, and sustainability, Julissa Prado will be honored at Washington, D.C.’s Warner Theater on September 4, 2025.

WASHINGTON, D.C. – The Hispanic Heritage Foundation (HHF) announced today that Julissa Prado, founder and CEO of Rizos Curls, will receive the 2025 Hispanic Heritage Award for Entrepreneurship in recognition of her personal journey of self-discovery into a nationally celebrated, multi-million-dollar business specializing in textured hair care. The award also honors Prado’s visionary leadership and commitment to empowering communities through authentic beauty and sustainability.

“Julissa Prado exemplifies the indefatigable spirit of entrepreneurship rooted in cultural pride and purpose,” said Antonio Tijerino, President and CEO, HHF. “Through Rizos Curls, Julissa has not only built a successful business, but she’s redefined beauty standards and inspired communities to embrace their authentic selves. We are thrilled to honor her as a changemaker and role model with our Hispanic Heritage Award.”

Since its founding in 2017, Rizos Curls has expanded into over 4,000 retail locations across the United States, including major national chains like Target, Ulta Beauty, and Nordstrom. The brand has also earned a spot among the Top 10 most followed hair care brands on TikTok, reflecting its cultural relevance and strong digital presence. Trusted by global icons such as Thalía and Karol G, Rizos Curls has become a go-to staple for textured hair care.

Rizos Curls’ standout 2021 collaboration with Thalía, “Amor A Los Rizos,” helped propel the brand to international acclaim. In 2024, the company took center stage in Ulta Beauty’s campaign, which spotlighted Julissa Prado’s leadership and innovation, further cementing Rizos Curls’ influence in the beauty industry.

“It’s an incredible honor to receive the 2025 Hispanic Heritage Award for Entrepreneurship. Rizos Curls was born from a desire to create a brand that celebrates our curls, our culture, and our community,” said Julissa Prado, Founder and CEO of Rizos Curls. “As a proud Latina entrepreneur, I’m deeply moved to be recognized by an organization that uplifts and honors the contributions of our community. This award is not just for me, but it’s for everyone who has ever dared to dream big, embrace their roots, and lead with purpose.”

Rizos Curls continues to champion clean beauty and sustainability, earning Climate Neutral Certification for the second year in a row, a testament to its mission to create high-quality, eco-conscious products.

As a cultural changemaker and modern entrepreneurial leader, Prado has also been recognized by TikTok, Cosmopolitan, Beauty Independent, and the National Hispanic Media Coalition for her bold leadership and lasting influence. Her story is one of resilience, cultural pride, and transformational impact.

The Hispanic Heritage Awards (HHAs) were established by The White House in 1988 to commemorate the creation of Hispanic Heritage Month in America and are recognized as “America’s Hispanic Heritage Month Celebration” and supported by 40 national, Latino-serving institutions. The HHAs recognize Latino accomplishment, vision, and cultural pride. Watch highlights from last year’s awards HERE & find all past HHAs Honorees HERE.

About the Hispanic Heritage Foundation

The Hispanic Heritage Awards serve as a launch of HHF’s year-round mission focused on education, workforce, societal impact, and leadership.  Visit www.HispanicHeritage.org. Follow HHF on Instagram, Facebook, X, and TikTok.  Listen to the HHF podcast Fritanga on your favorite streaming service and HHF YouTube channel.

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For more information on the 38^th Hispanic Heritage Awards, please contact John Reilly, [email protected] or Nicolás Peña, [email protected].

For sponsorship opportunities, please contact Jessica Herrera, [email protected]