We all have those Instagram accounts we check daily, turn post notifications on for, and refer to in conversation like they're our actual friends. If you've ever scrolled onto one of these photos and wondered, How does she do it? you're in luck. Welcome to our series Insta Stalking, in which we talk to the women behind the accounts we're obsessing over about their beauty secrets. Next up, nine Latina women reveal their best hair-care tips.
There is no one way to look or be Latina—nor is there a particular hair type that can be attributed as a singular, defining Latina characteristic. Yet stereotypes of Latinas with thick, voluminous hair with cinema-perfect rolled curls have prevailed for decades, causing unrealistic expectations and excluding countless people from embracing their natural hair textures.
Nevertheless, there are plenty of us out there who are proving that there is no one texture or style that can define us all. We tracked down nine proud Latinas with the most Insta-worthy hair on the internet and asked them for their tips for embracing their natural hair, unlearning Westernized standards of beauty, and, of course, their favorite products. Here's what they can't live without.
Denise Bidot, 33, model and founder of The No Wrong Way Movement
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Hair is so personal; it’s such a big part of everyone. I’m Latina and Arabic, so my hair is thick, wavy, and coarse. My aesthetic leans more natural, textured, and effortless, but when I first started modeling, I always got put into the same sexy stereotype. We did these huge, big curls and this bombshell hair—very Jennifer Lopez. Even though I think that’s beautiful, I’m personally more of a boho girl.
I try not to wash my hair a lot because it’s colored and I do keratin treatments, so I usually wash it only around two times a week. The important thing I swear by is Olaplex's conditioning treatment. I do that for like 5 to 10 minutes every single time I wash my hair so it’s silky and soft.
To style my hair, I prefer air-drying to bring out my natural texture. Plus, since I'm a mom, it helps me manage my time wisely. I start with Paul Mitchell Invisiblewear Volume Whip and apply it to my roots and all over my hair. That always leaves me with that effortless, undone-done hair. But I love the Ouai Wavy Spray too. Whenever my waves aren’t as defined as I want them, a spritz of that makes them bounce back to life. I also sometimes use a one-inch wand around my face to define my natural wavy pattern. The most important part is leaving the ends out so it doesn’t look like Shirley Temple curls. Finally, I close it out with Oribe Dry Texturizing Spray. I use it in place of hairspray because I don’t like my hair to look too overdone. I don’t know what it does, but it’s magical.
Julissa Prado, 30, founder and CEO of Rizos Curls
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My hair is naturally thick and dry with a combination of 3a and 3b curls. But for years I was addicted to straightening it. It wasn’t until I was older that I realized I'd internalized so many stereotypes about our society’s standards of beauty that I decided to love myself at my natural state. Still, I have damage from bleaching my hair years ago, when I had chunks of my hair break off and lost a lot of my curl pattern. I’ve been working to get my curls back to how they once were before all the heat and color damage, so my only regular hair service is my Rizos Curly Cut by the amazing Dazy Lyn Studio. I usually get haircuts every three months—always dry to enhance my volume and texture. If someone tries to cut your curls while they're wet, run.
My curls require a lot of moisture. I wash with our Rizos Curls Hydrating Shampoo, focusing it only on my scalp, which I distribute with my Detangling Flexi Brush. Bonus: It doubles as a nice scalp massage. Next I use our Rizos Curls Deep Conditioner everywhere but my scalp—especially the dry areas like my ends. I brush my hair in the shower while I condition with the Flexi brush. The bristles move with my curls as I detangle, so it makes it super easy and pain-free to get every knot out. I like to leave conditioner in my hair as long as possible—sometimes for hours. I'll just pull my hair into low bun, so no one knows I’m deep conditioning while I run my errands.
To style curls, I recommend what I call the 30-60-90 method, which lets you add product to your hair slowly as it dries. That way, you won't accidentally use too much, which can weigh down your curls. Here's the gist: When you're blow-drying your hair with a diffuser, you want to stop at 30% dry, 60% dry, and 90% dry and analyze whether you need to add more product or not. If you do, you can scrunch more in, if not, you can go back to drying.
Out of the shower, my first step is our Refresh & Detangle Spray; I use it as a leave-in detangler to extra-moisturize my curls without weighing them down. Next I use our Curl Defining Cream that I use to define, enhance, and hold my curls. It enhances my natural pattern and leaves a light cast so I get frizz-free ringlets. I have medium- and low-porosity hair, so I need light heat for my curls to lock in the product. I blow-dry with the Rizos Curls diffuser. Diffusing helps add more volume and definition and less frizziness. I love volume, so to really amp it up, I fluff my hair with a pick. The result is perfect.
Kay-Lani Martinez, 28, beauty content creator
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My hair varies between 3b and 3c. I have tighter curls in the back than I do in the front. Typically I need to have an entire day set out to completely cater to my hair. Having curly hair is a lot of maintenance, because you want to do all you can to keep it flourishing. My routine usually consists of cleansing my hair with Rizos Curls Hydrating Shampoo and then putting the Rizos Curls Deep Conditioner on. I’ve always had really dry hair and skin, so I use products that replenish hydration and moisture. I usually allow my deep conditioner to sit in my hair for 30 minutes to an hour so that my hair can absorb as much of the conditioner as possible. Once I rinse it out, I use a microfiber towel to soak up any excess water—it helps decrease breakage you would typically get from using a regular towel.
I do what's called the LCO method—or liquid, cream, oil—when styling my hair. It helps seal in moisture but still keeps your curls light and airy. For my liquid, I just use water since my hair is freshly washed. For my cream, I love using the Rizos Curls Curl Defining Cream. After that I diffuse my hair, and once it's fully dry, I add my oil—avocado oil is my favorite. That makes it full and bouncy.
Jacqueline Stiff, 34, curly-hair influencer
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I'm proud to rock my curls. It makes me feel connected to my Latina roots. Almost every Latina girl I knew in high school had curly hair and now we actually know how to take proper care of it because there's so much more knowledge available today. I've got medium-density, 3a curls with a mix of medium porosity from my roots to midlength and high porosity from midlength to my ends. My hair actually feels drier than it looks, so I have to refresh daily with a light moisturizing cream or leave-in conditioner. Rizos Curls Curl Defining Cream and Botanika Beauty The Definer Light Curl Cream are good options to do that.
To keep my diamond shape and ends healthy, I get trims—or what my hairstylist likes to call dustings—every five or so months. I have a close relationship with my stylist, Alicia Torrens. She's been cutting my hair for the last four years, and I haven't allowed anyone else to touch my curls since her magic hands were laid on them. She has an extensive knowledge of cutting all curl textures and patterns, and my hair has thrived the most under her care.
As a busy mom, I typically wash my hair once a week, and I let my hair needs determine my product selections. One week I might use a mild shampoo like Not Your Mother's Curl Talk Line Shampoo or Maui Moisture Heal & Hydrate + Shea Butter Shampoo, and condition with Bounce Curl Super Smooth Cream Conditioner. The next, I'll want to clarify my scalp to remove any product buildup and give my hair good reset, so I'll use a clarifying shampoo like the Undo Goo Malibu Shampoo or AG Haircare Balance Shampoo followed by a mask or deep conditioner. Lately I've been liking Brigeo's Don't Despair Repair mask.
I love lots of volume and definition, so to style, I apply heavier products toward the ends and lighter ones toward the top. I like to use a styling cream from the midlength to ends, mousse on the length of my hair, then I use a gel to create a cast so my hair can last throughout the week. Some of my regular stylers are Maui Moisture Curl Styling Milk, Rizos Curls Curl Defining Cream, Innersense Organics Foam, and Bounce Curl Gel. I air-dry for maybe 45 minutes then use a blow-dryer with a diffuser attachment. I use medium heat on medium speed while constantly using the cool-shot button to minimize any potential heat usage.
Jessica Chia, contributing editor at Allure
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I love to emphasize my natural waves, since they’re a gift from my Puerto Rican side of the family, and I am so proud of my baby hairs. There are so many women who have lasered them off, but I wear them like a badge of honor.
I actually have an issue with thinning hair, so I have to stay on top of that with two applications of my Harklinikken extract every morning. My hair is generally pretty frizzy, with an added dose of dryness from color damage, so I follow up with a hair serum on the ends. The only one I’ve ever found that doesn’t make my hair look greasy is from Function of Beauty—the brand makes a custom formula based on your exact hair type and adds the fragrance you want. If I didn’t wash my hair the night before, I’ll brush my hair with my Raincry Detangling Brush, which is so gentle (I hate hearing my long hair snap!) and has the most gorgeous wooden handle. I hate 99% of dry shampoos—they always leave a residue and weigh my hair down—except the powder one by Keratin Complex, which actually makes my hair look clean and adds volume at the root where I need it.
At night, I usually just shampoo and condition. I use Harklinikken shampoo most nights, but I’m also a fan of Suave Lavender + Almond Oil Shampoo and Conditioner. I seriously wake up with the best waves anytime I use it. If I need a deeper conditioning treatment, I’ll reach for any of the Davines hair masks. They’re just superrich and yummy.
I prefer not to style my hair, so most days I just work with my waves and leave my hair down or pull it half-up to show off my natural texture. When I want a little extra polish, I’ll reach for my Sutra curling iron (hands down the best I have tried) or Sutra straightener to either add a big, voluminous curl or make my hair look sleeker.
DioMara, 29, recording artist and curator
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Growing up I got a relaxer at a very young age. Being Panamanian and seeing how the media portrayed Latinidad, I thought we were supposed to look a certain way and anything outside of that didn’t really qualify. When I went natural, I discovered my beautiful, coarse, tightly coiled 4c hair. It’s not the kind you can simply run your hands through without snagging a curl, but it does stand toward the sun!
I do a full wash once a month, co-wash in between, and wet style once a week. I don’t use heavy products so buildup isn’t really an issue. I have to oil my scalp almost every day because I have eczema and my scalp can get flaky. Castor oil is a lifesaver. I also do my hair myself, and I have been for almost 10 years. As a performer I'm constantly styling my hair and too much manipulation can cause major breakage. That's why I usually leave my hair in protective styles—it gets a needed break while still giving me a standout look.
To keep my hair healthy, I make sure to only wet-style to prevent heavy breakage. I use water, castor oil, shea butter, and the Camille Rose Coconut collection. I do this maybe once a week as my hair is tucked in its style. Once two weeks hits, I co-wash my hair with Cantu, condition, and twist it down. On full wash days, I detangle my hair with water and apple cider vinegar, wash with Dr. Bronner's Peppermint Castile Soap and condition with Emergencia, which I’ve been using since I was a kid. I like these products because they work, and I try to keep my routine as natural as possible with very little additives. My hair has been growing and breaking less.
Nena Moreno, bilingual beauty influencer
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My hair is in between a wavy and a curly type. I tend to get more of a wave at the top, and as it moves toward the ends, soft curls start to form. My hair texture is fine, but I have a lot of it, so when I wear it naturally, I get a lot of volume. I keep my hair upkeep pretty simple. I get a trim about every six weeks to keep it healthy and remove any split ends. I don’t dye my hair, but for very special occasions, I like to get a glaze, which is like a super-shiny topcoat that gives your hair extra softness and shine. The results usually last about a month.
Normally, I wash my hair three times a week. On those days I shampoo my hair twice—the first time to remove buildup and the second to strip any leftover oils remaining on my scalp. Then I follow it with a conditioner only on the ends of my hair. I’ve been using Paul Mitchell's Instant Moisture Shampoo and Conditioner for some time, and I love how well it hydrates my hair without weighing it down. It also makes it easier to brush. I use a deep conditioner twice a week, leaving a few days in between. I’m currently using Biotera's Natural Origin Nurture Moisturizing Masque.
Right when I get out of the shower, I use a microfiber towel. It helps my wavy-curly hair keep its shape instead of instantly frizzing up. Once I feel my hair slightly start to dry, I apply a small amount of Biotera's Ultra Gentle Clean Gel. One of my favorite things about this gel is that it defines the wave and slight curl in my hair without making it feel like I have product in. Then I let my hair air-dry, which I try to do whenever possible. I notice my hair looks much healthier and shinier when I do.
On the days I don't wash my hair, I care for it by simply using a little L'Oréal Elnett Satin Hairspray. It's perfect for touch-ups thanks to its light mist. And if my roots need a little freshening up, I love Dove's Volume & Fullness Dry Shampoo since it’s absolutely invisible and smells amazing. At night I braid my hair, if my hairstyle that day allows for it, or I use a silk scarf to keep my hairstyle in place and minimize any damage while I sleep.
Yuri Antillon, 30, makeup artist and content creator
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As a Latina with straight, flat hair, I sometimes feel pressure to add however many products it takes to give my hair some volume. But I do love my hair for the fact that I don't deal with frizz, my hair is easy to style, and if I don't have time to brush it, it's totally okay. I love dyeing it in bold colors: I've done pink, purple, blue, teal. I have to thank my hairstylist, Jess, for getting me here. I usually visit her about every three months to get my roots bleached and color touched up. I spend about six to eight hours at the hair salon. It's a waiting game but worth it every time. The color I use now is Arctic Fox in the shade Phantom Green. I love it because it's vegan and cruelty-free.
My upkeep is pretty simple: I don't wash my hair for at least a week, which keeps my color vibrant. I also only rinse my hair with cold water. In between appointments, I use Eva NYC Therapy Session Hair Mask, which is a deep-conditioning treatment that repairs and strengthens damaged hair. Sometimes I add a little bit of hair dye into my mask to ensure my color doesn't fade too much after the wash. On the days I don't wash my hair, I use Eva NYC Freshen Up Dry Shampoo to absorb any oils. It leaves my hair feeling fresh and doesn't leave any powdery residue. And lastly, to add volume, I love Marc Anthony's Dream Big Volume Perfectly Full Thickening Cream. It thickens each strand and my hair instantly looks and feels fuller ally day. It's the best.
Veronica Bonilla, 26, YouTuber and owner of BklynPetite Vintage
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I have 3b/3c hair that's supersoft and bouncy. When I was growing up, my natural hair was “too much” for my grandmother and mother. They would always send me the hair salon to straighten it out because to them that meant my hair was “prettier” than my pajón. So now I make sure my pajón is out and flourishing!
I make sure to do a deep condition twice a month and do hot oil treatments once a month. I trim my hair every four months for hair growth, and make sure to sleep with a silk scarf on at night.
I recently switched to a new brand of hair products that I’ve been loving. I start with Briogeo's Scalp Revival Charcoal + Coconut Oil Micro-Exfoliating Shampoo to remove any product buildup. I love the minty feeling you get on your scalp once it’s removed. I then go in with Emerge It’s Knot Happening Sulfate-Free Shampoo to add some moisture back to my hair, followed by Emerge Smooth Mover Conditioner. If it's a full-wash day, I mask my hair using the Emerge Back to Life Hair Mask, which leaves my hair looking extremely healthy.
For styling products, I've been using Emerge My Mane BFF Leave In Conditioner, followed by the Emerge My Everything Butter Cream, which together give my curls the definition and volume they need. I end with the Emerge Style Goals Gel, which helps my hair keep the definition for four days. My curls have been loving these Emerge products, and so have my pockets because everything I mentioned only costs $7 and the bottles are huge!
Marilyn La Jeunesse is a writer in New York City. Follow her on Instagram @mtlajeunesse.
