When it comes to beauty, Latinas don’t just show up—they lead. From fragrance to skincare to hair rituals passed down for generations, the Latinx community is one of the beauty industry’s most powerful drivers. And yet, for too long, store shelves haven’t reflected the diversity of its consumers. That’s changing.
Lola from Rio, one of Brazil’s most beloved hair care brands, is making a bold move that speaks directly to this growing demand. With its expansion into Walmart USA, Walmart Puerto Rico, and Navarro stores in South Florida, the brand is not just launching products, it’s planting cultural roots.
Founded in 2011, Lola from Rio built its name in Brazil by rewriting the rules of hair care: embracing all hair types, delivering results through vegan and sustainable formulas, and layering in playful, irreverent branding that’s as confident as the customers who use it. Now, that energy is crossing borders.
“We’re proud to bring a piece of Brazil to a broader audience,” said Katherine Moron, CEO of Tu Azul, the distributor behind Lola from Rio’s U.S. launch. “Lola from Rio reflects the bold spirit of Brazilian beauty while staying true to sustainability and inclusivity. This expansion gives more people access to our innovative, high-performance products—made for every hair type and every need.”
The brand's entry into major retailers like Walmart and Navarro is no small feat. These placements don’t just bring visibility, they bring accessibility. Navarro, part of the CVS Health family, has a long-standing reputation in South Florida for serving the Hispanic community. With products already on shelves there, and Walmart stores rolling out throughout March, customers across demographics will now find Lola’s cult-favorite lines like Rapunzel, Meu Cacho Minha Vida, and Morte Súbita right where they shop.
It’s a move backed by data. Latinas outspend non-Hispanic women on beauty products, according to NielsenIQ, and are fueling growth across all major beauty categories, especially hair care. For many, hair care is more than routine. It’s ritual, identity, and self-expression. Lola gets that.
With products made to enhance, not erase, natural texture—whether straight, wavy, curly, or coily—the brand’s approach aligns with the ethos of self-celebration. Its bestsellers like Rapunzel Tonic and Milk Spray target hair strength and growth, while other lines offer moisture, definition, or damage repair, addressing real concerns with real results.
But Lola’s commitment isn’t skin deep. Sustainability runs through the company’s DNA. All packaging is made with P Life resin, which degrades in about four years and even helps plants germinate. The formulas are vegan, cruelty-free, and come in fully recyclable packaging. In an industry that often favors appearance over substance, Lola is doing both.
And with its U.S. packaging debuting in English and Spanish, the brand is speaking directly to its new audience, literally. For the first time, Lola from Rio’s products will carry bilingual labels that reflect the linguistic and cultural landscape of its consumers. It’s a small change with a big meaning. Inclusivity isn’t a marketing trend here. It’s the mission.
That inclusive approach is central to why Lola resonates so deeply with its fans. The branding is fun, sure—colorful bottles, cheeky names—but the heart is serious. This is about giving people products that work for them, made by a company that respects their identity and routines.
Lola offers something both nostalgic and new. It channels the natural beauty rituals Latinx and Brazilian families have passed down, oils, tonics, and homemade treatments while delivering the polish and performance of modern hair science. It’s that balance that makes Lola stand out in an increasingly crowded category.
As Lola from Rio sets its sights on global growth, its U.S. launch is a defining moment, not just for the company but also for what it signals about the future of beauty—a future where heritage matters, multicultural consumers are not an afterthought, and products are made with purpose, not just packaging.
In short, this isn’t just Brazilian beauty. It’s beauty without borders. Lola from Rio products are now available at Walmart USA, Walmart Puerto Rico, and Navarro stores in South Florida, as well as online through Amazon.