Before there were routines, formulas, or product aisles, there were women of el campo, rooted in the land. Women whose braids held meaning. Women who put their family before themselves. Women who used what the earth provided.
This brand didn't begin in a lab. It began in a kitchen and quiet moments learning to formulate, by blending modern ingredients with traditional remedies passed down from my abuela. This is where Sudz Cauldron was shaped.
THE HEART OF OUR BRAND — MY MOTHER’S CURL STORY
My mother grew up with very curly hair in a place where curls weren’t celebrated.
She didn’t have access to the tools, the products, or the education she needed to understand her hair. Instead, her curls were labeled greñuda (messy) —never something to be cherished. For her, hair was not a space of joy or self-expression. It was something to manage.
As one of the eldest daughter, much of her childhood was spent caring for siblings, cooking, tending to farm animals, and helping her family. There was no time for herself, and certainly none for rituals of self-care. Her curls were always an afterthought.
Photo ft. Mami (top far left) y familia
Those curls shaped me more than she ever knew. When I was a little girl, I thought my mom was the most beautiful women and admired the same curls she hated, dyed, and mistreated.
When I became a formulator, I didn’t just want to create products that worked. I wanted to create formulas that would help her reconnect with her curls gently and intentionally, without shame. A ritual that offered what she never had: care rooted in respect, not correction.
Today, she tells me: “I’ve never loved my curls more.” That moment is the reason the Curl Products exists.
It is why it was created with patience, education, and intention at its core. And it is why it will always be the heart of our brand.
THEN THERE WAS ME — REWRITING THE NARRATIVE
I didn’t inherit my mother’s curls or my grandmother’s tenderness for her braids.
I grew up with thick, oily, hard-to-manage hair, not straight, not curly, just wavy enough to feel out of place. Growing up in a beauty culture shaped by narrow ideals, my hair often felt like something to hide and pull back.
The slick-back look that’s praised today as chic and effortless? That was the look I felt ashamed of as a kid, because back then, it meant “greasy,” not stylish.
Those insecurities followed me into adulthood.
So I chose a different path. I learned formulation, not to fit into the beauty industry, but to challenge it. To create haircare that helps people fall in love with the hair they were born with, instead of fighting it. Options that allow people to no longer have to choose between plastic-free or performance, why not both?
For me, formulation became self-care. Wellness became resistance. And hair became healing.
Abuelita’s Braids & Hemp Magic
My grandmother’s life was shaped by endurance. Learning early how to work, how to carry responsibility, and how to survive. From a very young age, her days were spent laboring, working the land, tending to animals, sewing, and holding a household together in a world that asked much of her and gave little back.
Her hands learned strength before softness. Her body learned duty before rest. Beauty rituals were never indulgent, they were practical. Hair was washed, braided, tied back, and moved on from. There was always work to do.
And yet, her braids held meaning. They carried culture, femininity, and Indigenous pride. A quiet expression of identity in a life defined by responsibility and resilience.
Years of hard labor took their toll. As she aged, her knees carried deep pain and arthritis from decades of standing, walking fields, bending, lifting, enduring that prevented her from walking. Access to care was limited, so she turned to what she knew. My abuelita became the first healer in our family.
She turned to plant medicine, working with the cannabis plant as it had always been known in her village to calm inflammation, ease discomfort, and support the body’s natural recovery. The plant was grown, prepared in a potion, and applied with intuition and care to the wounded area. Over time, the swelling went down and movement to her knees returned. The pain that once slowed her began to recover. That wisdom stayed with me.
When I became a formulator, I chose hemp protein as one of our star ingredients as a quiet honoring of my abuelita, and for the healing potential she never knew this plant also carried for hair. The same plant she trusted to care for her body now lives in our formulas, offering strength, repair, and resilience to your curls.
Our Curl Ritual is a bridge between worlds: ancestral, brujería-inspired plant alchemy meeting modern curl performance. A continuation of the women whose endurance made everything possible.
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