HERITAGE AND HEROES
Featuring Joico Global Education Expert, Ricardo Santiago
It’s National Hispanic Heritage Month; and we can’t think of a better way to celebrate than by introducing you to one of our most shining stars, Joico Global Education Expert, Ricardo Santiago. Come listen in as he shares truly inspiring thoughts on his Puerto Rican roots; his rise in our industry as a Latinx; and the magic of his Mom and Dad’s holiday feasts!
We’re celebrating…
WHAT:
National Hispanic Heritage Month
WHEN:
September 15 – October 15
WHY:
To pay tribute to the generations of Hispanic and Latinx Americans who have positively influenced and enriched our nation and society.
Let’s meet Ricardo…
In the hair industry, being able to expertly and meticulously tackle any color challenge is the sign of a true artist. And after more than a decade in the business, Joico Educator, Ricardo Santiago, is just that. Known as the “Jack Of All Trades,” – a moniker that speaks volumes about his universal mastery of color – Ricardo specializes in everything from vibrant/mermaid shades to rich naturals, to beautifully blended balayage and highlights. He takes enormous joi in passing along his skills and huge talent in a quest to help other hairdressers reach the next level of excellence.
Ricardo on celebrating NHHM…
“Honestly, I never really have! I feel like I represent and celebrate my heritage regularly and just enjoy being who I am, and [embracing] my culture whenever possible. Side note: Now that you are asking me, I am going to be intentional about celebrating!”
Favorite childhood memories…
“Holidays! My parents are each one of seven children; and when the holidays rolled around, the ENTIRE family would get together! It was a lot of fun celebrating, playing games, and dancing with all the aunts, uncles, and cousins. There was always salsa or Latin worship music playing, and lots of family members who would play instruments and sing along.”
Food and Ricardo’s heritage…
“My favorite classic Puerto Rican dishes are Arroz con Gandules (yellow rice with pigeon peas), Pernil (slow roasted pork), Maduros (fried sweet plantains), and Pasteles (meat-filled masa pockets). I have been cooking them myself for the holidays using my mom’s recipe for the rice, and my dad’s for the roast pork. Of course, I’ve made the recipes my own over the years…but I can literally eat this meal every day of the week! It’s a staple for every holiday season!!”
How Ricardo integrates Hispanic culture into his professional life…
“I’ve taken advantage of the fact that I am bilingual. Spanish was actually my first language, and I use it to connect with and build a diverse client and colleague base. Speaking Spanish allows me an opportunity to reach and communicate with even more people, and pushes me to familiarize myself with all different techniques, hair types, and textures. That’s allowed me to become very well rounded as a stylist.”
Have you had any challenges coming up in this industry as a Latinx?
“Early on I would say it was a little challenging getting past the label of being a “typical Puerto Rican barber” — but once I made a real commitment to become a stylist and not a barber exclusively, it accelerated my growth exponentially! Being bilingual and well-versed in all different hair types has helped to open opportunities in my career as both a stylist and an educator.”
LIVE presentations in Spanish: Why they’re everything…
“If we don’t do live presentations in Spanish, we are missing a huge opportunity. There are thousands of Spanish-speaking stylists out there who are looking for the same education and information as the rest of the industry; but it can be a challenge to find. I love that I have the ability to share knowledge to a broader audience. My passion in this industry has always been to educate and sharpen others, so the more people that we can reach, the better!”
You can follow Ricardo Santiago on Instagram, @stylistricardosantiago
