Latina and Proud! A ‘Joi-ous’ Evening Celebrating Women’s History Month And Shining A Light On Latinas, Hair, And Community

Venezuelan-born talent and Joico Artistic Educator and Brand Content Creator, Mai Hernandez, infuses her culture and passion in all that she does. At just 15, this tenacious teen relocated to the United States with her sisters, and her mother, who was going through a self-described “rough divorce.” Hair became the savior. But in the chair…not behind it. “We would get our hair done, and it made me realize how important it was to feel beautiful and empowered,” recalls Mai, who had dreams of becoming a hairstylist since childhood. Eleven years later, she and her now-husband moved to SoCal, where Mai enrolled at the Vidal Sassoon Academy. “With no time to play or a Plan B to fall back on, I hustled day in and day out, always giving 110%,” declares Mai, who believes that going the extra mile is what makes her shine. That and hard work. In just a single year, she “invested and took about 28 independent classes, diving head-first into a world of knowledge and growth that I never imagined.” Starting as an assistant (during which time she honed her craft and soaked it all in), Mai began embarking upon her newest passion – education. It’s a foundation she has continued to build upon with gusto. Today, she continues to steer her meteoric rise as both a new salon co-owner and true star at Joico.

Emma Sheahan, Senior Development Manager for Global New Product Development at Joico, served as Q&A moderator with Mai Hernandez; and spoke movingly of her own local Latina roots in the salon industry – a beginning that has deeply influenced the new-product innovations she helps bring to life at Joico. Committed to addressing the variety of hair textures and types in the Latina community, Emma showcased the importance of empowerment in business and in beauty; explaining the impact of the Hispanic community on creating iconic trends.

“Los salones de belleza no solo son negocios, son un espacio muy especial porque son comunidades de empoderamiento. Mas aparte, la comunidad hispana crea tendencias que se vuelven iconicas. Y no solo una, sino varias donde la esencia de cada persona se transmite.” – Emma Sheahan, Senior Development Manager for Global New Product Development at Joico
(Translation: “Beauty salons aren’t only business but a very special space as communities of empowerment. Moreover, the Hispanic community creates trends that become iconic. And not only one but many, through which the essence of each person is conveyed.”)

As stories were traded, and personal reflections exchanged – some, for the very first time — a deeply impactful mission came to light: the vital need for Latina women to be seen, heard, and supported in their professional journeys. As Joico Senior Communications Manager Guillermo Güereque, eloquently urged the audience, “Please continue to tell your stories so other young women and girls can see what they can achieve. At Joico we believe this is a ‘joi’ that must be shared.”

Continuing to shine a light on all underrepresented communities is a signature part of Joico’s planned efforts for 2023 and beyond – from authentic engagement with the Latina/x community, to advertising that reflects all unique faces and hair types, and products that hone in on the specific needs of Latina women. Stay tuned as we take steps on this important journey. (You can learn more about us at Joico.com.)