about chulo

growing up, i watched our abuelitos make the most of what they had. a little tallow, a little pride, and somehow they always looked good. that spirit stuck with me. chulo is my way of honoring that... taking those timeless rituals and turning them into something modern and real.

we create latino haircare that nourishes, styles, and makes you feel proud of where you come from. every product is made with intention, minimal ingredients, and a touch of nostalgia.

for me, looking chulo isn’t just about the hair... it’s about showing up with confidence, culture, and corazón.

armando vital