inspired by our abuelitos

i started chulo with my abuelitos in mind.

in los altos de jalisco, looking good didn’t require much. clothes pressed. hair slicked back. a little tallow and a lot of pride.

they made the most of what they had, but they took care of themselves. getting ready was a ritual. you fixed your hair. you looked presentable. you left the house carrying yourself a certain way.

generations later, some of that followed me to los angeles.

i grew up hearing péinate before leaving the house. and with dry, wavy hair that had a mind of its own, i heard it a lot.

years later, i found myself looking for something pretty simple: a hair product that gave my hair moisture and control without making it crunchy, flaky or dry. and something that felt like it could actually belong to us.

i couldn’t find it. so i started making it.

somewhere along the way, i found myself back where this story started. tallow. grooming. taking care of yourself. not because i was trying to recreate the past, but because there was something worth carrying forward.

that became chulo.

hair products made for dry, wavy, harder-to-manage hair, with one old idea at the center of something new: looking good is about more than your hair. it’s how you carry yourself. how you show up.

armando vital

made for us

chulo is mexican moisture. men’s hair care created with our hair, our culture and our rituals in mind.

we’re building the kind of grooming brand i wish i had growing up. one where latino men can see something familiar, discover something new, and feel like it was made with them in mind.

ponte chulo.