Beauty This Latinx-Owned Clean Beauty Brand Gave Me Silky Supermodel Hair Overnight Frizz? What frizz? By Marilyn La Jeunesse Marilyn La Jeunesse Instagram Twitter Marilyn La Jeunesse is a writer, audience development strategist, and author with words in People, InStyle, Bustle, Nylon, Teen Vogue, Allure, Glamour, and more. A Mexican-American journalist dedicated to uplifting Latinx voices, she has over 10 years experience covering entertainment, beauty, fashion, wellness, and more. InStyle's editorial guidelines Published on March 19, 2022 @ 06:00AM Pin Share Tweet Email We independently research, test, review, and recommend the best products—learn more about our process. If you buy something through our links, we may earn a commission. Photo: Getty Images "Your hair smells so good," my beauty edtior friend said to me as we posed together for a group photo. "Thanks," I said, with a smile on my face. "It's Ceremonia!" A shared secret among NYC media darlings and influencers alike, Ceremonia is a Latinx-owned brand that's revolutionizing hair care. Founded by Babba Rivera, Ceremonia sources raw ingredients found in Latin America — like cupuaçu butter, and maracujá, patauá, and babassu oils — so its formulas are vegan and cruelty-free. (They're also free of silicones, parabens, sulfates, phthalates, and artificial colorants, per the brand.) "What truly sets Ceremonia apart is our innovative high-performance clean formulas, combined with our mission-driven approach for representation and celebration of the Latinx culture," Rivera tells Instyle. "Ceremonia was born out of a desire for change — change with respect to beauty standards and demand for increased representation of minorities in the brands that consumers support, change in the demand for non-toxic products and table stakes for eco-conscious practices, and change in beauty habits and a more wellness-focused lifestyle emphasizing natural beauty." As someone with ultra-fine, frizzy hair, I've tested hundreds of shampoos and conditioners to find formulas that actually work on my specific hair type. While I do have expensive favorites like Moroccan Oil, Drunk Elephant, and Bumble & Bumble, I've struggled to find more affordable options — until Ceremonia sent me its All-in-One Champú de Yucca & Witch Hazel and All-in-One Acondicionador de Cupuaçu & Castor as a gift so I could try them for myself. I've been hooked ever since. Courtesy Shop now: $16; credobeauty.com At just $16 a bottle, both of these ultra-hydrating Ceremonia products help boost shine and reduce frizz. Not only are they free of silicones and other icky ingredients that can harm scalp health, but they're also designed to help strengthen thin hair without stripping it of its natural oils. As Rivera explains, the formulation of these products and their ingredients are what sets them apart from others on the market. "While most brands use off-shelf formulas from contract manufacturers and then do small tweaks to make it more 'theirs,' our formulas are created from scratch. Hair is so sacred, and has been historically." Another standout feature of the shampoo is its ability to come to a rich, hydrating lather; other clean shampoos I've tried don't do this, so to have the sudsy effect is incredibly satisfying to me. And the conditioner is just as gratifying. Since making the switch, I've noticed an almost immediate difference in my hair texture — it's far less frizzy and there's been less breakage. If I need an added boost of moisture, I apply Ceremonia's Guava Leave-In Conditioner post-shower (and, yes, it smells divine). Courtesy Shop now: $16; credobeauty.com For others with the same hair type as mine, Rivera recommends the brand's Papaya Scalp Scrub and the Mascarilla de Babassu, a deep conditioning hair mask. "The scalp scrub is a treatment that can replace your shampoo weekly, and the hair mask gives some extra love to strands occasionally, too, " Rivera says, adding that they both "work wonders for thin and finer hair." A celebration of Latinx culture, Ceremonia will continue pushing the boundaries of what clean beauty can be with its innovative formulas. After all, as Rivera puts it, the goal is to treat haircare "like the ultimate self-care and wellness routine by using clean, performance-driven formulas."