woman on couch with curly hair
woman on couch with curly hair

Latina-Owned Hause of Curls a Blueprint for COVID-19 Success

The Latino community has been identified as one of the groups that have experienced major job loss and business distress due to the health impacts of the COVID-19 pandemic. Latina unemployment rate, particularly, has soared from 4.9% at the beginning of the year to 15.3% by mid-2020. But before 2020, this specific group had seen a historic uptick in employment since 2011.

To keep businesses afloat, Latinx business owners — and previously employed individuals — have relied on social media to promote their products, services, and even start small businesses based online.

Sherly Tavarez, a proud Afro-Latina based in New York City, Founder of Hause of Curls, has seen an increase in sales and products since the lockdowns.

“About 90% of my sales for Hause of Curls come from social media, specifically from Instagram, so I hold a special place in my heart for the app.  It’s such a great way to market your business or yourself FOR FREE!. You also get to meet some amazing people along the way!” said Tavarez on a heart Felt Instagram post. Sherly has relied on her IG community to build her empire.

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OUR NURSE CARE PACKAGES 📦 ARE ALL DONE AND READY TO GO! ✨ Wow I’m so proud of what @hauseofcurls has been able to do in such a short time! 💕 I know my business is tiny but our will power to do what we put our mind to is MIGHTY! 🙌🏽This idea came just a few weeks ago and here we are today, partnered up with some incredible brands including two small businesses who also came through for us! 👏🏽 We’ve been working nonstop for two weeks to make these boxes happen and I’m just happy we were able to add our little grain of happiness to these hard working curly nurses on the frontlines who are much deserving of this and more! 🤗 We are so grateful to be able to give back! HUGE THANK YOU to the brands that helped me make this happen! 🎊 @garnierusa @dove @esteelauder @rizoscurls @barbscakess @covergirl ✨ We can’t wait for the nurse to receive their packages! 🤗 . . . #HauseofCurls #NurseWeek #CarePackage #NurseTshirt #CurlsOnTheFrontline #Curls #CurlyHair #CurlQueen #GiveBack #TogetherWeMake

A post shared by Sherly | Fashion ✨ Lifestyle (@sherlytavarez) on

Latinx viewership of trusted broadcast networks has also increased. Whether it is out of passion, social connection, cultural support, or necessity, Latinos have intensified their online presence by taking their experiences to every digital platform.

Despite the unemployment rates, the Latino community has relied more than ever on their digital connections to make the best of these circumstances. Latinos continue to stimulate the economy by encompassing 11% of the total buying power in the U.S. 

We’ll continue to educate, entertain and empower our community with content that speaks to our culture, in English, en español and Spanglish. 

¡Unidos somos más fuertes!



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