Today we’d like to introduce you to Juanita Lodono.
Hi Juanita, can you start by introducing yourself? We’d love to learn more about how you got to where you are today?
Juanita Londono is the founder of WIP Beauty, a Colombian‑born creator who moved to the United States at fourteen and built her career through sheer vision, resilience, and instinct. Her background spans product development, buying, and celebrity styling across Los Angeles and Miami, giving her a sharp understanding of beauty, culture, and innovation. After the loss of her father, Juanita stepped into a deeper sense of purpose, one ignited by her cousin with Down syndrome and her own journey of overcoming limited opportunities. That moment became her catalyst. WIP Beauty was born from her belief that beauty should empower, include, and elevate. Through high‑performance haircare infused with intention and affirmation, she created a brand that champions growth, identity, and the strength of becoming.
Can you talk to us a bit about the challenges and lessons you’ve learned along the way. Looking back would you say it’s been easy or smooth in retrospect?
One of the biggest challenges I’m currently facing is scaling the brand sustainably while preserving its soul. As WIP Beauty grows, more opportunities are coming our way from retail interest to international expansion but growth can be a double edged sword if it moves faster than your infrastructure or values.
To overcome this, I’m focusing on building a strong foundation behind the scenes: strengthening operations, creating clear systems for production and logistics, and surrounding myself with experienced mentors who share the brand’s vision. I’m also learning to delegate more, which allows me to protect the creative essence of the brand while ensuring it can scale with integrity.
This stage is teaching me patience to grow with intention, not urgency and to remember that sustainable success is built step by step.
Thanks – so what else should our readers know about Wip Beauty?
Working In Progress (WIP) Beauty
Purpose + Transformation
In the midst of life’s most challenging chapters, Juanita faced heartbreak and the search for healing. Through daily affirmations and intentional self-care, she discovered small rituals that brought light, strength, and clarity back into her life.
One heartfelt moment became the seed of a greater vision: while brushing her cousin Dani’s hair who has Down syndrome, Dani shared her own worries about the future. That moment of love and vulnerability inspired the creation of a brand that would combine beauty, care, and purpose.
From this spark, WIP Beauty was born.
More than a beauty brand, WIP is a movement dedicated to self-love, acceptance, and community. Every product merges luxury haircare with empowering affirmations daily reminders that even in life’s darkest moments, we can find light, strength, and transformation.
At WIP, every ingredient is meticulously chosen with the same care you would give a loved one. Each formula tells a story of devotion, showing that nature holds the key to well-being, and that true beauty blooms when we nurture ourselves and the world around us.
Working In Progress is more than haircare it’s a journey. From crown to root, we create moments of renewal, reflection, and transformation. Because true beauty begins within, and every day is an opportunity to grow, shine, and embrace your personal path.
If we knew you growing up, how would we have described you?
I grew up very curious and observant, always paying attention to people, how they think, and how they express themselves. I was naturally creative, loved meaningful conversations, and always had an interest in growth, beauty, and building something bigger.
Contact Info:
- Website: https://wipbeauty.com/
- Instagram: https://www.instagram.com/wipbeauty.official/
- Facebook: https://www.facebook.com/wipbeauty.us
Image Credits
Laura Ochoa
Ellen De Oliveira
Leslie Hugues
Danielle Mott
Andrey R.
Apollo Barragan
