There’s a particular kind of love that doesn’t need declarations or fancy gestures. Typically, it shows up at your house with a box of WELLA COLORCHARM hair dye in one hand, a cafecito in the other, and hot chisme waiting to happen. That’s the Latina love language of dying each other’s hair. 

If you grew up in a Latina household, you know we love looking and feeling good. For us, the rituals around beauty are rooted in the bonds with the mujeres in our lives; that’s why even when we have money for fancy salons, our primas and amigas continue turning their kitchens into hair salons. 

Here’s why coloring each other’s hair will always be a secret love language for us. 

Taking care of each other desde la raíz

Latinas love doing acts of service for each other, and coloring each other’s hair has always been a way of bonding on another level. These moments aren’t just about covering grays or going for a dramatic new look. They’re about trust.

Let’s be honest: you don’t let just anybody near your scalp with bleach or dye. That role is reserved for the people who’ve seen you cry, laugh, and text your ex during Mercury Retrograde. The ones who remind you to clip your ends during a waxing moon, and know exactly how long to leave the bleach or the dye in, because they remember how porous your hair gets.

And when they show up, they don’t come empty-handed. They come through with the good stuff. The primas and besties we trust with our hair trust WELLA COLORCHARM, especially the new ShineLuxe line, for that salon-quality finish without the salon price. Because they know what works. And just like them, ShineLuxe has got you.

The kitchen hair salon

There’s something sacred about turning a kitchen into a makeshift salon. You get the scene: the “tinte” towel draped over your shoulders, an old mixing bowl filled with WELLA COLORCHARM color on the counter, your bestie or prima brushing on color while Karol G plays in the background, blending romántica classics with reggaetón on your speaker. 

This is a ritual, cafecito included.

It’s how we show up for each other, without saying too much. A freshly dyed head of hair can mean a breakup just happened, a birthday is coming, a job interview is around the corner, or we just needed a little color refresh. It’s also our periodic way of caring for each other’s energy. Latinas know that how we care for our hair is a way of reclaiming our narrative. And more often than not, we want to do it in community. We invite someone we trust into the transformation.

Touch and trust 

We all have our favorite colorist in the family or our group of friends. That person who knows your hair and tells you, “Nah, girl, that’s not it. Try this instead.” And you know you trust her blindly. 

For many Latinas, salons didn’t always feel like they were made for us. Our textures were misunderstood, and shades weren’t always available for our undertones. So we made our own spaces. Our kitchens became beauty labs, our amigas became colorists, and WELLA COLORCHARM became a trusted part of the ritual.

That amiga will always tell you which shade of WELLA COLORCHARM ShineLuxe Hair Gloss is the one that’ll make your ex cry, or if you really should go blonde this time. No license necessary here. Just love, loyalty, and WELLA COLORCHARM.

It’s our time to share the chisme

Another love language for Latinas is chisme, and of course, hair coloring is an opportunity for us to share it all. That root touch-up is where you’ll report on the latest happenings in your family, friend group, or work. 

While we’re all about escuchamos pero no juzgamos, this is a part of the hair dye ritual we can’t skip out on. We’re serious. 

A love letter to ourselves and the women in our lives

To the tías, primas, and best friends who showed up with gloves on, this is a love letter to them all. Because no matter how fancy the trends get, how old we are, or where we go, we’re ready to put our gloves on for each other and get to the root of things with WELLA COLORCHARM whenever necessary. 

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