We Asked 4 Latinas What Coloring Their Hair Means—And Their Answers Got Deep
For many Latinas, hair isn’t just hair. It’s history, identity, resistance, and joy all wrapped in one. From curling irons and coconut oil to hair dye and big chops, our beauty rituals are deeply connected to cultura and emociones. So, what does coloring our hair really mean to us?
We talked to four Latinas with different backgrounds and types of hair, finding out about more than just style and inspiration.
These women spoke about healing outdated views on hair, autonomy, and stepping into their power, often with the help of rituals, community, and products like WELLA COLORCHARM ShineLuxe that bring both meaning and results.
Their stories prove what we’ve always known: when you change your hair, you’re making big transformations.
Reclaiming your feminine power through playful expression
Many of us express our uniqueness and creativity through our choices of hairstyle or color. Emely Quiñonez sees it as something that brings her joy and self-ownership. Coloring her hair is a creative choice that lets her feel powerful and feminine on her own terms.
“For me, coloring my hair is a way to express my femininity,” she says. “It’s about the freedom to choose how I want to look and how I want to feel.”
Far from being a burden or a beauty standard to uphold, she sees it as a playground for self-expression.
“It’s a fun way to play with my image, express my personality, and change and renew myself as many times as I want.”
Her story reminds us that beauty can be fun, and that freedom in appearance is its own kind of rebellion.
Whether she’s switching up her tone for a fresh chapter or keeping it sleek, products like WELLA COLORCHARM ShineLuxe make it easier to experiment without compromising softness or shine.
Hair as an emotional reset
We all have a bond with our hair, and we often become emotionally attached to it. In many ways, hair goes beyond just the way it looks and dives into our inner world. For Carla Villegas, coloring her hair isn’t just about the style, but aligning her outside with the inside. Her hair color becomes a reflection of how she feels, what she’s been through, and who she is becoming.
“For me, coloring my hair has always been more about what’s inside than what’s on the outside. I’ve always felt that my hair doesn’t just frame my face, but also our emotions and life stages,” she says.
Each new color marks a chapter, whether she’s moving through challenging times, celebrating a win, or simply reconnecting with herself.
“It’s a form of expression, a connection with my essence, and a reflection of who I am in that moment. The right color, and how you care for it after, becomes part of the ritual.”
Pushing back on outdated societal views and finding confidence in natural hair
Growing up in the Dominican Republic, Miliana Soriano always heard she had to straighten her natural hair. After years of being stigmatized, pushed toward relaxers and wigs, she decided she was done with cultural norms and embraced her texture.
“I started my transition to natural hair in 2014, but at that time, natural hair was not well-received. [People] perceived it as informality or a lack of personal care,” she recalls.
The comments she received, especially from those closest to her, were often cruel, with jokes such as “when are you going to color your hair?” or “you don’t own a comb?” But in 2016, she did the “big chop” and began a full self-love transformation.
She says that “Marked the start of not only my acceptance toward my heritage and roots, but of my entire self.”
In 2024, she took the bold step of coloring her hair blonde for the first time, admitting it was scary at first, but like everything else in her journey, it became a layer of self-acceptance. Thanks to products like WELLA COLORCHARM ShineLuxe Top Coat Hair Gloss, she now embraces both her curls and color with pride, power, and knowledge that natural is also gorgeous.
Textured hair and trusting the process
For Afro-Latinas, finding the right products that respect natural texture can be challenging. Yindry Riuz has always loved switching up her look, but finding products that treated her texture right wasn’t always easy.
“I’ve always loved experimenting with my hair, but since I have naturally textured hair and African roots, not everyone knows how to treat it,” she says.
Too often, stylists didn’t understand her texture or processed her hair incorrectly.
“Finding the right hair dye was always a nightmare, and then I’d often have to go bald when it came out badly,” she recalls. “One time, someone even processed it too long and burnt it. With Wella, I have peace of mind with hydration and so much shine.”
Her journey is a reminder that caring for textured hair requires both the right products and a whole lot of trust, and when done right, the glow hits different.
Whether it’s your first color transformation or your tenth glow-up, WELLA COLORCHARM ShineLuxe helps you do it your way, with shine, hydration, and confianza. Find out more here.
