The idea of creating La Joya Cosmetics first came out of frustration in 2020 when my mother expressed how frustrated she was with using so many ineffective products to me. From then on, the mother and daughter dynamic duo decided to write their own hair love story together as a team; where I formulated high-performing and sustainable hair products, and my mother used them. We both loved the end results so much we wanted to share with others and La Joya Cosmetics was born!