Meet Juanita Londoño

We had the good fortune of connecting with Juanita Londoño and we’ve shared our conversation below.

Hi Juanita, we’d love to hear more about how you thought about starting your own business?
Starting my own business wasn’t just a strategic decision it was a soul decision. I was at a point in my life where I had experienced enough of the industry to understand what I loved, what was missing, and most importantly, what I could offer. I had worked in different areas fashion, beauty, sales, content and every chapter taught me something about what people needed and what made them feel seen and empowered.

But the real moment came during one of the hardest seasons of my life. Instead of letting pain define me, I channeled it into something purposeful. I wanted to build a brand that wasn’t just about products, but about transformation. A brand that reminded people they are a work in progress and that’s something powerful, not something broken. That thought, that message, became the heart of my brand

What should our readers know about your business?
My business, WIP Beauty short for Work In Progress was born from both passion and personal transformation. It’s more than a haircare brand; it’s a movement that celebrates evolving, healing, and showing up for yourself, one step at a time. We infuse intentionality into every product, from clean formulations to affirmations on our packaging, because beauty should be more than skin-deep it should speak to your soul.

What sets us apart is that we’re not just selling haircare we’re offering rituals. Whether it’s our nourishing oils or our soon-to-launch heat protector, every product is made to honor your natural beauty while inspiring you to fall in love with your reflection at every stage of your journey.

Getting here wasn’t easy. I started the brand in one of the hardest moments of my life no investors, just savings, faith, and an unshakable belief in the message behind it. Our first production had a packaging error, and I had to fix it with stickers just to start selling. That taught me the importance of patience, precision, and having a hands-on approach, especially when you’re building from the ground up.

One of the biggest lessons I’ve learned is that the support you expect doesn’t always come from where you think it will. But the support that does come especially from strangers who become customers, or team members who become family is what makes it all worth it.

If there’s one thing I want the world to know about me and my brand, it’s this: we are all a work in progress, and that’s something to be proud of. My mission is to help people feel seen, empowered, and beautiful exactly where they are, while reminding them that growth is the most powerful form of self-love.

If you had a friend visiting you, what are some of the local spots you’d want to take them around to?
If my best friend were visiting, I’d make sure they got the full LA experience, equal parts nature, style, culture, and vibes. Here’s what a week together would look like.

Morning Movement & Fresh Air
We’d start with a hike through Griffith Park it’s my go to for grounding, amazing views, and great conversation with the city skyline in the background. After the hike, we’d stop for a cozy breakfast at The Trails Café. Their avocado toast and lavender lemonade always hit the spot.

Vintage Gems & Designer Dreams
One of our afternoons would be all about vintage treasure hunting. We’d go to The Way We Wore for timeless statement pieces, then to Wasteland and Maxfield because a little designer magic never hurts.

Midday in Style
For lunch, we’d head to 208 Rodeo Drive it’s iconic, a little glam, and perfect for people watching in Beverly Hills. After lunch, we might walk the shops or just soak in the energy.

Culture or Comedy
Depending on the mood, we’d either explore the Petersen Automotive Museum (a total visual treat even if you’re not a car fanatic) or catch a comedy set at The Laugh Factory because laughter is always a good idea.

Evening Magic
We’d end the night with dinner at Yamashiro Hollywood. The view is stunning, the ambiance is unbeatable, and the sushi? Always a yes.

Bonus: If we’re feeling extra, a spontaneous beach day in Malibu or a sunset drive down Mulholland Drive would be the cherry on top of an unforgettable

Shoutout is all about shouting out others who you feel deserve additional recognition and exposure. Who would you like to shoutout?
There’s no way I could talk about my journey without honoring the people who have shaped it with love, strength, and constant support. First and foremost, my mom her resilience and sacrifices are the reason I even dared to dream this big. She’s been my anchor and my inspiration from day one.

To my husband to be, thank you for being my peace, my teammate, and my biggest cheerleader through every step. Your belief in me makes me stronger.

My team, who has truly become like family you show up every day with heart, dedication, and purpose. This brand would never be what it is without your hands and souls behind it.

To my two best friends, Malala and YJ your friendship is my safe space. You’ve stood by me through every high and low, always reminding me of my worth and vision.

And a special shoutout to my mentor Amy, the brilliant mind behind @hellosundayspf. Watching her build a meaningful, innovative brand has inspired me deeply. Her guidance has been a gift I’ll always treasure.

Website: https://wipbeauty.com

Instagram: https://www.instagram.com/wipbeauty.official/

Linkedin: https://www.linkedin.com/in/juanita-londono/

Facebook: https://www.facebook.com/wipbeauty.official