Lasio was founded in New York in the early 2000s by Latina entrepreneur Nadine Ramos, introducing one of the first professional keratin treatments designed for all hair types. Over the years, the brand has become known for its salon-grade, anti-frizz solutions and clean, high-performance formulas. Today, Lasio continues to empower stylists and clients alike with innovative hair care products.
Lasio will take part in NYSCC's Suppliers' Day 2025 Indie Pavilion (booth 2319), "dedicated to highlighting new to market indie beauty brands that have novel ingredients, formulations and unique concepts," according to the organization. The event will also allow voting on participants as part of its People's Choice Award of Indie 360°.
The award announcement will take place during a champagne toast on Wednesday, June 4, 2025 at 3:00 p.m. at the Indie Pavilion.
Here, Ramos tells us more about her brand, the challenges of indie beauty and much more.
Frizz-Fighting Haircare Solutions for All Hair Types
"Lasio offers a complete line of professional-grade, frizz-fighting haircare solutions designed for all hair types," says Ramos. "Our hero products are Adios Frizz and California Keratin."Lasio
Our product range includes:
- Keratin Treatments – From express formulas to long-lasting smoothing solutions, including our newest California Keratin, a clean, vegan, all-natural option.
- Aftercare Products – Sodium Chloride-free shampoos, conditioners, and masks formulated to maintain and extend treatment results.
- Styling Essentials – Heat protectants, serums, and sprays that deliver shine, manageability, and humidity resistance.
- Retail Collections – Salon-sellable products for at-home maintenance, helping clients maintain frizz-free, healthy hair between visits.
Lasio's 18-Month Growth Plan: Expanding Reach, Innovation, and Stylist Support
Ramos: Over the next 18 months, our focus is on strategic growth and deeper market impact. We aim to:
- Expand National Distribution – Partner with major distributors like SalonCentric and Walmart to increase accessibility in salons across the U.S.
- Grow Brand Awareness – Elevate Lasio’s presence through targeted marketing, education, and stylist community engagement.
- Promote Clean Innovation – Drive adoption of our newest launch, California Keratin, highlighting its clean, vegan, and natural formulation.
- Support Stylists – Offer enhanced education, certifications, and business tools that empower salon professionals and elevate client experiences.
The Power of Resilience in Building a Brand
Ramos: The most important lesson I’ve learned is that resilience is everything. Building a brand takes vision, but sustaining it requires grit. There will be setbacks, tough seasons, and moments of doubt—but staying rooted in your purpose and pushing forward is what creates longevity. I’ve learned to embrace challenges as part of the process, trust my instincts, and never stop evolving.
The Hustle and Heart of Running an Indie Beauty Brand in 2025
Ramos: Running an indie beauty brand in 2025 is both challenging and empowering. The market is more competitive and fast-paced than ever, but there’s also more opportunity to connect directly with consumers and make a real impact. Today’s beauty buyers are savvy—they care about clean ingredients, transparency, and brand values. That means staying authentic, agile, and deeply in tune with your audience is non-negotiable.
As an indie brand, you wear many hats, make quick decisions, and often build with fewer resources—but you also have the freedom to innovate, tell your story your way, and create products that genuinely serve a purpose. It’s a balancing act of hustle and heart.
