This campaign was close to my heart because it gave me the chance to celebrate my Mexican heritage and connect with the larger Latino community through beauty. My goal was to create something that felt real and relatable, showing how haircare is not just about looking good, but about embracing our roots, our traditions, and our shared stories. With HASK, I wanted to highlight the pride, warmth, and authenticity that make Latino culture so vibrant, while honoring the beauty that comes from within.