We recently connected with Latoya Lee and have shared our conversation below.
Latoya, we’re thrilled to have you on our platform and we think there is so much folks can learn from you and your story. Something that matters deeply to us is living a life and leading a career filled with purpose and so let’s start by chatting about how you found your purpose.
I found my purpose through a combination of passion, personal experiences, and the desire to make a positive impact. From a young age, I had a deep love for hairstyling. It was more than just a hobby; it was a way for me to express creativity and help people feel confident and beautiful.
When I launched AuraStyles Haircare in 2019, it wasn’t just about creating products—it was about solving problems I had personally faced and helping others do the same. I wanted to offer high-quality, effective solutions for hair growth and health. Losing Chris, my kids’ father, in 2018 made me reflect deeply on life and what truly matters. I realized that my purpose is not only tied to my passion but also to creating something meaningful that honors resilience and hope, which I strive to weave into my brand.
AuraStyles isn’t just about haircare; it’s about empowerment, self-love, and showing others that even in challenging times, there’s an opportunity to grow and thrive.
Let’s take a small detour – maybe you can share a bit about yourself before we dive back into some of the other questions we had for you?
’m Latoya Lee, the founder of AuraStyles and a dedicated Entrepreneur & Haircare Specialist based in Brooklyn, New York. My passion for hairstyling began early in life, but my journey to creating AuraStyles Haircare was deeply personal. I launched my brand in 2019 with the mission of offering high-quality, effective products that promote healthy hair growth and confidence.
Our Rice Water Hair Treatment was the first product I introduced, and it remains the cornerstone of the brand. It’s designed to nourish and strengthen hair, promoting growth and overall health. The treatment has become a fan favorite, and seeing how it’s helped so many of our customers is incredibly rewarding.
Beyond the products, AuraStyles is about empowerment and resilience. It’s a brand rooted in the idea of growth—not just for your hair, but for your spirit. Life has presented me with challenges, and those experiences have inspired me to build something meaningful that helps others feel beautiful and strong.
Currently, I’m focused on expanding AuraStyles to reach even more people. We’re exploring new product launches and initiatives to connect with customers, including educational content about haircare and self-care. I’m also promoting our rice water hair treatment through videos showing real results, and I’m thrilled with the feedback we’ve received.
To anyone looking to achieve their hair goals or simply nurture their self-confidence, AuraStyles is here for you. I’d love for you to join me on this journey!
There is so much advice out there about all the different skills and qualities folks need to develop in order to succeed in today’s highly competitive environment and often it can feel overwhelming. So, if we had to break it down to just the three that matter most, which three skills or qualities would you focus on?
Looking back on my journey, there are three key qualities that I believe were instrumental to my success: resilience, business understanding, and creativity.
Resilience: Overcoming personal challenges, including the loss of my children’s father, helped me develop a strong sense of resilience. In entrepreneurship, setbacks are inevitable, but it’s the ability to keep going—despite difficulties—that allows you to grow and succeed. My advice for anyone early in their journey is to embrace setbacks as part of the learning process and stay committed to your vision, no matter how tough it gets. Keep going!
Business Understanding: Having an understanding of business operations, including marketing, finances, and customer relations, has been crucial. I earned an associate’s degree in business management, which gave me the foundation to navigate the complexities of running a business. For those starting out, I’d recommend investing in learning the basics of business, whether through formal education, online courses, or mentorship. A solid business foundation can help turn your passion into a sustainable venture.
Creativity: Creativity is at the core of what I do. Whether it’s coming up with new products, finding innovative ways to market them, or simply staying ahead of trends in the haircare industry, creative thinking has always helped me solve problems and stand out in a crowded market. My advice here is to always be curious and open to new ideas. Don’t be afraid to experiment and think outside the box, because creativity is a powerful tool in entrepreneurship.
For anyone early in their journey, my best advice is to develop a mindset of continuous growth. Invest in yourself, be patient, and remember that success doesn’t happen overnight. It’s a journey that requires both hard work and passion.
What was the most impactful thing your parents did for you?
Although my parents are no longer with me, the most impactful thing they did for me was instilling a deep sense of resilience and self-belief. They taught me to always push forward, no matter the difficulties, and to stand strong in my convictions. Their unwavering support, even in their absence, continues to guide me. The values they passed down have been integral in shaping who I am today, both as a person and an entrepreneur.
Contact Info:
- Instagram: https://www.instagram.com/_aurastyles/
- Facebook: https://www.facebook.com/dahunnitoya/
- Other: Tiktok – https://www.tiktok.com/@aurathestylist
so if you or someone you know deserves recognition please let us know here.
