On Sunday, June 29, 2025, more than 160 people gathered at 3525 I Street, Unit 111, in Philadelphia to witness a historic event for the Latin beauty industry in Pennsylvania: the official unveiling of the first Spanish-language billboard dedicated to 16 Latina salon owners, along with the launch of Convenio de Estilo, a publication that highlights their stories, professional journeys, and cultural impact.
The driving force behind the project is Liliana Hernández, a Colombian professional with over 13 years of experience in the beauty industry, who began her career as a sales representative for Salerm Cosmetics in Pennsylvania and parts of New Jersey. Since then, she has become a strategist, community leader, and advocate for recognizing the work of Latina women in the beauty sector.
“This project is about elevating the work these women do and saying, ‘Here we are.’ We are an industry that needs support and recognition. That’s the reason behind this initiative,” said Hernández. The event also paid tribute to six local pioneers in hairstyling—some now retired—who paved the way for new generations, often without speaking English and while facing significant challenges.
The billboard, installed on I-95 near the Girard exit since June 23, features 16 women who represent the strength, diversity, and professionalism of Latino hair styling in Philadelphia and Reading. Each woman owns her own salon and stands out for her ongoing training, community engagement, and innovative spirit. While their clientele is predominantly African American and Hispanic, their impact transcends cultural boundaries.
“These women are leaders, artists, and entrepreneurs. Most of them started young, with limited resources, but with a strong desire to grow. The group includes Dominican, Colombian, Mexican, Uruguayan, Ecuadorian, Guatemalan, Spanish, and Brazilian stylists. Each one brings her own technique, vision, and story. This diversity is what makes Latino hair styling truly unique,” she explained.
The event also marked the debut of Convenio de Estilo Magazine, a quarterly publication that profiles each of these professionals, highlighting their role as community builders and cultural influencers. The magazine is edited by Jessica Lozada, executive director of The Lozada GEN.
In addition to hairstylists, the project recognizes manicurists, spa specialists, colorists, and other professionals within the broader field of cosmetology. On average, a small salon can serve between 20 and 30 clients per day and employs between five and eight workers. The economic contribution of the sector is significant, with salons paying up to $30,000 annually in taxes depending on their location and operational volume, Liliana noted.
“Beauty is a serious industry rooted in science, technique, and creativity. To practice it professionally requires training, licensing, knowledge of colorimetry, hair chemistry, and deep respect for people. I wanted to make that visible. I want Philadelphia to be filled with billboards like this one that celebrate our women,” Liliana concluded.
A total of 180 people registered to attend the event, with 168 in attendance. Many others who were unable to join expressed strong interest in being part of future editions of the project.
To learn more about each of these women, visit https://imperiodesalones.com
