CINCINNATI – LatinUs Beauty, creator of Lu, the first hair care line designed specifically for Latinas and embraced by hair enthusiasts—has announced a distribution partnership with Houston-based Midway Importing to support its retail expansion across the United States.
Under the agreement, Midway Importing will manage retail distribution and merchandising for LatinUs Beauty, helping to ensure strong shelf presence, reliable in-store inventory, and effective execution of promotional programs aimed at boosting consumer engagement.
“Retail expansion is a major priority for us as we continue driving brand awareness and consumer accessibility for our Lu products,” said Carol Teter, Chief Executive Officer, LatinUs Beauty. “With more than 30 years as an industry leader, Midway Importing brings the infrastructure, retail relationships, and merchandising expertise needed to scale our business faster and strengthen our long-term presence and competitive edge in the marketplace.”
“Midway is excited to be on the journey with Lu in helping to provide Latinas with a superior hair brand for their beauty needs," said Chris Hartmann, President and CEO, Midway Importing. “We are thrilled as Lu’s distribution partner to offer access to high-quality products that celebrate confidence, individuality and the beauty of the Latina community.”
The move comes as new research confirms what LatinUs Beauty has always known: the Latina beauty consumer is one of the most engaged, joyful, and underserved segments in the industry. According to the study, Hispanic consumers spend $23 billion on beauty, yet Latina-owned brands hold just 2% of hair care shelf space, despite the fact that 70% of Latina Gen Z shoppers and 60% of Latina Millennials say they would be more likely to buy from a Latina-owned or founded brand.
Positioned at the intersection of beauty and entertainment, LatinUs Beauty enters this next phase of growth with strong inventory support and an innovative, integrated marketing strategy, including its micro-dramedy, Lu Salon Stories, and consumer awareness campaign designed to connect authentically with multicultural audiences and beauty consumers across digital platforms.
Earlier this year, Lu officially launched in CVS Pharmacy y más and Navarro Discount Pharmacies, significantly increasing the brand’s accessibility to multicultural beauty consumers nationwide. The company will also debut this summer in a 12-store test with H-E-B locations across Texas.
The partnership with Midway Importing reflects continued momentum within the multicultural beauty category, as retailers increasingly expand offerings that serve diverse hair textures, styling preferences, and underserved consumer communities.
In addition to CVS Pharmacy y más and Navarro Discount Pharmacies, the complete Lu hair care collection is currently available at select Walmart stores, Walmart.com, and via Amazon. For more information, visit www.LatinUsBeauty.com and the brand’s social media accounts on Instagram, Facebook, TikTok and YouTube.
