Press & Media

February 14, 2018

Happy Valentine's Day from El Diario


June 21, 2017

Lux Beauty Club wins Project American Dreams and lets its hair down on TV



May 2nd, 2017 - Stanford Latino Entrepreneur Leaders Program WINNER!

We are so proud of Lux Beauty Club and our very own, Victoria Flores, as they have been invited into this incredible program!  Changing the way women BUY hair extensions.



April 18, 2017 - Come talk with Victoria Flores of Lux Beauty Club May 18 in El Paso, TX




March 20, 2017 - Lux Beauty Club in People en Espanol!

We loved doing this facebook live with the gorgeous Ursula Carranzas!

Lux Beauty Club in People en Espanol!



March 13, 2017 - Lux Beauty Club on HSN LIVE! @ 6PM EST

We will be selling our Glam-N-Go Hair bun March 13, 2017 @ 6PM EST! Please support, watch, call-in and buy!



March 10, 2017 - The Huffington Post and HSN Project American Dreams!

The Huffington Post and HSN Project American Dreams!




March 10, 2017 - El Paso Times spotlighting our co-founder, Victoria Flores

El Paso Times spotlighting our co-founder, Victoria Flores




March 10, 2017 - Forbes talking HSN and Project American Dreams

Forbes talking HSN and Project American Dreams




January 4, 2017 - Getting a shout out from

Getting a shout out from




December 21, 2016 - Lux Beauty Club on Univision's Primer Impacto



December 14, 2016 - Time Magazine and Lux Beauty Club

Time Magazine and Lux Beauty Club

How Latinos Drive America’s Economic Growth

Victoria Flores knows her market. “Every girl wears hair,” she says as she brushes the synthetic extensions that were just clipped into a beauty blogger’s long bleached locks. “I don’t care if she’s white, black or Latina.”

Flores, 42, is working in an airy space in midtown Manhattan, three floors above a perfume outlet and a row of cluttered costume-jewelry stores. As a late summer sun beats down on the vendors below, Flores hustles back and forth across the office in white skinny jeans and wedge heels, trying to keep her own business afloat. Flores is the founding co-owner of Lux Beauty Club, an online hair-extension retailer, and since she launched her company in March 2016, life has run at warp speed. Flores, who is of Mexican descent and was born in El Paso, Texas, used to work on Wall Street as an associate at Morgan Stanley Prime Brokerage. Now her days revolve around hair: buying it, selling it and constantly trying to raise more capital so she can keep sending it out to women who think that getting new extensions is, as she puts it, “better than any paycheck.”

All this makes Flores something of an unsung symbol of the times: she belongs to the fastest-growing group of small-business owners in the U.S. From 2007 to 2012, Latinos launched small businesses at a pace more than 60 times that of their non-Latino counterparts, according to the Stanford Latino Entrepreneurship Initiative. Latinas like Flores are making their own contributions to that boom: according to the 2016 State of Women-Owned Businesses Report, the number of Latina-owned businesses in the U.S. has grown by 137% over the past nine years–outpacing all other categories of minority women.

One might get a very different impression, however, by listening to the political debate in the U.S. To hear Donald Trump explain it, Latino immigrants are a drag on the economy. “They’re taking our manufacturing jobs. They’re taking our money. They’re killing us,” he said at a rally in 2015. According to a 2016 Pew Research poll, 59% of Americans say immigrants strengthen the country, while 33% say they are a burden. But this diverges along partisan lines, with 78% of Democrats saying they strengthen the nation and just 35% of Republicans agreeing. After the founder of Latinos for Trump warned that too many Mexican immigrants would result in “taco trucks on every corner,” the U.S. Hispanic Chamber of Commerce–which endorsed Hillary Clinton in July, the first time the group has ever come out for a presidential candidate–vowed to park one at every polling place instead.

The reality is Latinos make up about 17% of the U.S. population and pump an estimated $1.3 trillion into the economy each year. They also represent about 15% of the country’s workforce. (Undocumented immigrants, encompassing all countries of origin, total about 5%.) Far from being a distraction or a drag, Latinos are providing crucial growth in the U.S. economy. This fall, in a $75.8 billion back-to-school market, Latinos planned to spend 16% more per household than the rest of the nation, according to the National Retail Federation. And the numbers are growing: they will likely become 30% of the nation’s population by 2060. Warns Henry Cisneros, former Secretary of Housing and Urban Development: “Failure to mainstream this population, failure to give vent to their entrepreneurial instincts and let them run businesses, failure to finance them so they can borrow and invest and consume and build, is a huge missed opportunity for the United States.”

One reason latinos may be more willing than others to gamble on a new business is that so many have already taken considerable risks–whether to get to the U.S. in the first place or just to get ahead. Compared with the risks of crossing a border or merely enduring the hardships that can still result from belonging to a minority group in the country, the uncertainty of starting a business seems almost negligible. “You generally come [to the country] with fewer resources,” says Sol Trujillo, former CEO of Telstra, Orange and US West. “Therefore you have to be more risk-taking, more entrepreneurial, and you generally have to work harder.”

Despite their booming growth, Latino-owned businesses are typically smaller than others. A new Census survey of entrepreneurs found that in 2014, the average Hispanic-owned company had sales of about $1.1 million; white-owned firms averaged about $2.4 million. It’s a gap that Trujillo and other business leaders attribute to a dearth of mentoring available to new Latino business owners. “If you were going to look and say what’s the biggest thing, it’s access to networks,” says Remy Arteaga, executive director of the Latino Business Action Network, of the challenges facing Latino entrepreneurs. “That also means access to resources, access to talent for employees and access to mentors.”

Still, in 2012, Latino-owned businesses employed 2.5 million workers, according to the Stanford study, a number that has likely grown since. Flores employs four people at Lux Beauty Club. She doesn’t have the old-boy network with ties to deep pockets that other startup owners might enjoy. But she hopes to expand through partnerships with other companies and by wooing beauty bloggers like Hadley Darag, who was in the office to film a promotional video on the day that TIME paid a visit. “It’s about being scrappy,” Flores explains, “but it’s about the community really helping each other, and that’s important because I want another woman like me to also start her own business.”

The pattern is repeated in real estate. From 2000 to 2014, Hispanics accounted for about half of the growth in homeownership in the U.S., according to the National Association of Hispanic Real Estate Professionals (NAHREP). In 2014 alone, Hispanics were responsible for 40% of homeownership growth, the largest share among any racial or ethnic group.

Banks have taken note. “We could see the growth happening around us,” says John Stumpf, CEO of Wells Fargo. “It was one of those just obvious things.” To that end, Wells Fargo announced a goal of lending $125 billion to Hispanic home buyers over the next 10 years. As part of its outreach, the bank is working on ways to make loans more accessible to immigrant families. Brad Blackwell, head of portfolio lending for Wells Fargo Home Mortgage, says the bank has encountered many Hispanic families that have multiple generations living together and contributing to household wealth, but traditional loan programs typically count only the incomes of the two people applying for the mortgage. A new Wells Fargo program would factor in that extended-household income to increase the chance of loan approval.

“Hispanic families very much want to be homeowners in this country and are going to do the things that they need to do,” Blackwell says. For Wells Fargo, the shift in strategy was both a virtue and a necessity. In 2012, it agreed to pay $175 million to settle a lawsuit alleging that it discriminated against African-American and Hispanic borrowers. Stumpf said those loans originated with outside lenders and had “nothing to do with the loans that we were originating through our team.” (In an unrelated case, Wells Fargo was slammed on Sept. 8 with $185 million in fines in a settlement over creating accounts that consumers didn’t authorize.)

Overall, homeownership rates for Latinos are still lower than those for non-Hispanic whites. There are reasons for that. Latino households have lower median incomes in the U.S. relative to others, and they’re denied home loans at a rate that is 5 percentage points higher than the average, according to Harvard’s Joint Center for Housing Studies. But trends point to improvement: the Urban Institute predicts that Hispanics will account for 52% of new homeowners between 2010 and 2030. While states like California, Texas and Florida still account for the largest numbers of Hispanic homeowners, Gary Acosta, CEO of NAHREP, says markets in Iowa and Wisconsin are experiencing the greatest growth. “The home is the center of the Latino family and the Latino culture,” he says. “So the desire for homeownership among the Latino population is really more powerful than most people recognize.”

In the standard portrait of the American Dream, there’s at least one car parked in the driveway. A study by Viant, an advertising-technology company owned by TIME’s parent company, found that in 2015, Hispanic consumers accounted for $27.9 billion in registered new-vehicle transactions in the U.S., about 11% of the total market. Hispanic purchases of luxury cars rose 16% from 2013 to 2015, compared with 5% growth among non-Hispanics in the same period.

Car companies have retooled their marketing to reflect where the growth is. Some 73% of Toyota’s U.S. sales growth in 2015 came from Hispanics, who buy 1 of every 4 Corollas in the country. Toyota created a Hispanic Business Strategy Group in 2013 dedicated to cultivating and retaining the growing pool of buyers. “Every 30 seconds, two non-Hispanics reach retirement age, while a Hispanic potential Toyota customer turns 18,” says Patricia Pineda, vice president of the group. To recruit these potential young buyers, Pineda makes sure that Toyota attends major Latino conferences each year, including one held by the U.S. Hispanic Chamber of Commerce and another that promotes Hispanic social-media stars.

Toyota isn’t alone. More than 60% of Honda’s growth in 2015 came from Hispanic buyers. Gina Jorge, head of multicultural marketing at Honda, has been wooing those customers by emphasizing what she calls an “aspirational spirit” in advertising. A 2015 Spanish-language ad for the Honda CR-V featured a young girl dreaming of being an astronaut, a story that wasn’t told in the car’s English-language ads. At the same time, Advertising Age found that spending in the Hispanic media market grew by 12% in 2014, far more than the estimated 4.9% growth for major-media ad spending overall. The 50 biggest advertisers to Hispanics increased their spending that year by 17.6%, to $3.8 billion.

The retailer Target, says senior vice president of marketing Rick Gomez, is “keenly focused on leaning into Hispanic insights” around style, beauty and baby products, areas he identified as having the greatest potential for further growth with those consumers. Target released its first style commercial created specifically for Latinas in 2016 and boosted its marketing to the community by 20%. Data backs up Gomez’s claim: a 2015 Nielsen report found that sales in several beauty categories–including cosmetics, hair care, personal-care appliances and shaving needs–declined overall in the U.S. the previous year even as sales increased in Hispanic households.

Which explains in part why Flores at Lux Beauty Club is so busy. “There are so many different types of Latinas. They don’t all look like me,” she says. “There’s Dominican Latinas, there’s Puerto Rican Latinas, there’s dark, light. We’re all different colors and have different hair textures. So we want to be able to buy products that speak to us.”

After Flores’ guest, beauty guru Darag, finishes applying her extensions and teaching her nearly 40,000 Instagram followers how to style them, Flores briefly joins her on camera. The two women blow a kiss and sign off with Darag’s signature catchphrase, “Stay beautiful.” When the camera cuts, Flores pecks Darag on the cheek and gives her encouragement: “That was awesome!” Then she whirls down the hallway to her next meeting.



December 14, 2016 - Lux Beauty Club in Nylon en Espanol

Una mujer de Wall Street que dejó todo para convertirse en un empresaria y lanzar su propia línea de belleza.

Lux Beauty Club in Nylon en Espanol



December 14, 2016 - Lux Beauty Club on Telemundo!

Mexicana triunfa en EEUU con sus extensiones de cabello

Victoria Flores, una exitosa empresaria mexicana revoluciona el mundo de la belleza, "Forbes" la coloca como líder latina en la industria del cabello.
Lux Beauty Club on Telemundo! Watch the video here!


The Styling Queen

Is your friend a hair minion? Is she always talking and worrying about how her locks look and feel? Set her free this holidays upgrading her old, tired styling tools and replacing them with the latest and most efficient technologies. Allow her to break the hair-binding-chains and give her some of her precious freedom back. Let’s face it, there’s more to life than spending hours in front of a mirror trying to tame your uncooperative hair.

Lux Beauty Club in Huffingpost Beauty Guide!



Lux Beauty Club and Forbes!

Victoria Flores spent thousands and thousands of dollars a year buying human hair extensions and having them installed. “There had to be a better way,” she thought. In 2011, she partnered with Leslie Wilson-Namad to form SOBE Organics and Press On Hair Extensions to sell an affordable, high-quality line of hair extensions.

They had a lightbulb moment at a trade show. SOBE hair extensions sold much faster on the day the show was open to the general public than when they sold to the trade ‒ the hair stylist. “Hair stylists keep the prices artificially high,” said Flores. “It’s like a dirty little industry secret.” Women could buy the extension directly, install it themselves or bring it to their hair stylist and save a bundle. SOBE started selling directly to women online.   

Flores and Wilson-Namad had another lightbulb moment when they analyzed the shopping patterns of their customers. Like clockwork, women purchased hair extensions. What if Flores and Wilson-Namad delivered hair extensions as a subscription service, ensuring that women always had the color and length of extension they wanted. Lux Beauty Club was born. Included in mailings are samples of products that help you take care of the extensions so they look optimal.

They partnered with priv, an app that allows you to book an appointment with a hair stylist who comes to your home to install the hair extension. For women who want to install the extension themselves, Flores and Wilson-Namad have invited bloggers, vloggers and stylists from around the world to show you how. These folks also act as brand ambassadors for Lux Beauty Club.

“Advanced technology has improved synthetic-hair capabilities over the past five years and demand for this hair-product segment has consequently grown,” said IBISWorld industry analyst Britanny Carter in Beauty Store Business Magazine.  Historically, synthetic hair pieces were pre-styled and damaged if exposed to heat. New fiber technology allows consumers to style hairpieces using curling irons. Flores and Wilson-Namad added a less expensive product line, PRESSONHAIR, which is sold at select Harmon stores, a health-and-beauty arm of Bed Bath & Beyond.

Ramona Singer of Real Housewives of New York , is very particular about her hair. She was so impressed with Lux Beauty Club that she’s become a partner in the business and will be making the product a part of a story arch this spring.

“Finding financing is challenging for any women entrepreneur,” said Flores. “It’s even more challenging for Latinas.” SOBE was self funded. Lux Beauty Club is a tech play. To scale, it needs outside funding. They received a loan from Accion and a small equity investment from an angel. More is needed, which is why Flores applied to AccessLatina. It’s an accelerator program that provides access to capital, connections and entrepreneurial know-how. 

Based on her own need, Flores saw an opportunity to build a business. She grabbed every opportunity to build awareness about the product and deliver it conveniently. What do you need  that isn’t on the market?

January 29, 2016 - Lux Beauty Club has partnered with PRIV! Now, PRIV PROS come to YOU!

We are super excited to announce our exclusive partnership with PRIV!

PRIV is a one-stop destination for all your beauty and wellness needs. PRIV brings your favorite services, along with our highly-vetted professionals directly to you; anytime, anywhere. Looking and feeling good has never been easier or more affordable. Starting at $175!

Simply buy your Lux Beauty Club hair, then download the PRIV App to book your extension appointment. 

Iphone :


Currently in NYC, LA, Hamptons, OC & Austin.

December 31, 2015 - Hair Extensions: The Perfect Solution For Your Hair Care Issues by Sherry Harris

Guest Blogger Sherry Harris breaks down the reasons why gals need hair extensions.


Hair Extensions: The Perfect Solution For Your Hair Care Issues by Sherry Harris

Today, women have numerous reasons for wearing hair extensions. I will be honest and say most ladies wear them for aesthetic reasons, but there are many other motivations at play too.

In our modern era, branding yourself, which includes your image, no matter what your line of work is important. No wonder we see so many women beautifying themselves with increased bust lines, full lips, eyelash extensions and spikey high heels.

It has been said your hair is your crown and glory. If that is the case, you might as well do it right. But, as I said, there are many great reasons to get hair extensions such as:

Non-Committal Hairstyles

If you have ever watched the Real Housewives television series, you have witnessed women who don’t like to commit to one hairstyle. They change their hair color and hair length from one episode to the next. Sometimes they change hair texture and length within an episode depending on what events they maybe attending. It is so easy to make these types of changes with hair extensions.

Horrible Haircut

Have you ever been online and saw a beautiful hairstyle, or perhaps watching TV or flipping through magazines you thought I have to have that particular haircut. You take a copy of the picture to your hair stylist. You are excited. When you look in the mirror at the end of your service, your heart sinks! You’re ready to cry because your hair has been cut, but it doesn’t look like anything you expected.

So, what do you do? You pull yourself together because you know that while your hair is growing out you can get sexy hair extensions that will make you feel all better.

Thinning Hair

If you have thinning hair, then you know well how challenging it can be to find a hairstyle that is appealing and doesn't put a spotlight on your thin spots. Thanks to hair extensions you don't have to settle for thinning hair.

Hair extensions can add luster and life to thin, limp hair. You can put it in where ever you need a little bit more oomph. No need to style around a thin spot, in fact, you can have as much hair as you want and no one will have to be the wiser. Extensions clip right in where ever you may need a bit more hair volume or length.

Yes, I love hair extensions. They are easy to add or remove. You can add varied colors for a layered, ombré style or you can stick with your own hair color.

If you've ever wished you had long, gorgeous hair, hair extensions are the sneaky method celebrities and ladies with beautiful hair use all of the time. Simply grab some extensions and clip them in or have them weaved in professionally. You won't have to worry about anyone knowing you're using them, as they are very subtle and easy to blend in with your own hair.

Now, I am sure you are like most women. You wear extensions all of the time and order quite often. Well, what if you could get your hair extensions automatically? Well, drum roll please…introducing

"The first EVER hair extension subscription-box!"

That’s right you will never have to worry about running out of hair again. Yeah, I know I am excited too! How did this all come about? Well, according to Victoria Flores, Co-Founder of Lux Beauty Club, “We found that our customers were repeatedly purchasing from us on a monthly or 6 to 8 weeks basis. Our clients kept asking us to send them hair since we had all their info and that’s why we created Lux Beauty Club!”

One of the things I appreciate most about the Lux Beauty Club is that the founders believe hair extensions (human and synthetic hair) should be affordable and accessible to everyone. In addition, they strongly believe you shouldn't have to pay hundreds or even thousands of dollars to a stylist to buy salon-quality hair extensions.

“We were tired of stylists keeping hair extensions artificially high, so we cut out the middle-man and sell direct to the consumer! No cosmetology license required. The market is ripe for disruption,” said Flores.

It's an exciting time as this segment continues to grow at such a rapid pace. Best part of all, LBC is a multicultural platform for women of all ethnicities and they are poised to shake up the industry. Ready to subscribe? Go here.

About the author: Sherry Harris is the solopreneur of Sherry’s Life. On the blog she writes about any and everything related to hair care, hairstyles and hair extensions.


December 7, 2015 - Model and Beauty Blogger, Carol Lago doing the High Pony!
Attention all Chicas! The first EVER hair extension subscription box is here

December 1, 2015 - Our YouTube channel Lux Beauty Club is LIVE!
Send us your videos and JOIN Lux Beauty Club! 
Gorgeous model, blogger and all around cutie pie, Jelena giving us good bun ;-)
November 30, 2015 - Lux Beauty Club Launching on Latina Magazine SOON!

lux beauty club subscription club box


We are launching LBC on soon! Our friends at Latina simply LOVE Lux Beauty Club...and 50 lucky Latina readers will get fun, hair extension products FREE from US to You!