Check Out Juanita Londono’s Story

Today we’d like to introduce you to Juanita Londono.

Hi Juanita, so excited to have you with us today. What can you tell us about your story?
My journey started with ambition, but it evolved through healing.

At 18, I left everything behind to move to Los Angeles and pursue my dream of becoming a celebrity stylist. I worked with incredible clients, opened my own boutique, and later transitioned into content creation, collaborating with some of the brands I once admired from afar.

But the real turning point came during one of the most painful moments of my life. I was crying alone in my room when my cousin who has Down syndrome walked in. Instead of comforting me, she began to cry too, sharing that she was afraid for her own future. That moment stopped me in my tracks.

Despite all my accomplishments, I realized we’re all still figuring things out. That’s when Work in Progress was born—not just as a brand, but as a philosophy. I wanted to create something that reminded people that healing is messy, dreams take time, and growth isn’t always linear.

The idea for Crown11 began when I witnessed my cousin finding comfort simply by touching her hair. In that quiet moment, I realized our connection to hair runs deeper than appearance, it holds emotion, memory, and energy. Crown11 was born to honor that connection. Apply it daily while affirming: “I am pure, beautiful, and radiant light.” It’s more than beauty, it’s nourishment for the soul.

Today, the brand is expanding, reaching more then 35 hair salons and soon retailers, but the mission remains the same: to celebrate every step of the journey, and to remind people that they’re allowed to be a work in progress.

Would you say it’s been a smooth road, and if not what are some of the biggest challenges you’ve faced along the way?
The journey definitely hasn’t been smooth. I launched the brand during one of the most difficult times of my life, but I had some savings and was very mindful about budgeting. One of our first major challenges was a production issue the boxes from our initial run had a spelling error. Since we didn’t have sales yet to cover the mistake, we had to improvise and fix the issue using stickers while we waited for the corrected boxes. That experience taught me the importance of thoroughly reviewing every detail—now, every production element gets checked by at least five people before moving forward.

Another unexpected challenge came from my background as a content creator. I naturally thought that fellow creators—many of whom I had built relationships with would support the brand. But I quickly realized that support doesn’t always come from the people you expect. Often, it’s strangers who resonate most with your mission and show up for you. That lesson reminded me not to build expectations, even from people I know. The brand has been teaching me to release control, trust the process, and allow it to grow organically because it’s truly a work in progress.

Appreciate you sharing that. What else should we know about what you do?
I moved to LA at 18 to follow my dream in fashion. While studying fashion design, my teacher, Mrs. Glass, saw my strength in forecasting and guided me into product development—eventually helping me land my first internship at J Brand. I worked as a visual merchandiser at Zara, then moved into sales, doing trade shows in New York, which gave me the income to finish school and open my first boutique in LA.

As I built my styling business, I opened a showroom in West Hollywood, hosted weekly events, and began working in film, commercials, and music videos—including projects with Christina Aguilera, Alejandro Fernandez, and Sofia Vergara.

During COVID, I moved to Miami, lost my father, ended a toxic relationship, and began creating content. That healing journey led me to beauty. After working with brands like Lancôme, Mary Kay, and Dyson, I was inspired by my cousin’s connection to her hair—and that’s when Work In Progress Beauty was born.

Can you tell us more about what you were like growing up?
Growing up, I was always a creative and deeply curious soul. I loved expressing myself whether it was through fashion, storytelling, or anything that allowed me to create beauty around me. I was the kind of kid who paid attention to details, who would rearrange my room just to feel a different energy, or mix and match outfits just to express a mood.

Personality-wise, I was both driven and empathetic. I cared a lot about the people around me and always wanted to help others feel good about themselves. I’ve always believed that how we present ourselves can be a reflection of how we feel inside, which is probably why I gravitated so naturally toward styling and, eventually, building a beauty brand. Even as a child, I had a sense that I was meant to create something of my own something with purpose and intention. Looking back, everything I loved as a kid was a small seed of what I’m doing today.

Pricing:

• $49.99
• $89.99

Contact Info:

• Website: https://wipbeauty.com
• Instagram: https://www.instagram.com/wipbeauty.official/
• LinkedIn: https://www.linkedin.com/in/juanita-londono/