From Dominican roots to Ulta shelves: Ocoa Founders Cory & Nicol Varona in Conversation
Cory and Nicol’s family immigrated from the Dominican Republic to the United States during their pre-teen years. Rooted in the textures of their Caribbean upbringing and inspired by the strength of their mother, they co-founded Ocoa, now the first Dominican curly hair brand to launch nationwide in 450+ Ulta Beauty stores.
Witnessing two women transform heritage into a movement
Last year, I had the privilege of collaborating with Ocoa on a campaign shot in the Dominican Republic, shaping their visual storytelling through aligned imagery, styling, design and the lens of sustainable luxury. What emerged was more than a creative partnership—it was an intimate look at how two women are transforming heritage into a living movement.
I sat down with my friends Cory and Nicol to talk about beginnings, culture, style, and the milestone that’s reshaping beauty.
Two sisters, one vision, and a shared belief that curls should be celebrated, not tamed.
In 2017, a single text thread sparked a conversation that would change everything. Today, Ocoa is not only the first Dominican curly hair brand to launch nationwide at Ulta, it’s proof of what happens when culture, innovation, persistence, and sisterhood converge.
What sparked the beginning of Ocoa?
Cory: Ocoa began as a deeply personal journey. For years, we struggled to embrace our curls and never truly learned how to care for our own hair, relying instead on weekly salon visits or chemicals to straighten it. In time, Nicol decided to fully embrace her natural texture and encouraged me to join her. We quickly realized how hard it was to find products that nourished curls without weighing them down or forcing them into “taming” rather than celebrating them. That frustration became fuel. Step by step, we taught ourselves formulation, leaned on our business backgrounds, and infused our heritage into something new. Though our journey started in 2018, Ocoa officially launched in 2023—years in the making, built with sweat, tears, and a lot of passion.
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What role has heritage played in shaping the brand?
Nicol: Heritage is at the heart of Ocoa. Our brand is inspired by our mother, our Dominican roots, and every curly-haired woman who has ever been told her hair is “too much” or pelo malo. Ocoa is named after our mom’s hometown, San José de Ocoa, serving as a daily reminder that our curls carry culture, history, and beauty. Being Dominican has shaped how we see beauty—bold, vibrant, unapologetic—and has given us grit, perseverance, and the courage to take risks. The bold move our parents made, leaving everything behind to start fresh in a new country, continues to guide how we run our business. Our heritage also taught us to work with love, joy, and community at the center of everything we do.
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How does the essence of home inspire your style and brand identity?
Nicol: Nostalgia is at the heartbeat of Ocoa. The smell of fresh mangoes, merengue on the radio, and the sight of palm trees instantly transport us home. We create products that not only work but feel like home—from the citrusy scents that recall Caribbean summers to the ways we build and nurture our community. For us, Ocoa reflects the vibrant energy, loving people, and fresh air of our roots, even if it’s not the first place people think of when picturing the Dominican Republic.
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We hope that when someone uses Ocoa, they don’t just feel hydrated and defined—they feel seen, celebrated, and connected to a larger story.
What is Ocoa’s mission, and what milestones have been most meaningful to you so far?
Cory: Ocoa’s mission is to end hair assimilation and help people embrace their natural texture with pride. We hope that when someone uses Ocoa, they don’t just feel hydrated and defined—they feel seen, celebrated, and connected to a larger story. One milestone we’re particularly proud of is being selected for Ulta’s MUSE Accelerator after applying three years in a row. That perseverance taught us so much, and now launching in 464+ Ulta stores this year is a dream come true.
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What’s next for Ocoa?
We’re working on a new collection that blends nostalgia with innovation, and we can’t wait to share it soon. It’s designed to expand the way people experience Ocoa while staying true to our roots and commitment to curls.
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How can people connect with and support Ocoa?
People can find us at: OcoaBeauty.com, Ulta Beauty stores nationwide, Amazon.com and social media @OcoaBeauty.
Sharing our story, leaving reviews, and telling a friend are all powerful ways to support.
Nicol on style, wardrobe and rituals
Hair is expression: if you nourish it, it will flourish.
What is your relationship with your wardrobe and personal style?
It’s evolved through each chapter of my life—corporate, motherhood, and now entrepreneurship. Growing up, I loved experimenting with quirky looks and my mom’s accessories. Going full-time as a founder reignited that sense of play, and after being guided by you, Nashira, I learned how to build a sustainable capsule wardrobe. That empowered me to invest in timeless pieces and let go of old beliefs that I didn’t deserve “nicer” things. Now my style feels playful, chic, and elevated—full of new shapes, colors, and brands I never imagined wearing.
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Do you have a 'forever piece' in your wardrobe? What's its story?
Yes! One that comes to mind is a tailored green Norma Kamali blazer I bought during one of the first capsule-building sessions I did with Nashira. At the time, I was transitioning into my full-time role as a beauty entrepreneur, and it felt like such a big moment. That blazer became a symbol of the woman I was stepping into—confident, intentional, and unafraid to invest in herself. It’s beautifully made, versatile, and has been with me through pitch meetings (even pitching to Ulta), beauty events, and more. Every time I put it on, I’m reminded of that turning point when I decided I was worthy of feeling both comfortable and elevated.
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What are your go-to wardrobe staples - the ones you wear on repeat?
For a casual look, a pair of great fitting jeans, kitty heels and a white tee. For a more elevated night look, a brown monochromatic look, brown Norma Kamali satin skirt and turtle neck top and brown By Far shoes.
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What’s something you wish people knew about haircare?
Haircare doesn’t have to be complicated. Hair is expression: if you nourish it, it will flourish.
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Three jewelry pieces that feel most 'you'
Hoop earrings, my Ocoa necklace, and a word bracelet.
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Last item you invested in, and why?
A DVF dress—timeless, flattering, and versatile across seasons. The floral print and style felt instantly like me.
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Hair rituals you swear by?
Self-care Sundays with my Ocoa 4-step kit. The scents take me back to DR and slower island living while I care for my curls.
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Three beauty products you can't live without?
Topicals lip balm, Iris & Romeo tinted moisturizer, and Rare Beauty blush.
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A book, song, or film that's been feeding your creativity lately?
Let Them by Mel Robbins. Learning to let go of others’ expectations has helped me reclaim my power.
Cory on style, wardrobe and rituals
I like to go back to basics because in the end that's what its all about.
What is your relationship with your wardrobe and personal style?
My style has grown as I’ve grown and healed. In the past, it often reflected what I saw on others, but now it’s become a mix of comfort, neutral tones balanced with bright pops of color, and true self-expression. It’s an extension of my culture, expressive, yet rooted in authenticity. I’d describe it as hip meets business lady — fun, bold, and professional all at once.
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What’s something you wish people knew about haircare?
It's very hard to formulate and having a cultural background, doing research in ingredients that are meaningful all while testing it by the person who is deeply connected with the problem you are trying to solve with that haircare, makes all the difference.
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Hair rituals you swear by?
I like to go back to basics because in the end that's what its all about, shampoo and condition your hair more often, getting rid of buildup with a gentle but potent shampoo and conditioner like the OCOA duo makes all the difference. Plus helps your hair grow faster.
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Beauty products you can't live without?
Without my ocoa 5 step kit, my hyaluronic acid from the good molecule and SPF tinted coverage from iris and romeo, Josie Maran body butter and Unbrush detangling brush.
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Gold or silver?
Gold.
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Minimalist or maximalist?
In the middle.
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The piece you hope to pass down someday?
My ocoa necklace and hoops and my wedding ring.
A luxurious ritual designed to elevate curly hair
OCOA is rooted in the philosophy that less is more. It honors clean, transparent ingredients and intentional care.
Enjoy 10% off at Ocoabeauty.com with code NASHIRAARNO.