Lux Beauty Club

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

Victoria Flores (NY), co-founder at Lux Beauty Club shares her experience about her participation at the national competition “Project American Dreams.” She became one of five finalists winners of the business competition that aims at discovering, mentoring and fast-tracking product innovations created by Latino entrepreneurs on the shopping network HSN.



Several months ago, we proudly announced that four of our LIBizus –Latina business owners we had promoted on our pages- had entered and moved to semi-finalists at the national competition “Project American Dreams,” the genius creation of Lili Gil Valetta in partnership with Bob Circosta -the Billion Dollar Man-, HSN and USBank.

Now after the competition’s adrenaline is over and the finalists are working into their Stanford University 4-week Program, Victoria Flores shares her experience during the whole process.

“I cannot be more grateful to Lili Gil and Bob Circosta, founders of Dreamers Ventures, to USBank and HSN experts, coaches and jurors who were so helpful in guiding us through the process,” Victoria told “It was one in a lifetime experience and it gave us an opportunity to branch out our business in unforeseen ways,” she said.

How all started for Victoria Flores and the Lux Beauty Club

After many years holding positions in the financial industry, Victoria found her “Aha!” moment in 2012, when she became a partner with Leslie Wilson and launched Lux Beauty Club to create a one-stop shopping community where customers could buy hair and beauty products on a regular basis.

Today, Lux Beauty Club offers individual hair extensions to people with all type of budgets. This business caters to luxury hair extensions, which are delivered door-to-door.

“What is different about our business is that it offers a range of hair extensions that are affordable and personalized. There are no exorbitant fees or deposits,” Victoria said to LIBizus. Within a few months, her business skyrocketed. Today Victoria Flores is a widely sought spokesperson for many national hair and salon chains.

How Project American Dreams worked for Lux Beauty Club

“The whole process was stressful, even when I had previous experience at TV appearances,” Victoria said. “During our presentation, we needed to hit between $1 and $3000 per minute in our sales, and we did it! We were at a $2000 mark per minute and that is a lot of customers!” she said.

Lux Beauty Club

Now Victoria and her partner Leslie are involved in the 4-week online Stanford University program. “The cohort met during a weekend at Stamford and now we need to work online through the program to finally graduate on the weekend of June 24,” she shared with

The program includes knowledge on how to build your company, case studies that candidates can apply to their own businesses, how to build your dream team and, most importantly, how to access capital for their business, Victoria explained.

“We must submit a one-page descriptor of our business plan to meet with potential investors one-on-one on a 10-minute pitch opportunity and hopefully match the right investor for our business,” she said.

What’s in the stars for Lux Beauty Club

This unique opportunity to find potential investors for their business fits perfectly in the partners’ plans for the future. “We have a 5-year plan to grow our business and raise a few rounds of private equity,” Victoria explained.

As Victoria sees it, the beauty industry is lacking a big deal of innovative ideas. “The hair extension business in this country is chaotic, prohibitively expensive and with a growth potential of almost $500 billion. About 70 percent of the hair industry customers are African-American women but less than one percent of them own a hair extension shop. Worse, Latino females are out both as customers and owners,” Victoria explains.

The Lux Beauty Club’s goal is to generate the interest of a bigger company –such as Unilever did with the Dollar Shaver Club for a whooping $1 Billion deal – that can implement the service nationally and globally.

“Project American Dream has energized our customer-base and we constantly receive emails from our grateful customers,” Victoria said. “We are still wearing many hats, from CEO to customer service but we are very focused on building an excellent customer experience so we put our best foot forward,” Victoria said. “The testimonial emails are amazing!”

Project American Dreams has announced it second year continuation with HSN Shopping Network. Stay tuned for more information about this one in a lifetime opportunity to go from startup to stardom!


Four Latina entrepreneurs featured on semifinalists in HSN competition

Four* community members have been selected as semifinalists for the national HSN competition in partnership with Project American Dreams ( We are so proud for all their accomplishments!

(L to R) Frances Prado, Hipatia Lopez, Victoria Flores, Francesca Kennedy

(L to R) Frances Prado, Hipatia Lopez, Victoria Flores, Francesca Kennedy

Frances Prado (CA), founder and inventor of the bras organizer Hanging Secrets; Victoria Flores (NY), co-founder at LUX Beauty Club; Hipatia Lopez (NJ), creator of the Empanada Fork; and Francesca Kennedy, founder of Ix Style, a fashion brand based on Guatemalan designs will move to the next round of the business competition that aims at discovering, mentoring and fast-tracking product innovations created by Latino entrepreneurs on the shopping network HSN.

HSN competition

The selected entrepreneurs will participate in a hands-on program designed to introduce new products to the marketplace through a partnership between leading lifestyle retailer HSN, and award-winning entrepreneur and creator of Dreamers Ventures, Liliana “Lili” Gil Valletta.

“We are very proud of the accomplishments of our Latina entrepreneurs and excited about this well-deserved opportunity for their innovative products,” said Susana G Baumann, Founder and Editor-in-Chief. “In fact, Empanada Fork was the very first Latina entrepreneur we featured on platform when we launched a little over two years ago for Hispanic Heritage Month. Hanging Secrets was also selected as one of the featured products in July 2015,” she said.

Hipatia Lopez, winner of the 2016 Best Business Pitch that recently took place in West New York, recalls that in her earlier stages of founding her business H.L. Unico LLC DBA Empanada Fork she was going to NYC looking for Latina empowering networks, wishing there was one in New Jersey.

Hanging Secrets intimate apparel organizer closet

Hanging Secrets intimate apparel organizer

“To my surprise, I was so happy to have met Susana Baumann at a Statewide Hispanic Chamber of Commerce of New Jersey event. I became part of the community in its early stages,” she said. “Sometimes, as an entrepreneur, we feel alone and on our own. We are afraid to ask for help! genuinely cares about its members and wants to see them achieve their goals. I was so happy to have won the #pitchyourbusiness competition two years in a row and I look forward to working with them more in the near future,” Hipatia said.

Frances Prado, CEO and Inventor of Hanging Secrets, also remembers contacting to promote her business. “In June of 2015, I reached out to Susana G. Baumann regarding the opportunity of being spotlighted in Susana supported my request and made it very easy to provide the content about my life as an inventor and my entrepreneur journey,” she said. “My article was published on July 2015. When I started reading the post, it made me cry. I had to stop and take a few breaths before I was able to continue reading it. Susana was able to convert my content into an amazing story that gushed empathy. When I shared the article to my peers and family, they all had the same reaction. Susana has a true gift in storytelling,” she stated.

The HSN competition next steps

HSN competition

Susana G Baumann (L) and Lili Gil Valetta at the 2016 Best Business Awards and Pitch your Business competition

At the HSN competition, judges reviewed and selected up to 20 products; five entrepreneurs will then win the opportunity to introduce their products to HSN viewers reaching 94 million households in the Spring of 2017.

“While Latinos represent 17% of the population and are starting more new businesses than the general population, they receive less access to opportunities and get less than 1% of all venture capital and angel funding,” said Lili Gil Valletta, co-founder of Dreamers Ventures. “This is why I assembled an alliance of leading experts, investors and mentors to fill the gap in access and opportunity for Latino entrepreneurs.” This network of experts will provide personalized coaching and resources to the selected finalists in preparation for their national launch. Various HSN celebrity partners will also provide their personal business tips to the contestants throughout the competition.

U.S. Bank supports Project American Dreams as a partner to educate, empower and offer access to capital for Hispanic business owners. Other celebrities and organizations involved in the project include best-selling author and “TV’s Billion Dollar Man” Bob Circosta, a pioneer of the multi-billion dollar live television shopping industry; and Access Latina, a media strategic partner, which offers capital resources, access to networks and mentoring for Latinas.

Here are their stories:

Empanada Fork makes a mark for Latina entrepreneur

Hanging Secrets Latina innovation for lingerie and intimate apparel

A Latina entrepreneur finds clean water in Guatemalan designs

Latina entrepreneur makes hair extensions’ glamour accessible to all


*Correction: in a previous version, the inclusion of Carmen Milagro from Borbon Skincare was a namesake. The selected finalist is Carmen Milagros Torres, creator of The Pop Cornerie.

Facebook LIve

2016 Best Business Awards on Facebook LIVE!

TOMORROW! Watch our event on Facebook LIVE starting at 7:00 pm! The big day is finally here! We have been sold out for almost 2 weeks but you  can still watch the whole event on our Facebook page starting at 7:00 pm.

2016 Best Business Award and Media Networking Event
When: November 29th – 6:00 pm to 9:00 pm
Where: Son Cubano 40-4 Riverwalk Pl, West New York, NJ 070936:00 to 7:00 Registration
6:45 to 7:00 Welcome / Opening remarks by Susana G Baumann

7:00 -7 :30  Speakers Panel:  Latina, Speak Up! How to Pitch your Story to the Media

Media Panelists:

Vicky Llerena

Vicky Llerena

Vicky Llerena

Vicky Llerena is Social Vibes Media’s host, content creator, and public relations strategist. No amateur to the media industry, Vicky brings with her over eight years of experience having worked at Univision WXTV-41, Hudson Media Group, and PRNewswire. She works with clients to manage all their media communications needs. Aside from managing SVM, Vicky is also an adjunct professor at Saint Peter’s University, New Jersey City Institute of Technology and Hudson County Community College. Vicky is a proud member of the New York Journalism Press Club.


Sylvia Jauregui 

Facebook Live

Sylvia Jauregui

A career journalist whose education and experience brought her to New Jersey from her native Ecuador, Ms. Jáuregui is founder partner and co-owner of Jersey Bound Latino, a bilingual magazine in New Jersey specifically aimed at the region’s Latino audience. Its distribution statewide is 100,000 copies per issue.
Ms. Jáuregui’s current project, Jersey Bound Latino Magazine (JBL), is a print and online platform that celebrates the narratives of Latino talent, leadership and life that might otherwise remain hidden through lack of exposure in the mainstream media. Ms. Jáuregui believes that “if we do not tell our story, then our story will be told through someone else’s lens.” Ms. Jáuregui is an active member of the National Association Hispanic Journalists (NAHJ) and is Vice President of the New Jersey Chapter.


Angel Antonio Vazquez Rivera

Facebook LIVE

Angel Vazquez Rivera

Angel Vazquez Rivera is the Director, Communications and Community Empowerment at Univision Communications Inc. in the Greater New York area. Angel is a strategically driven marketing professional with an interest in both the planning and implementation aspects of brand building, promotions and sales. Before Univision, Angel worked for ImpreMedia, developing and implementing marketing plans and projects for new and existing products using multimedia and multiplatform capabilities available within the ImpreMedia network.


Lili Gil Valletta

Facebook LIVE

Lili Gil Valetta

Lili is an award-winning entrepreneur, World Economic Forum Young Global Leader and TV media contributor. She is the cofounder and President of XL Alliance, the place where companies come to unlock the power of today’s multicultural market. She also the creator of Dreamers Ventures, a platform that selects, mentors and launches products created by Latinos to sell on Television. In 2015 she launched CulturIntel™, a proprietary big data methodology that maps the consumer insights and their decision journey across cultural segments.

7:30 to 8:00 announces its Pitch your Business competition

READ ABOUT the Six (6) participants who registered for this session who will have an opportunity to pitch their business to the media strategists and experts present at the event.

8:15 to 9:00 announces its 2016 Best Business Awards / Final Ceremony

Join us for our Annual Best Business Awards and Best Business Pitch Winner Award!

Watch our event on Facebook LIVE at 7:00 pm! Facebook page