Rebeca Serur

Rebeca Serur is the General Director of Grupo Urban, a platform focused on three main areas:

Urban Hair, the home of curls, is a chain of beauty salons specialized in women with wavy to curly hair, pioneering this concept in Mexico where a significant percentage of the population has curly hair.

Urban Curls, a brand of professional care products for curls made with natural ingredients and not tested on animals, available in their four branches, online stores, and top beauty salons in Mexico (soon expanding to Central America and the United States).

The Curl Academy, a national training and education institute for stylists in the art of curls.

The Urban platform, including salons and products, has garnered attention from media both within and outside of Mexico for its innovative concept and market acceptance, being featured in Donde Ir, Reforma, Publímetro, Estética Magazine, El Universal, and Naturally Curly, among others. In 2018, Urban Curls won the Editors' Choice Awards for best emerging curl line and best curl refresher globally, a first for a Mexican brand.

Rebeca Serur's philosophy revolves around empowering women to embrace and enhance their natural hair to feel beautiful every day, emphasizing the slogan 'Free your style / Love your Curls!'

She pursued studies in Chemical Engineering and Biotechnology at Universidad Iberoamericana, Mexico City, and holds a Master of Business Administration (MBA) from Tecnológico de Monterrey.

Her professional journey includes roles as the Director at Urban Curls, former Owner of Urban Hair la casa de los rizos, former Director at Urban Hair Style, former Director of Strategic Planning at Universidad Latinoamericana, and former Financial Analyst at The Carlyle Group.