It’s no secret that Essence Festival 2026 performer Latto is entering a new era. Last week, the Columbus, Ohio-born rapper announced her pregnancy, new album, Big Mama, and music video for single “Business & Personal.” We, along with fans, to no surprise, are buzzing. But, these milestones aren’t the only things catching our attention when it comes to the performer. Latto—who is known for doing her own makeup—always has head-turning glam and hair looks that have long-been stopping us in our tracks. And her beauty moments in this new chapter are no different.
When it came to her album cover shoot—where Latto was found in french-tips, a sleek high ponytail, sultry makeup, and outfit styled by UmaLu Vintage—the inspiration was all about “keeping it clean but snatched,” says her trusted hairstylist, and NOLA-native, Ashanti Lation. “We went with a sleek, fluffy long ponytail that felt polished but still soft and edgy. The goal was to not overpower the moment. Everything about the hair was clean, elevated, and timelessly beautiful.” And we couldn’t agree more.
For the music video, Lation mentions, “we had more room to play and really tap into different energies.” From big, voluminous curls “that gave drama and body,” to long waves “that felt soft and feminine.” Additionally, of course, there was “super sleek long straight hair with flips for that bold, confident edge.” And, last but not least, “a short Barbie-inspired ponytail that brought a fun, playful vibe,” she shares. Altogether, “it was all about range and making sure the hair matches each scene.”
As magical as it all seems, bringing the looks to life takes technique and skill. “When it comes to products and techniques, I always start with a strong foundation,” she says. That means, she’s prepping her hair with products from her own brand, VIPHairCare. These ensure “the hair is hydrated, protected, and ready for styling.”
After prep, she sticks to salon quality styling products. Insert things like the brushable holding spray by Amika and the flexible working spray by Sebastian. “Technique wise, it is all about precision. Clean parts, flawless installs when adding length, and using heat in a controlled way to create shine, movement, and longevity without compromising the health of the hair.”
Beyond styling, the vibes on set are always the perfect balance of energetic vibes and professionalism. “There is a real sense of teamwork, everyone is locked in, but we are also having fun,” Lation notes. “Good music, good energy, and a shared goal to create something special.”
And, when it comes to what Lation has loved most about working on these projects? “I appreciate the level of trust Latto gives her team,” she shares. “That makes it possible to bring big visions to life in an authentic way.” These sentiments echo what Lation values most about Latto in general. “I love her confidence and her consistency. She shows up as her full self every time, and that makes the creative process effortless,” Lation says. “She knows her brand, she knows her look, and she brings an energy that makes you want to go even harder creatively.”