Card game brand Loteria has grown its licensing program with a new collection of hair and beauty products in partnership with Suavecito.

The new collaboration sees Suavecito celebrate Mexican culture with Loteria branding and art assets on a curated collection that includes hair pomade, eyeshadow palette, lipsticks, barber capes and t-shirts. The deal was brokered by licensing agency Pacific Swell Brands.

“We are very pleased with the execution and attention to detail of this collaboration,” says Luis Landin, chief executive officer, Don Clemente. “Suavecito is exemplary of the quality of licensing partners that we’ve always wanted to work with to extend our brand into the hair and beauty category, which is a completely new and exciting category for us.”

Loteria, a popular cultural export from Mexico, has become a coveted property in fashion and pop culture throughout the world for its vibrant card characters, patterns and emotional connection to the Hispanic marke. The brand was recently leveraged in a collaboration with Forever 21.

“As a brand based in Santa Ana, CA with strong ties to the Hispanic community, we are delighted about our collaboration with Loteria,” says Tony Adame, chief financial officer, Suavecito.  “We grew up playing Loteria and love its deep connection to the Hispanic community so we couldn’t be happier to bring this collaboration to life and make these products available to our domestic and international customers. This is one that our madres and padres, and tias and tios can relate to and be most proud of.”

The new Loteria x Suavecito collection is now available on www.suavecito.com and at Tilly’s,  beauty supply stores, barbershops and other retailers throughout the U.S. and Mexico.