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About Us

Founder & Chief Hair Person, Jessica Parrish

Founder & Chief Hair Person, Jessica Parrish

Our Founder's Story

I have been blessed with curls, but I didn’t always feel that way.  I lacked confidence and the right tools, knowledge & support to look after them properly, but it’s only since sharing my hair stories that I realise how recurring this narrative is.

I now choose to celebrate my curls.

I was a mixed race baby (Sudanese, Italian, Congolese & Belgian) adopted into a Caucasian (British, Canadian) family back in the 70s. I was very proud of my background and who I was but was always made to feel different. I lacked identity and that impacted my confidence. My hair was so integral to who I was but I couldn’t articulate why.

I struggled looking after my curls when I was younger, using the wrong products, receiving dreadful haircuts and simply not looking like everyone else. I longed to have long flowing straight hair like those around me.

I know how hard it was on my parents trying to look after my curls without any previous knowledge and this made it so hard to navigate. I of course knew no better myself.

I created Shedid & Parrish to help those parents who have children with curls and don’t know what to do with them. I created Shedid & Parrish to help those with curls themselves, to help understand their hair and how to look after it for the best health and strength. And I created Shedid & Parrish to further develop the curl conversation. Creating a safe space so that those without curls can ask questions and those with curls can share their stories.  We need to end discrimination based on hair type and opening up the dialogue is the only way to make that happen.

Our Mission

We are on a Mission … a Mission to End hair Inequity.

Our curls our coils our kinks our waves are our crowning glory. Behind every curl is a story a memory an experience both good and bad that make us who we are. It’s time we celebrate them, own them, empower ourselves to love them.

We need to love our curls, society needs to respect our curls and those without curls need to appreciate the struggle that is still experienced through discrimination today.

Shedid & Parrish are here provide tools, product, knowledge and support to put an end to Hair Inequity for good.

Our Values

Tirelessly source the best plant-based ingredients

We only source the best plant-based ingredients for our products. We never use sulphates, parabens, silicones, harsh alcohols or any chemical alternatives as fillers. If the ingredient doesn’t benefit the health of the hair, it has no purpose being in our product range.

Be as considerate to the environment as we are to our curls

Our planet & resources are precious and finite. We are creating product, taking from our environment but we must do so with conscience. We will give back to the communities we source from, support their futures and ensure measures are followed so that we can all grow sustainably. 

Be Inclusive in everything we do

Whether it’s the products we create or the team we build, inclusivity is at our heart. We consider all curls from the tightest coil to the loosest wave and everything in between and are equally considerate to all hair types. We consider all genders, all ages, all ethnicities and ensure we don’t leave anyone behind.

Be a catalyst to inspire, learn & share knowledge

In order to end hair inequity, we must offer great products, tools, education and a safe space to question and learn. We must take on the hard questions, open up the dialogue and share learnings to help people grow and end hair discrimination for good.

Be a trusted brand with integrity 

We are what we say. We will always do our best to hold true to our values. As a small business, we may not always achieve perfection but that’s no reason not to try. Our customers can trust that Shedid & Parrish will always put our customers’ hair health at the core of what we do.

Our Promises

Cruelty Free

Leaping Bunny - Shedid & Parrish

Shedid & Parrish believes that curly haircare products should be cruelty free. We are proud to be Leaping Bunny approved. A global programme, Leaping Bunny requires cruelty free standards over and above legal requirements.

All of our own brand haircare products are approved under the Cruelty Free International Leaping Bunny programme, the internationally recognisable gold standard for cruelty free products. We adhere to a fixed cut-off date policy and proactively monitor our suppliers to ensure that our products continue to adhere to the Leaping Bunny criteria. Our supplier monitoring system is also independently audited.


Vegan - Shedid & Parrish
Shedid & Parrish is proud to produce 100% natural, vegan products, all of which have been accredited with the Vegan Trademark. You can be confident that our products are both kind on your hair and scalp and the environment.

Scent Free

Scent Free - Shedid & Parrish
Shedid & Parrish products are derived from only the best natural ingredients that are needed for the benefit of your hair. We add nothing more so our products are naturally scent free, meaning you can use as much as you want and still choose your personal scent for the day.