Our Story
We offer hair care solutions for afro textured, curly and wavy hair that combine nature's best with scientific rigour to enhance hair health and make our hair something to enjoy & celebrate.
Founder Story - A Labour of Love Born Out of a Need
I struggled to find the right products as a child but also struggled to understand and love my curls.
Adopted as a young baby with Sudanese, Italian, Congolese & Belgian heritage into a British, Canadian Caucasian family - we were all at a loss.
Whilst fair skinned, I was still 'Othered'. My hair was my identity, a nod to my heritage but I didn't know how to help myself.
During an MBA class in 2016 my friend and I realised that neither she (her hair in braids) nor I, could be easily supported in a highstreet salon.
So I developed a vegan, hair range that catered to ALL curl patterns. Formulating with the tightest coil first.
Our Ingredients - Vegan, Cruelty free & Sustainable
Only Ingredients that Enhance Hair Health or Contribute to the Formulation Are Included
Our Process - Testing for Efficacy
It has always been imperative that we not only source the best plant based ingredients but we also test their results in the lab as well as the salon. This is about proving our formulations enhance hair health first and foremost. Healthy hair, leads to more resilience & joy. For so many who have lost that love, we aspire o bring that back.
The Environment - From Plastic Free Packaging to Up-cycling & Traceability
We want to solve a problem, but not by contributing to another. From selecting recycled aluminium packaging to working with a female co-operative for our Shea butter and up-cycling products that would otherwise contribute to waste. Every decision is considered.
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