5 Hair Brands That Cater to Women of Colour With Great Products (And Even Better Marketing)

by Paula Reid

In grade school, I begged my mom to let me lather my hair in chemicals in order to transform my strong and healthy afro into straight hair. Because I was so young, I didn’t yet realize what my pleading was reflective of: the fact that I was ashamed of my curls. I thought of them as a hassle that needed to be dealt with. My hair was thick enough to snap combs and took hours to wash, blow dry and style. Of course, this was back when there weren’t many women who looked like me in the mainstream media. And even if there were, they certainly weren’t showing off the same textured hair I had. And so, I had to get rid of it.

Marketing and advertising for textured hair products has never been on the same scale as that of internationally known brands. That’s still true to this day. (Think of every hair commercial you’ve ever seen.) But strides have been made. It may take some seeking out, but today it’s possible to find inspiration in curly-haired queens I wish were around when I was younger.

Thanks to the impact of the brands mentioned below—and many, many more—it’s easier than ever to feel confident wearing natural hair, something which has a long and deep-rooted history of allowing others to make us feel inferior. Below is a list of five hair care brands that cater to women of colour, and do so with a strong and inclusive approach to their social media strategies and branding.

FORM

My Journey. My Hair. My FORM.

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From the sleek packaging to the advanced personalized system, FORM aims to make the life of those with curly hair easier—truly. FORM features models with every hair texture on their Instagram page, and for good reason: they have products for everyone, no matter the hair type.

DevaCurl

DevaCurl isn’t exactly new to women with textured hair, but they’re on this list because, well, I’m a sucker for playful branding. The brand understands the complicated relationship that women of colour have with curly hair, and it approaches its branding in a fun and light-hearted way. Their Instagram page is full of inspo photos, as well as great curly hair tips and product recommendations.

Carol’s Daughter

We love how @naturallytemi added some spice to her luscious #topknot! Here's how she got the look. 1⃣ “I started off with dry old hair and seperated the front portion of my hair. 2⃣ I then took the @carolsdaughter style control gel from their Pracaxi Nectar line and put it on the front portion to give my hair some sleekness 3⃣After making a ponytail, I grabbed sections from the bottom and wrap it around securing it with bobby pins and when I got to the top, I folded downward 4⃣ I the took the front section and split in half and twist them 5⃣ I criss crossed the twist and wrapped it around the top knot and secured with bobby pins 6⃣Lastly, I used the @carolsdaughter Black Vanilla edge control to slick down my edges and I'm done ☺️”

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Carol’s Daughter began as a hobby of founder, Lisa Price, who started making hair products in her kitchen over 20 years ago. After her mom (yup, Carol) encouraged Price to start selling her products at a church flea market, the brand took off. Carol’s daughter has always been a standout, made with with natural ingredients like Monoi Oil, Shea and Cocoa Butters and Açai berry. The brand makes it a priority on their social media channels to inspire WOC to feel great about our hair.

The Afro Hair & Skin Co.

Have a beautiful weekend all! I'm all about this illustration by @actualfootageofme today. Who can relate to finding it hard to be still or switch off at the weekend? Balancing full time motherhood with running a business is intense. You're dealing with 2 very different but entirely unpredictable entities that demand a lot of attention. I see weekends as chance to catch up on some work time that inevitably gets lost during the week. I woke up with a huge list of things to get on with as my partners out for the day. But all I really want to do is lay on the sofa snoozing, catching up with my reading and listening to my fave podcasts. The guilt is real but you have to move past it and honour what your mind and body require for you to be your best most balanced and happy self. So today, respect your physical and emotional needs. There is no task more vital than your own wellbeing. Rest, relax, recover take it all you've earned it. You deserve it! ?

A post shared by The Afro Hair & Skin Co.® (@afrohairandskinco) on

The Afro Hair & Skin Co. is a British company that creates organic and natural beauty products. On their powerfully curated Instagram page, you’ll find bold illustrations and inspiring captions with messages of self-care and acceptance. In a beautiful way, they’ve connected visual art with the art we create with our hair.

Sienna Naturals

Sienna Naturals stands out because they have a unique approach of treating haircare like skincare. Providing products that give curls the same care and gentleness you expect of skincare, Sienna Naturals is responsibly sourced, plant-based, vegan and not tested on animals. The brand was created to support women in feeling empowered about the decisions they make regarding their hair.

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