For a very long time, the standards of beauty weren’t inclusive of all women and their hair. Women were shown narrow ideals of beauty to look up to. We say that's enough.
Our mission is to inspire all women to express their personal style. To champion them to be the most powerful they can be.
For this mission to come to life, we’ve set up programmes with a specific focus on afro-textured and curly hair to reflect our commitment to a more inclusive and representative society.
We have:
Women don't have to live in a world where they have to mould their hair to fit into unrealistic ideals, telling them what to look like and who to be. We believe that the future of the hair industry should be one that uplifts women.
One that is inclusive and acknowledges the power women hold. We will always cater to the diverse needs of all South African women and their hair. We will support and give them the tools they need to be who they want to be. We pledge to continue using hair as a force for good. Now and always.