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

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.


My Journey. My Hair. My FORM.

A post shared by FORM (@formbeauty) on

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 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

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.

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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