The Curation: Five Plant-Based Haircare Brands for Natural, Textured Hair

The Curation: Five Plant-Based Haircare Brands for Natural, Textured Hair

If you ask an entrepreneur or a business owner what inspired them to start their brand, they usually respond that they noticed a gap in the market or were inspired by their personal experience. This is prevalent in the beauty industry, where many women are compelled to create products that they need but were unable to find in stores.

When it comes to hair, women of color often struggle to find the right products to effectively care for their textured hair, whether its kinky, curly or coiled. In recent years, though, more representation by women in the beauty industry has resulted in brands creating products that they know their consumers want, often because they have been those women. Brands such as The Potion Studio and Pink Root Products are bridging the gap between global retailers and the underserved beauty consumers they are trying to reach.

That’s why these brands are turning to natural, plant-based ingredients such as argan oil, coconut oil, and shea butter to formulate products that help the transition from chemically treated and hair to natural styles to anti-frizz leave-in conditioners that reduce breakage. Refraining from parabens, fragrances or synthetic colorants in their products helps them stand out from brands using mineral oils, while showing their commitment to sustainable practices.


The Potion Studio

The Potion Studio hair care products

Founded in Los Angeles, California in 2021, 
The Potion Studio is a Black-owned hair care brand that specializes in creating all-natural, plant-based hair care products. The company was founded by Aziza El Wanni, who was inspired by her own hair journey to create a line of hair care products that are not only effective but also safe and nourishing for all hair types.

The Potion Studio’s products are made with high-quality natural ingredients such as coconut oil, shea butter, mango butter, and rose oil, and they are free from harmful chemicals like sulfates, parabens, and synthetic fragrances. The brand’s products range from hair oils and masks to shampoos and conditioners, all of which are designed to promote healthy hair growth, prevent breakage, and nourish the scalp.

Discover The Potion Studio here

Shea Botanics

Shea Botanics African Floral Hair Elixir


Based in Randburg in South Africa, Shea Botanics is committed to using only the highest quality ingredients in its products, sourcing many of its raw materials locally from small-scale farmers in South Africa. The brand’s key ingredient is organic shea butter, which is known for its nourishing and moisturizing properties. 

The brand’s product range includes hair treatments and elixirs that are designed to cater to all hair types, from curly to straight. Its African Floral Hair Elixir is formulated with a blend of shea and argan oils to strengthen and promote healthy hair growth. In addition to its hair care products, Shea Botanics also offers a range of skincare, including face oils and body butters.

Discover Shea Botanics here


Pink Root Products

Pink Root Products

Mariel Mejia started Pink Root Products out of her own personal struggles with hair damage and scalp issues. She discovered the healing properties of natural ingredients and began creating her own hair products using ingredients such as coconut oil, castor oil, and aloe vera. Her formulations were so effective that she decided to share them with the world, and Pink Root Products was born.

The New York-based brand’s products include a leave-in conditioner, curl-enhancing lotion and styling paste, all of which are formulated with a rich mix of oils, vegetable proteins, and butters to provide hair with hydration and strength. 

The brand’s name is taken from the naturally dyed pink hue of all its products, which are tinted with Alkanet root powder infused with organic olive oil. Due to the natural shade of the ingredient, the pink color may vary from batch to batch.

Discover Pink Root Products here


Yivani products

Describing itself as a proudly Black, female-owned, South African business, Yivani, which was established in 2011 by Ntshantsha Tafeni-Majombozi, offers a range of environmentally sensitive and carefully crafted products using indigenous South African herbs, extracts and pure oils. 

From shampoos to beard oils, Yivani’s extensive product line is based on holistic principles that are designed to provide wellness solutions for the body and mind.

Discover Yivani here


Shaeri Paris shampoo


French-Moroccan entrepreneur Meryem Benomar combined her knowledge of traditional Moroccan practices with her passion for beauty to create Shaeri in 2018. Growing up, she learned the benefits of natural ingredients such as argan oil and other plant-based sources for hair care.

Sheari’s secret ingredient is the prickly pear oil, which is known for its antioxidant properties thanks to the presence of vitamin E, but also for its quality as a renewable resource from the Moroccan desert. All of Shaeri’s products are more than 95% natural, vegan and made in France.

Discover Shaeri here

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