When you talk, we don’t just listen. We act. So, when recent research revealed that a whopping 85% of beauty shoppers from black or mixed heritage backgrounds wanted more products specifically made to nourish textured hair, we made it our mission to deliver. We’ve just added 4 incredible black-owned haircare brands to our shelves, that we know you’ll LOVE…
Nylah’s Naturals founder, Kameese Davis, created the brand as an ‘expression of love’ for her daughter. She set out to develop high-performance, plant-based products that could nourish her daughter’s kinky hair whilst caring for her sensitive, eczema-prone skin. Fast-forward to today’s 6-piece collection and her formulas will help keep your curls, coils and kinks, soft, defined and hydrated.
Spotlight on: Flourish Scalp & Hair Serum
A smidge of savvy science and a blend of botanicals, means this hair serum is not like your average go-to. From stimulating hair growth to increasing hair density, it overdelivers with every application.
Flora & Curl
Embrace your natural curls and kinks, with Flora & Curl. Powered by plant-based ingredients and ‘curl science’ every product is made with a clear hair goal in mind, from definition to hydration. Sweeping up beauty awards with every launch, your curls will thank you for the glow up.
Spotlight on: Sweet Hibiscus Curl Volumizing Foam
Do your curls need a little oomph? This volumizing foam will deliver an instant boost, wherever you need a lift. Catering for all curl types, this botanical, bounce-friendly foam will be a secret weapon in your haircare collection. Exclusively available at Superdrug, you can stock up here…
On a mission to deliver healthy haircare, you’ll spot a lot of familiar ingredients on the labels of Mielle Organics products. Think nourishing avocado, hydrating honey and restorative almond oil. If you’re obsessed with DIY concoctions, this brand partners the natural goodness of herbs and botanicals with amino acids and minerals.
Spotlight on: Babassu Oil & Mint Deep Conditioner
Enriched with fatty acids and natural oils, as well as complex amino acids from wheat, soy, and other all-natural ingredients, this hard-working conditioner helps hydrate and replenish your hair.
Since 2010, co-founders Joycelyn Mate and Rachael Corson have been on a mission ‘fix the broken afro curly hair industry’. The result is Afrocenchix – a brand setting the standard for all-natural, vegan, cruelty-free products that celebrates and nourishes natural afro hair. From using British suppliers to sourcing organic ingredients, this brand deserves a spot in your haircare collection.
Spotlight on: Smooth Moisturising Hair Cream
Blending fair trade shea butter from Ghana, coconut oil and aloe vera, this rich cream will quench your thirsty kinks and curls. Try using it as a leave-in conditioner, for the ultimate boost.
Shades of You
As part of our commitment to championing inclusive beauty as part of our Own Your Beauty campaign, our Shades of You series reveals our latest pledges. Built on research direct from the source of our inspiration – our customers – we will continue to diversity across the British high street from launching more black-owned beauty brands to partnering with influential change-makers.