WE ARE ON A MISSION
to transform haircare for women of colour
THE PROBLEM
Haircare products used by Black women and children have significantly more chemicals associated with endocrine disruption and asthma when compared to white women and children. Endocrine disruptors have been linked with developmental malformations, interference with reproduction, increased cancer risk and disturbances in the immune and nervous systems. Why this disparity in exposure risk? We are putting a stop to this.
OUR SOLUTION
A haircare brand that takes a conscientious approach to developing products that reduce the use and concentration of endocrine disrupting chemicals in hair products and improve labelling so women of colour can select products consistent with their values.
HAIR CARE DONE RIGHT
The number one problem experienced by women with textured hair is chronic breakage. Years of using very harsh products that actually damages textured hair has rendered many women's hair limp, lifeless and broken. With the Au Naturèl haircare system, we are helping women restore their hair back to full health the right way. The system has been designed for all types of textured hair, which work on a six weekly cycle with specific instructions and product application for each week.
A PLANT FIRST APPROACH
At Au Naturel, we use a Plant-First Approach (PFA) for all our product formulations. We understand the value our clients place on using natural ingredients within our products. That is why all of our products are formulated with this in mind, in order to provide products that not only work but are safer for use with less harmful impact on the environment.