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Jodi Joseph

founder   |   natural-hair enthusiast   |   social entrepreneur

"Each person has their own story or 'hair journey' that is often triggered by struggles stemming from their childhood. I want to play a part in preventing that narrative from being perpetuated."

A few years ago I went through my childhood photo albums. As I briefly re-lived my much younger days, I noticed my hair transitioning from its natural, thick, and curly afro-state when I was a baby, to it being dead-straight 24/7 as I grew into my teens.

Being adopted into a white family (with an aunt who was a professional hairdresser), I'm sure you can imagine all the hairstyles, products, relaxers, and brazillians that were tried and tested on my hair. Of course, my aunt took it upon herself to do my hair, and I never really complained because I hated it anyway and I wanted it to be straight and 'normal' - just like all my friends.


When it came to my family constantly relaxing/straightening/blow drying my hair, I know it predominantly came down to "what is easier and less time-consuming for us to do daily" (especially because I loved to swim), and not because they thought my hair was 'ugly' or 'unacceptable' when natural.


Despite me feeling like it was in fact 'ugly' and 'unacceptable', I don't think my family, thought about those (often very painful) straightening processes potentially creating a negative association with my own head of hair. I remember my 'haircare' days being so painful, long, and occasionally traumatic to sit through, but I would still do it: over and over and over again - just for straight hair? 


For the past 6 years, I’ve been on a very challenging hair journey; Besides just trying to revitalize my severely damaged curls, and bring back my most natural state of hair, I've been grappling with embracing my 'roots' and actually being proud of it.


This made me realize that each person (adopted or not) has their own story or "hair journey" that is often triggered by struggles stemming from their childhood, and the (sometimes) traumatic maintenance and negative association with their hair. With the empathy and understanding I have of these struggles, I want to play a part in preventing that narrative from being perpetuated.

25 Years ago there wasn't this natural-hair trend that we have all (thankfully & finally) been witnessing over the last few years. Back then, my family didn't have any resources (nor were there any educational platforms) that could have assisted them in effectively caring for MY natural hair.


Despite all this unlimited access to haircare information now, I feel extremely determined to create a platform that educates and equips parents of children of colour.


In them understanding their child's natural hair and the amount of power it really holds, they are able to learn how to manage, maintain, style, and care for it in a way that benefits all parties.


I am soooo passionate about haircare, and I look forward to being a reliable source to any parent or guardian seeking advice, reassurance, and motivation to effectively care for their child's hair. 

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