The beauty industry has seen significant shifts that have taken the limitations off of the Black haircare experience.
In just the last decade alone, hair aisles dedicated to curly and kinky customers have expanded far beyond a singular section filled with heritage brands and products with harsh chemicals. Now, with the changing of guards from transitional haircare lines to new, diverse, and full-range options that cater to all textures and colors, breakthrough brands are taking their stake in the beauty industry like never before. And leading the pack is the Australian-born founder of BREAD Beauty, Maeva Heim.
Since its launch in 2020, Heim’s groundbreaking hair brand, BREAD, has taken the beauty industry by storm with a “carefree and easy” hair lifestyle at the core of its brand. With traditional messaging around textured hair being “anti-frizz” and seeking “tame” the way our hair naturally grows, BREAD aims to create products that redefine those existing stereotypes and remove the challenge from our haircare routine.
“Our main goal has always been to demystify and simplify textured haircare, eliminating extra time and products from our routines,” Heim tells xoNecole. “We also speak from a place of kindness and understanding when it comes to textured hair; ‘tame’ is not in our vocabulary, but frizz is — in the best way possible!”
Launching her brand in the midst of the pandemic was no small feat. Faced with supply chain challenges and an uncertain future, Heim shares that three years into her entrepreneurial journey, her success is due in part to her ability to embrace change and adapt quickly. “Even when things feel out of your control, most things are controllable,” she reflects. “And if you take charge of what you know, you can change yourself and your business, you can overcome anything."
Courtesy of BREAD
Today, BREAD celebrates its third anniversary in the beauty industry and is commemorating its dedication to fostering diversity and inclusivity within the beauty and wellness sectors with a new partnership with Fearless Fund, a venture capital fund focused on empowering women of color entrepreneurs.
Fearless Fund is reshaping the entrepreneurial landscape by creating opportunities for women of color and fostering a more inclusive business environment. By supporting BREAD, they aim to bring about positive change and empower individuals to embrace their natural beauty, and sustainable packaging has resonated globally with consumers.
“We’re so happy to be supported by Fearless Fund – and the fact that it’s a venture capital firm that specializes in early-stage, women-of-color-led businesses makes it hit home even more,” Heim says. “We’re utilizing the funding for research and development, especially in the textured and afro hair fields, and bringing even more products for overlooked hair types to the table.”
xoNecole: How has Black and Australian hair culture influenced your outlook on beauty and hair care?
Maeva Heim: For Black hair culture, I grew up in my mum’s African braiding salon in Perth – so I was surrounded by Black hair trends, imported products, and community. Being in such a concentrated environment of Black hair, then realizing how uncatered to it is in the hair industry as a whole was the catalyst to creating BREAD.
Australian hair culture has always favored the ‘Aussie beach babe’ aesthetic — that being blonde, surfy, effortless. Growing up here, I obviously never fit that mold, and so much of what you see expressed in BREAD’s branding is about creating a new ideal or new norm of what it means to have ‘effortless’ hair. We’re really on a mission to make it feel accessible to everyone — not just people with straight hair.
xoN: Your participation in the Sephora Accelerant Program and placement in Ulta are significant milestones. What impact have these opportunities had on BREAD’s growth?
MH: The Sephora Accelerate program was really the initial door that opened for BREAD. It allowed them to go full-steam ahead and really plant a stake in the ground in prestige hair with a brand that hero’s textured hair with premium ingredients that are more accessible.
Launching into Ulta online last year and in 250 stores this year (recently expanding into a total of 470 doors) is nothing short of huge, especially as Ulta has one of the most renowned haircare sections in the industry. We get to reach even more current and future 'breadheads' both in real life and online, and partnering up with Ulta means plenty of fun events and happenings down the line too.
Courtesy of BREAD
xoN: Elaine Welteroth played a pivotal role in the early days of BREAD Beauty, and her support led to several key opportunities for the brand. How did that initial meeting with Elaine in Australia shape your vision for BREAD and the importance of mentorship as a founder?
MH: Elaine really helped to pave the way for our very first Sephora meeting, which ultimately landed us a partnership. She invited me to the very first Teen Vogue conference as a guest, where I was able to connect with a senior Sephora merchant who set up the meeting for me.
I think that relationship with Elaine and the opening of that door really is a testament to how important it is to be in the room - but even more so, how important it is to be invited into the room by someone who is ahead of you. That’s how you equal the playing field, and as a founder a few steps ahead of others, I definitely feel a duty to open doors and invite people into the room so that doors can open for them too. Visibility is everything.
xoN: What advice would you give to aspiring entrepreneurs who want to enter the hair industry or start their own beauty-related businesses?
MH: I think in the current climate, where oversaturation is really at its peak, I would definitely implore new founders to think really carefully about what differentiates their brand from everything else. That differentiation can come from lots of different things - whether it’s product formula and positioning, price point, distribution, etc. As long as it’s super clear, and there is a real need, then the sky's the limit, and there’s room for everyone to succeed.
Courtesy of BREAD
xoN: Looking ahead, what are your future aspirations for BREAD as you continue to evolve and grow in the hair industry?
MH: I just want to continue building this company into a powerhouse beauty brand that makes people feel good — about their hair, their bodies, and the skin they're in. That has always been the ultimate goal — giving people their time and energy back so they can spend less time worrying about ‘beauty’ and more time doing anything else their hearts desire.
For more of Maeva and BREAD, follow them on Instagram @maeva_helene and @bread.
Featured image courtesy of BREAD
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So, why is it that, when it comes to our hair — Black hair — maintaining moisture is such a constant struggle (especially the tighter our curls are)? The science behind it is that the curlier our hair is, the harder it becomes for the sebum from our scalp to cover our strands from root to tip (which is a great reminder to keep your scalp moisturized, by the way). However, as someone with high porosity hair who has found maintaining hydration to probably be my greatest hair challenge (as far as length retention goes), I think that failing to do certain things to our hair regularly plays as much of a vital role.
Today, let’s look into 10 things that you can do — things that I’ve personally done and continue to do — that can keep your hair full of moisture which will ultimately keep it strong and hella healthy.
1. Master Your Hair’s Porosity
I’m telling you from firsthand experience that, until/unless you learn what your hair’s porosity is (which is its ability to maintain water), you will never truly master how to keep it moisturized. My hair? It’s high porosity because my cuticles are open; this means that, although my locks take in hydration easily, I lose it almost just as fast.
"Low porosity" means that cuticles are so tightly bound that it’s hard to get hydration in; however, once moisture penetrates, it remains longer than it does in high-porosity hair. "Normal porosity" speaks to there being a pretty good balance.
Keeping all of this in mind, if you keep trying to get moisture into your hair without knowing its porosity, I can promise you that you are going to unnecessarily stress yourself (and probably your hair) out. So, if you’re not sure what yours is (for the record, porosity can also change due to things like chemical treatments and even age), this video here offers up DIY tests that are pretty effective and can help you understand your hair needs better.
2. Upgrade Your Deep Conditioning Practices
I’ve shared in other articles that it took years for me to start really deep conditioning my hair. I don’t mean just slapping on some conditioner, letting it sit for 5-10 minutes, and then going on about my day. I mean finding the kind of deep conditioner that would complement my hair type (including its porosity) and then allowing it to penetrate my hair shaft for no less than 30-45 minutes. Over the past couple of years, though, I’ve upped the ante even more.
Now I create my own cocktail of conditioners (hair bonding products and a hair oil like avocado or rosemary oil included), apply a generous amount of the blend to my damp hair, and then sit with a hair steaming bonnet on my head for at least an hour. I’m telling you, if you’ve never steamed your hair before, it is a real game-changer!
Not only does it help your hair conditioner to deeply penetrate your strands, it also helps to unclog the hair follicles on your scalp, increase hair elasticity, works to enhance your natural curl pattern, and prepares your hair to take in whatever products you plan to add to your hair after rinsing your deep conditioner out (like a leave-in conditioner; more on that later). So, whether you get a fancy steamer, a steam bonnet or you decide to stand in a hot shower for a while, always make steaming a part of your conditioning process — if you want more moisture, that is.
3. Use Water-Based Products
Reading labels on the back of hair products is so important if you want your locks to thrive. That said, when it comes to retaining hair moisture, it’s essential that you go for products that are water-based; this starts with ones that have water listed as the first ingredient on the label. When hair products have a lot of water in them, that helps to reduce dryness which can lead to breakage. For starters, you can find a list of some of the best water-based leave-in conditioners here.
4. Avoid Alcohol-Based Ones (Well, Some of Them)
Here’s the thing about hair products that have alcohol in them: some are bad, and others are actually pretty beneficial. As far as Cetearyl alcohol, lauryl alcohol, and benzyl alcohols (which are more of a hair product preservative than anything), these are helpful because they can actually help to soften and hydrate your hair. What I’m talking about here is ethanol, SD alcohol 40, propanol, isopropyl, and propyl types of alcohol; these are problematic because not only do they have the (strong) potential to dry out your hair on their own, but they also tend to strip your strands of the natural sebum that your scalp produces.
The bottom line here is to read the labels to see which type of alcohol is in the product that you’re considering. Also, even when it comes to the “good” ones, pay attention to how your hair feels 2-3 days after applying them. If it’s brittle or sticky, stop using it; it’s not helping.
5. Drink More Water
No matter how much water you put on your hair, you’re still going to need to be well-hydrated within. In fact, did you know that between 25-30 percent of your hair’s weight is made up of water? This means that, although it’s still being researched if dehydration is connected to hair loss, what you can know for sure is water helps to increase blood circulation to your scalp, helps your hair follicles to absorb nutrients, keeps your scalp hydrated, and water also helps to prevent brittleness which reduces breakage.
So yes, make sure that you get plenty of water into your system daily. Oh, and if you happen to be a tea lover, check out “10 Teas That Are Great For The Fall Season — As Far As Hair Growth Is Concerned” for ones that can hydrate your strands while benefitting them in other ways too.
6. Eat Fatty Acids and Antioxidants More Often
Speaking of “moisturized insides,” I can also vouch for the fact that adding certain foods to your diet can help keep your hair hydrated. For instance, did you know that fatty acids make up a whopping 85 percent of your hair’s lipid content? This is relevant because lipids help to maintain your hair’s strength and manageability not to mention its thickness, growth, and moisture. All of this is essential because you need things that are going to help you handle the manipulation that comes with styling your hair.
Antioxidants are good as well because they will help to keep your scalp healthy, reduce hair shedding, fight off free radicals, help to prevent UV damage (including how the sun can dry out your hair), slow down premature graying, increase circulation to your scalp and yes, maintain moisture. Foods that are full of fatty acids include salmon, kidney beans, cashews, peanuts, sunflower seeds, chia seeds, and egg yolks. Foods that are loaded with antioxidants include berries, artichokes, red cabbage, spinach, okra, collards and plums.
7. Try an ANTI-Humectant
You’re probably familiar with what a humectant is; it’s something that pulls moisture from the hair. As far as ones that are good for your hair,honey is a humectant that immediately comes to mind. Okay, so what is an anti-humectant? It's a product that will prevent moisture from leaving your hair once the moisture is already present. Therefore, if you’re someone who loses hair hydration a lot, an anti-humectant can be a real lifesaver for you (especially on the days when it’s hella humid and you want to reduce the appearance of frizz).
For the record, since anti-humectants include things like silicones and beeswax, if you’ve ever used either one of those, you probably already know that it’s best to take the “less is more” approach. Still, if you need some assistance keeping moisture around, an anti-humectant can make that happen for you. Check out a list of these types of hair productshere andhere.
8. Try Some Monoi Oil
If you’re not familiar with monoi oil, it’s an oil that comes from soaking the petals of Tahitian gardenias into coconut oil. I’m such a fan of it that I actually shouted the oil out in another hair care article a few years back (“What Your Natural Hair Needs This Spring Season”). Although it does things like help to strengthen your hair and reduce frizz, one of my favorite perks is monoi oil also helps to reduce split ends — and since split ends are the result of hair that is dry and brittle, well, you can see why you should consider giving it a shot; especially if length retention is your (ultimate) goal.
9. Make Leave-In Conditioner a Part of Your Nightly Hair Routine
Speaking of taking care of your ends, since that is the oldest part of your hair, you need to “baby” them more than any other part of your locks; otherwise, they are prone to breakage, and length will never be something that you will see much of. One way to do that is to give your ends more hydration by applying a leave-in conditioner to your ends no less than 2-3 times a week, whether you’re someone who rolls up your hair, braids, or twists it. My favorite for a while now has been Mielle’s Pomegranate & Honey Leave-In Conditioner. Some other options that you might want to check out are located here, here, and here.
10. Wrap Your Hair Up at Night
Y’all, please don’t underestimate the importance of wrapping your hair up at night — not just to avoid the friction that tossing and turning can cause (which can ultimately lead to breakage) but because it really is true that your hair can dry out if you are lying down for hours on end without some satin or silk on your head to protect it from your bedding. Listen, I have had seasons when I didn’t wrap my hair up and seasons when I did — when it comes to retaining moisture, the difference is like night and day whenever I do take out five extra minutes to do the step, I just talked about and then to cover it up with something that won’t absorb all of my efforts.
BONUS: Regularly Use a Finishing Spray
If you want your hair to have more sheen to it, you probably already know that oil sheen can make that happen for you. Okay, but what if you want to lightly condition your hair throughout the day? Then what? Something that I am a huge fan of is finishing and conditioning sprays. They tend to be light, they help to keep the cuticles of my strands smooth and my hair soft, and they are able to add movement (like when it comes to blowouts), too. Plus, they help my hair to feel moisturized. That’s why, I absolutely could not close this article out without shouting out the brand that I use: BB Smooth Sheen Conditioning Spray with Shea Butter.
To be honest with you, I have no idea how I even stumbled upon it in the first place, yet when I tell you that it is now a staple that I can’t see going without? It’s like it coats my hair and soothes my scalp without any (real) residue so that my hair remains moisturized until I come up and do my nighttime hair routine. Definitely a must-have if you’re trying to figure out how to keep your hair from drying out in between wash days. Hey, don’t say I never told you. It’s a winner. Promise you that!
So…what are you waiting on? Your parched hair is looking for relief, and now you know just what to do. Enjoy, sis. ENJOY.
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Featured image by JPM/Getty Images