The societal standard of beauty tells us that naturally curly, kinky, coily and/or coarse hair is ugly, not desireable, and that it has to be tamed.
We are told we should straighten our hair, or make it smoother, in order to be beautiful.
In fact, the hair that naturally grows out of our heads has been called unprofessional for decades. Women have literally been fired from their jobs just because of the way their hair grows, and the radical idea that they might actually wear it naturally.
We remind our customers that they are the standard of beauty, through our revolutionary products that make it easy for them to manage their hair and be confident in their own beauty.