Kit Basics

The Stories Behind 3 Conscious Hair Brands We Love

Lou shares the stories of three conscious hair care brands along with Tahira's favourite styling products from each.


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In a saturated market, brands with great stories become more attractive. Their stories draw us into their world and show the human side of their business. No longer just another product on the shelf, we want to get to know them and hear what makes them tick.

Here are three great hair brands with stories we love, along with our favourite styling and finishing products.


Innersense Organic Beauty is a love story between two seasoned beauty professionals who share a passion for health, hair, beauty and the planet. Pioneers Greg and Joanne Starkman founded the brand in 2005 when they realized the need for clean, pure, organic professional quality hair care products. They trusted their inner sense, sourcing the highest quality and certified organic ingredients, in the purest, most concentrated form, to create a complete, award-winning line of safe, sustainable and cruelty free personal care products.

Joanne was a salon stylist for over a decade before their daughter was diagnosed with a rare genetic disorder. This inspired an awakening to the importance of living a clean and healthy lifestyle. Newly aware of the effects of harsh chemicals in personal care products, she made it her mission to develop clean and safe professional products for her family, salon colleagues and the clients they service. She is the heart and soul of Innersense Organic Beauty and the connection between their products and the stylists and consumers who love them.

Greg also had years of experience in the beauty industry before he immersed himself in the study of green chemistry. The guiding light, he is a conscious chemist, ingredient expert and a leading force in the clean beauty movement. His commitment to radical transparency raises the stakes on “clean beauty” with a focus on sustainably sourced, meticulously processed ingredients and an extensive “never any” list.

Tahira’s favourite products:


Afrocenchix began when friends Joycelyn and Rachael met at university in 2008. They shared a frustration for trying countless products which claimed to be great for afro hair but just didn’t work. They agreed that many high street favourites contain cheap ingredients that just increase shelf life and make them smell ‘nice’. Making their own became the only option. Rachael was especially keen on creating products which were gentle enough for children as her eczema is easily provoked by her numerous allergies. Being kind to the planet was and still is important criteria for them.

After much research and a ‘sell-out’ of their first hair oil, it became their mission to share what they had learnt about healthy hair care practices using natural products. In 2010, Jocelyn and Rachael won an award for ‘Ethical and Sustainable Business Innovation’ from the University of Birmingham which encouraged them to push their ideas further.Rachael studied for a year at the Institute of Trichologists which led to their next chapter – an expansion of their range, more awards and a move to London.

As their story continues, they are working with UK based cosmetic scientists to develop the range further. Now available in Whole Foods in the UK, they’re proud to be the first British brand specifically for afro hair available in a major retailer. From their Birmingham beginnings, they’ve also gone worldwide. Afrocenchix products have been loved by customers from as far afield as India, Canada and Ghana. Ghana is actually the source of their organic and Fairtrade shea butter.

Award winners:

Their Natural Hair Oil has won an award from the Independent and the Scalp Oil has been featured in Vogue.


The story of Rahua began during a trip to the Amazon by Fabian Lliguin, a renowned hairstylist and colorist based in New York City. He was there as an environmentalist, educating indigenous people about their land rights and human rights. He noticed that the women he was with had amazingly long and lustrous hair. The women told Fabian that their secret was rahua oil. For centuries this oil has been used by their tribe to nourish their hair and skin. The women gifted Fabian a bottle which he took back to his salon in New York. He decided to trial it on a client with extremely dry, damaged hair. Both he and his client were shocked by the results – within 10 minutes the hair was transformed. Fabian knew he had been giving something special and wanted to share it. He also knew he had a responsibility to protect it too.

Together with his wife Anna Ayers, a fashion designer and trend forecaster, in 2008 Fabian launched the Rahua brand, a singular line of innovative, plant-based products to heal, nourish, beautify, and transform. The couple work closely with the Quechua-Shuar tribe who have been producing the oil for generations, as well as other neighbouring tribes. They work under the Symbiotic Certification to help Native Amazonian Indigenous Communities to achieve a self-sustained economy and use their special knowledge and traditions to be empowered as the guardians and protectors of the Amazon Rainforest.

Tahira’s Favourites:


We love these stories behind the brands, they give them life and a purpose. True, all products have a purpose but when we know more about the drive behind them we can relate to them more.

Everyone has a story – it doesn’t have to be flash, complicated or perfect, but it is what starts to create connection. When we start to share them more, great things can happen.

Read more of Tahira’s favourite hair products here

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