We are Hydration
•Firmly seat ourselves in the hair care market, owning the Hydration proposition, beyond our fashion position.
–We are the Professional Natural Hair Experts
•Seat ourselves as the “The Experts in Professional-Grade, Salon-Proven Hydration & Styling products of highly textured natural hair
–We are about the 4c Hair texture
•Focus on the vast textures of hair in the African diaspora
–We are Styling Innovation & Education
•Innovate and education in natural hair manipulation and styling.
– We Are the Fashion & Beauty Experience
•Enhance our brand image as a complete lifestyle beauty brand