Up until recently there had been an acceptance by the majority of black women that the hair products available to them had to contain strong and often harsh ingredients in order to change their Afro-kinky hair into what was perceived as beautiful and accepted in today’s society.
Over in the US, Afro-American women decided they wanted change. There was a big push towards going natural, remaining true to their roots and being proud of their black beauty. What followed saw a backlash by women of colour against the black hair care industry who produced an abundance of heavy loaded, chemical-based products. The US hair care industry for the first time in decades was forced to react by creating hair care products that contained only natural ingredients such as shea butter, aloe vera and olive oil.
Now UK black woman are following their Afro-American counterparts and demanding they can access this new range of products and are doing away with harsh sulphate, petroleum and mineral oil based ones. Aimee’s Hair and Beauty has recognised that women in the UK should be able to decide what hair care is best for them and provides a range of natural based products designed to keep hair looking healthy and fabulous.