The Afro Hair & Skin Co.
Ibi Meier-Oruitemeka, founder of The Afro Hair & Skin Co.
Shaking up the Black British Beauty Industry, Ibi Meier-Oruitemeka is the wellness beauty expert, creative entrepreneur and founder of The Afro Hair & Skin Co., a company which harnesses a range of natural and organic ingredients to create beauty products which are designed for black women specifically. With the beauty industry continuing to pander to Western beauty ideals, Ibi recognised that there was a distinct lack of natural, quality products that meet the needs of black women. Determined to eliminate all the common toxins found in the products currently on the market, Ibi decided to develop her own range of natural and organic alternatives which cater to Afro textured hair and melanin rich skin.
Conscious of The Afro Hair & Skin Co's social and environmental impact, Ibi describes her products as 'clean and green' with an emphasis placed on sourcing quality sustainable ingredients which have been grown, harvested and cold-pressed in the UK as well as certified organic and Fairtrade natural ingredients when sourcing from further afield. The Afro Hair & Skin Co. also actively supports British artisans, markets and small-scale producers through the purchase of British ingredients for the product range.
Ibi was kind enough to take some time out of her day to talk about the inspiration behind The Afro Hair & Skin Co., her go-to beauty products and her rituals of self-care.
Can you tell us about the inspiration behind The Afro Hair & Skin Co. and the ethical values behind the brand?
I started making my own hair and skincare products out of necessity while living and working abroad in my mid-twenties. The idea for The Afro Hair & Skin Co. came much later having moved back to the UK. I'd never felt particularly connected to the brands that were available to me growing up. I'd often hide away my hair products in a basket under my bed, or somewhere out of sight. I began to question my unquestioning reliance on the products I'd grown up with and why I didn't feel particularly positive about them. The more I reflected on it I realised that they were completely unaligned with the person I believed myself to be and the values that I upheld. They fed into my insecurities rather than helping me to elevate above them. I wanted to create a range of products and brand that better reflected the emotional and physical needs of black women.
As an advocate for holistic health and wellness in black women, can you talk about why the beauty products currently on the market are not catering to the needs of black women?
It's a complex issue I think. Much of what is specifically created for and marketed to black womxn fails to deliver on quality of ingredients, efficacy and more importantly on safety. This was confirmed in a recent study on Black women’s beauty products. Then you have the mainstream beauty products that often fail to acknowledge the existence of anyone who isn't white. We see this in the selective language used to market these products. For instance, terms like "reduces redness" although fairly innocent, exclusionary language like this doesn't take into account black and brown women whose skin concerns may manifest themselves in a different way. It's also an indication that black womxn's needs weren't taken into account when creating the product. This oversight often leaves black womxn more out of pocket as we end up trialling more products in search of a better fit.
What are your favourite go-to beauty products currently on the market?
I was given a Peptide Serum by the brand Q+A recently, I'm enjoying it and I love to use it after applying my ORANGE FLOWER - Skin Hydrating Floral Mist and before applying Flow-Perfectly Balanced Facial Oil. These products work amazingly together to give my skin a juicy glow.
You describe your products as ‘clean and green’. Tell us more about the importance of your business model and how you manage your environmental and social impact?
I've always been somewhat environmentally conscious, and having moved away from London to the coast I wanted to build a business that was not at odds with my lifestyle and personal beliefs. We're constantly looking at ways to reduce our environmental impact and ensure that the products we produce are good for both planet and people. In real terms this means sourcing as many ingredients as possible from British producers, this way we are able to trace ingredients and have a personal dialogue with producers. Our products are vegan friendly, and cruelty-free and we ensure that our packaging and shipping material are fully recyclable or biodegradable. As we continue to grow, we hope to introduce a refill service which will allow our customers to reduce packaging waste.
We love that your beauty philosophy is rooted in rituals of self-care. Can you give us some of your feel-good habits when it comes to self-care and beauty?
My skincare rituals have always been 'my time'. My routine is a way for me to decompress and relax once my children are asleep. I don't have too many steps but in the evenings I enjoy cleansing and ridding myself of the day's build up both figuratively and literally. I take the time to massage my skin to improve circulation and shift any retained fluids. Twice a week I'll apply a mask. I might have a candle on or some essential oils nearby to inhale. My favourites in the evening are Bergamot or Lavender. They lift my spirits, encourage deeper breaths and signal rest. I usually apply a serum, floral mist, facial oil and night cream. My skin has a tendency towards dryness so I'm very intentional about replenishing lost moisture.
What advice would you give to young female entrepreneurs who are thinking about starting their own ethical and socially responsible business?
Start where you can with what you have. There is a lot of pressure on smaller brands to demonstrate their sustainable credentials when often access to newer eco-friendly technology and packaging are out of reach due to expense. There are still plenty of positive steps you can take while starting your business.
What’s next for you and The Afro Hair & Skin Co.?
We're excited to have new products launching later this year, and hope to get back out there and connect with our customers face to face.
