Business/Project Overview
Ascend Naturels is a natural hair care brand dedicated to empowering African women by redefining beauty standards and promoting holistic hair wellness. We create 100% handmade products using potent Ayurvedic herbs and oils, while also offering educational resources to debunk myths surrounding natural hair and guide women toward healthier, more confident hair journeys.
The Problem
For decades, Black women have been conditioned to believe that natural hair is unmanageable, unattractive, or unprofessional. Harmful myths like “natural hair doesn’t grow long” or “you must relax it to be beautiful” persist, causing a loss of identity, confidence, and even physical harm. Studies link chemical relaxers to higher risks of fibroids and uterine cancer in Black women. Additionally, most women with relaxed or natural hair lack proper knowledge of hair types and regimens, highlighting a critical need for education and safer alternatives.
Proposed Solution
Our solution combines:
- Handmade, natural formulations infused with Ayurvedic herbs for healthy hair growth.
- Educational content to teach proper natural hair care, debunk myths, and restore confidence.
- A community-based platform that supports and uplifts women through their hair journey.
Goals and Objectives
- Educate 5,000+ women in the first year on natural hair care through content, webinars, and guides.
- Launch a certified product line of 5 core natural hair care products by early 2026.
- Build a loyal customer community that embraces and celebrates natural hair identity.
- Create sustainable, eco-conscious packaging and a functional e-commerce platform.
- Scale the brand to reach markets across Africa and the diaspora.
Target Audience/Market
Primary Audience: African women aged 18–45 transitioning to or maintaining natural hair.
Secondary Audience: Parents of young African girls, natural hair enthusiasts, and conscious beauty consumers.
Location: Primarily African countries (starting in Nigeria), with potential expansion to the diaspora.
Pain Points: Lack of knowledge, access to safe products, emotional trauma from hair discrimination, and overwhelming hair routines.
