About the Founder

My story

My hair journey began at a very young age, as for most of us. I remember my mother braiding my hair into many forms of cornrows and putting different types of beads at the ends of the strands. This often left me with a sense of excitement, they were fun to swish around.

As I became a pre-teen living in Canada, I remember starting to feel self-conscious about my hair. I began to feel the need for it to ‘’look like everyone else’s’’ and demanded for my 4c type of hair to be relaxed. This often burned my head but I would sit through the salon visits despite the damage to achieve sleek and straight hair. I would then elongate it with clip in extensions. I felt most beautiful with the straight hair while disliking my natural curl pattern. At some point, with the advancement of the hair care industry, I switched over to wearing wigs. But never a curly beautiful wig, it was always the 22inch Malaysian straight wig. I felt empowered every time I wore long straight hair and insecure when I didn’t. I felt very uncomfortable most times when I had to wear my natural hair out.

It wasn’t until the age of 23 that I began to explore what my natural hair could do and slowly started to embrace it. But still... when I was dating, I considered putting my braids back in. When I had major events, I considered putting my wig back on. In my mind, the standard of beauty remained long silky straight hair. It was a continuous internal battle.

My loc journey

I’ve always been an active person and very free flowing. I enjoy doing things spontaneously however my life always centered around my hair (e.g., refusing to go swimming because I wore a wig). In 2017, I was newly inspired by the concept of locs, also known as dreadlocs. My little brother had "loc’d" his hair a couple of years prior and I appreciated the freedom it could give me. In May 2022, I started my loc journey with little twists in my hair. Through the different stages of this journey, I have felt hesitant, insecure but above all beautiful. As I tested out different formulations of products, I found the things that my hair loved (the Affirmation Conditioning Hair Mist). When I felt insecure, unworthy, ugly… I would spray my hair, look at myself in the mirror and repeat some affirmations. I am worthy. I am beautiful. I am valuable. I would thank my hair for growing with me through the journey and, express my gratitude down to my hair follicles. Eventually, my hair was growing and at the fastest rate I’ve ever witnessed. 

The Brand

My hair care line is designed to support self-growth as much as hair growth. For a long time, society has dictated what I thought was beautiful because I allowed it to do so. Through my hair products and learning to affirm myself and express gratitude in life…things began to work out for me. But that’s not all, things can work out for you too! You can orient yourself towards hair growth by loving your hair, affirming it and expressing gratitude for what it does for you. Take all of that and translate it into your every day life. Use affirmations for the future you desire, express gratitude for the things that you have and learn to practice patience. By orienting your mindset in a positive manner, things will begin to work out for you! They did for me because I believed they could. This is a mindset I will carry with me forever.

 Founder and CEO, Akuol Luala

I hold an Honours BA in Philosophy and have a passion for topics of self fulfillment, growth and finding purpose in our lives. My educational background along with my personal experience have led me to the creation of a hair and body care line that goes deeper than the eyes can see. The products along with internal work are meant to take customers through a transformational journey. A journey that is invaluable. 

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