Brand profile
@noireonaturel
The Quest for Natural Black Beauty The story of Noireônaturel is first and foremost the story of a Black woman, Fétia van Hecke, whose life trajectory is similar to that of others. HASAt 14 years old, without ever having really learned how to take care of her frizzy hair, Fétia straightens it. This method, seen as a rite of passage, is used by many black women to achieve hair closer to the Western beauty ideal. Straightening is expensive, demanding, and above all chemical. Shortly after turning 30, after 18 years of hair wandering, pregnancies, and environmental awareness, Fétia had a brainwave: she wanted to go back to her natural hair. She finally wants to love her curls, which she's never really known, but above all, she wants to learn how to care for them and enhance them without damaging her hair or the planet. Following her big chop, Fétia set out to find high-performance, organic, fair-trade cosmetics suitable for frizzy or very curly hair. She created Noireônaturel, initially a blog on black beauty and ecology to inform black and mixed-race women, to help them return to natural beauty and feel good about themselves. Since the cosmetics Fetia dreams of do not exist,
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