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In 2007, our founder, Sheri Johnson, made a life-changing decision: she stopped permanently straightening her hair. Having received her first perm at just 3 years old, she had never seen her natural curl pattern.

The transition was brutal. Back then, very few stylists knew how to care for raw texture—not even Sheri’s mother had the answers. On store shelves, product options were pitiful, packed with harmful chemicals and lacking care. There were no hair companies designing products for her hair type.

Left to do her own research, Sheri set out to achieve a healthy scalp naturally. Her very first creation was our signature Dry Scalp Solution. What started as a personal journey to heal her own strands grew into a calling: creating pure, fresh-made products that were missing from beauty supply shelves and helping others care for hair that seemed difficult to manage.

"I started making hair products because pure products were not on the shelves in stores. I do this work from my heart, and sometimes that means telling a client 'no' to a color or installation technique if it compromises their hair health. Honesty and wellness always come first."

— Sheri Johnson, Founder