Hey Curlfriend, I’m Joy.
For as long as I can remember, I’ve been fascinated with natural hair. After growing out my relaxed hair to wear it naturally, My focus became clean products, and ingredients (especially those hard to pronounce ones) to see if they were really safe.
Around this time, I attended a foster care training, and I was told black families are needed as foster parents. I wanted to help the foster community and the most practical way was to offer hair styling lessons to parents of black children.
I started giving lessons on how to braid and twist, also purchasing products for kids, to use. When I realized this wasn’t working, I began researching ingredients for moisture and length retention, while writing product names in my journal, not even sure how I would proceed.
Finally in May 2020, I took a leap of faith to launch The Joy of Curls by hiring a black cosmetic chemist, personally familiar with textured hair. Together we've created the best plant-based products on the market for textured hair.
Foster care will always be at the heart of our brand. We use proceeds from Pumpkin Baby Curl Care to donate this product back to foster famlies in our community. Our ultimate goal is to support the foster care community with products and textured hair education all over the world.
Thanks for joining the journey!
As a small family business, we mix products in small batches to ensure quality and consistency. Each month a new batch is created and when it sells out, the next batch will be released the following month. This allows us to ensure quality while balancing life with the real boss, our toddler. If you would like to be notified when a new batch is available, join our email list so you’ll be in the know!
A Black-Owned Brand That Supports Black-Owned Businesses
We want to acknowledge and amplify our customer’s voices in all that we do. For this reason, we’ve partnered with other black women owned businesses to enhance and support every aspect of building our brand. Our marketing team, creative director, chemist, and web designer are all innovative and talented black women.
Our chemist was able to use personal knowledge of what works best in her own textured hair to formulate our ingredients, ensuring we have safe preservatives while mixing the best natural cocktails for your tresses.
We are persnickety about the preservatives selected in our products because safety is of utmost importance to us.
A Black Owned Brand with Black Owned Business Partners
- Cosmetic Chemist - Cynthia Johnson @cindyjlabs
- Logo and Packaging Design - Snipes Design
- Brand Strategist - CD Creative Loft @candicedenise
- Web Design & Customer Service - Jen Chaney @flintchaneyphotography
- Photographer - Flint Chaney @flintchaneyphotography