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 (THE 3RD TIME), I started watching washday tutorials, buying every curly hair product I could find and mixing my own oil and cream creations in my kitchen. My focus became clean products, and I was obsessed with ingredients (especially those hard to pronounce ones) to see if they were safe. 

Around this time, I attended a foster care training, and I was told black families are needed as foster parents. That was life changing for me.

In my heart I wanted to help the foster community and the most practical way was to offer hair styling lessons to parents of black children, focusing on creating signature styles and finding best products to use. 

I started showing parents how to braid and twist and purchasing products for kids, but I never felt like I was doing enough. When I realized this wasn’t working, I began researching all the ingredients I like and writing product names in my journal, not even sure how I would proceed.  

Finally in May 2020, I took a leap of faith. Two weeks after graduating with my Master's in Education I decided to leave the classroom and launch The Joy of Curls.  Our products are formulated with a black cosmetic chemist, personally familiar with what our hair needs. They are made for all people with textured hair and the heart of what we do is the foster care community. 

I'm excited to partner with 4 Oakes, the agency that certified me in Des Moines, Iowa!  Your support allows me share natural hair education and products to uplift children during one of the most vulnerable transitions of their lives.

It's my commitment to you to use pure ingredients to create multi-use products that enhance the hair that you were born with.  I will always seek solutions to make products for multi-use, keep curls and coils healthy and make washday less time consuming. 

I know you will love seeing what your hair can do...

Thanks so much for being here...welcome to the family!

Joy Nicole 

As a small family business, my hubby Malcolm and I 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 Kadir. 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 

  1. Cosmetic Chemist - Cynthia Johnson @cindyjlabs
  2. Logo and Packaging Design - (former) Creative Label 
  3. Brand Strategist - CD Creative Loft @candicedenise
  4. Web Designer - Jen Chaney @flintchaneyphotography
  5. Photographer - Flint Chaney @flintchaneyphotography