Naturally Aksanti

Front of Hairitage Shop in North London

We all dreamed about a female black-owned hair boutique where all products are carefully chosen for our hair type and tailored advice is provided by experts. 

Joana and Catia, founders of Hairitage Care, made it! 

I had the opportunity to pop in and had a quick chat with the lovely Joana (@jojocurls).

If you are looking for a good reason to shop with them, well I will give you more than one! 

About Joana

Although she was born in Portugal, Joana’s origins are from Angola and Guinee Bissau. 

This beautiful blend gifted her with type 3B/4A hair. 

Just like the rest of us, she faced the struggle of not understanding how to manage her natural hair.

It led her to review loads of products and watch even more Youtube videos.

Once she got the trick, she started educating the younger in her family, and here she is today, along with her cousin Catia, shaking things around for all of us!

A brand was born…

Joana and Catia opened the boutique a year ago. 

The pair wanted to change the beauty narrative and consumers’ shopping experience.

One was tired of having horrible experiences in supply shops where people who don’t even know about your hair will advise you on what to do with it. 

The other was confronted with the exclusion of afro hair texture in the beauty industry and media.

Creating Hairitage was their way to be part of the solution to overcome these issues.

All products are selected with care

Whether you have wavy, curly, or coily hair, they got you covered!

For instance, for type 3 hair, Joana advised shopping Mielle Organics Babassu Shampoo and conditioner, Trepadora Maca Miracle Moisture Balm, Cantu Leave-in Conditioner, or even Flora & Curl Jasmine Oasis Hydrating Hair Mist. 

For my type 4 hair, she recommended Mielle Organics Babassu & Mint Deep Conditioner, Mielle Organics Hawaiian Ginger Moisturizing Butter, and As I Am Detangling Conditioner. 

I can’t wait to try them out!

Oh, did I mentioned they also have men sorted!? Yes. they are that good.

… with a catchy name you can’t forget!

The interesting name came from playing around with words.

They wanted a name that will connect and resonate with their roots.

The combination of the word “hair” and “heritage” (Did you see what they did there? Genius!) is perfectly highlighting who they are and the need to embrace their identity.

At Hairitage, all products are natural, handpicked by the founders, and mostly black-owned. 

Having two different hair types, Joana and Catia are able to try products themselves and provide us with excellent advice.

Having two different hair types, Joana and Catia are able to try products themselves and provide us with excellent advice.

We have two different textures and we only stock product that we believe in. Catia wouldn’t advice Cantu products for type 4 hair but I believe it’s working well on type 3. That’s why we agreed to stock Cantu in our shop.

There is nothing not to love about it!

From the name to the fact that it is a female black-owned business and their incredible work ethics, there is nothing not to love! 

I was charmed by the decor and choice of music which gives the place such a nice vibe.

Their hair knowledge together with their friendly nature will bring meaningful conversations and make you stay longer than expected (or maybe it was just me invading the space as usual!).

I discover new black-owned hair brands (And you know your girl likes to try new things!) and, overall, I wish I came across a shop like this one when I started my natural hair journey…

Where to find them

You can stop by their shop in North London: 1 Queens Parade, Walm Ln, Willesden NW2 5HT

The location is probably the only down side for me personally ( Yes girls, I live in Essex …)

Honestly, it’s only 4 minutes away from Willesden Green station but still quite a journey for me…

However, even if you’re not from the area, there is no excuse not to shop with them as they also have an online shop! 

Click here to access it.

Final word and advice from Joana

“Do not consume too much YouTube and don’t follow all the trends!”

I couldn’t agree more! As I always advise, keep it simple to be consistent.

I hope you enjoyed reading this ‘fro friends. Let me know in the comments. 🙂

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