ADWOA BEAUTY
Flipping the script on textured tresses, adwoa beauty dreams up kink-first formulas that are efficacious without being too heavy, greasy or watered down. Using her experience as a stylist and listening to voices of her community, founder Julian Addo creates elevated washday routines to get to the root cause of common curly and coily hair care concerns.
ADWOA BEAUTY BESTSELLERS
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SHOP ALL
Celebrate the diverse beauty of all textured tresses and enjoy a salon-worthy experience from the comfort of your own home with adwoa beauty.
BESTSELLERS
Discover the brand’s fan-favourite formulas from the signature Baomint collection to the innovative Blue Tansy edit and more.
CLEANSE
Banishing build up and detoxifying to remove oils, adwoa beauty’s collection of clarifying shampoos maintains your mane’s moisture from root to tip.
MOISTURE
Quench your strands’ thirst and enjoy a soft, shiny sign off with these hydrating heroes that fuse baobab, cactus oil and more.
TREATMENT
Treat your tresses to the TLC they deserve by supporting your scalp’s health to bring out your best curl pattern yet.
STRENGTH
Bringing lacklustre lengths back to life, adwoa beauty’s multitasking marvels deeply condition and repair damaged and coloured hair.
DISCOVER ADWOA BEAUTY
Aptly named after founder, Julian Addo’s traditional Ghanaian name, adwoa beauty is rooted in African diaspora. Catering for curly, coily and wavy tress types, the brand is on a mission to bring textured strands into the mainstream. Powered by plant-derived ingredients and practising scalp health for steady hair growth, the collection is formulated to provide an elevated wash day experience every day.
THE FOUNDER’S STORY
Mastering the art from her mother’s basement, Julian Addo started hair styling when she was just 14. Studying cosmetology in the 90s and constantly being surrounded with new and innovative looks on the streets of New York, she quickly discovered how the way you wore your locks was a big part of your identity. Heavily burdened by the unrealistic expression of natural beauty of multicultural people in the media, Julian created adwoa beauty to set the record straight.
ADWOA’S KINKY FIRST PHILOSOPHY
Built around its ‘kinky first’ theory, adwoa beauty’s hair heroes are tested on the kinkiest hair types first – by this we mean coily, curly and wavy. Understanding that moisture is key for maintaining curl patterns and embracing your natural lengths, each formula is water-based and primed to quench your tresses’ thirst. The result? Soft, shiny and (most importantly) manageable strands.