.Sephora’s latest cool-girl brand is pro “frizz.”
The line, called Bread Beauty Supply, was founded by Maeva Heim, a Black-Australian woman and beauty industry veteran who struggled to find brands that resonated with her when she transitioned from relaxed to natural hair. She wanted to create something that provided a simple and fast regimen with clean ingredients as an alternative to product- and manipulation-heavy hair routines that are common in the natural hair community, she said.
Heim designed Bread specifically for Black women with textured hair who have curl types between 3a and 4c. The product lineup includes Hair Wash with argan oil and aloe vera for $20; Hair Mask, a deep conditioner with starflower oil and Australian kakadu plum — which Heim notes moisturizes without being heavy — for $28, and Hair Oil, marketed as “like a lipgloss but for your hair,” with kakadu plum and safflower oil, $24.
Heim first met the retailer at a Teen Vogue event, and approached a buyer to say that she had an idea for a brand and would be in San Francisco the following week — which at the time, was not yet true, she said. “I read years ago that Jen Atkin had pitched her hair-care brand to Sephora and didn’t have any products yet. And I thought, ‘Well, maybe that’s something I can do,'” Heim said.
“Maeva is very specific about who she wants to serve and how she wants to serve them — that comes through on the packaging, in the name, in the product itself. She’s here for women with textured hair. I have straight hair, I’m Asian, and I can use the product…but she’s not trying to pretend it’s for everyone. It’s really speaking to the consumer who hasn’t been spoken to, that’s what really resonated with me.
“At the time, maybe because I was in nature, but also because I had been transitioning a lot of my skin-care products over to things that were a little more clean, I realized that I was putting this product on my head every three to six months for a good 20 years and that my scalp was also my skin and it was probably something I should consider not doing anymore,” Heim said.
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