Black-Owned Curl Care Brand Strands of Faith Joins WeLoveUs.Shop, Expanding Access to texture-Inclusive Hair Solutions
NEW YORK, NY – Strands of Faith, a haircare brand dedicated to nourishing textured hair and challenging texture bias, has partnered with WeLoveUs.Shop, a platform supporting Black-owned businesses. The collaboration aims to broaden the reach of Strands of Faith’s handcrafted, clean-ingredient formulas and connect with a wider audience seeking products that celebrate diverse hair types.
Founded by Ameka Coleman, Strands of Faith emerged from a personal experience with texturism – the discrimination within racial or ethnic groups based on hair texture. A pivotal moment in 2009, when a friend praised Coleman’s hair after she straightened it following a big chop, underscored the pervasive nature of this bias and fueled her commitment to affirming the beauty of all textures.
“Strands of Faith was built to redefine care for texture-diverse strands through clean, nourishing products that also nurture confidence and mental wellness,” Coleman stated. “Through this partnership, we hope to expand our reach and connect with more men and women who deserve products that celebrate them.”
Strands of Faith products are formulated without sulfates, silicones, or parabens, focusing on deep hydration, length retention, and scalp wellness – key concerns for those with textured hair. The line includes protein treatments, shampoos, moisturizers, sealing oils, and stylers, available for shopping by hair type or need through the WeLoveUs platform.
Coleman emphasizes that each formula is “a reminder to keep the faith because when your hair flourishes, your spirit dose too. Our products are daily affirmations of joy, wellness, and faith.” The brand’s mission extends beyond haircare, aiming to foster a sense of self-love and empowerment through its products.
