Natural Crown wasn’t born in a lab: it was founded by someone who understands the realness and the research behind natural hair care. Precious Golde was on a personal journey to nourish her own crown – and people around her were really seeing the results. From there, here’s how she built an end-to-end Afro haircare range that’s all-natural with no compromises.

Tell us about the background inspiration to Natural Crown Haircare.

Natural Crown Haircare started as a personal journey as nothing worked for my dry, tightly coiled afro-textured hair. Being a natural hair enthusiast, I took matters into my own hands and started experimenting with oils, herbs and a wide range of natural ingredients, while really tuning in to what my hair responded to.

As my hair grew noticeably longer and healthier, my friends and family requested that I shared my blends with them. Seeing their results and hearing their feedback sparked something in me: the urge to help more people to appreciate and embrace their textured hair.

This motivated me to learn about the science behind hair growth and hair health. My mission was to create formulations backed by science, that addressed the hair concerns faced by many in our community, which in turn would encourage them to fall in love with their natural crowns!

“Our products have a deep focus on moisture retention, length retention and scalp health”

Why is it important for your range to be 100% natural?

Too often, products marketed to curly and coily hair types are filled with cheap fillers and harsh chemicals, which can strip natural oils, destroy curl patterns and damage the scalp. It was important for me to create products using only natural ingredients that revive, moisturise and strengthen textured hair.

Being 100% natural also means that our products are better for those with a sensitive scalp and safe to use on the whole family, including children. 

This was extremely important to me as I strongly believe our community deserves clean, safe and high quality products that nourish and protect our hair from the inside out. 

What kind of hair concerns and needs are your products made for?

Our range is specifically designed for textured hair (curls, coils, and kinks), which is naturally drier and more prone to breakage than straighter hair types.

Therefore, our products have a deep focus on moisture retention, length retention and scalp health. These three are many of our customers’ greatest concerns when it comes to their hair journey. Whether someone is struggling with dryness, stunted growth, or finding clean products that cleanse the hair and scalp without stripping, we’ve created an end-to-end solution that simplifies healthy haircare. 

What was your journey like, from experimenting with your first product to launching the business?

My business idea started from the feedback of the personal blends that I created for myself to address my own hair concerns. However, when I finally decided to make this into a business, consumer safety was a top priority. It was imperative that every formula went through multiple rounds of testing and refinement.

Microbiological evaluations and stability testing were conducted to guarantee that our products would be safe for our consumers. The pH of every product is also tested to ensure that it is optimum for the hair and scalp. I wanted to create products that not only worked, but were also trustworthy and safe to use on the whole family. 

Launching the business was just the final step of a much longer process, built on science, safety, and a deep respect for our customers’ wellbeing.

What’s your research and formulation process when it comes to finding the most effective ingredients for particular hair needs?

We pride ourselves greatly on the fact that every single ingredient we use in our products has a purpose.

We think about what our hair needs to thrive, such as a clean scalp, moisture, strength and softness. We then choose ingredients that support this. For example, cleansers that remove dirt without stripping; humectants that attract and retain moisture; oils that nourish and protect; herbs that support scalp health and encourage hair growth.

The formulation of each product is then determined by many factors such as the ingredient’s solubility, stability and pH. 

Our research and formulation process is rooted in a deep understanding of hair biology, targeted hair concerns, and ingredient functionality, to ensure that every product we create is safe, effective and supports long-term hair health.

“We strongly believe in the importance of helping our community understand their hair better”

What are some key ingredients you use in your products and why are they effective?

We use so many amazing ingredients in our products but some of favourites are:

• Aloe Vera, which we absolutely love! We use it in all of our water-based products. It restores moisture, reduces itchiness and promotes a healthy scalp environment for hair growth, due to its anti-microbial properties. It’s packed with so many amazing vitamins and enzymes that enrich and revitalise the hair from within.
• Avocado Oil is rich in fatty acids, biotin and antioxidants which deeply nourish and strengthen the hair from root to tip. It enhances elasticity, reduces breakage and protects hair from damage caused by heat and UV exposure.
• Honey is a natural humectant that draws moisture into the hair, leaving it softer and less prone to breakage and split ends. Additionally, it has amazing antibacterial and antioxidant properties which help to soothe the scalp and reduce dandruff.
• Ayurvedic herbs, such as amla, fenugreek, brahmi and bhringraj, have been used for centuries to promote healthy hair due to their natural healing properties. They are known to stimulate hair growth, strengthen hair follicles and reduce hair fallout. 
• Shea butter and mango butter both deeply nourish dry and brittle hair, leaving it soft, smooth and more manageable. We also love the fact that they soothe irritation and reduce flakiness without clogging the scalp. 
• Peppermint oil and rosemary oil promote blood circulation to the scalp encouraging healthier, fuller and stronger hair growth.

What makes Natural Crown Haircare stand out against other Afro haircare brands?

We care deeply about our community and are passionate about creating a movement that encourages people to embrace their natural hair, no matter the texture, length or curl pattern. 

Our products are 100% natural and made with the health of your hair and scalp in mind. In addition to our formulas being free from toxic and filler ingredients, we create all of our products in small batches to ensure consistent high quality, freshness and care. 

We also focus on education, as we strongly believe in the importance of helping our community understand their hair better, as opposed to just selling to them. It’s about giving our customers the power and confidence to wear their natural hair unapologetically and to shift the negative mindset that is associated with natural hair.

Our mission is to help our community unlearn any negativity associated with their hair and to replace it with love and pride.

How do you recommend someone uses your products in their routine?

Our product range is designed to provide an end-to-end solution for a simple but effective haircare routine using only natural ingredients. 

While different hair concerns might benefit from different routines, here is a go-to routine that’s easy and simple to implement:

Step 1: Cleanse

Our Cream Cleanse Sulphate-Free Shampoo is designed to remove dirt and product buildup without stripping your hair and scalp of its natural oils. It is pH balanced and infused with aloe vera, avocado oil and honey to increase manageability and maintain conditioning properties whilst ensuring a clean and healthy scalp.

Step 2: Deep Condition 

Our Moisture Intense Deep Conditioning Mask deeply penetrates, replenishes and nourishes your hair strands after washing, resulting in softer, healthier hair. Bursting with moisture-rich ingredients such as aloe vera, avocado butter, babassu oil and oat oil, this product combats breakage, reduces split ends and provides great slip for easier detangling.

Step 3: Moisturise

We have two amazing Leave-In Conditioners:

1. Our Moisture Mist is a hydrating and refreshing spray that revitalises dull and dry hair. It’s made with aloe vera, rose water and honey to revive your curls making them soft, bouncy, and defined.
2. Our Moisturising Leave-In Conditioner is a luxurious hair cream formulated with aloe vera, Mango Butter & Avocado Oil. This is a customer favourite as the product soaks into your strands, instantly making your hair softer and more manageable. It is guaranteed to provide your hair with intense hydration, deep nourishment and long lasting moisture.

Step 4: Seal

For many curly hair types, sealing in moisture with an oil is a crucial step in maintaining healthy, hydrated hair. Our Nourishing Hair Oil is perfect for this. A blend of 10 highly nutritious oils, including sweet almond oil, baobab oil and wheatgerm oil, is ready to strengthen and protect your hair while increasing shine and lustre.

Step 5: Scalp Massage

Scalp massages are amazing for stimulating blood flow to the scalp, resulting in healthier, stronger hair growth. Our Extreme Growth Oil is packed with powerful Ayurvedic herbs such as amla and fenugreek, in addition to growth inducing essential oils such as peppermint and rosemary. Take a few minutes out of your day to give your scalp the TLC it deserves and your hair will thank you for it!

Step 6: Style 

Our range of Leave-In Conditioners and Oils are great for styling without the product buildup!

Whether you opt for a twist out, braids, a bun, afro, locs or simply some ‘under the wig cornrows’ we’ve got you covered!

What’s been your biggest challenge running the business?

As a small business owner, one of the biggest challenges has been balancing multiple roles simultaneously. Formulator, content creator, customer service provider, website designer, photographer – the list goes on!

This can be very time consuming, however I completely understand why people emphasise the importance of passion when it comes to running a business. I can relate to this firsthand as my passion and drive to provide clean haircare solutions for curly hair types is so much greater than the workload. This makes running the business that much easier!

What’s been the best feedback you’ve received so far?

We have received so many great reviews from our customers, such as our products clearing scalp irritations, softening dry hair and repairing weak, damaged hair.

However, one that really stood out to me was from a mum who said that our products helped her daughter finally love her curls. To have that kind of impact is amazing and validates our brand’s purpose and mission. It’s bigger than a business, it’s about shifting mindsets, building confidence and making people proud to rock their natural crowns!

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Jamii members get 15% off Natural Crown Haircare – Find out more