We originally interviewed Sherine as part of our female creator spotlight in the Spring 2022 edition of our Little Black Book, in honour of Women’s History Month
Sherine Walrond is the creator of IVY WILD, the Birmingham-based Afro haircare brand formulating empowering products. She took some time out from running the business to answer our quick-fire questions.
What do your customers say about why they love IVY WILD?
Customers love that our products are non-toxic plant-based solutions to everyday issues and those that are dealt with in private, like psoriasis, dandruff, and traction alopecia.
What’s your most popular product?
Our most popular product is our Chebe Growth Cream. This is because we use raw Shea Butter and a natural ingredient called Chebe, which encourages the growth of hair. With so many customers struggling to retain length, this product helps to solve a common issue amongst curly and kinky hair types.
What’s your best tip for applying your award-winning Edge Control?
Our Edge Control, which is award-winning courtesy of Cosmopolitan Magazine, is a water-based pomade. This makes it unique because, unlike other edge control products, it does not leave any white residue and can be used on thick 4c hair types to slick down edges. You really do not need a lot of this product and I use it with the Foam Styling Mousse or water with a brush to create the perfectly-styled edges that so many crave.
What’s been your proudest moment from running a business?
My proudest moment in running IVY WILD has been winning a pitching competition amongst 50 other entrepreneurs and being awarded £1000 by Alison Rose, the CEO of RBS Bank. She personally chose me and my business based on a 60-second pitch as she believed in the vision for the company.
What are your plans for the future of IVY WILD?
We will be launching a super exciting educational platform for professionals, which will be coming very soon!
In honour of Women’s History Month, what female figure do you look up to?
My mum first, because she is my best friend and biggest advocate, and then I am a huge fan of Patricia Bright. She is my best friend in my head!