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In the hair realm, the term frizz often gets a bad rap—and the dialogue around it has always been fraught for women with curly, coily, and kinky textures. “The hair industry tends to unnecessarily demonize characteristics that are often very common or natural features of textured hair,” says Maeva Heim, an Australia-based entrepreneur and founder of Bread, a new clean hair-care brand designed for women of color with textured hair (from 3A to 4C hair types) that’s taking a powerful stance against “anti-frizz.” “What’s so bad about frizz anyway?” poses Heim. “I think frizz, and big hair, and ‘unruly’ hair is beautiful and cool. I want us to help redefine what ‘aspirational’ means for textured and curly hair, and that includes normalizing frizz.”
Growing up, Heim spent her weekends at her mother‘s hair salon in Perth, Australia—one of “the very first African hair salons in the entire country,” she says—braiding hair, sweeping the floors, answering the phone, and managing the booking diary. Though she was surrounded by an array of natural and protective hairstyles, she began chemically straightening her 4C coils from a young age. “In Australia, where 'beachy blonde’ and ‘laid-back effortlessness’ are the beauty ideals, I never felt like I fit into that definition of beauty,” she explains. “As a young girl and a teen, the objective was to fit in, and so I hid my hair in many ways.” It wasn’t until a few years ago that Heim decided to ditch the relaxer and go natural. And as much as she relished the results, it was a process. “Transitioning from relaxed hair to natural hair is often time-consuming and complicated,” says Heim. “As women, we’re already expected to exhaust so much time grooming ourselves in order for our bodies to be considered ‘socially acceptable.’ Then you add to that the layer of being a Black woman and having textured hair. You’re expected to spend so much additional time on your hair in order to fit into a particular mold of what’s expected from curly hair.”
In our modern world, time is precious, and drawing from her own experience, Heim—who gained brand management experience at L’Oréal and Procter & Gamble—felt compelled to create a range of textured hair products that were simple and easy to use. Her aim was to encourage a come-as-you-are approach to one’s natural texture that is inherently lower-maintenance. “In the hair-care space, women with textured hair haven’t really been included in conversations around ‘effortless’ hair,” she explains. “I think there’s this rhetoric that textured or curly hair is hard, or time-consuming to look after, and requires lots of product and manipulation. But I want our audience to feel like she can embrace lazy-girl hair too—and that goes for all curl types and textures.”
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July 14, 2020 at 10:14PM
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Meet Bread, the New Textured Hair-Care Brand Streamlining Wash Day—And Saying No to “Anti-Frizz” Messaging - Vogue
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