Foundationz is a UK based company that promotes natural, healthy haircare with a focus on celebrating the uniqueness of afro, kinky and curly hair - an often overlooked and underserved market in terms of products, information and services as far as they are concerned.
What is interesting about Foundationz and its website is its commitment to advising their clients on all aspect of afro and curly haircare. They take a holistic approach to haircare and are developing a variety of innovative resources to promote healthy haircare through information, advice and support and by raising awareness of hair-health issues to effect real, positive change within the industry.
The founder member of Foundationz is Antoinette Scott who is clearly someone that is totally committed towards haircare and is keen to discuss and promote afro hair through its history, as it is currently and certainly its future. Antoinette sees it as her mission to highlight Foundationz passion for all haircare by providing as much advice and information as possible to their clients as she discusses here.
“With reports of rising illness rates, environmental concerns and frequent product-scares, it is perhaps not unsurprising that more of us are taking a keener interest in the goods we use everyday and their impact upon our health. Terms such as 'natural', 'organic', 'pure' and 'hypoallergenic' now roll easily off the tongue as the natural revolution takes a firm hold.
But what exactly is a 'natural product'? The term 'natural' is defined in the dictionary as:
"...existing in or produced by nature; not artificial or imitation; existing in or in conformity with nature or the observable world; functioning or occurring in a normal way..."
This seems straightforward enough, however problems exist as many of the chemicals used to create artificial products and synthetic ingredients are ultimately derived from natural sources. In practical terms this means that many products labelled as natural are anything but. To confuse matters further, there are also some natural ingredients which behave just as badly as many of their chemical counterparts, causing allergies, skin sensitivity and irritation.
Admittedly too, there are some synthetic or artificial ingredients which work much more effectively and are sometimes needed to guarantee the integrity of a product. You would correct in thinking that this seems like a minefield which is why at Foundationz, we have established our own product criteria which places safety first.”
It’s clear that Antoinette and Foundationz are passionate about haircare with a clear focus on afro and curly haircare and it is from this that the desire to educate and familiarise people comes to the fore. They are in the process of writing and rolling out a number of articles on the common questions they get asked by their clients, such as grooming and styling techniques. As Antoinette explains here:
“At Foundationz, we feel deeply about educating our clients – we are regularly contacted by customers who are looking for advice on how to manage their hair as well as recommendations on which products they should use for their hairtype. We have found that queries can vary from how to achieve a particular hairstyle right down to the basics, such as how to comb afro hair properly. There are many people who simply do not have the knowledge to handle their natural texture and we aim to address this lack of information through our library of articles and resources.”
Reading the articles on the Foundationz website allows you to uncover a wealth of information that will help you to analyse your hair and identify what you should be doing to manage it and which products are correct for specific hair types.
Antoinette continued “Most people have never considered analysing their hair and as such waste a lot of time, money and effort on products and styles which just don't work for them, Hair varies in terms of its wave pattern but also in density, diameter, elasticity and porosity. These 'analysers' determine how effective - or not - a product may work on your hair, and whether your particular hair type can easily achieve a certain style”
Foundationz is embracing the needs of their consumers by providing a unique insight to the world of afro and curly haircare. A visit to their website is just not about buying haircare products but offers the user the whole haircare experience by providing factual and incisive advice on afro and curly haircare.
A note for your diary - Antoinette and the Foundationz team will be exhibiting at the Lambeth Hair Fashion and Beauty Event in London, Sunday 5th November 2006. See www.lhfb.co.uk for further details.
The Foundationz website address is www.foundationz.co.uk and you can contact Antoinette and her team direct by emailing info@foundationz.co.uk
