BREAD Beauty Supply Founder On The Brand’s Meteoric Rise & Changing The Game In Textured Haircare

Few haircare manufacturers have made an even bigger splash upon arrival than BREAD Beauty Supply. Founded solely in 2020, the Australian haircare model specialising in curly and textured hair has hit the bottom working, sweeping up awards and flying off cabinets. From its Aussie origins, the model has already change into a world sensation, proudly stocked within the likes of Sephora within the US and Selfridges within the UK. From sitting in her mum’s African hair braiding salon in Perth (the primary in Australia!) to constructing a haircare model on the philosophy of celebrating, quite than taming curly hair, it appears BREAD founder Maeva Heim was destined to be a trailblazer on this planet of haircare. 

“Growing up in Australia the place ‘beachy blonde’ and ‘laidback effortlessness’ is the sweetness ideally suited, I by no means felt like I match into that definition of magnificence,” she shares.

“I bear in mind being in my teenagers and the primary time I needed to put on my relaxed hair out, with no added weave or extensions, to highschool. I used to be so embarrassed by my hair that I went to the nurse’s workplace and pretended to be sick so they might name my mum and I may get picked as much as go house.”

From that insecure teenager, “to say I’ve come a great distance from there may be an understatement”, Maeva shares. Beyond her personal journey, Maeva sees BREAD as an opportunity to vary the way in which curly hair is represented within the media, working in direction of a future the place “black girls with textured hair all around the world will be capable of stroll right into a boardroom with bantu knots, or an afro, or no matter she desires, and never a single particular person will bat an eyelid”.

And it’s not simply discuss both. From the very starting, Maeva has been clear on who BREAD is for, and the way BREAD will change the sport for them.

“We’re creating BREAD for the one who has curly and textured hair, and doesn’t need to spend half a day washing her hair. Our intention is to make wash-day, and different components of her routine as fast as attainable, so she will be able to spend much less time on her hair, and extra time on different issues in life”.

Named after the staple meals, Maeva talks about how BREAD gives the fundamentals of pure haircare, making a much-needed splash into an in any other case complicated market.

“When I first transitioned [to natural hair], I had no thought the place to begin. I simply needed to know the right way to wash my hair. I needed a set of necessities to determine the core components of my new haircare routine, and I needed to make the method as fast as attainable,” she says.

Making good on this promise, BREAD at present boasts a slim however tailor-made product providing, with their Hair Oil and Hair Cream taking off as bestsellers.

Not solely was the pure haircare world inaccessible to newcomers, however Maeva says she additionally discovered its messaging completely unrealistic.
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“I seen that there was […] a longtime thought round what it meant to have ‘good’ curls,” she says. “This usually meant a brilliant shiny and outlined ‘no curl misplaced’ photoshopped look that simply isn’t real looking for each day life, and is commonly not achievable for all curl varieties”

To that finish, Maeva desires BREAD to “signify [people] in the way in which that they already current themselves […] and the way in which they need to be seen”, and that is seen nowhere clearer than on their social media platforms. Every different Instagram put up is a snap despatched in by actual BREAD customers, which is doing wonders for constructing a trusted buyer group across the model.

Ever the vision-caster, Maeva says there aren’t any plans to decelerate from right here.

“Ultimately, my objective has at all times been to create a model that may make it huge. Why? Because I would like us to have important media shopping for energy, in order that we’ve the facility to essentially impression the way in which black girls are represented within the media”.

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About the Author: Jessica