Fashion

The Fro Expert

I have a hair issue. Not about my 4C texture, and I only just learned about porosity, so that’s not it. I’m ok with the length, it’s kind of thin if you straighten it and apparently my edges are not even close to the standard of fleetness necessary these days. But…these are not my hair issues. Not even close.

Curious?

My hair issue is lack of knowledge and inconsistency. Period. I’m not sure why but one day I was minding my business and realized that Black women’s hair had had a revolutionary upgrade. natural is not just in, it’s supported, studied intently and discussed with passion and fervor. Suddenly everyone seemed to have a huge mane of unprocessed hair growing out of their heads and I was caught out there, completely unaware of how it had happened. I think I tested some products from Cantu and Ojon back in the day, but only because pr people gave them to me. On my own, I had no clue what was good, so I had to start researching.

I used to buy from another brand, and while I loved the products, I wasn’t crazy about the shipping times or customer service but I wasn’t going back to the drugstore aisle brands. I found Fro.ology on etsy when I was looking to add to my list of natural haircare brands and ordered immediately. I liked the minimalist design of the labels (very important for me, because I think clean design is a sign of clear thinking and efficiency). I started with the Onion & Garlic Oil, Aloe Vera and Agave Deep Conditioner and conditioning Tea Rinse and I was not disappointed. My scalp and hair are completely satisfied.

So of course I ordered more. And I follow the brand on instagram like a stalker so I can stay up to date on new products like the Avocado Pre-Shampoo Mask and Growth Oil. This week we have a short interview with the amazing founder of Fro.ology, Gianni Alexander, who shared her reasons for starting the business and some insights on Black haircare.

The interview:

SEBMARKETBK: Where did you get the idea to start your hair care brand? 

Fro.ology:  I got the idea in fall of 2018 after I got my mini chop. Everyone at my job was so amazed at my Afro and kept coming to me with their hair questions. While most of the feedback was positive, some was not. I didn’t let the negative offend me or trick me into thinking that I needed my hair straight again but it did trigger a light bulb in my head: 


Why is my hair and how I wear it such a big deal? 


My friends told me that if I made hair products they would buy from me for sure. I made my goal to have my business started in April of 2019, the same month I quit both of my jobs and moved back home to Atlanta. I used it as a hobby and a way to keep me busy and out of depression while I looked for a job.


SEBMARKETBK: I love using your products, and my hair is definitely improving. How did you develop your recipes? 

Fro.ology: I began researching how to make my own formulas after I realized most of the chemist I found used toxic ingredients. I started with basic formulas that didn’t require a preservative: butters, oils, dry clays…and then found whatever I could on different beauty formulating blogs and YouTube. They taught me how preservatives and formulas work. I worked with one product at a time until I had the formula perfect, logged the formula down and moved on to the next product.

SEBMARKETBK: What is the one best thing a woman with 4C hair can do to encourage growth? 

Fro.ology:  The best things a woman with 4C hair can do to encourage growth are: sealing in moisture through proper protective styling and not getting upset at shrinkage. Shrinkage means your hair is healthy!


SEBMARKETBK: What do you think the beauty industry can do better for black women? 

Fro.ology: The beauty industry can start by hiring more black models and stop brainwashing us into thinking that we need to have straight hair to be hired or simply just to be beautiful. 


SEBMARKETBK: Where do you visualize Fro.ology going in the future? What is your ultimate goal for the brand?

Fro.ology: There are a lot of things in the works with Fro.ology! I am hoping to be in a major retailer by year 3. Right now I am just taking it one day at a time.

Keep up with ro.ology s it develops on instagram and order Gianna’s amazing products (recently featured in Teen Vogue) at fro-ology.com.

Until next time,

Faith/SEBMARKETBK