In June, founder Joy Truth debuted her new hair care collection, “I Luv Curls.” The hair care system is designed to inspire women to embrace their curls and “luv” their natural hair.

In the midst of the pandemic and on the heels of the passing of the CROWN Act, (a California law that prevents race-based hair discrimination and is currently on the ballot in seven states), Joy Truth saw this as the perfect time to launch her new products targeting women of color who are transitioning back to their natural hair.

“Launching and innovating during a pandemic was divine order; it provided the time and focus that I needed. When everything shut down, the frolicking stopped, and I transferred that energy to my heart’s joy: ‘I Luv Curls.’” Joy Truth said. “I made a commitment to move forward despite what was going on around me.”

After blending numerous concoctions and conducting focus groups with friends transitioning from straightening their hair, Truth landed on the perfect ingredients that resulted in healthy, moisturized, shiny curls and coils. Currently the collection consists of three core hair care products and a heat activated deep conditioning cap.

The “add + clarity” clarifying cleanser is a gentle, botanical, clarifying, sulfate-free deep cleanser containing peppermint oil and rosemary oil. The “Add+ Moisture” ™ hydrating masque is a botanical, nutrient-rich, luxurious, deep treatment with moisture-locking humectants. The “Add + Strength” ™ is a luxurious, botanical, protein-rich ayurvedic deep strengthening treatment. And finally, the “Add + Heat” microwavable deep conditioning heat cap enhances the masque treatments by slowly diffusing heat to infuse moisture and/or strength deep within your hair follicles.

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Joy Truth has plans for further product development of the collection with styling products and other hair treatments focused on curly hair health.

This is not the first launch for this entrepreneur; A creative and visionary entrepreneurial leader whose passion for beauty and wellness led her to leave corporate America and launch twin companies, Harmony Beauty Boutique and Harmony Yoga Pilates – a unique brand of personal care products and wellness services.

Born and raised in the SF Bay Area, Joy Truth holds a BS in Information Systems Management from the University of San Francisco, serves as the vice-chair of the Advisory Board of her alma mater, is a Christian ministry leader and contributes to social impact causes that benefit women of color.

She resides in Berkeley, with her husband Neil, stepson Jordan and their dog (Malshi) Zoe.

Isabelle Price

Posts by Isabelle Price