Berkeley
African American Bay Area woman successfully launches natural hair care collection in the middle of the Pandemic
Joy Truth has plans for further product development of the collection with styling products and other hair treatments focused on curly hair health.
In the midst of the pandemic and on the heels of the passing of the CROWN Act, (Crown Act SB 188 Introduced in California by former Senator Holly J. Mitchell and signed into law on July 3, 2019 which prevents race-based hair discrimination and is currently on the ballot in 7 other 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 commented, “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 A D D + C L A R I T Y clarifying cleanser is a gentle, botanical, clarifying, sulfate-free deep cleanser containing Peppermint Oil and Rosemary Oil. The A D D + M O I S T U R E ™ hydrating masque is a botanical, nutrient-rich, luxurious, deep treatment with moisture-locking humectants. The A D D + S T R E N G T H™ 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.
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. Joy Truth’s mission is simple and bold to help you “Be a Better You!”
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, CA, with her husband Neil, bonus son Jordan and their dog (Malshi) Zoe.
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Based in Berkeley, California, I Luv Curls is a company committed to the best results for your natural hair journey. In doing so, we educate and raise awareness of what textured hair needs, formulate and produce a necessary brand of Loving and Kind, Botanical, Ayurvedic, regimen driven hair care products that absolutely luv your curls! We transform your curl drama into a luv story. For more information, visit www.iluvcurls.com.
Press contact: Cindy Hill
Phone: (415) 715-4714
The Oakland Post’s coverage of local news in Alameda County is supported by the Ethnic Media Sustainability Initiative, a program created by California Black Media and Ethnic Media Services to support community newspapers across California.
