The New Collection

Cuffs for your Crown

Organic Loc Bombs

In Memory of Sherida

Model, Fashion Lover and Friend of What Naturals Love

BEST SELLING LOC PRODUCTS

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Scalp Roller & Silk Pillowcase Bundle
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Starter Locs - Scalp Roller & Double Silk Bundle
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Starter Locs - Scalp Roller & Double Silk Bundle
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Starter Locs - WNL Hair Serum & Double Silk Bundle
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WNL Hair Serum & 100% Mulberry Silk Bonnet Bundle
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LOCS & FASHION

MOROCCAN MAGIC DRESS

Locs in a crown from BAD Hair Uprooted

Endlessly stylish

Our Cause

After three centuries of slavery, Black people still don’t have the human right to wear their God-given tresses natural.

Dreadlocks, Afros, cornrows—styles perfectly natural to African hair—remain stigmatized, stereotyped, and excluded from professional dress codes.

As a direct consequence, 73% of Black women suffer from relaxer-induced alopecia—hair loss caused by chemical straighteners and weaves—to conform to a beauty standard that contradicts their DNA.

BAD Hair Uprooted: The Untold History of Black Follicles is a groundbreaking exhibition that celebrates the beauty of natural hair while revealing the consequences of unequal hair rights—through storytelling, powerful conversations, striking visuals, and a thought-provoking documentary.