She's so Cult

She’s so Cult: Loretta De Feo

An ‘aphrodisiac for Afro hair’ (as well as a godsend for dry, damaged, porous or delicate texture), this nourishing cocktail boasts coconut, argan, babassu and quinoa to unleash some *serious* kink. So wether your mane’s curly, coily or coarse, Dizziak’s cult {Deep Conditioner} leaves your strands silky, promotes definition and kick-starts a *healthy* obsession… We spoke to creator, Loretta De Feo, about her brand, common concerns and the ‘skinification’ of hair care.

{Cult Beauty} Hi Loretta ?! Can you begin by telling us a bit about your journey to this point? What prompted you to make your {Deep Conditioner}?

{Loretta De Feo} I basically created {Dizziak} because I needed it. My hair is made up of medley of textures – I’d say there are five different types – and I found most conditioners either too light or too heavy. I started importing more ‘specialist’ products from the US, which not only took ages to arrive, but cost a lot in shipping and consistently missed the mark. I wanted to make a healthy conditioner that really worked, that smelled great, that looked great and that was accessible on the high street.

{CB} And what differentiates {Dizziak} from its competitors?

{LDF} Dizziak {Deep Conditioner} delivers incredible moisture and unrivalled damage control without resorting to harsh chemicals. Hair is left feeling nourished, smooth and weightless, and free from any lasting residue – a true industry first for a deep conditioner. There hasn’t been any compromising when it comes to the product. Everything had to be perfect – the formula, the texture, the branding, the fragrance and it was essential to me that the conditioner was vegan. What’s more, there’s no need for heat to aid absorption – cutting down both heat damage and ‘wash day’ time by at least 30 minutes.

{CB} Our attitudes to hair care are evolving, with shampoos, conditioners, treatments and serums becoming increasingly ‘skinified’. Were you conscience of this when developing {Dizziak}?

{LDF} Dizziak is a complex blend of plant butters and oils that are rich in natural minerals and antioxidants: shea, babassu, coconut, argan, Inca Inchi plus quinoa protein and aloe vera.

With a very high volume of these key (hair and scalp-friendly!) ingredients – it’s potent! This is why the effects are highly noticeable – especially on curly/afro hair as due to having a more ridged surface than straight hair, the product must to be ‘tough enough’ to penetrate the strands (sadly, most conditioners are not).

The directions are to rinse the product off with cool water. The heat from the shower helps ‘open’ the cuticles (allowing all the precious oils and extracts to absorb). Rinsing with cool water ‘closes’ the cuticles – sealing all the goodness in to leave hair smooth and shiny.

{CB} We’re hearing a lot about scalp health (until now, it’s been oft-neglected). How important is scalp health to healthy hair, and how do you address that?

{LDF} From personal experience, I tried co-washing (washing only with conditioner) for six months early last year. The initial results were great – my hair was softer, shiner and growing quickly… but then I started to notice that my hair was knotting and matting. It got so bad that my hair felt like hay. I realised that my follicles were ‘clogged’ with sebum, product, pollution and hard water build-up. It took a month of deep cleansing and deep conditioning to get things back to normal.

Just like exfoliating my skin and applying a regular face mask to give cells a much-needed ‘boost’, it’s very important to ‘deep clean’ your scalp to help follicles function – regular shampoo will not cut it. And to replace any lost hydration and natural oils, a hair mask that includes ingredients high in plant extracts and butters will help to replenish lost moisture.

{CB} What are the stupidest things people do to their hair (asking for a friend)?

{LDF} I read the comments section of a Guardian article that {Dizziak} featured in – someone suggested washing hair with washing-up liquid. Shocking! I’m also not a fan of people aggressively brushing their hair (perhaps when rushing) – the sound of it gets me – it’s like the hair is screaming. Go gently!

{CB} And what are the most common misconceptions about hair and hair health?

{LDF} That you need to wash your hair everyday. I hear this all the time from people who are adamant they have to – otherwise their hair gets greasy. Fact is, it’s probable the hair’s greasy because they’re over-washing it. Take a break and switch your harsh shampoo for something gentle – you’ll see a huge difference!

That you need to cut hair every six weeks. There is an unbelievable amount of conflicting information about this. You hair tells you when you need a cut – you can see it and feel it.

And lots of people think that deep conditioners are solely for thick/curly or afro hair. They are for everyone and everyone should use one. If you have fine hair, just use less!

{CB} Is it possible to heal years of abuse? What five steps would you take?

{LDF} Definitely as long as you are consistent with a good routine and I’m speaking from experience (I chemically straightened my hair for years).

Make sure you get a good cut and avoid heat as much as you can (it’s lethal!). Deep clean and condition once a week, try not to touch your hair too much and sleep on a silk {pillow case} – it makes a world of difference and is great for minimising breakage.

{CB} How have you seen the hair industry change in the last five years?

{LDF} I think people are starting to think differently about their hair washing routine. Instead of washing and conditioning every day/other day, they’re focusing on using less and using better.

I’m very conscious of the rise of independent brands. The big multinationals are striving to keep up with boutique brands in terms of product quality and the community they create. Customers want to trust that the products they’re using are made with the finest ingredients, are free from harsh chemicals and, most importantly, deliver results. Brands now have to be transparent and authentic and that wasn’t the case before – it’s a good thing.

{CB} And finally. what do you see as the next steps in this hair care revolution?

{LDF} Going back to what I said before, I think we will see a more simplified way of looking after our hair. Less products with better ingredients (and less marketing jargon from brands). And from the brand side, hopefully a cheaper and easier way of using eco-friendly packaging. 



Verity Douglas

Verity Douglas

Content Editor

Cult Beauty’s Content Editor and a Cult Beauty OG, Verity loves nothing more than the marriage of language and lip balm. A quintessential Libran, she’s a self-professed magpie for luxury ‘must-haves' and always pursuing the new and the niche — from the boujee-est skin care to cutting-edge tech. Balancing an urge to stop the clock with her desire to embrace the ageing process (and set a positive example for her daughter), Verity's a retinol obsessive and will gladly share her thoughts about the time-defying gadgets, masks and treatments worth the splurge...