101 GUIDE TO ADWOA BEAUTY
THE STORY BEHIND ADWOA BEAUTY
Born in Monrovia, Liberia and raised in the US, Julian Addo’s foray into hair care started amidst her early teens. “I started styling hair when I was just 14 by working in a salon and attending a vocational high school to study cosmetology” explains Julian. “Growing up in the 90s in NYC, hair was a pretty big deal and fly styles were all around me” she adds. Determined to open her own space and after honing her skills in her mother’s basement, the creative managed save up and launched her first salon in Brooklyn Park.
After attending a natural hair event in 2012, Julian quickly realised that “consumers were exposed to the unrealistic expression of natural beauty of multicultural people in the media – and that this propaganda had betrayed people”. That’s where adwoa beauty came into play. Fuelled by a desire to set the story straight, the brand is “rooted in education and showcase various textures, races and ethnicities. Folks always think that textured hair means Black people. But people all over this world have textured hair and therefore need solutions for them that work. That’s why we utilize our adwoa beauty editor squad, to represent a diverse group of men and women for content creation.” reveals Julian.
WHAT DOES ADWOA BEAUTY STAND FOR
Deeply intertwined with Julian’s unique life story and rooted in her African heritage, adwoa refers to one who is determined and filled with the desire to endure. “adwoa is my cultural name which my dad gave to me. He was from Ghana, and there adwoa means ‘female born on a Monday’. People from the Akan tribe have a day naming system in which babies are named, so adwoa is pretty common in Western Africa culture, specifically within Ghana, Togo and Ivory Coast. I wanted the brand to represent my people, who would otherwise go unnoticed, especially in the beauty world.” expresses Julian.
HOW IS ADWOA BEAUTY CELEBRATING TEXTURED HAIR
BEST ADWOA BEAUTY PRODUCTS
27.12€
30.51€
1
45.20€
45.20€
Now you have everything you need to know about adwoa beauty, it’s time to treat your textures tresses with the TLC they deserve.
Cult Beauty’s Senior SEO Copywriter, Trifonia started out in the industry when bold brows were just becoming a ‘thing’, and shares a passion for all things fashion and beauty. Currently embracing her curly girl journey (after endless years of straightening her strands), she is finally reverting to her natural ways! When Triffy isn’t busy testing out the latest curl-saving solutions, you’ll find her binging the latest reality TV show or on a long walk listening to her ever-evolving country music playlist.
