our founder's story

what started as a personal journey grew into a greater mission. 

It all started at the age of 13. Like many of you, I struggled to find products created for my kinky hair and visual representation that celebrated the beauty of it. This lack of representation not only reinforced damaging societal narratives but also fueled my own resentment towards my hair.

The pandemic marked a turning point for me. I invested time and effort into properly caring for my hair and saw a transformation—not just in its health but in my confidence. I delved deeper into the intricacies of haircare, immersing myself in understanding its structure, loved ingredients, and considered alternative approaches to the failed norm.

Driven by a desire to empower others who shared my experiences, I transitioned into the role of a natural hair content creator, determined to use my platform to spread confidence and representation for kinky hair. Through this journey, I began to unravel the complexities of my own haircare experience and its profound impact on my sense of self and identity. 

as the founder of ADIINE, I am committed to challenging stereotypes and changing the narrative, one kinky hair strand at a time.

ADIINE is a purpose-driven beauty brand revolutionizing the kinky/coily haircare experience, inspiring an avenue of self-discovery and self-expression through clean formulas, authentic representation and community.

our impact

our promise to you

  • rooted in authenticity

    ADIINE is built on real experiences, created by a kinky girl who truly gets it.

    authentic representation is woven into everything—from formulas that actually cater to kinky textures to storytelling that amplifies real voices, not trends.

    none of that performative B.S. over here.

  • powered by nature

    ADIINE is committed to creating a safer beauty space for Black women—strictly using genuinely natural and plant-derived ingredients that work in harmony with kinky/coily hair to nourish, not manipulate.

    after all, nothing beats the real, natural thing.

    our ingredients 

  • crafted with intention

    every detail of ADIINE holds a purpose—carefully considered to enhance the haircare experience for kinky naturals. ADIINE is designed to give your hair exactly what it needs: moisture-rich, effective formulas that make caring for your kinky hair feel effortless and enjoyable, not exhausting.

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