“As hairdressers, we’re always trying to teach our guests something about their hair, but I’ve found that when I ask naturally textured guests how they style their hair, I usually end up learning something from them, because they have embraced their natural texture and know more about it than anyone,” says Geneva Cowen, Artistic Director for Sam Villa.
Cowen says being open, asking questions and listening to naturally textured guests is a great way to learn more about natural texture. Ask about likes and dislikes, and if they have any issues, offer a professional opinion on a solution. “It’s empowering to embrace your natural texture and be yourself. As stylists, we have to adjust and learn new techniques to help our guests on their journey,” she adds.
Embracing natural texture is becoming more of the norm now, straightening is harsh on hair, expensive and takes a long time. Working with natural texture instead of against it is very empowering and the results are more organic and last longer. And the good news is, although the sales of relaxers are down, the trend has driven retail sales up: “The natural hair trend is driving an increase in sales of styling products such as styling moisturizers, setting lotions, curl creams, pomades, etc.,” said Tonya Roberts, multicultural analyst at Mintel. Vogue even lists it as one of the top 10 beauty trends for spring 2016!
Highlighting Natural Texture:
1. Apply Redken Curvaceous Ringlet anti-frizz protecting lotion, and using only hands, stretch dry hair with a Sam Villa Professional Ionic Blow Dryer to create maximum volume.
2. Twist ends in fingers with a small amount of Redken Curvaceous full swirl cream-serum to separate and define the ends.
It’s that easy! Stylists interested in learning even more about naturally curly hair types can access Sam Villa’s Curlicious on demand!
- Image Credits
- Hair: Team Sam Villa
- Artistic Director: Geneva Cowen, Artistic Director for Sam Villa
- Photography: Shalem Mathew
- Makeup: Lorina Alailefaleula
- Wardrobe: Rachel Droege