Noireônaturel, a vision of beauty
Noireônaturel® is:
Knowledge and expertise, and a genuine desire to take care of you through strong commitments and values that reflect and unite us.
The story of Noireônaturel is first and foremost the story of a Black woman,
Fetia van Hecke, whose life journey is similar to so many others.
At 14, never having truly learned to care for her coily hair, Fetia relaxes it. This method, experienced as a rite of passage, is used by many Black women to achieve hair closer to the Western beauty ideal... Hair relaxing is expensive, demanding, and above all chemical.
Shortly after turning 30, after 18 years of hair struggles, pregnancies, and ecological awareness, Fetia has an epiphany: she wants to return to her natural hair. She finally wants to love her curls that she never learned to know, but above all, she wants to learn to care for and enhance them without damaging her hair or the planet.
Following her big chop, Fetia embarks on a quest for effective and organic cosmetics, fair trade and suitable for coily or very curly hair.
She creates Noireônaturel, initially a blog on Black beauty and ecology to inform Black and mixed-race women, to help them return to natural beauty and feel good in their own skin.
Since the cosmetics Fetia dreams of do not exist, and no brand meets her requirements, she finally launches, in 2011, the hair products that were missing from her life.
The brand has evolved since its creation, but Fétia and her team have always kept in mind the initial requirement that led to the creation of Noireônaturel.
Our entire range is ecological and ethical, but above all, certified. The composition of the products is a truly central commitment for us, and we make no compromises on this matter.
- The hair care range is ECOCERT certified according to the COSMEBIO charter (our organic ingredient content is up to 9 times higher than the label's requirements!)
- The range of handmade, cold-processed soaps carries the Nature & Progrès label. The soaps are packaged in recyclable cardboard sleeves.
- Our bottles are made of HDPE and are 100% recyclable.
- Our cosmetics are not over-packaged to reduce waste.
- All our suppliers are committed to a sustainable development approach, and we prioritize local producers whenever possible.
- Our fair-trade organic shea butter is harvested by a women's cooperative in Mali.
- Our products are not tested on animals.
BRAND EVOLUTION
When Fétia decided to create Noireônaturel, her goal was to give Black women back the opportunity to embrace natural beauty through a return to their roots, self-knowledge and acceptance, and the reappropriation of Black beauty rituals.
Subsequently, Fétia developed her expertise to meet the needs of all textured hair types, even though Black beauty remains an important part of our DNA.
Today, the faces of our brand are no longer just Black women, but Black, mixed-race, North African, and white women, men, and children.
We are committed to representing and highlighting all types of beauty that can use our products, with a particular focus on Black and kinky beauty, which has been invisible for too long.
It is a real source of pride for us that our brand, initially designed for kinky hair, has now successfully applied its expertise to all types of textured hair: wavy, curly, coily, and also locs.
"I would describe myself as passionate, sensitive, creative, a foodie, and I love babies, plants, flowers, and cosmetics. I'm from Guadeloupe, and I had my first relaxer at 14 as a rite of passage I was proud of!
Along the way, after 18 years of hair struggles, pregnancies, and a growing ecological awareness, I did my Big Chop (the Big Chop consists of cutting off all the damaged parts of the hair and leaving only the healthy part, allowing the hair to regain better health) in 2009. Without that, without this personal journey, without this quest that followed my return to natural hair, Noireônaturel would not exist today.
Noireônaturel is so much more than a shampoo brand. My mission is to help you love yourself with your natural hair, whatever its nature!"
See you very soon!
