ASHERLEE NATURALS – HANDS ON WITH HAIRCARE
Sherelle Curtis always seeks to keep her customers happy and, in doing so, she listened to their requests and came up with these new additions.
HAIRCARE IS now a big business. Persons are now taking steps to care for their natural hair. Sherelle Curtis launched a haircare line, Asherlee Naturals, in 2014. She had a shampoo, deep conditioner, hair butter and sealant, LOC love butter and Vitamin B5 Leave-in Cream. She has added Cocoa Butter Twist and Define Cream, Flaxseed Hair Gellie, Treatment: Hair Redeemer-Protein Treatment and moisture product her Hair Revitalising Leave-in Conditioning Spray. She also made a few additions to the Loc line, which includes Loc Leave in spray, Loc Oil and a rebranding of the loc love butter.
Curtis always seeks to keep her customers happy and, in doing so, she listened to their requests and came up with these new additions. In the initial stages, she was concerned about putting products on the market that were for overall haircare, now it is about the style, which is where the hair gellie and the twist and define cream come in. Also, she wanted to do more for the loc’d women who had come to try the brand.
Customers have gravitated to the Cocoa Butter Twist and Define cream that works on
defining a twist out without the crunch of a gel. It also leaves the hair feeling moisturised.
As it pertains to the Pro vitaminB5 and Marshmallow Root Leavein Conditioning Cream, it has been improved by making it a lot more moisturising and hydrating. Also, she added a more liquid and lighter version to cater to hair types that needed a lighter product. It also works as a moisturiser and detangler. In addition to these benefits, the spray does help to keep hair moisturised when one chooses to wear protective styles like crochet braids.
Asherlee Naturals manufacturing is outgrowing her home. She is focused on constructing and relocating a designated hub of operations as well as staffing the outlet. Though she has plans for new products, her immediate plan is to ensure that Jamaicans across the island have access to the line of products while maintaining the quality people have grown to love and trust.
FOCUS ON QUALITY
Since she was focused on quality, it was inevitable that she would make Asherlee Naturals a full-time job, which it now is. Also, she has teamed up with her sister of Zuberi Hair and Beauty – Nicole Deborah Richards, to add salon and an actual person-to-person haircare services.
“It’s typically easy to find a salon, and get that trendy style, more and more; however, the reality is that the health of the client’s hair is not usually given high priority. Granted this feeds into the typical fast-hair appetite, but the tide has been changing: ladies are more interested in wearing their own hair and who would have thought, they want it healthy too. For me, my customers believe they have found someone who not only knows about natural haircare but also someone genuinely interested in the health of their hair,” she explains.
The duo offers customised treatments, colour, curl definition, twists, cornrow, crochet, braids, cutting and loc care.
She hopes for Asherlee Beauty to add a chic boutique-type hair spalike experience so tailored for the purists and the ‘curious-at-hair’. But for 2018, synergising a suite of services with her sister, building her team; as well as paying greater attention to expansion and retrofitting her service space.
Curtis’ sister Richards showed us just how the new additions, as well as old favourites, come together to form a beautiful twist out on Laurie-Ann Jones.