PHILADELPHIA (CBS) – Dissatisfied with the products available on shelves, a local YouTube star has launched an all natural haircare startup for women of color.
NaturAll Club is a monthly subscription startup founded by UPenn grad Muhga Eltigani.
“I partnered with a PHD candidate in chemical engineer and we did research and development for seven months,” she tells KYW Newsradio, “and customized avocado hair masks for three different tracks: dry hair, damaged hair, and dull hair solution.”
She began to chronicle her own hair journey for all natural products on YouTube four years ago and now has over 40,000 subscribers:
“My YouTube channel is the reason I have this business. If it wasn’t for my subscribers giving me feedback that they were unsatisfied with their products and they didn’t have time to make all of the recipes that I was showing them I would never have saw that need”
In 2015, Eltigani raised more than $9,000 through an Indiegogo crowdfunding campaign to launch her business.
“NaturAll is really trying to educate you about the ingredients,” she says. “We’re very transparent about every single ingredient we put in our product and why we put it in our product and we allow ppl online to take a quiz to identify their hair needs so we take it a step further, we’ll give you more recommendations outside of our hair products to help you create a healthier lifestyle for your hair”
The products are geared toward women of color, but anyone, she says, can use them:
“The number one ingredient is avocado and avocado is this magical fruit that has fatty content that’s great for moisturizer. It also has vitamin B which helps hair growth and vitamin E which helps repair your hairs damage. And then we couple that with different oils: olive oil, coconut oil, shea butter and some products have honey in it, but all basic ingredients you can get from a grocery store, things you can pronounce, things that you know a la tea tree oil and we mix it together and ship it to you fresh. So it’s just like you made it yourself without the time and hassle.”