From Passion to Brand: Anna from Afrolocke on Afro Hair & Founder Courage

For International Women's Day, Anna, founder of Afrolocke, tells us how her passion for afro and curly hair led to her brand. She talks about the hurdles female founders have to overcome, why Black-owned hair care matters so much today and how hair expresses identity, creativity and pride for her. An inspiring insight into Anna's journey, her vision and the community she develops products for.

What do you see as the biggest challenge for female founders?

Anna: Besides the structural hurdles, what stands out for me as the founder of an afro hair brand is that the market was underestimated for a long time. Many people need these products, yet you often have to explain the relevance of the community first. On top of that, female founders often struggle with less access to capital, networks and visibility.

Why is it important for companies to be led by different people, including people who are supposedly marginalised?

Anna: Companies shape products and markets. When leadership is homogeneous, blind spots appear. People from different backgrounds bring different experiences, needs and perspectives, especially in the beauty industry. More diversity means more authentic products, better solutions and fairer economic structures.

How did your relationship with your hair develop during your childhood?

Anna: As a child, my relationship with my hair was ambivalent. Straight hair was long considered the ideal of beauty, and for a while I tried to straighten my curls. Back then I found inspiration mainly in music videos: the artists had hair similar to mine, and that helped me see myself. Later I realised that my hair is not a problem but part of my identity. Madam C. J. Walker later became an inspiration too. Her entrepreneurial path shows how much influence a single founder can have on an entire industry.

What does Black hair mean to you, beyond beauty?

Anna: Black hair is identity, culture and history. For a long time, natural hair textures were devalued. Today, wearing curls or protective styles can be an expression of self determination, creativity and pride.

Why is Black-owned hair care so important today?

Anna: Black-owned hair care means that people from the community develop products themselves that are truly tailored to the needs of textured hair. Unfortunately, many products for Black hair are still run by companies that do not come from the community, and that can mean experiences and needs get overlooked. When Black-owned brands design the products, it is not just about hair care itself, but also about representation, sound knowledge of ingredients and economic self determination.

Which historical hair traditions inspire your brand?

Anna: A lot of inspiration comes from West African braiding traditions. Braids were not just hairstyles but cultural forms of expression, showing belonging or status. Protective styles protect the hair and have a long tradition. What is especially beautiful is the shared ritual of braiding between mothers, daughters or friends. This connection between hair care and community inspires me greatly.

Which myth about Black hair would you like to debunk?

Anna: A common myth is: "4C hair doesn't grow." That's not true. 4C hair grows just like other hair types, but the growth is less visible and the hair is more prone to breakage. With moisture, protection and gentle care, it can grow very healthily.

How do you develop products specifically for textured hair?

Anna: Textured hair needs different care from straight hair: moisture, protection from breakage and a healthy scalp. When developing products, we pay very close attention to ingredients that seal in moisture and strengthen the hair. The right balance of oils, butters and moisturising components is crucial.

At the same time, it is important to us to share knowledge about the right care. That's why we regularly publish tips and guides on our blog and on Instagram, so the community can keep their hair healthy and strong.

What does "healthy hair" mean in your community?

Anna: For me, healthy hair has nothing to do with hair length. It means enough moisture, strong hair fibres and, above all, a healthy scalp.  

How can supporting Black hair brands have a long term impact?

Anna: Consciously supporting Black-owned brands creates more than a purchase. In the long run, it creates jobs, new entrepreneurs and economic opportunities within the community. At the same time, it creates role models for the next generation. In the long term, this also shifts power dynamics in the beauty industry and promotes more diversity.