Noireônaturel
Ships orders within 3 to 5 days
Minimum order €100
All brands in one minimum checkout of €300.00 and always shipping free
- Since 2010
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noireonaturel
The Search for Natural Black Beauty
The story of Noireônaturel is first and foremost the story of a Black woman, Fétia van Hecke, whose life trajectory is similar to that of others.
HASAt 14 years old, without ever having really learned how to take care of her frizzy hair, Fétia straightens it. This method, seen as a rite of passage, is used by many black women to achieve hair closer to the Western beauty ideal. Straightening is expensive, demanding, and above all chemical.
Shortly after turning 30, after 18 years of hair wandering, pregnancies, and environmental awareness, Fétia had a brainwave: she wanted to go back to her natural hair. She finally wants to love her curls, which she's never really known, but above all, she wants to learn how to care for them and enhance them without damaging her hair or the planet.
Following her big chop, Fétia set out to find high-performance, organic, fair-trade cosmetics suitable for frizzy or very curly hair.
She created 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 about themselves.
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.
A demanding and certified brand
The brand has evolved since its inception, but Fetia and her team have always kept in mind the initial requirements that led to the creation of Noireônaturel.
Our entire range is ecological and ethical, but above all certified. Product composition is a core commitment to us, and we make no compromises on this front.
●The haircare 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-process soaps bears the Nature & Progrès label. They are packaged in a recyclable cardboard box.
● 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 sustainable development, and we favor local producers whenever possible.
● Our organic, fair-trade shea butter is harvested by a women's cooperative in Mali.
● Our products are not tested on animals.
The Brand's Evolution
When Fetia decided to create Noireônaturel, her goal was to give Black women the opportunity to access natural beauty through a return to their roots, self-knowledge and acceptance, and a reappropriation of Black beauty rituals.
Subsequently, Fetia was able to develop its expertise to meet the needs of all textured hair, even if 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 particular attention to 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 frizzy hair, has now been able to apply its expertise to all types of textured hair: wavy, curly, frizzy, but also strands. Thanks to Fétia's hard work, our expertise and values are recognized.
Inclusivity, as much as respect for nature and our hair, is a value that is close to our hearts.
The story of Noireônaturel is first and foremost the story of a Black woman, Fétia van Hecke, whose life trajectory is similar to that of others.
HASAt 14 years old, without ever having really learned how to take care of her frizzy hair, Fétia straightens it. This method, seen as a rite of passage, is used by many black women to achieve hair closer to the Western beauty ideal. Straightening is expensive, demanding, and above all chemical.
Shortly after turning 30, after 18 years of hair wandering, pregnancies, and environmental awareness, Fétia had a brainwave: she wanted to go back to her natural hair. She finally wants to love her curls, which she's never really known, but above all, she wants to learn how to care for them and enhance them without damaging her hair or the planet.
Following her big chop, Fétia set out to find high-performance, organic, fair-trade cosmetics suitable for frizzy or very curly hair.
She created 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 about themselves.
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.
A demanding and certified brand
The brand has evolved since its inception, but Fetia and her team have always kept in mind the initial requirements that led to the creation of Noireônaturel.
Our entire range is ecological and ethical, but above all certified. Product composition is a core commitment to us, and we make no compromises on this front.
●The haircare 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-process soaps bears the Nature & Progrès label. They are packaged in a recyclable cardboard box.
● 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 sustainable development, and we favor local producers whenever possible.
● Our organic, fair-trade shea butter is harvested by a women's cooperative in Mali.
● Our products are not tested on animals.
The Brand's Evolution
When Fetia decided to create Noireônaturel, her goal was to give Black women the opportunity to access natural beauty through a return to their roots, self-knowledge and acceptance, and a reappropriation of Black beauty rituals.
Subsequently, Fetia was able to develop its expertise to meet the needs of all textured hair, even if 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 particular attention to 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 frizzy hair, has now been able to apply its expertise to all types of textured hair: wavy, curly, frizzy, but also strands. Thanks to Fétia's hard work, our expertise and values are recognized.
Inclusivity, as much as respect for nature and our hair, is a value that is close to our hearts.
