OUR STORY

From childhood to adulthood, Sherine battled with finding her true identity and understands that many women struggle to embrace their natural hair. This personal journey was compounded by hair challenges: after suffering from Traction Alopecia and battling multiple difficult scalp conditions, including chronic Seborrheic Dermatitis, she realised how many women in our community faced the exact same struggles.

This shared experience fuelled her mission, leading her to become a qualified Trichologist to discover true, science-backed solutions. This expertise gives IVY WILD the clinical foundation required to develop truly functional, non-toxic, and nourishing haircare designed for us.

 

This is why IVY WILD has made it Sherine's mission to empower women from the inside out, and, from root to tip. She ensures that this same Trichology-led knowledge is at the core of all IVY WILD events (including the national BraidSocial events, Abi’s club Cornrow and Connect, plus more), dedicated to lovingly equipping our community with the knowledge to make educated hair choices and celebrate our unique beauty, encouraging healthy growth.

With what started out as blending natural ingredients from her kitchen to sell to friends and family, IVY WILD has now grown into a five figure, ethical and independent business. From winning awards to collaborating with some of the most sought after influencers, IVY WILD take a refreshing approach to haircare by utilising plant-based ingredients and sourcing organically where possible.

🌿The IVY WILD Promise: It's What's NOT Inside.

Our founder's journey began with the need for better, safer haircare, which is why IVY WILD maintains a radical commitment to non-toxic formulation. We believe that caring for textured hair should never come at the expense of your health. That's why every product is consciously crafted without harsh, stripping ingredients like Sulfates, hormone-disrupting preservatives like Parabens, or occlusive coatings like Mineral Oil and Silicones. Instead, we harness the power of nourishing, plant-based ingredients to deliver the incredible results you deserve. More than a product line, our story is your story—designed around the real needs and diverse beauty of our community. When you choose IVY WILD, you're not just choosing a product; you're choosing a clean, healthy foundation for your coils, curls, and waves.

Non-toxic, and FREE:

- No Parabens,

- No Sulfates,

- No Phthalates,

- No Gluten,

-No DEA.

First impressions count, that's why we work with stylists to ensure our products are easy to use to create quick and impactful hairstyles. Your look needs to work from the beginning of your wash to when you're heading out the door. That's why we have created a range of IVY WILD products that cater to you.