I keenly joined an intimate bloggers session with South African natural hair care brand JO’M yesterday to get more info on what they’re about. Right from the start, what I really liked is that JO’M proudly & boldly help women to celebrate the choice of natural hair without putting other choices down.
Johannah Moriti, the founder of JO’M said it best when she mentioned that the brand isn’t about converting women to natural hair but rather shifting the perception of beauty. One of their taglines is “Naturally, Beautifully U” with the aim of highlighting the natural segment to make it a convenient option for women to pursue.
The event was opened by the very cute @MoLovePayne from the JO’M team who brought us up to speed on what the brand has been up to, taking us through the various touch points that JO’M has invested in to interact with consumers in order to make JO’M as accessible as possible. With listings in Zambia & Mozambique, you can connect with JO’M on Facebook, Twitter & even via their YouTube channel & blog which I wasn’t aware of.
Another JO’M initiative to celebrate natural hair is the monthly Face of Natural Hair Competition where winners are announced live on the Expresso breakfast show on SABC 3!
I really enjoyed Johannah Moriti, the founder of JO’M‘s presentation. She spoke very candidly about her own struggles with her hair over her early life (she too was relaxed for many years – I’ve been there!) and how that translated into the action that eventually saw the birth of this brand.
Johannah says that basically it all started in the kitchen with her mixing up & trying different ingredients. She was really well placed to do this having studied analytical chemistry and worked her way up in the field until she left to run JO’M full-time.
Today JO’M is the 1st local hair care brand to have crossed over from the ethnic to caucasian market with their recent successful launch in wait for it… Spain! They reformulated a separate line of products suited to local (caucasian) needs & are really excited to be making their (proudly South African!) mark internationally.
JO’M really understands that women are on a hair journey & looks after 3 segments with their 7 product offering:
1. natural hair (i.e. an afro)
Truth be told, there really is a 4th unique category that they also cater for & that’s transitioning hair. We talked through the full line-up which I won’t go into full detail about now (check my JO’M Q&A post) except to say that they all contain shea butter as a base ingredient & contain no parabens & no chemicals – 100% natural ingredients.
It’s amazing how the packaging has evolved over the years from the initial launch (left) to the upgrade we’re going to be seeing in-store early next year (right) – they’ve gone gold!
Something else to look forward to in the new year is the reformulation of their 2-in-1 shampoo, which will now be sulphate free!
The venue for the day’s session was at the Pick n Pay head office in Kensington, Johannesburg which brings me to more good news & that is that JO’M will now be available in 60+ Pick n Pay stores (& growing!) in addition to the existing +-80 Clicks stores.