Julian Addo
Ghanaian-American founder Julian Addo launched Adwoa Beauty in 2017 to build a clean haircare brand explicitly for textured hair — long under-served by both prestige and clean haircare lines.
"Clean haircare for textured hair shouldn't be a sub-line. It should be the line."
— Julian Addo
Addo founded Adwoa Beauty in 2017, naming it after her grandmother. The brand launched into Sephora's Clean at Sephora program with the Baomint Moisturizing Leave-In Conditioner — which became a category hero for curly and coily hair.
Adwoa was one of the early Black-founded clean-haircare brands at prestige scale and is consistently cited as a reference case for textured-hair-first formulation.
Textured-hair-first — never adapted from a straight-hair formula.
Clean ingredient discipline applied with cultural fluency.
- 2017Launches Adwoa Beauty
- 2020sBaomint becomes a Sephora textured-hair hero
Julian Addo on Building Adwoa Beauty
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