At a time when the fight for racial equality and against systemic racism has become the highlight of 2020, it’s time to take a closer look at the true inclusiveness behind the big brands.
We have been accustomed to the fact that mass consumer products, especially beauty products, are often run by people with no real experience of the issues they pretend to solve, leaving a significant gap in the marketing message.
That’s why the luxury department store chain, Nordstrom, has decided — albeit with some delay — to diversify its beauty selection, incorporating Black-owned brands, both online and in physical stores, under the new category of “inclusive beauty,” Allure explained.
This is the first time the department store giant, founded in 1901 by John W. Nordstrom and Carl F. Wallin, has created a space for brands whose leadership matches its target.
“Product efficacy was a top criteria for brands that were selected for the new category,” Autumne West, beauty director at Nordstrom, told InStyle. “This is just the beginning, and we look forward to adding more Black-founded brands, Latinx-founded brands, and brands created by other people of color to our Inclusive Beauty category in spring 2021 and beyond.”
Among these brands is Bomba Curls, a curly-haired beauty brand founded by Lulu Cordero, directed to Afro-Latinx, and specialized in fighting for inclusion and expanding the vision of beauty.
Born and raised in the Dominican Republic, Cordero told TZR how her idea came from her own experience growing up in a world where her skin tone and hair texture were not celebrated or represented.
“When it came to beauty, beauty never looked like me or any of the women in my family,” Cordero says. “And I wanted to change that.”
Founded just one year ago, Bomba Curls offers deep conditioning and moisturizing products that achieve maximum length, retention, and curl. In addition, following the vision of its founder, who has been a vegetarian for almost 14 years, the products are 100% organic and based on “passed-down Afro-Dominican remedies.”
A biomedical graduate from the University of Chicago, Cordero found herself in the same situation that so many Afro-Latinx live in, not knowing or having the time to properly care for their hair, having even suffered from traction alopecia, caused by repeated pulling of the hair in tight hairstyles.
“When I finally decided to wear my hair naturally, I had no idea how to care for it. I wore it in tight buns, and my hairline paid for it,” Cordero continued in her interview for the magazine.
Thanks to her parents’ home remedies, coupled with her experience with chemistry, Bomba Curls was born.
Now, with a new platform, Bomba Curls’ three inaugural products, Dominican Forbidden Oil, Forbidden Hair Mask, and Silk Satin Scrunchies, will have the space to carry their message higher: that curls “are beautiful, just as they are.”