My Story

As an African Australian woman — mixed race and raised in a predominantly white suburb — I grew up frustrated by how hard it was to find spaces that understood and celebrated my hair. Simple things like getting my hair done often meant stress and disappointment. Most salons weren’t trained in Afro or curly textures, while others were far away, expensive, or lacked the kind of experience we deserved. 

Shopping for beauty products meant settling for whatever was on the shelves, or doing it myself. But we deserve more: pampering, care, and services made for our hair and skin.

That lack of access and representation inspired me to create ROOTS Culture Collective. I wanted to build a place where all people could shop confidently, feel seen, and be celebrated — where every product and service is made with melanin-rich skin and textured hair in mind.

For now, ROOTS begins as an online store. Every brand we stock is chosen for its ethics, sustainability efforts, quality, and majority use of natural ingredients. Our shelves will remove the stress of guessing — everything is good for you, good for the planet, and good for the community.

But this is just the seed. The big vision is Melbourne’s greatest - Afro/curly specialised  - salon and community space: a beautiful, welcoming home for all hair needs, where culture and creativity thrive.

ROOTS is more than beauty — it’s about culture, community, and collective growth. Every product tells a story of resilience and creativity from Black, Indigenous, and POC-owned small brands here in Australia. And with every purchase, a portion of profits goes back into our communities — supporting low-income, migrant, youth, and at-risk African Australians.

Why ROOTS Matters

ROOTS is about more than hair and beauty — it’s about visibility, representation, and empowerment. It’s about creating a safe and affirming space where diverse people see themselves reflected, while everyone — no matter culture or background — is invited to shop with us, support us, and one day experience our salon.

Because we prioritise ethical, sustainable, and natural products, ROOTS also takes the stress out of shopping. No more wondering if something is harmful to your body or the planet — we’ve done the work to make sure everything aligns with our values.

As a small, independently funded, Black woman-owned business, I’m deeply grateful for any support. 

Every pledge, no matter the size, helps plant the seed of ROOTS. Together, we can grow it into a home for culture, care, and community — by us, for us.

Our Goals

We’re starting small but with clear focus:

Phase 1 – Online Store (Launching first):

- Haircare: 8 SKUs (styling + care for curls and textured hair)

- Skincare: 6 SKUs (natural and ethical products for all skin tones)

- Accessories: 2 SKUs (durags and bonnets designed for protective styling)

- Makeup: 4 SKUs (foundations for deeper complexions)

Average retail price: $35–$50 AUD

Phase 2 – ROOTS future Salon Space:

- A dedicated salon where specialists can offer braiding, wigs, weaves, colouring, cuts, and natural hair care all in one shop while providing a professional and welcoming environment.

- We aspire to double as a community hub for events like open mic nights, workshops, and creative showcases where we can platform BIPOC creatives.

- A retail space where customers can shop from high-quality, carefully curated, Black and BIPOC-owned brands in person.

How Funds Will Be Used:

Our first funding goal is $5,000 AUD, which will help us with Phase 1:

- Finalise wholesale orders ($2,000)

- Build out our brand identity: logo, website, brand voice, and marketing plan ($1,500)

- Cover packaging, shipping supplies, and launch costs for the online store ($1,000)

- Community fund kickstart: set aside an initial pool for food & rent assistance ($500)

Stretch Goal: $10,000 AUD:

- Lease and fit-out a small salon/retail space or pop-up in Melbourne

- Hire stylists to begin services

- Host our first ROOTS community drive/event