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Imbue’s new hair care range wants you to embrace your natural curls

Hair care brand Imbue is all about celebrating your natural curls and coils. And what better way to celebrate them than by taking good care of them?

Imbue products are specially formulated for curls 3A to 4C. Not only is each item 100% vegan but they are made without parabens, sulphates, or oil-based silicones. Instead, they are created with a cocktail of sustainably sourced plant oils including Camellia, Coconut and Cupuaçu.

Imbue’s new Curls Range comprises of a 4-step hair-care system – cleanse, condition, curl, and finish.

With products such as a Curl Restorative Intensive Mask, Curl Energising Hydrating Serum, and a Curl Worshipping Shine Oil, you are guaranteed healthy, vibrant curls every day of the week.

Boitumelo Nxumalo (@boity_n) - Lifestyle and Natural Hair Content Creator

Lifestyle and natural hair influencer, Boitumelo Nxumalo, is also a strong ambassador for Imbue SA. Here she answers a few questions on her hair care routine, tips, and tricks:

What does your washday entail?

On my wash days, especially since winter season is approaching, I make sure that my hair is super hydrated.

I pre-poo my hair using the Imbue Curl Worshipping Shine Oil - it’s nutrient rich blend of plant oils like Avocado and Grapeseed gives my curls great nourishment, especially on my ends. Then I put on a plastic cap and leave it for an hour before cleansing with my Imbue Curl Liberating Shampoo. The Coconut and Cupuaçu extract nurture both scalp and hair, lifting dirt while leaving curls bouncy post-wash.

I know that curly hair thrives on moisture, and especially for me as a colour-treated natural curly girl, bleaching my hair dries it out completely. But with my Imbue Curl Respecting Conditioner, I don’t have to worry about that at all. It’s packed with Olive Oil, Cupuaçu and Coconut, providing a dose of rich nourishment and gives my curls that extra slip which allows for detangling my hair with ease.

For extra hydration and moisture, I treat my curls with Imbue Curl Restoring Intensive Mask. I leave this in for about 30 minutes with my deep conditioning plastic cap. It easily penetrates my hair cuticles and defines my curls, leaving it feeling absolutely amazing! It's very Important to treat and condition your hair so that your hair is replenished and has that extra moisture to thrive.

After shampoo and conditioner, the next thing you should apply to your hair is a leave-in conditioner. Unlike a regular conditioner which you rinse out after a couple of minutes, the leave-in conditioner stays in your hair until your next wash day. I go in with my Curl-Inspiring Conditioning Leave-In - it keeps my hair moisturised and nourished.

If I want to style my hair, the Curl Empowering Creme Gel is my girl! This clever multitasker mixes the hydrating powers of a curl cream with the bouncy hold of a gel, using Almond and Jojoba Oil for max softness and shine. It does wonders for my Bantu knots, braid outs, or just generally enhancing my curls.

Finally, I follow up with my Curl Energising Hydration Serum, this Cacao-infused Serum absorbs instantly into my hair. It's very lightweight and maintains moisture in my curls. I love to use this product for protective styles as well when my hair is in a bun, twists, or braid outs.

What advice do you have for curly girls starting their natural hair care journey?

Start by asking yourself what your hair goals are. Make sure that you’ve got a good hair care regimen in place if you want to achieve healthy hair. Your regimen should consist of products with ingredients that embrace and care for your hair. Imbue Curls ingredients are 100% vegan and curly girl friendly, are made without any nasties, sulphates or parabens, and includes nourishing ingredients like Camellia, Coconut and Cupuaçu - helping my curls thrive.

One of my favourite things about the Imbue Curls range is that it’s convenient. The products are colour-coded and numbered, which makes the hair-care regimen easy for you. Lastly, and most importantly, be consistent with your hair care routine so that you build a beautiful relationship with your locks. Love your curls every step of your journey and be patient and kind to yourself.

Which products are your go-to?

It’s so difficult to choose as all the Imbue Curls contribute to my washday. I love the Curl Restoring Intensive Mask which is packed with an intensive Shea and Coconut blend to nourish, hydrate and moisturise my curls. It’s hair food in a tub! Packed with protein to repair and put the spring back in your curls – it keeps my curls healthy and happy. The Curl Inspiring Conditioning Leave-In Spray is great for detangling, redefining and revitalising second-day curls. It packs a nourishing punch with it’s blend of Camelia, Coconut and Cupuaçu Oils.

What is your haircare top tip?

Trust in your hair care journey and routine – don’t compare it to anyone else’s and be patient with your crown. Remember that your hair’s health matters more than its length.

What does it mean to you being an Imbue SA brand ambassador?

To be an ambassador for a brand that embraces me, that represents and embodies everything I stand for means everything to me. I love the empowering and positive messaging and how the brand represents every curl queen and their curls. The product ingredients are amazing and really nourishes your crown – I couldn’t be prouder of myself and this milestone. It’s an absolute dream come true being part of the Imbue Curl family where haircare journeys are embraced and encouraged.

Shop the Imbue Curls Range exclusively in Clicks stores or online below:

7. Curl Empowering Creme gel, 200ml, R139.00

The Imbue range is exclusively available at select Clicks stores and online at Follow Imbue on Instagram now @imbuecurlssa.

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