NEW ARRIVALS
Shop Top Sellers
What we won't add to your product
Because caring for your hair also means being honest about what goes in and what stays out.
NO SULFATES
We skip harsh foaming agents that strip your hair’s natural moisture, choosing gentler cleansers that protect your strands and scalp.
NO MINERAL OIL OR PETROLEUM JELLY
We prefer nutrient-rich plant oils and butters that truly feed and strengthen your hair not coat it.
NO DRYING ALCOHOLS
Our formulas are designed to hydrate, never deplete. You’ll only find nourishing fatty alcohols that support moisture retention.
NO PARABENS
We preserve safely and responsibly using paraben-free systems protecting both your hair and your health.
We use Liquid Germall Plus only in our wash-off formulas (like our Scalp Care Shampoo), where it keeps your products safe, fresh, and stable. It’s paraben-free and globally approved for rinse-off use chosen carefully for your protection and peace of mind.
EXPLORE PRODUCTS
The People's Choice
TESTIMONIALS
Customers Review
Grow With Us, Make an Impact
Be A part of a community dedicated to delivering safe, high-performance products and empowering individuals to embrace their natural beauty with pride.
Our Story, Your Crown
Born from a mother’s love and rooted in African heritage, Adan Idet creates trado-science–backed haircare that nourishes, protects, and celebrates natural textures.
Be In The Circle
Sign up for emails and unlock first access to exclusive offers, product launches, and more
ARTICLES
Scalp Care Tips
Why Going Natural Is Worth It
In a world filled with chemical treatments, relaxers, and endless heat styling, choosing to go natural can feel like a
A Simple Hair Care Routine
When it comes to hair care, consistency matters more than complexity. You don’t need ten different products or an all-day
The Importance of pH in Cosmetics
When it comes to choosing the right products for your skin or hair, we often focus on ingredients, oils, vitamins,
How to Care for Your Scalp: The Foundation of Healthy Hair
When it comes to hair care, many people focus only on the strands but the real secret to strong, beautiful
Do Men Really Need Different Hair Products?
For decades, the beauty industry has drawn a clear line between men’s and women’s products especially when it comes to