“Building self-esteem one curl at a time”
MONTREAL, March 1st 2023 - As part of the International Day for the Elimination of Racial Discrimination, March 21, and the Week of Action Against Racism, the hair care company Royalty Natural is launching an awareness campaign (through a series of workshops) to prevent bullying against school-aged children of African descent.
Through workshops and webinars, the founders want to bring to light the behaviors, words and gestures, deliberate or not, that contribute to hurt, harm and discriminate against people of African descent.
Promoted by retailer Reitmans for Black History Month, Montreal-based Royalty Natural launched a line of natural products for children with curly, coily and kinky hair last July. Since then, it has made it its mission to break taboos and provide safe spaces to teach and train mothers and their children to take care of their hair, thus improving the self-esteem of children and adults alike, one curl at a time.
"We don't just make hair products, we seek to inspire people to love their hair"
Kinky hair: a marker of identity
"In many cultures, we know that women use their hairstyles as a personal expression of who they are. Hair becomes a part of their identity," says consultant Jessica Lambert-Fandal. In fact, according to a 2014 study by Johnson, T.A. and Bankhead, T., it was shown that the identity of women and girls of African descent is inextricably linked to their relationship and representation of their hair.
Unfortunately, from an early age, a significant percentage of children with kinky hair experience racial discrimination related to their hair and appearance. In fact, according to a 2019 U.S. study conducted by Dove, 53% of mothers surveyed reported that their daughters experienced racial discrimination related to hair as early as age five.
Ostracized and bullied as a child, the president founder of Royalty Natural, Schamma Rosidor, remembers the shame and humiliation of growing up: "I felt put down and rejected by others because of my appearance and my short kinky hair. It's important to develop a healthy relationship with your kinky hair and learn to love it so you can develop as a person," she says.
Today, committed to her community, she is the proud winner of the ARISTA Provincial Competition presented by BMO Financial Group and organized by The Junior Chamber of commerce of Montreal (JCCM). She was also named a Quebec Entrepreneur/Start-up Entrepreneur by the Chartered Professional Accountants. Her resilience has allowed her to overcome many obstacles and become a leader in her industry after only two years of operation. Her products and accessories are sold in Canada and abroad (including New York, France and Senegal) through her many outlets, including a new one in a Jean Coutu pharmacy on the South Shore of Montreal.
Through these prevention activities, Royalty Natural hopes to raise awareness among as many people as possible so that young and old alike can show off their curly, coily and kinky hair with pride.
To find out more about Royalty Natural and the dates of activities offered by the company, subscribe to their newsletter: www.royaltynatural.com
Royalty Natural offers a complete family line of hair products specifically designed for kinky, wavy, curly and coily hair. It provides quality products made with premium ingredients, responsibly sourced. The products moisturize, nourish and strengthen the hair of mothers and toddlers and are formulated with love.
Information and collaboration request : Schamma Rosidor, President.
Phone : 514-961-7323
Email : email@example.com