About Daria
et cetera beauty isn’t here to just sell you another product.
I’ve spent the past 20 years watching women with textured hair, myself included struggle to get results with products. Buying and trying product after product but still coming up short. Kinky, curly and coily hair had been telling the truth the whole time — and nobody was listening.
The Career
I've spent my career in rooms most people never get access to. From working on set with A-list actors, behind the scenes on major TV & film productions, editorial photo shoots, commercial ad campaigns and backstage at major fashion shows, to early days behind the chair in the salon.
As a licensed cosmetologist and Emmy Award-winning hairstylist, I've worked on thousands of heads of hair. Every type and texture. But highly textured hair, specifically is the most overlooked, mishandled and misunderstood of all the hair types and textures.
Hair that has been chemically treated, heat-styled, picked apart by products that promised everything and delivered frustration. For more than two decades, I watched what the industry offered women with highly textured hair — and I watched it fall short, over and over again.
The Pattern
The signal I kept seeing was this: the hair wasn't the problem. The issues with the scalp aren’t being addressed. Women would come to me frustrated — shedding more than usual, edges thinning, growth that seemed to stall no matter what they used. And the products they'd tried addressed the symptom at the strand. They coated. They covered. They temporarily softened what was happening without ever touching the biology underneath.
I understand cosmetic formulation development from experience. I know what's in the bottles, what the ingredients do. I know why a product that costs $60 and smells like a garden can do almost nothing for follicle health. That gap — between what women were being sold and what their biology actually needed — is the thing I couldn't stop thinking about.
The Break
At some point, I had to make a choice: keep working within a system that wasn't built for the women I was serving, or build something different from the ground up. I chose the second one.
I went deep into the science of the hair growth cycle — the anagen, catagen, and telogen phases, the role of sebum regulation and scalp pH, the way chronic inflammation disrupts follicle signaling at the cellular level.
I applied a framework I'd been studying in performance optimization and longevity research: biohacking. Not as a trend. As a methodology. The question I kept asking was the one no one was asking: what is this system telling me, and what does it need to function at its best?
et cetera beauty is what I’m building since we finally have the answers. The first haircare line designed from a biohacking-first framework, specifically for women with textured hair.
I’m Building A Game-Changer
The Grow Hair Oil isn't a "hair growth oil" in the way the market has trained you to understand that phrase. It's a scalp-delivered protocol formulated to support the follicle environment in the growth phase. The Thermal Serum isn't a heat protectant — it's a scalp and strand protocol for women who use heat as part of their regular routine.
And the Founder's Experience is exactly what it sounds like: 45 minutes with me, before any product recommendation, to read your hair's signals together.
This isn't about a new product. Product is not enough. Product plus protocol has been missing. It's about a new framework. And it starts with understanding that your hair isn't failing you — it's talking to you.
If You've Been Nodding While Reading This
If you've spent money on products that didn't work and you've started wondering whether the problem was you — I want you to know: it wasn't. You were missing information. et cetera beauty exists to give it to you.
The best place to start is the quiz. Three minutes to understand what your scalp is signaling and what it actually needs.