About Daria
I didn't build et cetera beauty to sell you a product.
I built it because I spent 20 years watching women's hair tell the truth — and nobody was listening.
The Career
I've spent my career in rooms most people never get access to. On set with Emmy-caliber productions, in editorial suites, backstage at major shows, and behind the chair in the salon. As a licensed cosmetologist and Emmy Award-winning hairstylist, I've worked on hundreds of heads of hair. Textured hair, specifically. Hair that has been chemically treated, heat-styled, picked apart by products that promised everything and delivered friction. For more than two decades, I watched what the industry offered women like the ones I worked with — 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 scalp was. 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'm a cosmetic formulation developer. I know what's in the bottles. 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 same one biisn't asking: what is this system telling me, and what does it need to function at its best?
et cetera beauty is what I built when I finally had the answers. The first haircare line designed from a biohacking-first framework, specifically for women with textured hair.
What I Built
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. 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.