About The Founder
et cetera beauty isn’t here to just sell you another product.
I’ve spent the past 20+ years watching women, myself included struggle to get results with products. Buying and trying product after product but still coming up short. And this is even more challenging if you have highly textured hair- kinky, curly and coily hair have texture specific concerns — and nobody is actually 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 believe your hair deserves a skincare routine.
I’m Building Something Unique
This isn't just about a new product. It's about a new approach coming from someone who knows ingredients, formulas and what works for different hair types and textures.
Product is not enough. Product plus protocol by a Founder who is wears her own hair and has professional experience 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 Mane Mix is coming. Get on the list for the details.