This summer, Ceremonia left Calle Ocho in Little Havana, Miami and headed to the island of Puerto Rico to join our comunidad in our declaration that pelo malo no existe.
Through our shared hair stories, we were able to connect on the common thread that for centuries we’ve been told our hair should be “other” than what it was, setting an impossible standard that could only come close to being achieved through endless damage to our strands. This summer, we’re saying adios to unattainable beauty standards and welcoming the beauty of individuality, through hair. We’re done doing damage. Now, it’s time to repair it.
That’s why we’ve launched the Guava Shampoo and Conditioner for damage repair- a reparative shampoo and conditioner duo formulated specifically for color-treated and damaged hair. Packing in the same powerful antioxidants and nutrients we’ve come to love Guava for, our hero ingredient infuses hair with moisture, while neutralizing free radicals, protecting hair against damage and harmful UV rays.
This summer we are unlocking our ancestors’ hair trauma, inescapably passed down to us, as we unlock our given hair patterns, in a celebration of redefining “good hair”. Through the power of interactive connection & the togetherness that surrounds the sharing of our stories, not only are we redefining antecedent standards, we are redefining summer, Guava Summer.