FORM in Formation — Why I’m Loving This New Natural Hair Product Line
October 3, 2017
When I learned that a friend of mine with an impeccable grind had been hired by Walker & Company
— maker of genius shaving brand Bevel
— I had a suspicion that something amazing was afoot beyond the world of men’s grooming. Tristan Walker
is a savvy entrepreneur who’s in this for the long haul. For a company like his, every move has to be strategic. The incredible Cassidy Blackwell
initially came on board to work with Bevel Code (their dope website
. I love their imagery), and now she’s director of brand engagement for FORM
. Full disclosure, I’ve known Cassidy for years! And I know she knows her stuff when it comes to natural hair — she’s not new to this, she’s been true to this. Her involvement and expertise made me extra excited to try out this new luxury haircare brand.
Walker & Company launched FORM
in Sephora in June, and so far the response has been tremendous. I’ve had a chance to thoroughly try out the product line and I’m pleased to report that this brand looks AND works beautifully. My hair is feeling FORM. I appreciate everything about it, from the packaging to the performance. The products are cruelty-free and free of silicones, synthetic perfumes, and dyes, and everything I’ve tried has delivered quality. The packaging is outstanding –sleek, intentionally luxurious, elegant and effective. Let me be specific and break down my favorite products from the brand
— sulfate-free, detoxifying shampoo that removes 100 percent of buildup in a single wash and comes in an absolutely adorable little bottle. Use as needed when hair and scalp needs clarifying, because it’s definitely effective.
— gentle, sulfate free, cleansing without stripping. Great for weekly or bi-weekly use.
Define Curl Creme
— definition for days, without crunch. I love that my hair is touchable and soft, with defined curls and coils.
Those are my favorites from the line thus far. If you visit their official site,
you’ll see they start you off with a consultation that’s based on your hair goals and lifestyle, going beyond the typical hair typing system.
I had a chance to catch up with my old friend Cassidy, who’s put in work on FORM behind the scenes. Read on for our interview:
Afrobella — Cassidy, what is your role in the creation of FORM?
Cassidy Blackwell — As the Director of Brand Engagement, I’ve been very involved with FORM since before it was FORM. I worked with the product development team to test and finalize formulations (testing ALL of them on my own hair most importantly!), and a larger cross functions team of engineerings, retail lead, biz dev and customer success as well as our CEO/COO to work on every single aspect of bringing FORM to market — everything from focus groups to bottle design to media tour to chatting with influencers to launching Sephora, I’ve been very involved in.
Afrobella — What is the intent behind FORM?
Cassidy Blackwell — The intent is to give a woman a range of styling versatility while eliminating guesswork. With FORM you can go from curly to braids to straight and everything in between within our simple, edited collection. The range of styles available also mean that FORM works to bring people together, rather than dividing them. It’s been awhile since ALL women of color have been able to use the same hair care options because the advent of natural hair drove this wedge between our friends and family who still relaxed. Even naturals who straightened were looked down upon. It’s super important for us to be able to say to an individual that their persona hair choices are okay, we just want to support them with amazing products that have incredible ingredients.
Afrobella — Why Sephora, instead of other retail options?
Cassidy Blackwell — Sephora is the largest prestige retailer in the world, yet there existed a gap in serving our demographic on their shelves.
Afrobella — For a consumer considering FORM, is there an intro product they should try?
Cassidy Blackwell — This is a hard one! But without knowing her hair needs, try Multitask! It works great for all hair textures to deliver moisture without weighing hair down or being greasy.
Bellas, is FORM on your radar? Talk to me about your luxury natural hair needs!
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