Afrobella — Cassidy, what is your role in the creation of FORM?
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.
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.