Our story

At ICI CARE, we know how difficult it can be finding the right products for curly natural hair. Founder and creator of ICI CARE, Samantha, experienced this very problem which led to years of hair damage. With a background in material science and engineering, she used her knowledge and conducted further research to understand the impact of some cosmetic ingredients. Channeling everything, she learned into her brand of products for afro, curly and kinky hair, ICI CARE was born.

100% natural and designed to create healthy, defined curls, the brand also aims to empower those with natural hair. For far too long, afro hair has been seen as unruly and unmanageable. We want our customers to feel beautiful and worthy, with personalised hair care that improves your hair health. The algorithm we’ve created will set you on the right path whether you struggle with moisturising your hair or you need help tackling hair damage. At ICI CARE, we invite you to the future of hair care, today.

Custom-made to fit you

When you take our hair quiz, the carefully designed algorithm selects the right ingredients for your needs. Based on your answers, you will receive handmade products to help you reach your hair goals and make the first step in achieve healthy, defined curls that you can be proud of!

We always adjust to you

Is something not working for you? Every month you can adapt your hair products so you always have the best formula for your hair. Looking after your hair needs to fit in with your lifestyle. We aim to make your hair care routine as easy as possible with high-quality masks, rinses and curl refreshers.

Clean ingredients

Curly hair is delicate so you must use the right ingredients. Our products are made with natural formulas that treat your hair from the inside out. Using amazing ingredients from mother nature, ICI CARE avoids chemicals and promotes healthy hair while being environmentally conscious.


We are building a business that benefits you, empowers communities and respects the environment. Community spirit is at the heart of ICI CARE. As well as being passionate about local manufacturing, we want to connect across the world and spread our haircare formulas across the world.