100% natural plant-based ingredients. We work hard to bring top quality products that are tried and tested, without any chemicals, parabens or sulphates.
To guarantee the freshness of our products reaching our customers, our handmade products are produced in small batches, making sure our customers get the highest quality of products possible.
Each of our ingredients are locally sourced. All of our packaging is recyclable and kind to the planet.
Our brand Iruwe is heavily based on Ayurveda; the science of life that focuses on the internal and external balance of one’s self, mentally, physically and internally.
Going natural in 2019 was an exciting yet daunting decision for our founder Hannah, as it with many new naturals. She went from not knowing what products would cater her “unmanageable” hair, to buying too many products; some of which didn’t manage satisfy all of her haircare needs, and other that included a tonne of chemicals that aren’t good for natural hair. Both herself and her mother went natural around the same time and so were both looking for products that would give length overnight. What they as well as many others eventually learned and understood about their hair, is that consistency and patience is key, and that good products that contain natural ingredients are best suited especially for our hair.
By improving haircare habits and carefully choosing what was put in her hair, she was also able to help and educate others such as her mum and eventually her siblings, who were also seeing benefits from the hair oils and butters that she was making. It was this reason that Hannah became inspired to help others who were also trying to improve the health and ultimately length of their hair.
So often, we emphasise prioritising hair types; if our hair is type 3B, 4A or 4C, but a lot of the time we fail to get to know the characteristics of our hair, one of those being your hair’s porosity. Knowing your porosity is essential when it comes to haircare and finding what works for you.
If you’re noticing that your hair isn't getting longer, this may be because its breaking at the same time that it is growing. Afro-texture hair especially suffers the most from breakage compared to other hair types. Due to our kinks, coils and curls, it is more likely to knot. Poor detangling is one of the leading causes of breakage, hence why so many people wonder why their hair doesn't grow past a certain point. Without a good detangling routine, your hair will never grow past a certain point. So how do we avoid this and see results?
Breakage not only occurs because of poor detangling but also because of dry hair. When it comes to Afro and curly hair, the twists and turns make it harder for sebum (the natural oils your scalp produces) to travel down the hair strand. This means afro and curly hair is dryer than other types. Dry hair and frequent manipulation contribute so much to breakage and can be a big reason why your hair is breaking off at the same time in which it's growing. So how do we avoid this and see results?
Our formulas are a potent mix of raw ingredients designed to bring richness and even more life to your hair. With our chemical free and plant-powered ayurvedic products, you’ll never have to choose between health and results, or between natural and high performance products. Discover the benefits of each of our ingredients.View All