To dream the sustainable dream…

Sustainability, one of the many words that give me goosebumps. I am not kidding. I am truly obsessed. Some might even say possessed! I dream about sustainability and I try as much as possible to manifest this dream each and every day, especially in everything that is created here at Afro Amour.

Globally, there are varying definitions of what  sustainability means, with my favorite definition of Sustainability defined as “doing things that heal rather than injure, help rather than destroy, and at the heart of this whole idea is the notion of doing no harm, but rather doing something positive and helpful”  Therefore, sustainability to me is the conscious act of choosing a long-term view over convenience .

Sustainability in the world of beauty is synonymous with “organic” or green,  with green products using natural ingredients produced from renewable raw materials. Afro Amour products are not only natural and organic but have been created with the main purpose that beauty products should not only address superficial beauty, beauty products should work in harmony with our bodies and the Earth, this wonderful place we call home. Sustainability, our obsession, our goal, today for tomorrow.

Why is this important to you? The simple answer is that our lives today have been filled with so much instant gratification, I’m talking fast food, fast cars, fast money, fast beauty, even fast love. We don’t want to wait anymore. Waiting is a time waster and everything needs to come now and it better be good. Dammit, it better be good. But, why should you settle for just good? Why not choose great? I know, I know, because greatness takes time, greatness takes longer, greatness is not instantaneous.

I challenge myself every day to choose sustainability, it is not easy. However, the rewards are greater and more fulfilling than a fast food cardboard burger.  In the meantime, I continue to dream of a world where beauty products are created with the health motive instead of the profit motive where beauty products are a holistic solution, providing beauty not only for today but for prosperity. I dream of a world where beauty is sustainable. always…

 Photo by @theoptimistdreamer from nappy.co

Welcome: the Afro Amour experience

In September 2014, Afro Amour opened for business. The goal was to create an African brand which provides effective hair and beauty products without the use of toxic ingredients. We wanted our products to not only give you beautiful results but safe to use and environmentally friendly.  A tall order we know, however three years on and we are still going strong with a renewed commitment towards this goal.  Check out our welcome video on the official Afro Amour YouTube channel. Enjoy!