

The beauty industry has seen significant shifts that have taken the limitations off of the Black haircare experience.
In just the last decade alone, hair aisles dedicated to curly and kinky customers have expanded far beyond a singular section filled with heritage brands and products with harsh chemicals. Now, with the changing of guards from transitional haircare lines to new, diverse, and full-range options that cater to all textures and colors, breakthrough brands are taking their stake in the beauty industry like never before. And leading the pack is the Australian-born founder of BREAD Beauty, Maeva Heim.
Since its launch in 2020, Heim’s groundbreaking hair brand, BREAD, has taken the beauty industry by storm with a “carefree and easy” hair lifestyle at the core of its brand. With traditional messaging around textured hair being “anti-frizz” and seeking “tame” the way our hair naturally grows, BREAD aims to create products that redefine those existing stereotypes and remove the challenge from our haircare routine.
“Our main goal has always been to demystify and simplify textured haircare, eliminating extra time and products from our routines,” Heim tells xoNecole. “We also speak from a place of kindness and understanding when it comes to textured hair; ‘tame’ is not in our vocabulary, but frizz is — in the best way possible!”
Launching her brand in the midst of the pandemic was no small feat. Faced with supply chain challenges and an uncertain future, Heim shares that three years into her entrepreneurial journey, her success is due in part to her ability to embrace change and adapt quickly. “Even when things feel out of your control, most things are controllable,” she reflects. “And if you take charge of what you know, you can change yourself and your business, you can overcome anything."
Courtesy of BREAD
Today, BREAD celebrates its third anniversary in the beauty industry and is commemorating its dedication to fostering diversity and inclusivity within the beauty and wellness sectors with a new partnership with Fearless Fund, a venture capital fund focused on empowering women of color entrepreneurs.
Fearless Fund is reshaping the entrepreneurial landscape by creating opportunities for women of color and fostering a more inclusive business environment. By supporting BREAD, they aim to bring about positive change and empower individuals to embrace their natural beauty, and sustainable packaging has resonated globally with consumers.
“We’re so happy to be supported by Fearless Fund – and the fact that it’s a venture capital firm that specializes in early-stage, women-of-color-led businesses makes it hit home even more,” Heim says. “We’re utilizing the funding for research and development, especially in the textured and afro hair fields, and bringing even more products for overlooked hair types to the table.”
xoNecole: How has Black and Australian hair culture influenced your outlook on beauty and hair care?
Maeva Heim: For Black hair culture, I grew up in my mum’s African braiding salon in Perth – so I was surrounded by Black hair trends, imported products, and community. Being in such a concentrated environment of Black hair, then realizing how uncatered to it is in the hair industry as a whole was the catalyst to creating BREAD.
Australian hair culture has always favored the ‘Aussie beach babe’ aesthetic — that being blonde, surfy, effortless. Growing up here, I obviously never fit that mold, and so much of what you see expressed in BREAD’s branding is about creating a new ideal or new norm of what it means to have ‘effortless’ hair. We’re really on a mission to make it feel accessible to everyone — not just people with straight hair.
xoN: Your participation in the Sephora Accelerant Program and placement in Ulta are significant milestones. What impact have these opportunities had on BREAD’s growth?
MH: The Sephora Accelerate program was really the initial door that opened for BREAD. It allowed them to go full-steam ahead and really plant a stake in the ground in prestige hair with a brand that hero’s textured hair with premium ingredients that are more accessible.
Launching into Ulta online last year and in 250 stores this year (recently expanding into a total of 470 doors) is nothing short of huge, especially as Ulta has one of the most renowned haircare sections in the industry. We get to reach even more current and future 'breadheads' both in real life and online, and partnering up with Ulta means plenty of fun events and happenings down the line too.
Courtesy of BREAD
xoN: Elaine Welteroth played a pivotal role in the early days of BREAD Beauty, and her support led to several key opportunities for the brand. How did that initial meeting with Elaine in Australia shape your vision for BREAD and the importance of mentorship as a founder?
MH: Elaine really helped to pave the way for our very first Sephora meeting, which ultimately landed us a partnership. She invited me to the very first Teen Vogue conference as a guest, where I was able to connect with a senior Sephora merchant who set up the meeting for me.
I think that relationship with Elaine and the opening of that door really is a testament to how important it is to be in the room - but even more so, how important it is to be invited into the room by someone who is ahead of you. That’s how you equal the playing field, and as a founder a few steps ahead of others, I definitely feel a duty to open doors and invite people into the room so that doors can open for them too. Visibility is everything.
xoN: What advice would you give to aspiring entrepreneurs who want to enter the hair industry or start their own beauty-related businesses?
MH: I think in the current climate, where oversaturation is really at its peak, I would definitely implore new founders to think really carefully about what differentiates their brand from everything else. That differentiation can come from lots of different things - whether it’s product formula and positioning, price point, distribution, etc. As long as it’s super clear, and there is a real need, then the sky's the limit, and there’s room for everyone to succeed.
Courtesy of BREAD
xoN: Looking ahead, what are your future aspirations for BREAD as you continue to evolve and grow in the hair industry?
MH: I just want to continue building this company into a powerhouse beauty brand that makes people feel good — about their hair, their bodies, and the skin they're in. That has always been the ultimate goal — giving people their time and energy back so they can spend less time worrying about ‘beauty’ and more time doing anything else their hearts desire.
For more of Maeva and BREAD, follow them on Instagram @maeva_helene and @bread.
Featured image courtesy of BREAD
Adrian Marcel On Purpose, Sacrifice, And The 'Signs Of Life'
In this week's episode of xoMAN, host Kiara Walker talked with R&B artist Adrian Marcel, who opened up, full of heart and authenticity, about his personal evolution. He discussed his days transitioning from a young Bay Area singer on the come-up to becoming a grounded husband and father of four.
With honesty and introspection, Marcel reflected on how life, love, and loss have shaped the man he is today.
On ‘Life’s Subtle Signals’
Much of the conversation centered around purpose, sacrifice, and listening to life’s subtle signals. “I think that you really have to pay attention to the signs of life,” Marcel said. “Because as much as we need to make money, we are not necessarily on this Earth for that sole purpose, you know what I mean?” While he acknowledged his ambitions, adding, “that is not me saying at all I’m not trying to ball out,” he emphasized that fulfillment goes deeper.
“We are here to be happy. We are here [to] fulfill a purpose that we are put on here for.”
On Passion vs. Survival
Adrian spoke candidly about the tension between passion and survival, describing how hardship can sometimes point us away from misaligned paths. “If you find it’s constantly hurting you… that’s telling you something. That’s telling you that you’re going outside of your purpose.”
Marcel’s path hasn’t been without detours. A promising athlete in his youth, he recalled, “Early on in my career, I was still doing sports… I was good… I had a scholarship.” An injury changed everything. “My femur broke. Hence why I always say, you know, I’m gonna keep you hip like a femur.” After the injury, he pivoted to explore other careers, including teaching and corporate jobs.
“It just did not get me—even with any success that happened in anything—those times, back then, I was so unhappy. And you know, to a different degree. Like not just like, ‘I really want to be a singer so that’s why I’m unhappy.’ Nah, it was like, it was not fulfilling me in any form or fashion.”
On Connection Between Pursuing Music & Fatherhood
He recalled performing old-school songs at age 12 to impress girls, then his father challenged him: “You can lie to these girls all you want, but you're really just lying to yourself. You ain't growing.” That push led him to the piano—and eventually, to his truth. “Music is my love,” Marcel affirmed. “I wouldn’t be a happy husband if I was here trying to do anything else just to appease her [his wife].”
Want more real talk from xoMAN? Catch the full audio episodes every Tuesday on Spotify and Apple Podcasts, and don’t miss the full video drops every Wednesday on YouTube. Hit follow, subscribe, and stay tapped in.
Featured image by xoNecole/YouTube
Self-Validation, No Meals After 5 P.M. & The Wellness Rituals That Helped Lizzo Take Her Power Back
Don't let the "weight release" fool you, Lizzo's transformation wasn't just physical. It was spiritual, emotional, and deeply personal. In her Women's Health cover story, the "Good As Hell" artist opened up about the low point that became the catalyst for radical change in her life, inside and out.
In the summer of 2023, Lizzo found herself at the center of what she calls painful allegations when some of her former dancers filed a lawsuit against her. The 37-year-old singer has denied their claims, and though she has experienced "backlash my entire career," going through such legal woes coupled with public scrutiny proved to be detrimental to her mental health, leading her to one of the darkest periods of her life.
She told Women's Health, "I got very paranoid and isolated. I wasn’t even talking to my therapist. I wasn’t present. I wasn’t open. I wasn’t myself anymore."
After spending months in isolation, Lizzo, whose real name is Melissa Viviane Jefferson, decided to go to a tour stop on the Renaissance World Tour. She was nervous that the public would shun her, boo her, or reject her, but instead, she was embraced. It shifted something in her and after feeling so in the dark, she saw the light again. "It made me feel like, wow, maybe I don’t want to die," she shared with Women's Health.
"That was the kick-starter to me being like, ‘Okay, Melissa, get your ass in gear and take your f*cking life back.’"
Her first step in Operation Get Your Life Back? Cutting out the external noise. She gave her team total control of her social media and stopped looking at comments. "My validation was from external sources, people telling me they loved me, or that I look good, and accepting me," she explained. "But if that’s all I’m getting my validation from, when it changes—and it will, because people are not always going to like you—what happens? Where are you going to get your love from?"
Lizzo continued, "I can convince myself that I’m beautiful, my body fine, no matter how big or small. But reminding myself that you can’t let others tell you who you are—that was hard work."
Lizzo started going to therapy again, she started practicing quigong meditation, reading books, journaling, and doing sound baths. She released unhealthy relationships, drank echinacea tea, and began incorporating Pilates as a means to "feel sacred" and "be gentle" with herself.
But what many have interpreted as a "weight loss transformation" after she popped out sharing she met her "weight release" goal earlier this year, Lizzo has clarified that it has been something deeper for her than the aesthetic of a smaller body. "I wanted to be big-girl skinny," she told the mag. "Every big girl knows what I’m talking about. Big-girl skinny is 250 pounds." According to her, it was her back issues that inspired her to take the physical part of her wellness journey seriously.
I DID IT! #weightrelease
@lizzo I DID IT! #weightrelease
Through her friend Kelly Rowland, she linked up with her now-trainer Marvin Telp and developed a fitness regimen that prioritized strength and intention. Her weekly schedule now includes moves like single-leg deadlifts, reverse flies, and lateral lunges, along with infrared sauna sessions and cardio. Add to that a change in eating habits after realizing her vegan diet no longer served her (to be fair, she wasn't doing the vegan thing the "healthiest" way).
All the meat substitutes, bread, cashew cheese, and soy left her bloated and lightheaded, so now she's switched things up a bit to fill the nutritional gaps. When it comes to diet, it's heavy on the protein and vegetables for Lizzo. A typical day eating looks like scrambled eggs and cauliflower hash browns for breakfast, Thai chicken salad or lettuce wraps for lunch, and turkey meatloaf with greens for dinner.
She also has a strict cutoff of no meals after 5 p.m. to support her GERD and give her body the time it needs before bed to digest her food sans the acid reflux. Of her relationship with food and wellness, she told Women's Health, "There's a balance. I think that's what true health is."
Read Lizzo's full cover story with Women's Health here.
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Featured image by Stephen Lovekin/Shutterstock