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
RELATED
Here are some of my favorite takeaways from three standout panels featuring Jordan Chiles, Marsai Martin, and Kandi Burruss.
Leveling Up Your A-Game with Jordan Chiles, Morgan Shaw Parker, Chelsea Fishman, Laura Correnti, and Tabitha Turner-Wilkins
Jordan Chiles
Paras Griffin/ Getty Images for Power Play
Olympic gymnast Jordan may have medals and magazine covers to her name, but her mindset is refreshingly grounded. “The day I finally feel pressure,” she said, “will be the day I know there’s still more for me to learn.” For her, joy—not pressure—is the fuel. Her confidence isn’t performative; it’s rooted in family, self-worth, and authenticity.
“Everything I’ve done in my career—tattoos, long nails, rocking my crew at the Olympics—that’s all me. It’s not because someone told me to do it. It’s because I felt confident doing it. And that’s where my ambition comes from: being my authentic self.”
For Morgan Shaw Parker, President & COO of the Atlanta Dream, the conversation around pressure went even deeper. “Legacy work” is how she described her mission—navigating male-dominated spaces, sometimes pregnant and pumping on NFL team planes. “After COVID and George Floyd,” she shared, “it became clear to me: vulnerability is power. You don’t have to show up perfect to lead.”
Chelsea Fishman, founder of Atlanta's first bar dedicated to women’s sports, Jolene Jolene, shared how the haters (especially the Reddit kind) were her confirmation: “All those comments saying it would fail—those were the signs that I was doing something right.” She’s hosted 25+ watch parties already and is building the very community they said would never come.
This panel also touched on ambition, authenticity, and owning your power—both in sneakers and in suits. One of the best mic-drop moments came when the moderator flipped the question: “What if we stopped making ‘power’ a bad word for women?” A nod-worthy reminder that we’re not here to play small.
Making Your Voice Heard with Marsai Martin, Carol Martin, Miss Milan, and Heather McMahan
Marsai Martin
Paras Griffin/ Getty Images for Power Play
This panel was a masterclass in staying grounded while growing up—or glamming up—on the global stage. Actress and producer Marsai talked about what it’s like to show up in high-pressure moments when your confidence is low but the world is still watching. From red carpets to long shoot days, she reminded us that even when you’re not at 100%, you still find a way to push through.
“There have been days where I wasn’t feeling the best, but I still had to show up on this carpet. Or it was that time of the month, but I still had to go on set. I just didn’t feel as confident—but it’s about how you take care of yourself in those moments and still keep pushing.”
Her mom and business partner Carol Martin dropped gems about motherhood and mentorship: “It’s like teaching your kid to ride a bike over and over again. Now the bike is a movie or a brand.” That balance between guiding and letting go? Not easy—but essential when you’re raising a mogul and running a company.
“There have been days where I wasn’t feeling the best, but I still had to show up on this carpet. Or it was that time of the month, but I still had to go on set. I just didn’t feel as confident—but it’s about how you take care of yourself in those moments and still keep pushing.”
Miss Milan, Grammy Award-winning DJ and Doechii’s right-hand woman, lit the crowd up with her no-nonsense energy. “I built my own table,” she said. “When you build it, they can’t tell you you can’t sit.” From journaling her dreams to manifesting Grammys, her story is one of resilience and intention—and a whole lot of faith in her own vision.
This panel didn’t shy away from hard truths either: the sadness that can come with success, the fear of fading relevance, the criticism that hits differently when it’s personal. But Marsai said it best: know your why. And let it evolve with you.
The Cost of Starting Your Own Business with Kandi Burruss and Nikki Ogunnaike
Kandi Burruss
Carol Lee Rose/ Getty Images for Marie ClaireKandi doesn’t sugarcoat the grind. From chart-topping songwriter to multi-business entrepreneur, she’s built her empire one risk—and one reinvention—at a time.
“Fear equals failure. If you don’t even try, you’ve failed automatically —and you did it to yourself. I’d rather take a risk and lose money than play it safe and never know what could’ve happened.”
She broke down the real costs of entrepreneurship: money, time, and emotional bandwidth. “You think you’re going to work less when you work for yourself?” she laughed. “You’re going to work more.” For Kandi, mommy guilt and financial setbacks are part of the package—but so is the satisfaction of seeing an idea through.
She opened up about scaling back on her clothing store and temporarily closing the original Old Lady Gang location. “It felt like failure,” she admitted, “but sometimes you have to step back to make things better.” Still, she’s not one to quit. She just pivots—with precision.
One of her most memorable reflections? How her music career hiccup led her to songwriting—ultimately writing the mega-hit “No Scrubs.” That song became the key to a new lane and legacy. “You may think you’re working on one dream,” she said, “but it could open the door to another.”
Also? Kandi wants you to stop emailing her from a Gmail. “You’re doing million-dollar business on a bootleg budget,” she joked. “Invest in yourself. Start with a domain name!”
The Marie Claire Power Play Summit was a powerful reminder that ambition, authenticity, and vulnerability aren’t separate traits—they work in tandem. Whether you’re building a bar, a brand, or a business from scratch, the key is to stay rooted in your voice, your story, and your why.
And if you need a sign to go for it? Consider this your green light.
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Feature image by Paras Griffin/ Getty Images for Power Play