
The Founder Of Hyper Skin Saw A Gap In The Skincare Industry, So She Filled It

Black Woman Owned is a limited series highlighting Black woman business owners who are change-makers and risk-takers in their respective realms. As founders, these women dare to be bold, have courage in being the change they wish to see in the world and are unapologetic when it comes to their vision. These Black women aren't waiting for a seat, they are owning the table.
With hyperpigmentation being one of the most talked-about concerns for melanin-rich skin, it almost comes as a surprise that something as revolutionary as Hyper Skin took the beauty industry by storm only two years ago. The star product of the brand, Hyper Clear Brightening Clearing Vitamin C Serum, is a zealous vitamin C serum designed to brighten skin and tackle dark marks and hyperpigmentation. What sets this buzzworthy serum apart from the sea of products on the market, is that at its core, Hyper Skin was created to be more than a band-aid for hyperpigmentation, it was formulated to be a solution. And we can thank its founder, Desiree Verdejo, for that.
Beauty and skincare have always been personal to Desiree. As a boutique owner of the Harlem-based, Vivrant Beauty, from 2015 to 2018, Desiree found herself within a beauty boom of Black-owned businesses sprouting within the market and wanted to curate a space for these brands to thrive and reach their core community. Although she was surrounded by a limitless selection of brands that could serve as a remedy to her hyperpigmentation, she knew she needed more than what the market was offering. "For so many years, we've been told, 'You can make this work.' But that isn't sufficient at this stage," Desiree shares.
Courtesy of Desiree Verdejo
Guided by the principle of "we deserve," Desiree decided that it was time to create a product that not only spoke her most difficult customer to please, herself but also connect with Black and brown customers to finally have their needs spoken to directly. She expressed, "I want to see myself, I want to see a product that speaks to my specific concerns, I shouldn't have to search for that and make it work in a space where there are so many options."
Hyper Skin offers something different. It fills a gap within the skincare space for women who have gone long overlooked, allowing their skin needs to be brought to light in an intimate way. "The community that we're building is an enthusiastic one. They feel like space is being created for them and so that energy is pliable, it's exciting, the industry is paying attention to that." In doing so, Hyper Skin is bringing realness back to real skin.
And yes, you can, in fact, believe the Hype.
xoNecole: How did you know it was time to launch Hyper Skin? What space did you hope to fill with the brand?
Desiree Verdejo: Being in my store [Vivrant Beauty] and being with so many different women of different skin tones highlighted how we have certain skincare concerns as brown-skin folks and there's such a disconnect between what we're experiencing and what brands are on the market. Talking to my customers and hearing what was bothering them and driving them to our store, made me realize that what the skincare industry was creating — we're saying dark spots, they're saying, "Here's some anti-aging stuff," — there's just a disconnect between our skincare needs."
I had a light bulb moment where I decided that we need skincare created that speaks to the clinical needs of brown-skin people. At the time when I started down the path of creating Hyper, I was still in my boutique [Vivrant Beauty] but I had just had a baby and my own skin was going crazy because I was dealing with all this hormonal acne and this dramatic hyperpigmentation from that. It was a personal moment that emphasized that this was something that was missing and my customers just affirmed that. So I went down the path of creating formulas and ultimately got really excited about the void that would be filled by Hyper, and just decided that I would pivot from my beauty boutique to Hyper Skin because I knew that story needed to be told clearly.
"I was dealing with all this hormonal acne and this dramatic hyperpigmentation from that. It was a personal moment that emphasized that this was something that was missing and my customers just affirmed that. So I went down the path of creating formulas and ultimately got really excited about the void that would be filled by Hyper, and just decided that I would pivot from my beauty boutique to Hyper Skin because I knew that story needed to be told clearly."
Courtesy of Desiree Verdejo
Before you took the plunge into entrepreneurship, it took you two years to actually leave your career as a lawyer. What was that "in-between" season like for you?
Yeah! I feel like on the internet and social media people are like, "Yeah, just do it [start the business], but the truth is it's not easy to leave a comfortable career. In New York as a lawyer, there's a great salary, there are great benefits — definitely a comfortable scenario, so it did take me a while to save and be mentally ready to make that transition. At the time, I was doing little things like meeting people, networking in the beauty space that I was trying to enter, exploring brands, and looking into real estate in New York.
And the same is true for when I made the transition to launching Hyper. There's always this middle space and even if you're in another career, there's always stuff that you could be doing personally and financially in terms of the business to move the needle closer to turning making that business into a reality.
Having struggled with skin acne and hyperpigmentation since you were a teenager which is such a pain point for melanated women, how has your relationship with your skin evolved over the years in acceptance? Where do you think you are when it comes to your skin and just embodying your imperfections?
One of the things that I've accepted is that skin is cyclical. It may be at a clearer point, then mid-month you might have a breakout, so for me, it's all about education and accepting the realness of skin. For so long, we've just seen airbrushed skin and models who have won the genetic lottery and the truth of the matter is hyperpigmentation and dark marks are not flaws, these are all normal features of the skin. I think I have come to accept that with my own personal skin and that's something that I've tried to breathe into the brand.
You’ve mentioned that Hyper, as a brand, is personal. Not feeling seen by brands or finding products that served your particular needs seemed to serve as a compass for you. How has creating a product that spoke to your needs first been a benefit as a business owner?
What I'm noticing is that in this [beauty] space, there are — and will continue to be — brands that try to speak to Black customers, brown customers, etc. But for me as someone who's always dealt with acne and hyperpigmentation, it's been important to not just show brown faces but to show and celebrate real skin and to show real results. As someone who has been on the other side of the aisle, I know that feeling. [We] have our messaging be really clear so you don't have to be a skin expert to understand how our products work and what our expectations are.
So many skincare lines are created by dermatologists, estheticians, models, and celebrities with perfect skin, but ours being created by someone who is my most difficult customer to please, myself, I think that's influenced all areas and that's what our customers are drawn to. It's something they haven't seen in the market for their own skin. So many brands will create a dark mark corrector but not show dark marks in their ads, or create a hyperpigmentation product that's the number one concern for Black people, and not show brown skin. I think it resonates with our customers that this is created for them for that reason.
As I look over your career, it’s very clear that you are a gap-filler. You’re able to see what’s missing in the market and you fill it. What are your guiding principles in trusting your gut to fill and create new spaces?
I think my guiding principle is: "we deserve." As a Black woman that's a lover of beauty, for so many years, in so many categories, we've been told, "you can make this work." But the "you can make this work" isn't sufficient at this stage. Because I was in the beauty space, I also realized that skincare is a crowded market, but because it is crowded, people expect to be spoken to directly. I want to see myself, I want to see a product that speaks to my specific concerns, I shouldn't have to search for that and make it work in a space where there are so many options. My principle is we deserve and we deserve to be spoken to directly and be catered to and for our issues to be solved. When that wasn't the case, I felt motivated to create those solutions and options.
"I want to see myself, I want to see a product that speaks to my specific concerns, I shouldn't have to search for that and make it work in a space where there are so many options. My principle is we deserve. We deserve to be spoken to directly and be catered to and for our issues to be solved. When that wasn't the case, I felt motivated to create those solutions and options."
Courtesy of Desiree Verdejo
What are your current go-to skincare products? How does your skincare routine look these days?
It's a hard one because we are in development and I am using a few things that we are developing. Outside of that, I do use SPF. It's a go-to! I am a Supergoop Unseen Sunscreen stan like so many other people. I am loving exploring so many of the Black-owned cosmetics brands that are on the market, Range Beauty, I love! I just ordered by Ami Cole which is like a no-makeup, makeup brand. That's what I'm loving right now, those are the highlights of my routine. Shout out to those Black brands!
"The community that we're building is an enthusiastic one, they're like, we love your serum, what's next? And it's because they feel like space is being created for them. That energy is pliable, it's exciting, and the industry is paying attention to that."
Courtesy of Desiree Verdejo
You've experienced a number of career pivots on your path. What advice would you impart to a young woman who's looking to take the leap into entrepreneurship or needs guidance about their next career chapter?
There's nothing that has helped me more in pivoting careers, problem-solving as a founder, or scaling my business than being surrounded by dynamic people from a broad range of backgrounds. I'm a community-minded person, I give a lot and people have poured so much information and support into me. I would advise young women at any point in their careers to surround themselves with people in their areas of interest. Social media platforms like Instagram, Clubhouse, and LinkedIn and in-person and digital events really allow you to get in front of and to keep up with people so use that access to your advantage.
Grab your very own Hyper Clear Vitamin C Serum here! And to keep with all things Hyper Skin, click here!
Featured image courtesy of Desiree Verdejo
Originally published on June 28, 2021
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Aley Arion is a writer and digital storyteller from the South, currently living in sunny Los Angeles. Her site, yagirlaley.com, serves as a digital diary to document personal essays, cultural commentary, and her insights into the Black Millennial experience. Follow her at @yagirlaley on all platforms!
Luxury Hairstylist On Viral 'Hey Boo' Texts & Professionalism In The Hair Industry
As Black women, our hair is our crowning glory - whether we paid for it or not. We take pride in how we wear and take care of our hair. As with everything, hair care and hair styling have evolved over the years. Long gone are the days of Blue Magic (although I hear it’s making a comeback).
Now, we have a plethora of creams, oils, conditioners, shampoos, and stylists to choose from. Beyond wearing our natural curls, we have a range of options, from wigs and sew-ins to tape-ins, I-tips, and K-tips. So much choice! But you know what they say about too much of a good thing...
The Black hair industry has definitely blossomed in the last decade with a wave of new stylists and salons popping up all over the place. As much as I love that for us, many of these stylists have become the subjects of viral TikTok and Instagram tirades because of their alleged questionable behavior and bizarre rules.
Excessive policies, strange fees, long wait times, poor performance, and the infamous “Hey boo” texts. Beauty is pain, they say… xoNecole got to the root of these issues with luxury hair extensionist Dee Michelle, who’s been in the hair game for 20 years and runs a seven-figure business - all while being a mom of four.
Antonio Livingston
“I started my business with my career in the hair industry [at] very, very young age when I was maybe like eight...So, over the years, I've just built a very successful seven-figure business very quickly just by offering high-end services and creating great experiences for my clients, many of whom are high-profile professionals,” she said. “I'm also a mother of four, including a set of triplets, which inspires me daily to show what's possible with my hard work and focus.”
Dee’s business has gone viral on social media because of what many call outrageous prices for her invisible K-Tip installs.
“When I developed my invisible K-tip extensions technique, I made sure that it wasn't just about the hair or the style, but about providing a high-end experience from start to finish. So, my clients just aren't paying for the extensions or just the style itself, but they're investing into my meticulous, seamless craft and premium hair sourced from the best suppliers…I've spent so many hours mastering my craft, creating this seamless method that gives my clients long-lasting natural results, and my pricing just reflects that - the value of my expertise and the exclusivity of the service.”
The K-tip specialist stands on business when it comes to catering to her clients and giving them an experience worth the cost.
“And it's just important for me to also say that my clients are high-profile individuals who value quality, their privacy, and their time. They want a service that fits into their lifestyle and their time. They want things that deliver perfection. And I deliver that every single time.”
I’m sure we’ve all seen the various TikTok rants about people’s nightmare experiences with stylists and uttered a silent “FELT!” We asked Dee her opinion on a few nightmare scenarios that beg the response, “please be so forreal."
On stylists charging extra to wash clients’ hair:
“I think they should just include it in the price, to be honest. Because I feel like when clients go to a stylist, they're expecting you to wash their hair. Personally, if I see that washing is extra, I just wouldn't go to the salon because it just shows a lack of professionalism, in my opinion, and a lack of experience.”
“I think they should just include it in the price, to be honest. Because I feel like when clients go to a stylist, they're expecting you to wash their hair. Personally, if I see that washing is extra, I just wouldn't go to the salon because it just shows a lack of professionalism, in my opinion, and a lack of experience.”
On ‘deposits’ that don’t go towards the cost of the service:
“I think that's kind of weird, too, for deposits to not be like a part of the service. I've seen people have booking fees and I just don't understand it, to be honest. I disagree with that kind of policy…By all means, people should do what works for them, but to me, it doesn't make sense. Why does somebody have to pay a fee just to book an appointment with you? I don't get it. It feels like exploitation.”
On stylists charging extra to style (straighten/curl) wigs, sew-ins etc., after installing:
“I don't get it. Clients come to us to get their hair done, to get it styled. So why is it extra for you to style it? If you're going to charge extra, just increase your price. I feel like it could be just a lack of confidence in those stylists, feeling like people won't pay a certain price for certain things, or just their lack of professionalism as well, because people are coming to us to get styled.”
On the infamous “Hey boo” text stylists send to clients when they need to cancel/reschedule:
“Professionalism in any industry, especially the beauty industry, is everything. So texting a client the, “Hey boo” is so unprofessional, and it's damaging to the client-stylist relationship. Clients book their appointments expecting a level of respect and care, especially when they're investing their time and money and a service. And I get it, emergencies happen, we're all humans. However, it should be done with a formal apology and a clear explanation.”
“Professionalism in any industry, especially the beauty industry, is everything. So texting a client the, “Hey boo” is so unprofessional, and it's damaging to the client-stylist relationship. Clients book their appointments expecting a level of respect and care, especially when they're investing their time and money and a service. And I get it, emergencies happen, we're all humans. However, it should be done with a formal apology and a clear explanation.”
We know all too well what kinds of things will keep us from ever gracing certain hairstylists’ chairs with our butts again. So, what should hairstylists do to provide a good service to their clients? What is good hairstylist etiquette?
“For one, being on time is an important rule for stylist etiquette. It's just not okay to require your clients to be on time, and you're not on time. Also, communication. Being able to communicate clearly, respectfully, and professionally, whether that's in person, via text, or on social media. Style is etiquette. Appearance matters. So just maintaining a clean, polished, and professional look. Clients respect you more whenever your appearance reflects your work. There's just so many things, but another thing I would say is active listening. So, being able to pay close attention to what your client wants and also clarifying any questions that they might have. Just to ensure that they feel heard and to minimize any misunderstandings.”
Dee also shared some red flags to look out for when considering a new stylist.
“Even me as a client, if I'm booking somebody and they have a long list of rules, I don't even book with them. That's, for one, just such a huge turn-off. Also, stylists who have inconsistent or unclear pricing, that's a red flag. People who change their rates too much without an explanation. Poor communication. So, if a stylist is responding very slow or responding unprofessionally, or giving vague answers to questions, that can make clients question whether or not they are respecting their time and their needs.
Another red flag - an inconsistent or low quality portfolio. And I feel like, I see this a lot with stylists stealing other people's work, and their portfolio on social media is just very inconsistent.”
We couldn’t let Dee go without getting the tea on what styles she predicts will trend in 2025.
“I feel like people are going back to natural-looking styles. So, a lot of people are ditching the wigs, the lace fronts, things like that. People are still wearing them, of course, but it is becoming more of a trend to embrace your natural hair and something that's not looking too fake. That’s one thing that we're going to be seeing a lot. I would say a lot of layers are coming back, heavy layers. Those are becoming really, really trendy. And people are leaning more towards platinum-colored hair. I've been seeing lots of like blondes coming out. Also, jet black is always going to be a trend. But I would say more like natural colors, but natural colors that are still making a statement.”
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Feature image by Antonio Livingston.
Can You Really Make Your Hair Grow Faster? Depends On How You Look At It.
Four years ago, I wrote an article for the platform entitled, “Let's Gain An Inch A Month Of Hair Growth 'Til December, Shall We?” The main reason why I did it was because, I feel like almost every week, I will see someone on social media (male and female alike) say that Black women aren’t able to grow long hair — and boy, does it truly piss me off.
If I’ve said it once, I’ve said it a trillion times before: So long as your hair is growing, you can grow long hair. It might take longer than other people, yes — and I will get to win why in just a moment. However, more than anything, what affects length is length retention, and what impacts that is if you’re doing things that result in you losing the ends of your hair at about the same speed as the roots of your hair are growing in.
So, what are you saying, Shellie? If I really want some serious inches and/or I want my hair to grow faster, there are ways to do it? Believe it or not, the short answer to that is “yes.” Adding to that initial yes, YES, you will need to be methodical. YES, you will need to be consistent. YES, you will need to be patient. Yet if you’re willing to make that type of commitment and then apply at least 3-4 of the following 10 suggestions, you really could end up reaching hair goals that you’ve never been able to reach before.Inches upon inches…and even a bit faster than what you’ve been accustomed to experiencing.
I’ll Be Real With You: Genetics Dictates Speed, Texture, Color and Length — to an Extent
Okay, so let’s first get into something that can’t be helped via any tip or hack: genetics. When it comes to things like texture, color, density, and, to a certain extent, length — yes, that is predetermined by your DNA. This means that the reality is, the reason why some people can get hair down to their butt while others can’t seem to get past their bra strap is because hair has a growth cycle and some people’s anagen phase (the phase that literally determines how long your hair will grow) is simply longer than others.
When it comes to this, in particular, it’s also important to keep in mind that diet, age, and the condition of your health can also play a role in lengthening or shortening your anagen phase; however, so long as your hair is growing 1/4”-1/2” a month and you are able to retain length, you should be able to at least get a very nice lob (long bob) going.
Also, while we’re here, please don’t fall for the STRAIGHT UP LIE that only other ethnicities have longer anagen phases. Aside from the video that you just watched, examples like these here, here, here, here, here, here and here and here are living proof that regardless of ethnicity or texture, some women have hella long anagen phases — including many Black women.
And what about speed (which is the main focus of today’s piece)? Well, although there are some things that you can do to stimulate your hair follicles, which could get them to grow a bit faster, the main thing that you should be concerned with is taking such good care of your hair that you don’t end up breaking it off or causing it to weaken — because strong hair that can retain length is going to give the impression that your hair is growing faster because you aren’t losing any more of it than you actually should (which shouldn’t be more than 50-100 strands on a daily basis, by the way).
So, with all of the science stuff out of the way, here are 10 things that you can do that will either stimulate hair growth or help you maintain the locks that you’ve already got.
10 Proven Ways To Grow Your Hair Faster
1. Take a Multivitamin
When it comes to the gaslighting of health-related issues in this country — geeze, where do we start? For instance, how wild is it that “some folks” believe that taking a multivitamin is pointless? Meanwhile, pharma will push commercials down our throats — meds that come with side effects that are oftentimes worse than the health problem that it’s supposed to treat, to begin with. Not to mention the fact that research shows that over 90 percent of us don’t get enough vitamin D, almost 90 percent of us could use more vitamin E, 50 percent of us need more magnesium and around 40 percent of us are deficient as it relates to calcium as well as vitamins A and C.
So yes, while maintaining a healthy diet is the best way to get your system what it needs, if you want to “fill in some gaps,” a multivitamin can certainly be beneficial.
As far as your hair goes, your tresses need: zinc for healthy hair follicles; vitamin A to keep your scalp well-moisturized; vitamin C to boost collagen (and give your hair more elasticity); biotin to prevent hair thinning and hair loss; iron to provide your hair follicles with oxygen, and vitamin E to keep your scalp healthy and your hair moisturized — goodness! Instead of taking a lot of different supplements, decide instead to knock all of these nutrients out by taking one multivitamin on a daily basis. A list of some highly recommended brands can be found here.
2. Consume More Protein
Your hair is made up of mostly protein (keratin, to be exact), so it definitely needs some of that in order to thrive. In fact, some health experts say that if your hair isn’t growing at the rate that it should, it could be because you don’t have enough protein in your system. That said, if you’re a meat eater, steak, lamb, chicken, and turkey can all do your hair a lot of good. If you’re not, I actually penned an article with you in mind a while back. Check out “Vegetarian Or Vegan? Check Out These High Protein Foods.” when you get a chance.
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3. Try Some Coffee Beans on Your Scalp
In my opinion, coffee is always going to be a polarizing topic. On one hand, if you drink too much of it, it can cause a few problems with your health (check out “Your Morning Coffee May Be Causing More (Health) Issues Than You Think”). On the other, if you’re looking for ways to incorporate it into your beauty routine, it can bless you in some pretty unexpected ways (check out “Why Caffeine Is Great For You On The Beauty Regimen Tip”).
Take your scalp, for example. Using coffee as a hair rinse can help to keep the pH level of your scalp where it’s supposed to be. Also, if the beans are ground up, you can exfoliate your scalp with them in order to remove dead skin cells and product buildup so that your hair follicles are able to grow — sometimes faster since the caffeine that’s in coffee can help to stimulate hair growth.
4. Add Oil to Your Shampoo
When your hair is dry, that can lead to breakage because moisture is critical when you’re trying to keep some inches on your head. And you know what? When you shampoo your hair, although it’s cleansing your scalp and tresses (and stimulating your scalp which can help your hair to grow a bit faster), it’s also stripping your hair of its natural oils — and that isn’t a good thing.
A hack? Add a carrier oil like rosemary, olive, avocado, jojoba, or soybean, so that your shampoo won’t be able to dry your hair out so easily or much. (P.S. This is also a great tip if you don’t have a lot of time to deep condition your hair sometimes.)
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5. Never Go Without Bond Builder
Another article that I want you to check out when you get a chance is “Everything You Need To Know About Bond-Building Your Hair.” Listen, my life (hair-wise) has totally changed ever since I added this extra step into my wash day. That’s because bond-building products are able to reduce breakage, make your locks stronger, decrease frizz, make your hair softer and more manageable, and even help to protect your cuticles — especially if your hair happens to be color-treated. I’m telling you, if you didn’t get anything else out of this read, get you some bond-builder products.
My (current) personal favorites are Marc Anthony's Repairing Hair Mask, Repair Bond + Rescuplex, and Repairing Leave-In Conditioner. Just for the record.
6. Apply an Essential/Carrier Oil Blend to Your Scalp and Ends
It can never be said enough that the ends of your hair are the oldest parts of it. And so, if you don’t take care of them, I don’t care how fast your hair grows out of your scalp, you aren’t going to see much progress because your ends will be weak, split, or snapping off left and right. Something that you can do to avoid all of this is to apply an essential oil and carrier oil blend to them. For instance, a mixture of rosemary and cedarwood will not only strengthen your ends, it’s great for your scalp in the sense that it will help to increase blood circulation to your hair follicles (which can help your hair to grow faster) as well as soothe your scalp if it happens to be itchy and/or irritated.
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7. Use a Conditioning Spray on a Regular Basis
Something else that I would definitely do a free commercial for: Bronner Brothers's Smooth Sheen Conditioning Spray. Whew, chile! Since my hair can never seem to retain enough moisture (check out “Is Your Hair Dry No Matter What You Do? I Can Relate.”), this spray has been a real lifesaver in between wash days because, even though it “acts” like a regular oil sheen, I’ve yet to come across a spray (that isn’t wet) that keeps my hair super soft and manageable. Yeah, if your locks are on the drier side and you don’t want to add water to them, a conditioning spray is definitely the way to go.
8. Be “Drink Conscious”
A couple of years ago, I read an article that said that when men consume, even one soda on a daily basis, that could make them more susceptible to hair loss. That got me to wondering about what can be consumed that will help with hair growth. Carrot juice is like a multivitamin for your hair thanks to the vitamins A, B, C, and E that are in it to keep it strong as well as the antioxidants that help to increase blood flow; the high amount of water, as well as the potassium, iron, amino acids and vitamins C and K, help coconut water to deeply hydrate your scalp, strengthen your hair and reduce the potential for hair loss, and the properties in green tea can help to prevent hormonal hair loss.
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9. Massage Your Scalp (at Night)
Throughout this article, I’ve mentioned a few things that you can do to stimulate blood circulation to your scalp and hair follicles. I’ve also said that when you do that, it can help to speed up hair growth to a certain extent. Well, out of all of the things that you can (and should) do to accomplish this particular mission, giving yourself a scalp massage, at least a couple of times a week (for 10-15 minutes each time), is probably the most effective.
It reduces head tension and stress, helps to strengthen your hair over time and it can even make your hair strands thicker. My two cents would be to warm up an essential oil like lavender, thyme, or peppermint, add it to a bit of grapeseed oil (which is packed with antioxidants), and then use your fingertips to gently rub your scalp. Not only does it feel amazing, the oils will deeply condition and nourish your hair in the process.
10. Reduce Your Stress Levels
If you’ve heard before that stress can lead to hair loss and even premature graying — that’s not a myth; it’s totally true. As far as hair loss (and growth) goes, that’s because, when your cortisol levels are elevated, that can extend your hair’s resting phase — which basically means that it can “stunt” your hair’s progress. And chile, from where I’m sitting, that’s just one more reason to determine that you will not allow any person, place, thing, or idea to stress you out this year! Not only is it not good for your health, but it could also totally wreck your hair goals. And nothing is worth that, right? Precisely.
Chill out. Grow hair. That’s the motto for this year, sis. Straight up.
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Featured image by Manu Vega/Getty Images