When newly founded haircare brand OurX chose the tagline “not for all hair types,” they meant much more than the implied “for us, by us” that already means so much to Black consumers when it comes to hair and beauty. Yes, OurX is a Black-woman-owned brand created to elevate textured hair care in the same way that other areas of the beauty industry have grown over the past few years. But rooted in education and backed by science and data, the brand is very intentional about offering solutions for a growing variety of consumers.
OurX’s aim is to “establish a new standard of innovation and equity” when it comes to the products and options available to care for textured hair. The first step in reaching that goal was to become the opposite of “one size fits all” because each person’s hair is unique; and textured hair is not one profile.
After reading up on OurX’s groundbreaking approach (more on that later), and being pulled in by the fact that the brand was born out of founder Ceci Kurzman’s own frustration as a textured haired consumer, a few of us at the 21Ninety office decided to give the OurX experience a try.
The short answer: we were all dazzled and made instant fans by how seamless of a process it was, and impressed by not only the quality of the products, but the amount of hair education we received along with our first order.
Here’s how my experience went:
For me, the brilliance of the assessment was the fact that consumers are not expected to walk into it with any knowledge of hair care terminology.
The Hair Assessment
At the root of OurX’s promise of ultra-personalized hair care is a data-driven platform that draws from the research and experiences of experts including celebrity hairstylist Johnny Wright, board-certified dermatologists Dr. Jenna Lester and Dr. Darice Fadeyi, and hairstylist and curl educator Cataanda James. While products are available for purchase individually, new customers are encouraged to take an in depth assessment that allows the platform to create a customized care plan for “wash day and everyday in between.”
While 37 questions may seem like a lot, I breezed right through the assessment, and so did my teammate Dedra, who confessed that she thought it would take longer
For me, the brilliance of the assessment was the fact that consumers are not expected to walk into it with any knowledge of hair care terminology. The questions include very clear explanations on how to determine your curl pattern, for example, and even photos and videos to help shoppers figure out how to determine their hair’s level of porosity or elasticity.
While 37 questions may seem like a lot, I breezed right through the assessment, and so did my teammate Dedra, who confessed that she thought it would take longer. And our other teammate Dericka Jaye thought the amount of questions was just right. “I appreciated how detailed the questions were,” she said. “It gets down to the nitty gritty and the specifics about your hair; so that’s helpful in finding what products work for you.”
The Regimen
Once I completed the assessment, the OurX system recommended a regimen focused on repair, based on my concerns about breakage, shedding and moisture retention. And when I say “a regimen,” I mean not just a list of products; but an explanation of the main ingredients that make these products the best for my current needs – Squalane, to lubricate strands, locks in hydration, and support the scalp; Phyto-Peptides, to protect and support hair follicle health; Hyaluronic Acid: to support scalp and hair hydration; and Saccharomyces Ferment, to help smooth hair and reduce breakage.
In addition to an explanation of the science behind my personalized regimen, I got step-by-step instructions on how to use each product during each part of my wash day. The plan also explained how to use each product in between my wash days, because, after all: hair care is a daily practice.
The Products
Not only does OurX give customers a great breakdown of why these products are best suited for each person’s needs, the OurX products themselves are unlike any other line I’ve ever experienced. The four products in my regimen–the Nutrient Cleanse Complex, the Scalp Purifying Solution, the Intensive Conditioning Compound, and the Treatment Leave-In– were each delivered in reusable product vessels. In other words, OurX is just as good to the environment as it is to our hair.
Dedra was as in love with the process of putting her regimen to use as I was with the process that got us there. Her quiz responses and goals sent her on the Lengthen track. While many of our product recommendations overlapped, the steps were different. You could tell her regimen was more focused on cleansing and included one pre-wash step that wasn’t suggested for me. “I like the concept of the Pre-Cleanse Micro Oil, which made me think of old school hot oil treatments,” she shared. “I liked it in action too, especially since I’d been working out. I felt like it did help to lift any build-up off my scalp. I loved the consistency of the cleanser, which was light and airy, but had a really good lather.”
Not only does OurX give customers a great breakdown of why these products are best suited for each person’s needs, the OurX products themselves are unlike any other line I’ve ever experienced.
The Hair Coach
My summer started with a lot of travel, so there was a bit of a gap between when I took my assessment and I was able to free up some time for my one-on-one coaching session. By that point, I had decided to end my futile war against Georgia’s humidity and throw my hair into a protective style. But that didn’t stop my first session with my coach Nidiyah from being one of the most informative conversations I’ve ever had about my hair.
My first session with my coach Nidiyah was one of the most informative conversations I’ve ever had about my hair
I told her about the two phases my hair goes through each year- Twist-Outs and Blow-outs in the Fall and Winter… which, for me means also trying out a funky unicorn color; and individual braids and crochets in the Spring and Fall, because ain’t nobody got time to fight this weather. And Nidiyah walked me through how to care for my tresses year-round. One constant that I can keep as part of my routine is the use of the Scalp Purifying Solution which works as both the first step in my “wash day routine” and a great way to keep my scalp clean and refreshed while rocking my braids.
With my OurX subscription, I get to go back to my hair coach as often as needed at no additional cost.
I was super impressed by the wealth of knowledge and information she was able to offer. Not only did she have a quick, confident response for every question I asked; she was able to explain every tip and point me to the OurX product that would meet my needs. I walked away from the experience understanding just what my hair needs and feeling confident that I would be able to integrate Nidiyah’s advice into my hair journey. And the good news is that, with my OurX subscription, I get to go back to my hair coach as often as needed at no additional cost.
The Verdict/Bottom Line
While I haven’t been able to use all of the products in my regimen, I’m already in love with this entire system. Dedra is a fan as well. “I’ve used it both for a wash-n-go and a blowout with good results. And I like to try different products pretty often, but I want to stick with this regimen for a while to see what it’ll do for me,” she said. “I also tend to use a hodgepodge mix of products. But knowing how and why all these products work together makes me want to stick with the entire line. The whole experience gave me personalized, one of one, vibes and I love it.”
Since my big chop in 2010, one of the most important and invaluable things about taking care of my hair has been education. Understanding why each of the products in my regimen was recommended empowers me to take care of my hair in its current state, but also arms me with the knowledge needed to recognize when it’s time to switch some things up.
The fact that the company quietly shows love to the environment through minimalist and reusable packaging was the icing on the cake. OurX has definitely made a believer out of me.
Try OurX’s limited time $24 starter kit, or take the hair assessment to get your custom regimen and hair coach.