In celebration of Black excellence, VIOLET GREY spotlights the creatives, brand founders, and entrepreneurs making an immeasurable impact on The Industry.

Born in Somalia to Somali and Yemeni parents, and raised in Sweden, Badria Ahmed did not grow up embracing her natural hair. Without access to the proper products (not to mention the dire lack of media representation), she spent years rebelling against her curls. Ahmed’s hair journey began the day she decided to cut off her chemically damaged hair and go back to her natural state. She educated herself about her hair type and how to care for it. She travelled to Madagascar, Kenya, and Tanzania, where she learned about naturally moisturizing and protecting ingredients. And then she returned to London and founded Holy Curls. Here, the beauty entrepreneur reflects on the experiences that shaped her.