Earthtones was developed out of necessity for Canadian-made premium and effective natural hair and body products, specifically for tightly curly/coiled hair. Why focus on this curl pattern? Because the unique characteristics of tightly curled hair make it prone to breakage, damage, poor curl definition and moisture retention. And there aren't many effective products available that work well for this curl pattern.
All of our formulations have been fully tested to ensure low allergenicity and effectiveness. Our products are gentle and safe and over 80% natural.
OUR PRODUCT DEVELOPMENT
We choose our raw materials very carefully and work with chemists to formulate our products. We use an EVIDENCE-BASED approach to both hair care and product development. Our goal is to optimize the physical and chemical properties of the hair using hair care science and cosmetic chemistry.
We develop products that contain ingredients with specific functions to improve the strength of the hair, reduce breakage and damage, and enhance the overall aesthetics of the hair itself.
Our objectives with product formulation are that they are:
1. Safe for use on the skin and hair - the ingredients don't cause harm to the body
2. Effective - they do what they say they're going to do
What undergirds these objectives is the evidence. What does the scientific literature say about a specific ingredient and its safety profile and positive/negative effect? What doesn't undergird these objectives is opinion on what is deemed to be a "good" or "bad" ingredient based on what is trending and what people "feel" should be used in a product or not.
about susan - the ceo of earthtones
Susan is the CEO of Earthtones Cosmetics, a licensed Naturopathic Doctor and certified Trichologist with the World Trichology Society.
Susan's goal is to help women love their natural hair and hosts hair care workshops, events and Love Your Hair™ parties to accomplish this.
She has been a speaker and workshop presenter at various national and international conferences including the Taliah Waajid World Natural Hair Health and Beauty Show in Atlanta, the Toronto Natural Hair Show, The Canadian Naturalista Hair Expo and the Natural Hair Congress in Montreal.
Susan performs hair, hair loss and scalp consultations at her boutique location in Ajax, Ontario and has obtained various certifications in hair loss and scalp conditions.
In order to help her clients she has received her Laser Technician Diploma and certificates in Chemical and Mechanical Exfoliation, and Microneedling and Collagen Induction.
She is currently pursuing her Masters in Science in Cosmetic Science.
To learn more about Susan's natural hair journey, read below!