We’re big fans of BREAD. No, not the carb (though that, too). We’re talkin’ the buzzy beauty brand by Maeva Heim, Australian CEO and founder of BREAD BEAUTY SUPPLY.
Launched in 2020, the vegan, cruelty-free and sustainably minded label addresses a lack of inclusive products for wavy and coily hair—after Heim experienced a travel fiasco where a hair product exploded in her suitcase mid-flight, she sought curly hair care only to find a scarcity of brands that spoke to her texture or taste.
@breadHeim is passionate about bringing what she dubs “lazy girl hair” to all women via essential can’t-live-without products, hence the brand name. BREAD now includes seven products, the newest of which has already racked up two beauty awards in 2023 (a highly rated $26 hair gel).
Now carried by Sephora, ULTA and others, BREAD just raised a multimillion-dollar seed funding round, launched its first new product since 2021 and made its NYFW debut. “I don’t want to feel like I have to write a love novel to my hair every week when I wash it,” Heim told Refinery 29 Australia. “I don’t want a brand to tell me that they’re ‘empowering me’ to love my curls. Frankly, I find that a little bit condescending. I just wanted a good shampoo and hair mask that would do a great job, and wouldn’t make my bathroom look like a dollar store.”
“Your hair is already dead when it comes out of your scalp, so stop focusing on trying to 'bring your hair back to life' and instead think about it like fabric,” Heim told us. “Use gentle hair products, and treat your hair like it's delicate silk or cashmere.”
