Hey, Apphia here. Call me Phi. I was born into the beauty industry. It just took me forever to feel beautiful. Why? I know now beauty comes from the broken. I know this because I’ve recreated myself hundreds of times from the shards. So why not create a hair line for chameleons like me, with hair that’s been to hell and back? Like me. 

 

I was an odd SoCal kid. Growing up, I was never, ever at ease in those perfectly lit sunsets and la land movie star bodies. Too tall, they said. Too thick. Even my hair texture was a miss. One of the first things I ever tasted was shame. 

 

When I figured out who I was, and my body agreed, the bullies flipped like a coin. I flipped em off for good. I stayed true to myself. I modeled. I deejayed. Rescued dogs and smiled real pretty for the camera. My hair was my emotional bulletin board. Purple. Pink. Blue. Blonde. There was even that orange smudge root phase…

 

But color is killer on hair. Luckily, my grandmother is a beauty industry badass and I’ve been crawling in top shelf hair products since diapers. I know what makes a good product great, and why the bad ones suck. I know price tags often lie. So genetics and life brought me here, the next point in my journey: Making a kick ass, salon quality hair masque at OUR level. For those of us that don’t have the time or patience for shitty promises at bullshit prices. For hair that’s been to hell and back, or even hair that’s thinking about it. Something authentic and transformative. Like me.

 

Words are weapons. So is your beauty. Your body. Your lipstick. Your hair color. It’s your armor. Keep it on the positive. Be vulnerable and you’ll never be alone. Accept your insides and deal with your outsides. Size is a just a damn number. You are not. 

 

Your hair is your roadmap. It’s also your fling. Your fighting words and your best relationship ever. Ravage it. Reclaim it. Take it to hell and back with you. Be real. Be effing phi-nomenal. 

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PHI

xoxo