About Us


The societal standard of beauty tells us that naturally curly, kinky, coily, or coarse hair is ugly, not desirable, and that it has to be tamed.

We are told we should straighten our hair, or make it smoother, in order to be beautiful.

In fact, the hair that naturally grows out of our heads has been called "unprofessional" for decades, and "nappy" for centuries.

Women have literally been fired from their jobs just because of the way their hair grows, and the radical idea that they might actually wear it as God created it.

At Naturalicious, we exist to remind our customers that they are the standard of beauty, through our revolutionary products that make it easy for them to manage their hair and be confident in their own beauty.

We are a company on a mission to eliminate the frustration, time and expense you have with your hair by creating easy-to-use products that turn your #WashDaystoWashMinutes.

We got our start when our founder and CEO, Gwen Jimmere, found herself on the brink of becoming an unemployed single mom, after suddenly getting laid off while going through a grueling divorce. To generate income, she decided to start selling the products she made in her kitchen that when combined, miraculously cut her wash and style time down from 5 hours to a mere 30 minutes!

The astonishingly simple 3 step process was enough to do the work of 12 products she had collecting dust underneath her sink. Taking the marketing skills she honed from her swanky corporate job as a Global Digital Marketing Director at Ford Motor Company, Gwen started Naturalicious and never looked back.

We’ve since become one of the nation’s fastest growing hair care companies and Gwen proudly rocks her spot in history as the first African American woman to hold a patent for a natural hair care product. Everybody loves Naturalicious and rounds of applause have come through from the good folks at Inc. Magazine, The Washington Post, Entrepreneur, Black Enterprise, Essence, Fast Company, and Buzzfeed, just to name a few.

The best part about Naturalicious is that Gwen’s eight-year-old son Caiden gets to help his mom call the shots at our headquarters, serving as the CCC (Chief Candy Curator). Together they make sure each order is sent out with a sweet surprise and our customers literally eat it up!


What we love most about our work is that we get to take others with us on our journey to the top of the beauty game. Through our partnership with Detroit-based nonprofit, Services to Enhance Potential (STEP), we proudly offer opportunities for men and women with special needs to join our team. When you purchase a Naturalicious product, you can feel good knowing that we are a brand dedicated to seeing not just your hair, but also our communities, thrive.