About Us

She's Divine Beauty's founder and CEO, Shanti J., is a 23 year old flourishing entrepreneur and natural hair activist. She has over 5 years of business administration and marketing experience. She is passionate about inspiring women to take a stand for their natural beauty and that "only you can determine how divine you are, not society."

Shanti's natural hair care journey stated at the age of 16. Growing up, she often wore her hair straightened because of the societal norm that textured hair was considered "unprofessional" and "unkept". This caused extreme breakage to her hair, so she decided to take initiative to the corporate norm. She believed that this hatred towards natural hair was another way to strip black women away from their culture and identity. This inspired her to do the big chop in 2018.

With many trials and errors, Shanti learned how to love and cherish her natural hair as she discovered what products and styling methods worked for her hair. She even formulated ingredients to make her own natural hair products with no intention of creating her own platform. The idea of She's Divine Beauty was born when she realized how many young women perceived their natural hair. The "good hair" stigma had affected the black community in such a negative way, so she wanted to enlighten the situation in anyway she could. She believes that "all hair is good hair" and "every woman should feel comfortable and confident about their natural hair."

Shanti launched She's Divine Beauty as a junior in college in late 2020 with the creation of her first product, Black Castor Oil Shampoo. It's all-natural, gluten-free, and paraben-free ingredients took interest in the natural hair care community and became high in demand. After that, she launched several other products for all hair types and porosities so that everyone who desires her products would find something to suit their hair care needs.