People with tightly curled, coily or Afro hair know the feeling all too well: shelves packed with products, yet hardly anything truly works. Out of that frustration, a French brand was born that rethinks haircare for textured hair with a simple message at its heart: healthy hair doesn’t start in the shower - it starts long before.
From a personal need to a business idea: the beginnings of In Haircare
Around 20% of people in France have Afro hair or strongly textured hair. For decades, mainstream beauty standards leaned towards straight, “well-behaved” styles, leaving care for coily, curly and very dense hair on the margins. If you wanted to embrace your curls, you often had to make do - relying on DIY advice, blending oils at home, or using formulas designed for completely different hair types.
That gap is exactly where Rebecca Cathline and her business partner, Didier Derozin, decided to step in. Rebecca, who grew up between Guadeloupe and Côte d’Ivoire, realised early on how hard it could be to find both hairdressers and products suited to her own hair. Long before the word “founder” became a fashionable label, she already had an entrepreneurial mindset.
In 2015, the pair didn’t launch a product line straight away - they started with a service: an app called Ma Coiffeuse Afro. The platform allows clients to book hairdressers who specialise in coily, curly and strongly textured hair, with the option of at-home appointments.
A personal challenge became a digital solution that took an often overlooked audience seriously.
The response made one thing clear very quickly: demand was far greater than the industry had been willing to admit. At the same time, a new question took shape for Rebecca: why stop at connecting people with salon appointments when so many were also looking for a reliable routine they could follow at home?
Launching during lockdown: haircare as a self-care practice with In Haircare
In 2020, priorities shifted across the beauty world. Salons closed, people spent more time at home experimenting with routines, and ingredients suddenly mattered more than ever. It was in this context that Rebecca and Didier launched In Haircare.
Their aim was to create natural, effective products designed to reduce breakage and encourage growth - tailored to textured hair types, but not limited to them. Anyone who has been through intense stress, hormonal changes or pregnancy will recognise how distressing hair loss can be. In Haircare set out to offer support in exactly those moments.
Rather than pushing out a quick trend-led product, the duo partnered with a cosmetics-specialist laboratory in France. After extensive testing and reformulation, they developed capsules and care products that:
- use 100% natural ingredients
- are vegan and cruelty-free
- prioritise “clean” formulations, avoiding unnecessary additives
- are designed for the needs of an overworked scalp and delicate lengths
Rebecca repeatedly highlights how important it is to combine nutritional supplements with topical care. The brand isn’t chasing “nice lengths” alone - it promotes a full-spectrum approach that runs from roots and scalp through to the ends.
Haircare is treated not as a styling concern, but as a matter of health, self-image and everyday ritual.
More than cosmetics: confidence in capsules and bottles
Many In Haircare customers share similar stories: postpartum shedding, thinning linked to stress or illness, and brittle ends after years of straightening and chemical treatments. Rebecca describes the brand’s most significant impact in simple terms: people regain a sense of confidence.
Seeing fewer hairs in your brush and more density at the roots changes how you carry yourself. That’s the feeling the founder wants to make sustainable. She positions the products as tools rather than miracle cures - and as a reminder that textured hair isn’t a “problem” to hide. It’s a hair type that responds to knowledge and patience.
Retail and salon growth: where In Haircare is now stocked
The market reacted quickly. In Haircare didn’t stay online-only; it also moved into bricks-and-mortar retail. The range can now be found, among other places, at:
- Nocibé
- Mademoiselle Bio
- Blissim
- numerous pharmacies
- selected hair salons
Alongside distribution, recognition followed. Rebecca received a respected award for connected beauty concepts and appeared in rankings celebrating forward-thinking digital female entrepreneurs. For a brand that started from what many dismissed as a “small” niche issue, it marked a decisive step towards the mainstream.
What makes In Haircare different (and why textured hair is central)
In Haircare’s success is not just about ingredients or attractive packaging. Three factors stand out:
| Aspect | What it means for customers |
|---|---|
| Focus on textured hair | People with curls, Afro hair or mixed-texture hair finally feel directly addressed. |
| Holistic care | Supplements and external care work together, rather than acting as separate solutions. |
| Community mindset | The brand listens closely and develops products in response to real needs. |
The community mindset, in particular, shapes how the brand communicates. Feedback informs new ideas and refinements. For the founders, the principle is straightforward: taking textured hair seriously means listening - not simply broadcasting marketing lines.
Scaling with purpose
Rebecca and Didier are not interested in merely maintaining momentum. Their ambition is for In Haircare to be accessible across France and beyond. They believe their formulas can help many people strengthen hair and support growth - and that hair diversity deserves far more shelf space.
At the same time, they want to protect what defines the brand: easy-to-understand formulations, transparent communication, and products that tackle real-life concerns rather than chasing fashionable buzzwords.
What textured hair actually needs: routines that work beyond any one brand
If you explore curls, Afro hair or mixed textures, you quickly encounter specialist terms such as “texture”, “porosity”, “low poo” and “curly routine”. But the fundamentals are refreshingly practical - and they apply regardless of which brand you use:
- Choose gentle cleansing over harsh shampoos to protect the hair’s natural barrier
- Add consistent moisture with leave-in products or natural oils
- Reduce friction using silk pillowcases or protective styles
- Be patient during transitions: textured hair often responds more slowly, but very clearly
Brands like In Haircare can provide helpful products for these steps, but they can’t replace understanding your own hair. Knowing whether your strands are fine or very dense, and whether they’re high-porosity or low-porosity, leads to smarter choices in your routine.
Put differently: even the “best” capsule won’t do much if your scalp and lengths are constantly drying out. And the perfect mask can’t stabilise weak hair long term if stress levels, diet and hormones are completely out of balance.
Beyond products: scalp health, lifestyle and consistency
One element that often gets overlooked in textured-hair conversations is consistency - not just in product use, but in scalp care and daily habits. A healthy scalp environment (not overly dry, not inflamed, not clogged with heavy build-up) supports stronger growth patterns over time. Likewise, hydration, protein intake and sleep quality can influence how resilient hair feels and how quickly it appears to recover from shedding or breakage.
That’s why sustainable results usually come from combining a realistic routine with lifestyle awareness - and giving changes enough time to show up in the hair you see, not just the hair you wash today.
The curly-hair boom: opportunities and limits
The growing market for curls and Afro hair brings genuine progress - but it also comes with risks. More brands are entering the space, and not all deliver on their claims. Consumers should consider:
- How transparent is the brand about ingredients and sourcing?
- Are there practical usage examples and real before-and-after experiences, or only glossy slogans?
- Is the product truly suited to your hair type, or designed to appeal to everyone?
In Haircare places heavy emphasis on trust, laboratory partnerships and staying close to its community. That makes it a compelling example of how an overlooked need can become a serious business - and how much can change when textured hair finally receives the attention it deserves.
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