Damn Gina is the Australian hair accessory brand celebrating curls in all their forms

With nice curls comes nice duty.

The widespread reputation of the curly hair motion has been an sudden delight of 2020. For the primary time, presumably ever, the haircare market is not overwhelmingly dominated with straight, silky, Caucasian hair.

Curl-adjacent hashtags have flooded platforms like Instagram and TikTok. On TikTok, #curlyhair has over 4 billion views, with #curlyhairtutorial and #curlyhairroutine holding over 100 million every.

Lockdown appears to have revealed itself as the proper time for folks to start out investing of their curls, with all that free time getting used to good their very personal ‘plopping’ technique.

However in relation to equipment for curly-haired girls in Australia, there’s been a niche out there for a while. Enter Rattling Gina, the Australian silk hair accent model popularising the #curlygirl motion on our shores.

With a various vary – assume silk scrunchies, silk pillowcases and even silk-lined hats – Rattling Gina’s use of pure 100 per cent mulberry silk is an asset to anybody seeking a wholesome hair revival, curls or in any other case.

Rattling Gina’s creator, Sumana Jayanth, is a curly-haired queen herself, who grew bored with the awful rep curly hair typically receives (and the injury that may have in your vanity). Sumana believed it was time the self-love second took a second to actually rejoice curls.

“It was time we cherished our frizzy, unruly, luscious curls in all its glory. Hair inclusivity is necessary for not solely your self-identity however for the well being of your hair too,” she tells me.

“For so long as I can keep in mind, curly hair has been related to an ‘unkempt’ and ‘unprofessional’ look. If there’s one story you hear many times from all curly-haired ladies, it’s how a lot they hate their hair, how exhausting it’s to keep up, how they envy straight hair and the way a lot they’ve spent (each money and time) straightening their hair.”

In the event you’re questioning the place the model’s title got here from, don’t fear, you’re not alone. Nonetheless, in case your first intuition is one thing alongside the traces of “Daaaaamn, Gina!”, you then’re already midway there.

Sumana says Rattling Gina goals to be everybody’s ‘sassy aunt’ – by no means preachy, judgment-free and all the time full of excellent recommendation. The model’s title is a tribute to each excited and heartfelt praise you’ve dished out (or acquired).

Now, should you’ve come this far and have completely no concept why you’ll ever need silk close to your hair, fortunately for you, I additionally had no concept, so I requested Sumana.

“Our hair is especially made from keratin. Keratin provides hair the power and construction. With elements like solar, air pollution, warmth and chemical therapies and age, the keratin bonds in our hair can break, thus making the hair lose its shine, power and construction,” she explains.

“Silk accommodates the identical amino acids that bond the keratin in our hair, supplementing the well being of your hair. Additionally, the feel of silk is easy, making it particularly helpful for curly hair as curly hair is extra vulnerable to breakage and frizz.”

Rattling Gina’s signature product is its silk hair turban, designed to maintain your curls protected in a single day and shield your hair from undesirable friction and consequential injury. With a delicate silk lining, topped with natural cotton jersey, it’s not a shock to see them on preorder. The model’s success, nonetheless, took Sumana very a lot abruptly.

“I began the model with my financial savings, and I wasn’t even positive if anybody can be curious about one thing like a hair turban. I began small, with 100-ish turbans when the model launched. We bought out in a single day once we have been noticed on a notable influencer, who was raving concerning the turbans impact on her curls,” she says.

This was when she realised the model wanted to “amp up” manufacturing. Since then, it has produced (and bought) 1000’s of turbans, nevertheless it typically depends on preorders to make sure no one misses out when the inventory goes stay – as a result of oh boy, they will go shortly.

Though Rattling Gina welcomes straight-haired prospects with open arms, curly and afro-textured hair is the place its coronary heart is. Equal illustration and inclusivity inside the hair and sweetness trade are on the core of the model’s ethos.

“Hair is as a lot part of our identification and our journey as our pores and skin color. Textured hair has typically been dissed as ‘ugly’, ‘uncool’ and ‘rebellious’. It’s necessary to normalise textured hair – similar to straight hair,” Sumana explains.

Whereas coming into the principally White magnificence trade with no prior enterprise expertise or contacts was intimidating at first, Sumana says her first-hand expertise as a migrant was a journey she felt empowered by, and Rattling Gina’s success story is one she feels fortunate to have the ability to inform.

“After I look again, I can actually say that I’ve skilled nothing however love and assist from fellow Australians, and that could be a large cause for the success of the model,” she tells me.

With all this speak about curly hair, I’m positive you’re interested in Sumana’s greatest hair tip. You’ll be completely happy to comprehend it’s quick, candy and easy. “The best curly-hair tip? That your hair is gorgeous! And sleep on silk.”

damngina.com.au