Haircare is Healthcare

Sienna Naturals understands the complexities of the haircare industry. We're committed to addressing the negative health impacts caused by toxic beauty products targeted toward textured hair consumers.

Our Mission

The cosmetics industry has historically overlooked the health concerns of textured hair consumers, specifically Black women leading to disproportionate negative health impacts from toxic ingredients in everyday beauty products.

From ingredients that jeopardize health to beauty standards affecting mental health, we refuse to continue that standard. We are committed to revolutionizing the industry by providing clean formulations that prioritize the health and well-being of our community.

Sienna Naturals Rooted in Care Fund partners with organizations focused on women's health and well-being to drive systemic change, creating lasting impact that prioritizes the health and empowerment of everyone.

Together we can

  • Advocate for safer beauty standards
  • Increase access to clean cosmetics
  • Reduce health disparities related to exposure to toxic beauty products
  • Enhance overall well-being and empowerment
  • Transform of the cosmetics industry towards cleaner, safer, and more equitable practices.


California Black Women’s Health Project

The California Black Women's Health Project advocates for the holistic well-being of Black women and girls in the state through policy, advocacy, education, and outreach, aiming to empower them with equal access and prioritize health justice.

Breast Cancer Prevention Partners (BCPP)

BCPP focuses on preventing breast cancer by reducing exposure to chemicals and radiation associated with the disease. They aim to eliminate known risk factors beyond genetics to save lives and prevent breast cancer.


PsychoHairapy uses hair as an entry point into mental health services in beauty salons and barbershops, as well as through research and social media.

Donations to the Rooted in Care Fund are shared evenly among our partners to support our mission and are distributed by Sienna Naturals on your behalf. All donations are nonrefundable.

*In a 2016 analysis by the Environmental Working Group (EWG), less than 25% of beauty products marketed to African-American consumers are considered low in hazardous chemicals. This analysis also found that one in 12 products marketed to African-American consumers are rated highly hazardous.
**The Sienna Naturals Rooted In Care Fund has partnered with Tzeda Giving, a 501(c)(3) charitable organization.