Embracing Natural Beauty: Mitchelle Abuna’s Journey from Chemically Treated Hair to Roo Haircare

From Big Chop to Business: Mitchelle Abuna Launches Roo Haircare

PROVIDENCE, RI — Growing up in Kenya, Mitchelle Abuna cherished her natural hair, often styled in cornrows by skilled hairstylists. However, as a teenager, she succumbed to the allure of chemical treatments, which left her hair dry and damaged. Ten years ago, inspired by the “Big Chop” movement and YouTube testimonials, Abuna made a bold decision: she cut off all her damaged hair to reclaim her natural locks.

“For me, being able to cut my hair completely short and still be comfortable not only contributed to my confidence but also made me more comfortable in my hair,” said Abuna, now 26 and residing in Providence.

Despite her newfound confidence, Abuna faced a challenge: finding hair care products that catered to her textured hair. Frustrated by the lack of transparency in ingredient lists, she took matters into her own hands and launched Roo Haircare this year.

With a bachelor’s degree in sociology and a master’s in global public health, Abuna works as an epidemiologist for the Rhode Island Department of Health, focusing on infectious diseases. Her scientific background informs her approach to hair care, emphasizing the importance of understanding what goes into the products we use.

“Whatever you consume affects your health,” she explained. “I wanted to simplify that and ensure people understand what they’re consuming.”

Roo Haircare targets textured hair, specifically types 3A to 4C, which range from loose curls to tight coils. Abuna’s products are free from harsh ingredients like parabens, sulfates, and formaldehyde, and are both vegan and cruelty-free.

“Our formulations are unique because we emphasize simplicity and effectiveness,” she said. “We started with the essentials: a shampoo and conditioner that hydrate, strengthen, and rejuvenate hair.”

The journey to create Roo Haircare wasn’t without its challenges. Abuna faced limited resources and the high costs of starting a science-backed hair care line. Collaborating with chemists and manufacturers, she spent years refining her formulas to ensure stability and efficacy.

“The biggest challenge was putting myself out there,” she admitted. “I’m passionate about building a community around this brand, and stepping out of my comfort zone was essential.”

As Roo Haircare gains traction, Abuna hopes to foster a supportive community for those with textured hair, encouraging them to embrace their natural beauty. “I want people to feel empowered in their hair journey,” she said.

With Roo Haircare, Mitchelle Abuna is not just selling products; she’s championing a movement that celebrates natural beauty and health-conscious choices. As she continues to innovate in the hair care industry, her story serves as an inspiration for many seeking to reclaim their identity and confidence through their hair.