Is Maui Moisture Black Owned? Find Out the Truth

Is Maui Moisture Black Owned

Maui Moisture, a popular hair care line available at most drug stores, is a product line designed to meet the needs of all curly hair types, from wavy to extra coiled.

It’s true that this hair care line is excellent for kinky and curly black hair, but is Maui Moisture a Black-owned business?

Maui Moisture is not a Black-owned business now, nor has it ever been. It is owned by Johnson & Johnson which also isn’t a black owned business.

Read on to find out more.

Who Founded Maui Moisture?

Who Founded Maui Moisture


Maui Moisture’s parent company, Vogue International, was founded by Todd Christopher, a high school dropout turned hairstylist and entrepreneur.

Christopher was a long-time stylist who had begun his career sleeping in his salon to save money and selling hair vitamins out of the trunk of his car.

He founded multiple hair care product brands under the same parent company, including OGX and Pro-Vitamin.

Maui Moisture was the line he designed to cater to curly-haired consumers, with a collection of products for all curly hair types.

Who Owns Maui Moisture Now?

In 2016, Maui Moisture founder Todd Christopher sold the company, and all of his other hair care brands, to Johnson & Johnson.

Benefits of Maui Moisture

Benefits of Maui Moisture


Maui Moisture is a famous hair care brand for Black and non-Black curly-haired consumers.

The brand is inexpensive and can be found in most big box stores, making it accessible to people on a budget.

The Maui Moisture website includes a comprehensive curl guide to help buyers choose the right product line for their unique hair type.

All Maui Moisture products are:

  • Vegan
  • Paraben-free
  • Silicone-free
  • Sulfate-free
  • Curly Girl Method approved

Maui Moisture Products

Maui Moisture’s ever-growing line of hair care products has a cleanser, conditioner, and styling product for every hair type.

There’s the ultra-light moisturizing of the Detoxifying Volcanic Ash collection for fine, wavy hair.

Try the Heal and Hydrate line with shea butter for dry, damaged hair at the opposite end of the spectrum.

Of course, there’s a Maui Moisture product for every hair type in between.

Why Buy Black-Owned?

Why Buy Black-Owned


Why is it important to buy your hair care products from Black-owned businesses?

There are several excellent reasons you should try to spend your money with Black-owned businesses wherever you can.

As the people begin to take racial equality into their own hands, it’s becoming apparent that one of the best ways to support Black communities is by doing business with Black-owned businesses.

By choosing to do business with Black-owned companies, you’re investing in Black communities.

These companies bring jobs and career opportunities to Black families and increase BIPOC representation at the executive level.

Buying Black-owned helps close the racial income gap by creating jobs and assisting businesses to compete with the existing white-owned corporations.

Plus, buying hair care products from Black-owned businesses ensures that the products are made with Black hair in mind.

Haircare products from white-owned companies often cover the full spectrum of hair textures.

Sadly, that often means that the products for the tighter, kinkier hair textures are often under-researched and underdeveloped in favor of the products for straighter, smoother hair.

Instead of using products created by people who potentially don’t understand Black hair, you can buy from Black-owned hair care companies and get products made for you.

Everyone benefits when you buy from Black-owned businesses.

Black-Owned Alternatives to Maui Moisture

Black-Owned Alternatives to Maui Moisture

Now more than ever, it’s essential to show solidarity with our dollars by supporting Black-owned businesses.

To do this, you can start by looking for Black-owned alternatives to the businesses that you already buy from.

If you’re a Maui Moisture user, you may want to consider buying from a Black-owned hair care company instead.

If you’re thinking about switching from Maui Moisture to a Black-owned hair care company, there are plenty to choose from.

Here are five excellent hair care product lines founded by Black entrepreneurs with Black hair in mind.

Curls Dynasty

Nickie Nougaisse, the founder of Curls Dynasty, made her first hair care product right in her kitchen.

Beginning with the Organic Oil Blend, she created a whole line of hair products to help her transition from processed to natural hair.

Since its inception in 2014, Curls Dynasty has expanded to include eight natural and curl-friendly hair care products.


Briogeo was founded by Nancy Twine, a former Wall Street finance mogul who left her seven-year career to start her own hair care line out of her apartment.

The result is Briogeo, a plant-based line of hair products for all hair types that has your scalp and hair’s health first in mind.

Inspired by her grandmother’s homemade concoctions, Briogeo products made Twine the youngest Black beauty boss to launch a new cosmetics brand at Sephora.

4C Only

The term “4C” refers to the tightest, most coiled, kinkiest of curls, which this hair care line was designed to nourish.

Every product in the 4C Only brand is exceptionally crafted to hydrate, defrizz, and detangle this notoriously dry hair texture.

With 4C Only products, you can say goodbye to complicated and intensive wash day routines.

Nancy’s Kitchen Products

All the best Black hair products started in someone’s grandmother’s kitchen, and Nancy’s Kitchen Products is no exception.

Named after founder Donna Jenay’s grandmother, this line of products uses natural oils like shea and olive and fragrant essential oils to moisturize kinky and curly hair.

Nancy’s Kitchen Products even makes a line of nourishing beard care products for the curly gentlemen, so no curl goes unmoisturized.

Melanin Haircare

Whitney White entered the beauty industry as a hair blogger documenting her journey into natural hair. 

In 2018, she took that journey one step further with her sister Taffeta, launching Melanin Haircare, their very own line of natural hair care products.

With nourishing argan oil and aloe, this stripped-down line of styling products will have you loving the way your hair looks and feels.

Is Maui Moisture Black Owned? Final Thoughts

Is Maui Moisture Black Owned - Final Thoughts


Recently, more and more hair care product lines advertised for Black hair are turning out not to be Black-owned.

By choosing to buy your hair care products from Black-owned businesses, you can be a part of reducing income inequality and improving Black representation in the corporate world.

Not too shabby for a bottle of conditioner.

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