About Leilu
AfroDeity Author and Resident Blogger Leilu Dallas

Embracing the Big Chop

If you have ever struggled with growing your hair, join Leilu as she continues her journey to grow, healthy, strong afro textured hair. Whether you are relaxed or natural, from the UK, Europe or further. Email me

About Leilu

I am a scientist and working mum of two, who has seen the error of my ways and decided to do something about my hair care. I started this blog in 2009 with a post called 'A little bit of Vanity'. If had known that all would take would be little bit of vanity, I would have been one of those vain women a long time ago. Being a self certified nerd and academic, I never really paid much attention to my hair or the way I look.

I had my natural hair until the age of 11 when I begged my mother to get a curly perm. So for the next 10 years I sported a curly perm, it was wet but really hardly required any maintenance and I didn't need to go to the salon that often usually twice a year in my case.

By the noughties I grew the curls out, went natural for a bit and wore a wig. After a few months I straightened it. I went to a salon once every two weeks, the length didn't really change and all that really changed was my bank balance as my hair never grew. So I just stopped going to the hair dresser and got braids and later a weave. The hope was that my hair would eventually grow underneath . Of course this never happened. I have never cared for my hair, never really worn satin scarfs at night and there are times when I have gone from one relaxer to the next washing my hair only only once.

Leilu's hair Journey

Eventually my hair fell out so badly I was not sure if it was beyond repair. I started researching on the internet and found other black women out there like me who had grown their hair to incredible lengths. I also found out that it wasn't impossible and with a little bit of care and attention I too could have hair that I was proud of. I all started looking at ingredients and realising they weren't that different to chemicals I worn protective equipment to handle in a lab and begun to understand how harmful some of the products I was using were. 

So to help me understand my hair more and what I was putting on it I started to record my journey here. This blog is dedicated to all the UK girls who do the two/three hour style trek to black hair salons in London or Birmingham and have to buy all their hair products on the internet and pay ridiculous amounts of postage from the States.

This is my blog and here is my journey. Enjoy!
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About AfroDeity Ltd

AfroDeity Ltd. is an online store that retails natural Caribbean Inspired hair and skin products. The ultimate goal is to help small farmers in the Caribbean reinvigorate the declining agricultural industry to stop a dependence on importation of essential foodstuff.
Our new product line the Luxury 'Joliette' Collection is made from oils and butters inspired by the Caribbean. Joliette is a luxury hair care brand for women of colour of style. Our luxurious blends not only look and smell amazing but give your hair the special care it needs with no harsh chemicals or artificial colourants.

Joliette Caribbean Inspired Hair and Skin Products

AfroDeity was founded by mother and daughter team Alicia and Joliette around the knowledge of healing herbs, oils and butters passed down through the generations and culminating in Alicia’s great interest in science. As such combining beauty, science and their commitment to the rural Caribbean. 
We offer a large variety of high quality, new natural and organic caribbean inspired products to our customers and we only sell products we use ourselves.


AfroDeity Founders Alicia and Joliette with Theo Paphitis
Alicia, Our Operations Manager worked as a Drug Surveillance Scientist for just over seven years. Whilst studying for both of her degrees she developed an interest in drugs and poisons and soon became interested in the various chemicals and possible poisons in black hair care products.
"Having a chemistry background, I was amazed by the number of chemicals in black hair products and this only made me want to explore the herbs, oils and butters our ancestors had used that were just as effective, if not more so." 
"I created Joliette in honour of my mother, for whom the brand is named and for my daughter and her growing head of gorgeous curls" Alicia Thornthwaite, Owner , AfroDeity Ltd"

Joliette, Alicia's mother, a former headmistress loves the Joliette range.
"I am now natural and I have been testing the Joliette range for AfroDeity. I was apprehensive at first about going completely natural and had only planned to have my hair out and natural during the Summer holidays. I have been wearing wigs for many years and have had damage to both my hair and scalp from relaxers. After using the Joliette Hair Mud Mask my hair was so soft and manageable that I was so happy to go back to my natural hair. I went natural that day and never looked back
"I also want to be a role model to my granddaughter and the many young black women I interact with daily."

We love to hear from you it really makes our day! We have used these products and love to talk about them. For general information and to suggest new products contact the AfroDeity Team.
You can find us on FacebookTwitterPinterest and Instagram

We are a Small Business Sunday Winner chosen by Theo Paphitis of Dragons Den. See our Profile here
We won the Diva Brand of the Year Divas of Colour 2015 
We won an EBR award for Best Retail Business on 2014
AfroDeity won EBR Best Retailer Award
Our business was also endorsed by the CEO of Ann Summers Jacqueline Gold as we won her Women in Business award.

Click Here for an co founder Alicia Thornthwaite's Interview at the In Business For Good Virtual Summit.
See more Press here
Please feel free to email with any comments.

Embrace Your Inner AfroDeity!!

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