Embrace The Beauty

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Embrace The Beauty

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Embrace The Beauty

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What Afam Concept Can Do For You

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8 Brands

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We believe...

  • great hair is for all curl types
  • haircare is versatile
  • beauty caters to everyone

It all started with one "Miracle" in a bottle.

Recognizing a need to solve problems of dryness, breakage, and frizz associated with coarse and curly hair,Hawaiian Silky Miracle Worker 14-in-1 leave-in conditioner was created by AFAM Concept, Inc. and quickly became a cult favorite hair care product among dedicated beauty enthusiasts. From that one item, the brand grew to include shampoo, conditioner, and styling products for everyone, with a special focus on multi-cultural hair.

Over its decades in business, AFAM Concept, Inc. has developed industry-leading hair care brands from its R&D Lab and manufacturing plant in Chicago, IL. We have expanded our brands to include Hawaiian Silky brand extensions, Vitale, Wonder Gro, Original Hair Energizer, OSSAT, Leisure Curl, Elentee Soy, and Olive Babies specifically catered to babies of all ethnicities. Our products have become Global household names and staples to salons and distributors alike.

Throughout the years, AFAM Concept, Inc. has bridged the gap between the ethnic hair market and the general beauty aisle. The focus continues to remain on developing innovative products for multi-cultural hair types curly, wavy, or coarse while introducing products for a new generation of consumers of all ethnicities.

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