Soft and strong at the same time, hair symbolizes power like no other visual feature. Despite the signals it sends and style it underlines, it also has a psychological effect: With the mane on point, one can feel unbeatable.
So, what is more powerful than the actual feeling of being unstoppable, be it as a goddess or warrior, or both.
Therefore it’s no wonder haircare has deep roots in both history and all cultures around the world, with both men and women being aware of their shiny „armor“.
Take for example women from the Quechua-Shura tribe in the Amazonas – they use a special oil to maintain and mane tame their lustrous hair, sourced in a sacred ritual from nuts. This particular natural ingredient is called Rahua – and also the key ingredient in same named brand.
New York based hair stylist Fabian Lliguin, a native Ecuadorian of Quechua descent, discovered the story and power of the Amazonian oil, brought it into his salon in New York City and created the hair care and styling range Rahua. Sourcing the oil strictly through the original, indigenous, ceremonial process and with local workers, the label is sticking to the traditions and seeing haircare as an empowering, holistic treatment.
The effect: hair that’s strong and soft at the same time, like a Amazonian – goddess yet warrior-like.
We captured the Rahua spirit and the beautifying power of this holistic brand.
