Black-owned and Detroit based

Supernatural Hair Care was founded in 2018 with the goal of providing quality, natural hair care products in sustainable packaging for textured hair. Each SHC product fits into the Supernatural Journey, a five step hair care routine and navigational tool for empowerment and self-confidence through hair. Shop small. Shop SHC.

Meet the Founder

Tia Baldwin, was born and raised in Detroit, MI, where SHC is headquartered. She founded the company in 2018 after beginning her personal healthy hair journey. Through this experience, she realized the deep connection between hair care and fostering a healthy self-perception and identity. SHC is more than a hair care company; it serves as a navigation tool for women to embrace the beauty of their identity and provides a platform to empower their voices and stories.
Her focus now is on creating opportunities, starting within their neighborhoods in Detroit, an area that grapples with high rates of unemployment, poverty, and crime.