See My Curls founder Ruth Wallis smiling and wearing a colorful traditional headwrap, used to introduce her personal journey and the mission behind her natural hair care brand.

Meet Ruth Wallis: Founder, Formulator, and Educator.

I’m Ruth, and my journey with hair hasn't always been one of love. My family and I moved from Ghana, West Africa, to a small country town in NSW, Australia, in 1991 when I was in primary school.

Being the only African family in town, I quickly discovered (according to my peers & society at large) that I didn't have "nice skin or good hair."

A collage featuring founder Ruth Wallis: the top photo shows hair damage caused by chemical relaxers, while the bottom photo shows a protective DIY braided hairstyle during her transition to natural hair.

For years, I fought my natural texture. My mum refused to let me relax my hair, so I spent my youth braiding my own hair—a process that often took eight hours or more.

Finally, in 1999, for my high school graduation, I relaxed my hair, hoping for the soft, blowing-in-the-wind look on the boxes. It didn’t work. My hair was called "stubborn."

For 13 years, I continued with my unhealthy journey of using chemical relaxers, only to end up with scalp burns and dry, brittle strands.

A "before" collage featuring brand founder Ruth Wallis with relaxed hair holding baby Evie (Collage 1), and toddler Evie during her early hair growth journey with small puffs (Collage 2). Both images showcase the starting point before developing healthy hair solutions.

A Mother’s Mission: Turning Tears into Joy

When my daughter Evie was born, I assumed her hair would be "easier" to manage because of her mixed heritage (75% Ghanaian and 25% English/ Welsh).

But by age two, her hair was dry, brittle, and every attempt to detangle it ended in tears. I refused to use harsh chemicals on her. I tried every store-bought product I could find, but nothing made a difference.

I knew there had to be a better way.

In a moment of frustration, I complained to Divine Intelligence, asking why we were given "bad hair." The reply I received changed my life.

A collage featuring raw organic shea butter in a wooden bowl and the founder of See My Curls in professional lab attire, highlighting the use of natural ingredients in her handmade products.

Inspired by Divine Intelligence & Botanical Tradition

"I didn't give you 'bad hair', you just need to know how to look after it." I replied, "Then show me how!"

From that day on, inspiration flooded in. I transitioned from being a primary school teacher to a student of botanical formulation.

I looked back at my roots in Ghana, remembering the incredible healing power of Organic Shea Butter (the "Tree of Life")—derived from the Shea-Karite tree.

"I didn't give you 'bad hair', you just need to know how to look after it." - — This realisation changed my life, and now I'm here to show you how.

A two-part family hair journey collage. The top photo shows founder Ruth Wallis with relaxed hair alongside her children Evie and Ben. The bottom graphic, titled "5 & 1/2 Yrs Natural Hair Journey," showcases Evie's incredible long-term hair growth and length achieved with See My Curls products.

I wanted my kids to grow up loving their hair and skin.

April 2013, I set out on a mission to create a blend of natural, traditional ingredients to:

• Heal & Hydrate: Moving away from "nasties" like parabens, silicones, and sulfates to plant-based restoration.

• Empower Families: Creating vegan and cruelty-free products safe for babies, kids and adults.

• Transform Traditions: Proving that African and mixed-race hair is not "bad"—it just needs the right love and nature's best ingredients.

Two natural hair growth collages. The top row shows children's hair results for 'Evie' before and after, labeled with 'BEFORE' and 'AFTER.' The bottom row, labeled '6 mths Transition > Big Chop > 1 Year Growth,' tracks the natural hair evolution of See My Curls founder Ruth Wallis.

The transformation in Evie’s hair was rapid and amazing. Soon, strangers were stopping me in the street asking where I bought the products that made her hair look so vibrant.

Seeing those immediate results was just the beginning. It turned into a 5.5-year journey of sustained, healthy growth for Evie and a total transformation for myself.

I realised these formulas didn't just fix a temporary problem—they supported our hair's health for the long haul.

That was the start of See My Curls.

A multi-image collage showcasing founder Ruth Wallis's 13-year natural hair transformation using See My Curls, transitioning from a thick, healthy afro to mature, well-maintained sisterlocks.

13 Years of Real, Proven Results


My journey from chemically relaxed hair to a thriving afro and eventually sisterlocks wasn’t just a personal milestone—it was the blueprint for See My Curls.

I know the struggle of starting from scratch, which is why I’ve spent thirteen years documenting every stage of my transition to perfect a long-term, healthy hair regimen.

These products aren't just a business; they are a living testament to a decade of dedication. I’m not just the founder—I’m a customer who has lived the results, and I’m here to make your journey to vibrant, natural hair easier than mine.

A collage showing the handmade creation of See My Curls products, featuring the founder mixing natural ingredients in a glass bowl and holding a fresh ingredient, highlighting the artisanal craft behind the brand.

Why We Rebranded: Inclusive, Gender-Neutral Care

You may have known (from 2013) us previously as AfroShe. In 2023, we rebranded to See My Curls to better reflect our heart and mission.

While "AfroShe" was our beginning, we found the name implied our products were gender-specific or only for "Afro" hair types. See My Curls is for everyone. We wanted a name that celebrates the joy and pride of all hair types—wavy, curly, coily, and locs—for men, women, and children alike. We also launched (August 2024) Ooze for Men, bringing that same botanical care to men’s grooming.

As a family-run brand, See My Curls has grown from a kitchen experiment into a worldwide phenomenon, making global impact. From our signature Washday Routine to our newest Ooze for Men grooming line.

We are a proud multi-cultural family business dedicated to early years literacy, healthy living, and the radical act of loving your natural self.

A collage for See My Curls highlighting brand values: natural and organic ingredients, free of parabens and sulfates, vegan and cruelty-free, and handmade in Australia.

Why Choose See My Curls?

  • Handmade in Australia & Organic: Locally owned and formulated with love. We use unrefined Shea Butter and botanical extracts.
  • Tested by Experience: Our formulas were born from a decade-long natural hair journey.
  • Clean Formula: 100% free of parabens, silicones, and sulfates.
  • Founder Led: Formulated by a curly mum, a teacher (Bachelor of Early Childhood Education) with a passion for family wellness.
  • Vegan & Cruelty-Free: Outstanding results delivered through ethical, plant-based hydration.
A festive collage of the Wallis family at Christmas, wearing coordinated outfits with vibrant Kente cloth patterns. The See My Curls founder is pictured with her husband and children, celebrating family unity and the roots of her business.

A Note from Ruth

I resigned from 15 years of teaching to manage See My Curls full-time because I believe that every person deserves to love their natural self. Whether you are at the start of your "Big Chop" or looking to perfect your washday routine, I am honoured to be a part of your journey.

Love Your Curls Naturally!

Ruth (Founder & Formulator, See My Curls)


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