Nyfasi Deluxe Detangler
Product Photography
Cardiff

Dr. Youmna Mouhamad was moved to create the Nyfasi Deluxe Detangler while caring for a little girl named Hazel. Every Sunday, Hazel would cry as she longed for straight hair due to the discomfort of detangling. In accordance with a cultural tradition, Youmna's mother would dip a comb in a mixture of water and oil to make detangling less painful.

Youmna, the creator and CEO of Nyfasi, is the mastermind behind this groundbreaking detangling solution designed for people with afro hair.

Nyfasi’s mission is to bring the joy of natural hair care to all and transform hair care into a bonding experience. The Nyfasi Deluxe Detangler is more than just a detangling tool - its patented mechanism evenly distributes the hair care treatment, allowing the hair to effortlessly glide through the wide-tooth comb.

Nyfasi also donates 5% of profits to provide one-on-one life coaching to young people, helping them lead purposeful and joyful lives.

I worked with Youmna to create a suite of crisp, bright and punchy product photographs for the launch of her website and social media platforms. I shot the product against a range of colourful complimentary backgrounds in the studio in Cardiff.

The Black and Afro Hair community has been largely overlooked by major beauty brands, resulting in a scarcity of haircare products tailored to their unique needs. Maintaining natural, healthy hair can pose a challenge for this community, as there are currently no specialised products available for this purpose.

The Nyfasi Deluxe Detangler has been meticulously designed and tested by members of the Black and Afro Hair community and won an IF Design Award in 2022.