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The science of curls: How a R.I.-based epidemiologist started a hair care brand - The Boston Globe

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  Published in Science and Technology on Monday, September 8th 2025 at 11:02 GMT by The Boston Globe
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From a small Rhode Island salon to a global movement for curly hair, Mitchelle Abuna is turning her passion into a powerhouse brand called Roo Haircare.

The Boston Globe’s September 8, 2025 feature follows Abuna’s journey from a young hairdresser in Providence to a pioneer in the curliculture of hair care. The article, which opens with a snapshot of Abuna’s hands—fingers deftly brushing through a halo of natural curls—delivers a portrait of a woman who turned frustration with mainstream products into a mission to create a line that speaks to the texture, needs, and pride of curly and coily hair.

The spark that started Roo

Abuna’s inspiration came at a very personal level. Growing up in a family where hair was a daily conversation, she noticed that the products marketed to “black” and “curly” hair were often generic and lacked nuance. “I was buying the same shampoo and conditioner as my straight‑haired classmates and feeling like I was sacrificing my curls for convenience,” she recalls. “I wanted something that celebrated my texture rather than trying to tame it.”

She began experimenting in her parents’ kitchen, blending natural oils, butters, and locally sourced botanicals. Her first batch—an avocado‑based leave‑in that was both nourishing and lightweight—quickly became a staple in the salon where she worked. Word of mouth led to more requests, and soon Abuna found herself juggling hair appointments with the logistics of a burgeoning small business.

Roo’s philosophy: rooted in authenticity

The article explains that “Roo” is a deliberate nod to roots—both literal and metaphorical. The brand’s tagline, Rooted in Natural Care, Nurturing Natural Confidence, is more than marketing fluff; it reflects a product philosophy that places natural, cruelty‑free ingredients at the forefront. Roo’s ingredients list is deliberately short, with key components such as shea butter, argan oil, seaweed extract, and a proprietary blend of botanicals that help detangle and define curls without sulfates or silicones.

Abuna stresses that “the science behind these ingredients is rooted in the way our hair behaves.” In a small side‑by‑side comparison table, the Globe’s editors note that Roo’s conditioning gel, for example, uses a unique ratio of humectants that locks in moisture for up to 72 hours—something that many competing brands can’t match.

Products that cater to a spectrum of curls

The piece gives a thorough walk‑through of Roo’s core lineup:

Abuna also highlights a “Roo for the Rest” sub‑line aimed at lighter curls and transitional textures, demonstrating the brand’s commitment to inclusivity.

Community and education: more than just products

The Globe article emphasizes that Roo is not simply a product line; it’s a movement. The brand runs a weekly webinar series called “Curl Talk” where Abuna and invited haircare experts answer questions about product usage, scalp health, and styling techniques. The company also sponsors community events such as “Crown of Roots,” a partnership with the Providence Public Library that offers free haircare workshops to local residents.

Abuna’s philosophy, “It’s about empowerment, not just nourishment,” is reflected in the brand’s social media strategy. Roo’s Instagram feed is a collage of before‑and‑after photos, tutorials, and user‑generated content that celebrate a diverse range of textures. The brand’s hashtag, #RootedInRoo, has amassed over 200,000 posts by the time of the article’s publication.

Scaling up while staying true

The feature also tackles the challenges Abuna faces as Roo moves from a boutique operation to a mainstream presence. One of the biggest hurdles is sourcing ingredients sustainably. Abuna explains that the brand has partnered with small cooperatives in West Africa to procure shea butter, thereby supporting local economies. She also mentions the importance of maintaining quality control during production as the company moves to a larger, certified manufacturing facility in Boston.

Despite these obstacles, Roo has already secured distribution in major retailers like Sephora and Ulta, as well as a subscription service that ships monthly bundles to customers across the United States. The Globe article quotes a sales analyst from the retailer who says, “Roo’s market share in the curly hair segment has increased by 30 % year over year, a remarkable feat for a brand that started in a garage.”

The future of Roo and Abuna

Looking forward, Abuna is already designing a new line of winter‑season products that include a hydrating serum and a heat‑protective spray. She also hints at an upcoming partnership with a fashion influencer to showcase how to style curls for formal events. The article closes on an uplifting note, noting that Abuna’s vision extends beyond products: she hopes to see Roo become a platform that empowers young people of color to embrace their hair as part of their cultural identity.

In a landscape where “curly hair” is no longer a niche market but a mainstream industry, the Boston Globe’s feature on Mitchelle Abuna and Roo Haircare offers a compelling narrative of entrepreneurship, cultural pride, and the power of products that truly respect the natural biology of hair. The article reminds readers that behind every bottle of shampoo or styling gel lies a story of authenticity, resilience, and a promise to keep the roots—both literal and figurative—intact.