When DIZZIAK landed on the SPELL beauty desk, we couldn’t get enough. Vegan and inclusive, this hair conditioning brand is shaking up the multicultural hair space like nothing else. Created by music industry insider and Stylist magazine beauty contributor, (with graphics by Ted Pearce of TED’S DRAWS to boot), we caught with founder Loretta de Feo to find out more…
Why did you launch Dizziak?
I created Dizziak because I personally needed it. I would say I have around five different textures in my hair and I found conditioners were always either too weak or too heavy. I was importing products from the US, which not only took ages to arrive, but also cost a lot in shipping. Plus the results were only just average. I wanted to make a healthy conditioner that really worked, smelt great, looked great and was accessible on the high street. I also wanted the brand to reflect my other passions: music, art and fashion.
Tell us about the conditioner?
Dizziak Deep Conditioner, £22, is a complex blend of plant butters and oils: shea, babassu, coconut, argan and inca inchi plus quinoa protein and aloe vera. The result is a rich cream that feels great, spreads well and smells fresh and natural yet leaves hair feeling weightless and residue-free. It’s the ultimate moisturiser. It’s also vegan and free from animal testing, parabens, silicones, mineral oil and sulphates.
What’s the been most challenging aspect of setting up a beauty brand?
Apart from creating the conditioner, which I found easy because I knew what was needed, it’s all been extremely challenging. I would say that not having the funds of a multinational has been the most difficult. I’ve had to do it all myself and that has meant learning a lot of new skills. It feels like I’ve completed two masters’ degrees in six months!
Why do you think so many beauty brands still don’t cater to women of colour?
I’m sure it all boils down to being shortsighted about the market. Perhaps brands aren’t employing enough women of colour and therefore aren’t realising the need. I didn’t create Dizziak for money, I created it because I had a genuine need for the products and knew I wasn’t alone.
Which women do you admire in the world of business?
Absolutely every woman who makes a decision to start their own business and then goes for it. I have extra admiration for those that self fund.
“I created it because I had a genuine need for the products and I knew I wasn’t alone”
What does a typical day look like for you?
I start at 9am and I finish when the day’s work is complete, which is normally about 11pm. I do all the business admin during the day and at 6pm I switch to the creative side – marketing, content and ideas for the future.
What are your top hair care tips?
Treat your hair like it’s a silk top. If you don’t have time to properly de-tangle, wash and style it then don’t do it until you do. Listen to your hair. Does it hate heat? Then don’t use heat. Does it need a good cut even though you are trying to grow it? Cut it. Similarly, if your hairdresser is telling you that you need a trim but you think otherwise, don’t do it. No one knows your hair better than you do. Hair should be fun and if you want to experiment, then go for it – just make sure it’s in good condition first. I’m still learning about what my hair does and does not like.
What’s next for the brand?
I’m working on extending the range. I want to make every product that I need to maintain a healthy head of hair.
