Soft Rows offers salon-inspired products designed to enhance the self-care rituals of those with textured hair.
Photo cred: Aglow Media Lab
As someone who started getting relaxers young, I only have memories of straight hair. I often heard my hair was unruly, unmanageable, and too thick. After this, I decided to fully embrace my natural hair in college. Brands like Soft Rows, who are intentional about creating a safe space for textured hair folks, make me feel seen.
The Journey
The founder of Soft Rows, Quani Burnett, spoke about her journey beginning at five years old. Her mother gave her a relaxer because she felt her hair was difficult to manage. A common theme for a lot of young Black girls in the 90s and 2000s. This led to her growing up not knowing how to love or properly care for her tightly-textured hair.
Photo cred: Aglow Media Lab
Burnett spent over six years across product marketing and community in the beauty industry identifying the inclusivity gaps. She started Soft Rows to speak about our culture and the versatility of texture-rich hair. As a graduate of the Sephora Accelerate program, Soft Rows has gained mentorship from major beauty leaders. Soft Rows’ core collection focuses on moisture, repair, and stylers that work across natural, straight, and protective styles.
The Hero Product
Their hero product is the Velvet Slip 3-IN-1 Hair Lotion. This moisture-sealing lotion is perfect for soft, bouncy blowouts and silk presses. Additionally, this multipurpose styler detangles and minimizes frizz while adding soft, flexible hold. It performs beautifully for braid-outs, twist-outs, and other styles that promote moisture and length retention.
The Science
Formulated in partnership with Women of Color Chemists and Cosmetologists – Soft Rows really gets it! They understand the scientific and cultural nuances of textured hair. Soft Rows swapped heavy oils, butters, and greases that can weigh the hair down and block essential hydration. They chose blends of hyaluronic acid, fermented peptides, and cationic polymers which help hydrate, smooth, and strengthen textured hair. Soft Rows products are also created for function and feeling. It’s a sense of modern nostalgia – connecting us to our hair, our identity, and our sense of belonging.
Burnett hopes people experience these two things with Soft Rows. First, softness for themselves and their hair. Next, the confidence to experiment with styling their hair as a form of self-expression. Soft Rows gives us a soft space to land. Shop online and support Soft Rows on their website!