Joy Hankins felt “filled with some kind of delusion that I could just start an essential hair care brand,” she said. Photo: Christopher Maharry
Writer: Jinessa Lewis
Joy Hankins has always loved experimenting with her own hair. When she was young, she would braid her hair, put in rollers — anything to see her hair curl up. She was always curious and creative with texture and styling, and she often used a lot of products.
Later, she learned about the harmful ingredients many of those products contain, such as parabens, phthalates, sulfates and silicones. After realizing just how many common products weren’t safe or healthy for hair, she decided to create her own.
Eventually, her interest in hair care spread into other areas of her life. From her experience as a foster parent, she knew that foster kids, especially those of color, often lack connections to their own cultures. She recognized an opportunity to help by styling natural hair for foster kids and extended families. This experience ultimately led her to launch a business called the Joy of Curls, with products made from natural ingredients that work for textured hair.
“I was filled with some kind of delusion that I could just start an essential hair care brand, and I just kind of went for it,” she said.
All of Hankins’ products are plant-based, and many are inspired by herbs and ingredients found in Africa and India, such as jojoba, mango butter, sweet butter and fenugreek. She chooses ingredients for their moisturizing and strengthening properties and works with a chemist to research and refine formulations.
The Joy of Curls is a family-run business that works with independent contractors. The business’ small but mighty team includes Hankins’ husband, sisters and cousin. She sells her products locally at the Des Moines Farmers’ Market and other pop-up markets throughout the year and ships products nationwide though an online storefront at thejoyofcurls.shop.
Community care
Hankins is also a big advocate for foster parenting, reminding people that support can come in many forms, even through short-term or respite care. “There’s always a need for loving homes,” she said. “There are more children in foster care than there are homes available.”
To help, Hankins created the Curly Hair Love & Care course to help foster and adoptive parents learn textured hair care and cultural competency. The course addresses common questions that parents raising Black or biracial children often have about proper hair care, as well as cultural differences. During the training, parents learn practical skills, learn about tools and gather tips for detangling and styling, along with broader lessons about culture.
Hankins hopes to partner with foster care and adoption agencies nationwide to initiate similar training courses to educate more parents and caregivers.
“Black and brown children are in foster care at a disproportionate rate,” she said. “Chances are high that [foster parents] have a child of color in their home, and it’s always better to have the information up front than to have a child in your home trying to figure it out on their own.”
She also plans to expand the Joy of Curls market and retail presence, hoping to make the brand a household name. That ambition, paired with her commitment to compassion, community and representation, guides both her business and her personal mission.
“Don’t ever count yourself out from doing what you feel called to do,” she said. “I fully believe there’s a space for you in this world.”
