At Haetsia, we believe that haircare is more than a routine—it’s a ritual of self-care, a moment to connect with oneself. “Be the Finest You” is our promise to help you embrace your unique beauty, starting with the simple yet powerful act of nourishing your hair. We create natural, sustainable haircare specifically designed for textured, curly, and diverse hair types, all rooted in a commitment to authenticity, cultural diversity, and excellence.
Our products are crafted with exceptional ingredients like rare Moroccan argan oil, aloe vera, and coconut oil, bringing the indulgent experience of a hairdresser’s touch into your own hands. We aim to replicate that unforgettable feeling of relaxation and renewal—the way you feel when your hairdresser massages your scalp and revitalizes your hair.
Self-care is self-love, and with each use of our shampoo and conditioner, you start from the very tip of your body, nourishing not only your hair but also your mind and soul. At Haetsia, we celebrate beauty in all its forms and empower you to reveal the finest version of yourself.
The Founders
Haetsia was founded by three visionaries from different corners of the world: Angelica, Antoine, and Samir. Each brings a unique story, united by a shared ambition—to create a haircare brand that celebrates diversity, honors heritage, and delivers excellence.
Angelica, a proud Latina and mother of four, grew up in Mexico and always felt underrepresented in the beauty industry. She saw a gap in the market for haircare tailored to curly, textured, and thick hair, particularly for the Latin American, North African, and Asian communities.
Antoine, inspired by his father’s journey, carries forward a legacy of resilience. After the Vietnam War, his father, of Vietnamese and French heritage, began crafting his own haircare solutions. Though war forced him to leave his homeland, his vision for beauty through perseverance lives on through Haetsia.
Samir, a global music producer, entrepreneur, and creative visionary, has spent his career building brands and telling stories. His expertise in cultural storytelling, digital innovation, and community building has shaped Haetsia into more than just a haircare brand—it’s a movement.
Together, they have built Haetsia, a brand rooted in resilience, authenticity, and the belief that everyone deserves haircare that truly represents them.
Haetsia was born from resilience, heritage, and the desire to create something meaningful. More than just a haircare brand, it is a tribute to those who have fought for their place, embraced their identity, and strived for excellence.
For Antoine, Haetsia is deeply personal. After the Vietnam War, his father—a man of Vietnamese and French heritage—was forced to flee his homeland, leaving behind not only his life but also his vision. In Vietnam, he had begun crafting his own haircare solutions, blending traditional ingredients with necessity and innovation. Though he never got to see his dream flourish, his passion for beauty and perseverance left a lasting mark. Decades later, Antoine carries that vision forward, transforming it into something that honors his father’s legacy while serving a new generation.
For Angelica, the journey started with frustration. A proud Latina and mother of four, she had spent years searching for products that truly understood her hair—curly, textured, and exposed to the sun. Time and again, she found herself overlooked by an industry that catered to mainstream beauty standards. She wanted more than just a product—she wanted representation, a brand that spoke to her and her community. With Haetsia, she found the opportunity to create what had always been missing.
The idea for Haetsia truly took shape when Antoine and Samir reconnected in Las Vegas. Childhood friends from the Parisian suburbs, they had once been inseparable, pushing each other to chase their dreams. While Antoine left for the U.S. to pursue new opportunities, Samir built a career in music, traveling the world as a DJ, producer, and entrepreneur. Their reunion sparked something powerful—an ambition to create a brand that reflected their own journey of perseverance, cultural pride, and reinvention.
Together, with Angelica’s expertise, Antoine’s legacy, and Samir’s creative vision, they built Haetsia—a brand that stands for heritage, excellence, and the belief that beauty should celebrate every identity.
Our Vision
At Haetsia, we believe beauty should reflect the richness of different cultures and identities. Our goal is to create haircare products that respect the diversity of hair textures while maintaining high-quality standards and sustainable practices.
We are committed to crafting formulas that nourish and protect, using natural ingredients that have been trusted for generations. Beyond the products, Haetsia stands for authenticity, representation, and the empowerment of communities often overlooked by the beauty industry.
By bridging tradition and innovation, we want to inspire individuals to embrace their natural beauty with confidence. Haetsia is more than haircare—it’s a movement that honors heritage while looking toward the future.