The Science & Beauty Behind Black Hair with Soft Rows Founder, Quani Burnett
Published on January 23rd, 2025
Article & Interview done by Arianna Freels
We talk with Quani Burnett, Founder of Soft Rows. Soft Rows is a Natural Hair Care brand. We discuss her early life, career in the beauty industry, the science and history behind Black hair, and loving your natural curls as a Black Woman.
Burnett, started her career as a physical therapist and transitioned into beauty after seeing a lack of diversity and inclusion in the brands that she was using. This led her being able to consult for brands and eventually transition to a full-time role at Youth To The People.
Arianna: I want to thank you for taking time out of the busy holiday season by speaking with us! We love to talk with Black Women business owners. We love your passion for your brand. It is the height of the holiday season. Do you have any favorite holiday or New Year traditions?
Quani: I really enjoy making vision boards and setting clear intentions for the new year.
Arianna: There is such a long history cultural aspect about our hair. Hair is important. Almost social currency in a way. For every black woman, there is a hair journey. What has your relationship to your hair look like?
Quani:my relationship with hair started at 5 years old when my mom gave me a relaxer because she felt my hair was difficult to manage. this led me to not knowing how to properly love or accept my hair. but in the same token because my hair was relaxed it allowed me to understand the beauty of the salon. getting my hair done, learning about womanhood, and seeing how Black women interacted with one another inside the shop was a beautiful memory that I will always cherish. it is certainly the inspiration behind building Soft Rows
Arianna:What was your “ a ha” moment before creating Soft Rows. What was your defining moment of something needs to chnage and I am that person?
Quani: I don’t necessarily think there was an “a ha” moment...Soft Rows was really an exploration within myself to be more soft with myself and my hair and to really understand the relationship between both. it was about wanting to explore the versatility of my hair and the ways in which I express myself through hair.
Arianna: Upon research, you have quite a resume. You have worked in the beauty industry for many years! What was your takeways from being employed by the top brands in beauty?
Quani: 1. Having a non-traditional beauty background is actually a plus 2. lean into the things that make you uniquely you. 3. Always measure your progress and success with brands
Arianna: Let’s talk about your brand, Soft Rows. Haircare is backed up by science. Please tell us about your brand in your own words
Quani: Soft Rows is a culturally-inclusive texture-first hair brand that encompasses the multitudes of the magical bends, waves, curls, and coils of our hair. Our formulas keep hair healthy through natural, protective, and heat-styled hair.
Arianna:. How does Soft Sows help with the type 4 hair texture?
Quani: Our formulation ethos starts with our philosophy known as “texture-first tech”. We formulate with women of color chemists informed by the latest research and development and test our products in real time with women of color cosmetologists informed who collectively understand the scientific and cultural nuances to textured hair. instead of heavy oils and butters we leaned into science - our Soft Shield Complex features hyaluronic acid to hydrate the hair without weighing it down, cationic polymers help smooth the cuticle, and peptides and amino acids helps repair and defend against damage.
We also test on diverse curl types and styles, including braided & protective hairstyles, resulting in effective products that prioritizetexture-rich hair in all its forms.We actually don’t subscribe to the 4c hair scale as it was created by Andre Walker in the 90’s as a marketing ploy for his own hair line. There isn’t a scientific basis to it and we find that it can be exclusionary and play a role in texturism.
Arianna: What is something you want black women to know about their hair and how can Soft Rows help us love our hair
Quani: I want Black Women to know that our hair is not difficult or hard to manage but that it does require love and care that we should also be giving ourselves in general. We also have to let go of the expectations and perceptions of what our hair should look like that has been placed upon us by Eurocentric beauty standards.
“I want Black Women to know that our hair is not difficult or hard to manage but that it does require love and care that we should also be giving ourselves in general.”
Arianna: What are things Soft Rows is changing about black haircare? That is different than the products that are targeted to us?
Quani: The research has proven that products disproportionately marketed towards Black and Brown women have been potentially harmful. it’s why we wanted to ensure that we formulate with clean standards in mind. Although there is no centralized version of clean we formulate using Sephora “clean” standards and opt of out ingredients such as cyclic silicones, parabens, PEG’s, and phthalates.We want our consumers/community to know that they can feel safe using our products.
Arianna: What are some products should we be expecting from Soft Rows?
Quani: You can expect our products to be multi-purpose and multi-functional with a goal of keeping your hair healthy through versatile styling!
Arianna: What is something you want conusmers to know about your products?
Quani: I want consumers to know that we were very intentional about formulating these products and that they were designed to work across the tightest of hair textures. we want you to know that whether you wear your hair silk pressed or underneath wigs there is something in our product offering that will work for you .
Arianna: What are your 2025 plans for Soft Rows?
Quani: our 2025 plans are certainly to launch ! We don’t have a set date yet but have been keeping our community informed of our progress and behind the scenes.
Arianna: Where can we find or buy your products?
Quani: We are focusing our initial launch efforts on DTC (softrows.com)
Arianna: What is something you want to tell future black women owners about the start up journey?
Quani: You have to really be able to stick to your why and have resilience. We know the stats around the lack of funding and support of Black owned brands, and every day, there will be a reason why you may feel the need to give up, but sticking to your why will help you when things feel bleak
Arianna: What is the best advice you have ever received?
Quani: “Don’t get too high with the highs and don’t get too low with the lows”
