About Us

If you want to learn more about us, you’re in the right place. 

Join the Natties

Encouraging women to love themselves and the hair they were born with. Join our Facebook group for daily advice and consultations!


Our premium hair care products for Natties all over South Africa. Love your hair with Amara.

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Our story

It’s All Natural”, a growing private group on Facebook, currently on 70 000 members. We are a team of 3, Maxine Arnold ( Group Founder and Events Director), Bryce Arnold (Group co-founder) and Jennifer Williams (group administrator) with a common goal of stomping out the misconceptions and divisions surrounding natural hair, and encouraging women of colour to love and embrace their God given crowns.

The motto of the group is “We are all here to grow!” The group provides a safe haven and hub of information to women of colour who are natural, transitioning to natural or who are thinking of returning to and embracing their natural hair. In our group, Its All Natural, Women have the freedom to post all their thoughts, progress, motivations, disappointments, concerns and celebrations on their natural hair journeys. The main focus of the group is natural hair care, so there are plenty exchanges of regimes, how to, what not to do, faux paus and just sharing good vibes with the aim of growing good healthy hair….naturally.

About aMaRA

Our Natural hair Care Range, Amara Natural hair & Beauty, was born from owner, Maxines personal hair challenge. Having fell victim to hairline issues in 2015 after having box braids installed, She tried numerous off the shelf products, in a desperate attempt to repair her receding hairline. With little to no results. After researching different oils and their properties, Maxines created her own range of hair prodcuts and after  just 2 weeks of daily application her hairline started to grow back. 


She documenting my hairline repair experience in her group 6 months into my treatment. She received a flood of requests from women in my group, dealing with hairline issues, asking her to supply them with products…and that is how Amara Natural Hair & Beauty was born, an organic, chemical free natural hair care range specifically formulated with type 2, 3 and 4 hair in mind, but is suitable for all hair types.

Amara range now includes  products naturals incorporate into a process commonly referred to as the LOC process, as well as accessories perfect for natural hair.

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