A Hair & Beauty Expert Chats Favourite Products, Career Advice & More
A Hair & Beauty Expert Chats Favourite Products, Career Advice & More

A Hair & Beauty Expert Chats Favourite Products, Career Advice & More

When Diane Tuffuoh left her fashion design career to set up The Afro Beauty Company, little did she know it would become part of a wider revolution in the haircare space. Known for her honest approach and vast product knowledge, we sat down with her to talk all things beauty – from the importance of a clean scalp to the foundation she’s never without.
By Rebecca Hull

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My beauty obsession started in 2017. I’d actually just shaved my head, which led me to explore all things curls and texture. I realised there was a real lack of quality hair products, accurate information and valuable resources for those with textured hair. So I started The Afro Beauty Company. Through research and a commitment to understanding the nuances of natural haircare, I uncovered a shared struggle among numerous individuals. Since then, I’ve been on a journey to stock the best products, and offer the best advice and knowledge for the curly and textured hair community.

Running a business inevitably throws up different challenges. What I’ve found the most difficult to deal with is imposter syndrome. There’s a scripture that says, ‘as a man thinks, so is he’ and this really helped me decipher what I think about myself and why. I also listened to – and really recommend – an amazing podcast by Brook Castello which talks about understanding your thoughts, as what you think determines how you feel and what you feel determines what actions you take. I’ve managed to navigate myself out of imposter syndrome and found that when I take action, I will always see and learn from the results. Another great lesson I’ve learned is to listen to your customers early and often.

I uncovered a shared struggle among numerous individuals. Since then, I’VE BEEN ON A JOURNEY TO STOCK THE BEST PRODUCTS, and OFFER THE BEST ADVICE AND KNOWLEDGE for the curly and textured hair community.

The make-up tip that’s stuck with me is to use it like an accessory. I only got into make-up in my early 20s – much later than my friends and peers. My mum would say that true beauty comes from who you are, but make-up can enhance what you already have – almost like jewellery. It’s the advice I always remember. I love make-up and playing with it, but I like to use it sparingly.

A clean scalp is the answer to healthy hair. I wish someone had told me this earlier on – your scalp is your skin, so it pays to keep it nourished and healthy. Sometimes we all overcomplicate our hair routines, but the scalp is the one area we neglect. Feed it with moisture, but also exfoliate it at least once or twice a week to get rid of build-up and keep your roots free from dirt. 

There are five beauty products I’m never without. I swear by Fenty’s Pro Filt’r Soft Matte Foundation which is so velvety and smooth – I love the brand’s blusher in Moicha Mami too. For concealer, I always return to LA Pro Girl and for nude lipsticks, I swear by the shades from NYX. I always use a deep conditioner too. The best ones are Boucleme’s Intensive Moisture Treatment and Mielle’s Rice Water Moisturising Milk. Both nourish my curls and leave them feeling so soft and healthy.


Everyone with curly hair should shop for their specific needs. I’m often asked what those with afro/textured hair should use and the answer is a simple, effective wash day set that suits your individual needs. A good, deep conditioning treatment is key too. Once you have the basics, your curls and natural texture will be taken care of. You don’t need an endless routine to see results. One product I do recommend for every curly hair type is Camille Rose’s Curly Maker Jelly. It defines curls, keeps them hydrated and gives them better bounce. It works for every curl type too – formulas like this can be hard to come by.

Two people have really inspired me, including Madam CJ Walker. She really revolutionised and set a precedent for the curly and textured hair industry. Pat McGrath is another inspiration to me, too. Her story is amazing. The fact that she had no formal training and is now one of the biggest icons within the industry is proof that we can all become what we want if we put our minds to it.

I trust very few people with my hair. It’s important to me that I see someone who understands curls and texture. There’s been so much change and re-learning in the hair industry, but you still need to do your research. I love Josh’s Hair & Beauty Salon and Ama’s. The stylists and colourists know exactly what they’re doing when it comes to natural hair, plus, they provide a service that’s fun as well as functional.

Nails are my thing. If they’re not done or don’t look groomed, I don’t feel myself. I love Awe London and it’s just opened a new branch in Box Park, Shoreditch that I can’t wait to visit.

Aveeno and Olaplex are two of my recent empties. I have been loving Aveeno’s Skin Relief Oil. I’m late to the party with trying this product but it’s so good and nothing nourishes or moisturises my skin more. As for Olaplex, I’ve just finished its No 6 Leave-In Styling Treatment. It really does hydrate dry, crunchy hair and strengthens it, boosting curls shape and bounce.

I’ve also become obsessed with Bread Beauty, especially its Beauty Hair Cream which is a leave-in conditioner that leaves all hair types feeling soft, nourished and shiny. I was recommended it by a few stylists and now I can’t get enough of it. I also discovered Sephora’s Lip Liner in 17 Molasses recently. It’s the ultimate brown-y-nude shade for darker skin tones and it’s so creamy. Annoyingly, the UK don’t stock it, so whenever I’m in the US, I try to snap one up. If you manage to get hold of it, you can thank me later.

Everyone should try Ardell’s Demi Wispies. I’d go as far as to say they are my favourite beauty product of all time. I love how lightweight they are and the fact that they can be used as everyday lashes or layered up for a more of a glam look. If you’re new to false lashes, trust me, they are the best place to start.

When it comes to skincare, simplicity is key. My goal is only ever to tweak my routine based on my skin’s needs and the current environment I’m in – it doesn’t need to be overcomplicated. My one rule is I double cleanse at night – especially if I’ve been wearing make-up all day. I love Dr Barbara Sturm’s Enzyme Cleanser. I often follow up with a toner – like REN’s and also the Pixi Glow Tonic. For moisture, I always turn to Ava Estelle’s Magix Cream and The Ordinary’s Cold Pressed Virgin Marula Oil. My skin loves the combination of these products.

EVERYONE WITH CURLY HAIR SHOULD SHOP FOR THEIR SPECIFIC NEEDS. I’m often asked what those with afro/textured hair should use and the answer is a simple, EFFECTIVE WASH DAY set that suits your individual needs.

If I was on a desert island, I’d only need three products. One is the Supergoop SPF – it’s hands down the best I’ve tried, and it doesn’t leave a white cast behind. It also preps your skin nicely for make-up. I would take a good lip balm too, like Summer Friday’s Butter Balm in Vanilla, which always leaves my lips looking healthy and glossy. My final product would be Flora & Curl Hair Mist – if you’ve not tried it before and you have curly hair, trust me, it’s a game-changer. It hydrates and enhances curls immediately. I wouldn’t mind taking a quality silk pillowcase either – they have really helped to keep my curls smooth and knot-free.

My parting advice is to not follow beauty rules. I’m often asked what my top ‘rules’ are, and the answer is I don’t have any. I like to enjoy trying new things – life is about experimenting and having fun. Beauty shouldn’t have bounds or feel restrictive, and if it does, it’s time to switch things up.

Follow @TheAfroBeautyCompany & Shop Its Edit Of Products Here.



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