NIOMI is more than haircare; it’s a little ritual of self-respect.
Born in South Africa in 2021 with only two products and a dream, NIOMI started with a question: what if wash day felt like care, not stress? Instead of chasing trends, NIOMI chose intention. Every formula, every bottle, every brush has a purpose. Nothing exists “because everyone else is doing it.” We don’t launch unless we believe it deserves a place in your routine.
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Created by founder Kelly Diehl, every detail, formula, texture, bottle, brush is considered so that what lands in your hands feels honest and worth keeping.
From that first tiny launch, NIOMI has grown into a full Vitamin Boost ritual designed to love your hair the way you actually live. Vitamin Boost is the heart of NIOMI, daily nutrition for your hair. It’s built to cleanse without stripping, soften without heaviness, protect without buildup, and help hair stay strong, glossy, and touchable soft. It’s care you feel immediately, and confidence you feel long-term.
NIOMI believes hair health is for every girl, every texture, every lifestyle. Gym bun girls. Heat-styling girls. Curly girls. Colour-loving girls. Fine-hair girls who hate feeling weighed down. Busy girls who need “spray and go.” We see you. Our formulas are created to respect the scalp, protect the length, and make detangling gentle instead of dramatic. You shouldn’t have to choose between beautiful hair and kind hair. You get both.
A big part of that kindness is what’s inside. NIOMI is vegan and cruelty-free. We are serious about thoughtful ingredients, lightweight hydrators, vitamins, nourishing oils, protective antioxidants. Each ingredient is chosen for a reason. If it’s in the bottle, it’s doing something for you. If it doesn’t serve the hair, it doesn’t go in.
But NIOMI’s care doesn’t stop at the formula. It shows up in how everything looks and feels in your space. The packaging is designed to live beautifully in every bathroom aesthetic, from the soft neutral vanity to the “everything is pink and pretty” shelf. Your shower can look calm and elevated without you spending two hours lining things up for a photo. Even our bamboo brushes are intentional: gentle, planet-friendly tools made to move through hair with less tension and more respect.
NIOMI isn’t just about styling hair for a moment. NIOMI is about supporting hair for the long run. That’s why the range includes products for daily cleansing and conditioning, leave-ins that soften and protect, and scalp rituals that care for the root where strong hair begins. Healthy hair is not luck. It’s routine. NIOMI gives you that routine in a way that feels easy, feminine, and elevated.
And then there’s the feeling. The NIOMI feeling.
NIOMI has become a quiet sisterhood. We call it the NIOMI Babe energy. It’s when you send a “look at my hair today” selfie to your best friend. It’s when you get ready for brunch, brush everything into place with a bamboo brush, and say “yes, I am that girl.” It’s when you decide you deserve softness – not someday, but now.
We celebrate little wins: less frizz. Easier brushing. Hair that air-dries cute. Edges that feel stronger. Those are real moments. Those are confidence moments. And confidence spreads. When your hair behaves, you carry yourself differently. You speak differently. You walk into the room and you’re present. You’re not fixing, hiding, apologising. You’re just you.
That’s the point.
NIOMI isn’t here to tell you to become someone else. NIOMI is here to help you feel more like yourself. To make caring for yourself feel natural, not dramatic. To make “luxury” feel like an everyday standard, not a treat you have to earn.
This is haircare, yes. But it’s also permission.
Permission to slow down on a Sunday mask moment. Permission to brush gently instead of yanking. Permission to choose products that are kind to your hair, kind to your scalp, kind to the planet, and kind to how you see yourself.
NIOMI began small. Today, she’s a growing movement. And if you’re reading this, she’s already inviting you in.
Welcome to the Vitamin Boost era. Welcome to hair that’s nourished, feminine, and strong. Welcome to NIOMI.
