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Our Story

I am a modern-day nomad, originating from the vast lands of northern Chad, the cradle of humankind. Growing up, I learned a tremendous number of effective traditional beauty rituals, including Chébé, a custom during which Chadian women use a powder made of the seeds of the croton gratissimus tree to treat and grow their famous long hair.

The efficacy of Chébé, along with other African beauty customs, inspired me to create Salwa Petersen, my eponymous collection of award-winning, clean, high-performance beauty products that combine the best of nature and ritualistic recipes of Chad with today’s cutting-edge technology.

A graduate of Harvard and Paris 1 Panthéon-Sorbonne, after a first career as a lawyer, I shifted gears and went to work in product development for some of the world's largest beauty brands. Over the course of several years, I helped launch some of today’s best-selling personal care products and I learned a tremendous amount about luxury product formulation. Eventually, I myself became a sought-after expert in haircare and natural fragrance development.

My namesake brand, Salwa Petersen, is the culmination of that invaluable experience, combined with my extensive knowledge of the Chadian beauty rituals passed down for generations in my family.

More than just another line of products, this collection is an invitation to travel in time and space, to indulge in self-care—and to celebrate an authentic, free and contemporary lifestyle, inspired by the nomadic people of Chad.

Every product purchased contributes 2% to conservation projects in Chad with African Parks Network.

Welcome to my world, welcome to Chad, the land of of our common origins. Welcome home.

May the timeless beauty rituals of Africa now be yours!

SALON RESULTS AT HOME

Our #chebecircle loves using @salwapetersen products! See them in action.

@aurelieriouxofficial
43.1k followers

“I tried the well-known SALWA PETERSEN® products. My hair smells sooooo good and is well hydrated. The products are lighweight. And there, I slept on it, I didn’t put anything. It’s perfect, I say YES!”

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@wiiliam_.e
194k followers

“You often ask me what I use on my hair. I'm currently using the SALWA PETERSEN® brand, I don't know if you know them. And seriously, it's so good, so so good! I don't get paid to say that. Honestly… It's THAT good!”

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@tracy.bosc
19.7K

“This year’s love at first sight. I am so impressed.”

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@nosyly
10.3K

“ I am obsessed -big love! The clean ingredients, the packaging… In short, I love EVERYTHING!”

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SALWA PETERSEN® + YOU

Tag @salwapetersen for a chance to be featured

@blackbeautybag

@marthaevemaruna

@adora.ble

@kenzablkn

@mischag

”An extract from a nutrient-rich seed from Chad –used for centuries for healthier-hair is the main reason why this cream can moisturize and strengthen hair”.

2021 BEST PRODUCT FOR WAVY HAIR

“ All you need to do is apply a pea-size dollop to dry or damp hair, and you’ll very literally feel the difference after just a few weeks. Think: softer, longer, stronger, healthier-feeling hair.”

2022 BEST STRENGTHENING CREAM

“ Coils, kinks, waves and everything in between— this curl necessity keeps your strands hydrated and defined.”

2022 BEST IN BLACK HAIR: CURL CONQUERORS

20+ AWARDS

FOLLOW US ON INSTAGRAM @SALWAPETERSEN

OUR PROMISES

SALON-QUALITY RESULTS, VEGAN INGREDIENTS, CRUELTY-FREE TESTING, ECO-FRIENDLY PRODUCTION, AND A TRADITION OF GIVING BACK

Clinically Proven Results >

Clinically Proven Results >

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We don’t trade results. Our science-backed products are dermatologically and clinically tested. The reported results on all textured hair types, straightened and protective styles speak for themselves: up to 94% stronger and longer, and 100% softer!

Giving Back to People, Planet and Culture >

Giving Back to People, Planet and Culture >

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Starting from day one, 1% of all proceeds support conservation projects in Chad with NGO African Parks Network. The skilled farmers we employ on our organic farm to hand-pollinate, grow and harvest our exclusive variety of heirloom Chébé found only in SALWA PETERSEN® formulas are paid 5 times the minimum Chadian wage– equivalent to European salaries. We use traditional and regenerative farming methods to produce only the highest-quality Chébé products.

Clean, Vegan and Cruelty-Free >

Clean, Vegan and Cruelty-Free >

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We do not use any product of animal origin including, but not limited to, animal collagen, gelatin, keratin, sheep lanolin, honey, beeswax, and carmine. We test only on human volunteers. We exclude ingredients from our formulas that are likely to pose a risk to human health or to the environment, including parabens, silicones, sulfates, mineral oil, drying alcohols, phenoxyethanol, PEGs and many more.

Eco-Conscious and Sustainable >

Eco-Conscious and Sustainable >

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We’re eco-conscious and committed to sustainability. We design everything with a circular approach: post-consumer recycled (PCR) materials including ocean-bound plastic, 100% infinitely recyclable packaging, certified FSC paper from well-managed forests, upcycled, wild-harvested, organic and fair-trade ingredients, green electricity, water returned clean to nature and carbon neutral operations. SALWA PETERSEN® is an end-to-end sustainable company and brand.

Accessible Salon-Quality Textured Haircare >

Accessible Salon-Quality Textured Haircare >

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We work with some of the most acclaimed hairstylists in the world to bring our products from concept to market. You can find SALWA PETERSEN® products in the shampoo bar and styling stations of salons from Paris to NYC & LA, as well as in celebrity stylist’s kits backstage on film shoots, at red carpets, during fashion week, in film festivals and more. Salwa Petersen believes that everyone deserves the best for their textured, curly, coily, kinky and wavy hair. This means products that include luxurious ingredients, clean formulas, clinically proven actives, and eco-friendly packaging, delivering salon-quality results without the luxe price tag.

Concentrated, Made in France Formulas>

Concentrated, Made in France Formulas>

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When we create our proprietary 100% natural ChébéBond™ Complex, and our exclusive haircare formulas in our Paris labs, we take steps to ensure you’ll be able to understand every ingredient used in them. Our formulas are minimalist and contain only active ingredients, without unnecessary bulking agents or fillers. They address specific concerns, so we can provide effective solutions for everyone with curly, coily, kinky and wavy hair.