Bomba curls6/17/2023 ![]() ![]() Bomba’s debut product, Forbidden Oil, is grounded in Cordero’s early concoction. “Eventually I was like, ‘You know what? I think there might be something here, something that I could share with the world to help other girls and boys out there that are struggling with embracing their natural hair or struggling with getting their curls to be as popping and as bomba as possible,’” she says. The blended ingredients led to her hairline filling in, and Cordero started passing out mini versions of the concoction that improved her hair to her family and friends. After that experimentation, she discovered rosemary and black cumin seed oil, ingredients she says aid in hair growth, and whipped up a blend. Her mom sensed that she was struggling and suggested she try using natural Dominican hair remedies.Ĭordero initially began to experiment with coffee. “I had no edges, the hairline was receding, it was rough,” she recalls. On top of the lack of support from her family, she says, “Back then, there weren’t very many products or resources like how we have today.” Unsure how to properly style her curls, she often pulled them back into a tight bun and, over time, she developed traction alopecia. “And I hate that expression because, by telling me that I need to fix that, that implies that something is broken about me.”Ĭordero transitioned to her natural hair during what she describes as the stone age of the natural hair movement. “Everyone told me, ‘This is terrible, you’re never going to get a job, no one is ever going to take you seriously with that hair, you need to fix that,’” recounts Cordero. Her family wasn’t exactly in favor of her natural look. “That’s the aesthetic that we’re taught to aspire towards.” When she became a vegetarian in 2004 to adopt a cleaner, healthier lifestyle, she also stopped getting her hair relaxed and embraced her natural curls, a big move since she’d been getting it relaxed since she was 9 years old. “If you’ve ever heard of the Dominican blowout, then you know we love to straighten the hair,” she says. Bomba anticipates it could close out the year with a combined 650 stores, and it plans to eventually travel beyond the United States to Latin America, Africa and Europe.Īs an Afro-Latina, Cordero was raised in a culture obsessed with Eurocentric beauty ideals. For this year, it projects that number could increase due to its retail expansion. At the end of 2021, the brand’s sales were up 124% over the year before. We’re having the chance to add to the richness of the haircare aisle and bring our own flavor, our own sazón.”īomba’s signature products-Forbidden Oil ($22), Forbidden Mask ($28) and Bomba Beauty Bites ($20)-are entering 348 Target doors and will be available on the chain’s website. “So, I feel like we’re going to be right at home here. They were the first to really open their doors to a lot of brands,” says Bomba founder and CEO Lulu Cordero. “Target was the vanguard when it came to the natural haircare space. But Bomba’s launch comes with a historic distinction: It’s the only female-owned Dominican haircare brand the retailer has carried. Others include Byoma Beauty, Everyday Humans, Apto Skincare, MDSolarSciences, Pursoma, WLDKAT, Pure Culture Beauty, Imbue and Anihana. Bomba Curls joins a brimming roster of indie beauty brands just landing at Target.
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