From lab work to wash hour: A day in my life

Hey Chéribébé,

It’s Salwa, founder of Chéribé, mama to a school kid, wife, and your biggest cheerleader in real haircare.

I’m sharing this because you matter to me. You’re not just a customer. You’re part of the reason I get up every day and keep building Chéribé. Whether it’s late-night Slack messages with my team or juggling a busy schedule, your trust and support keep me going.

People often ask, “How do you juggle it all?” The truth? It’s a beautiful mess. But here’s a peek into a real day in my life, powered by intention, a lot of love, and a little bit of Growth Oil for Hair and Scalp.

☀️ Mornings start on two wheels.

I’m up early, drinking mint tea from my Chébé farm, biking my daughter to school (yes, even in a ponytail and sweats). Then I often head straight to the lab, where I personally test formulas. That hands-on time is non-negotiable. I have to love what goes on your hair as much as what goes on mine.

Before heading out, I reach for our Daily Refresh Moisture Milk. It gives my hair a quick boost: moisture, shine, and a soft, signature scent that gets me through the a.m. chaos.

💻 Afternoons are a whirlwind.

Meetings, emails, checking in with our regenerative farm in Chad… and often packing orders with our small but mighty team. We all wear many hats around here.
Midday, I apply a few drops of Growth Oil to hair lengths to tame frizz and bring on the shine.

📱 My favorite part of the day?

Reading every DM, e-mail and customer service inquiry.
Yes, I see them. Yes, I respond personally. Sometimes I even pick up the phone and call customers because hearing from YOU is honestly one of the best parts of my day. I treasure these connections deeply.

🌙 Evenings are for family… and wash hour.

Dinner is sacred in our house: me, my husband, our daughter, gathered around the table. Then, I bring my daughter to bed. Part of our bonding ritual is to comb her long hair and put it into Chadian braids. Then, when the house quiets down, I’ve turned what used to be an all-day wash day into a focused hour of me-time.

I apply a few drops of Growth Oil to my scalp and edges—especially since postpartum hair loss has been part of my journey. This 10-minute ritual grounds me. The massage is healing. I lather up with Hydrating Shampoo, follow with our rich Repairing Hair Mask and Length Retention Leave-In Conditioner, and then style with the Buttercrème or the Gelée. I then use my diffuser or blow-dryer. Air drying? Not for me. I want my hair dry and ready to handle tomorrow. While I’m at it, I’m usually testing new products in the lab "goop from the lab", as I like to call it.
The real finishing touch is hair oil massaged into my hair lengths. My way of saying thank you—to my body, to my roots, to this community.

These are the rituals that keep me going. If you’ve been curious about what I actually use—this is it.