From the Lab to Wash Hour: A Day in Our Founder’s Life

Step into a day with Salwa - the Founder and CEO behind Chéribé - and see how she brings tradition, science, and self-care into every part of her routine.

Her Day Starts with Intention

Before the sun fully rises, Salwa is already up (hair wrapped, skin glowing), sipping her herbal tea - it’s a delicious mint tea, if you were curious. As the founder and CEO of Chéribé, she’s the formula expert, the storyteller, and the one who makes sure every bottle reflects her legacy and her standards. And on this very early morning, she’s heading to the lab to check on a top-secret project.

In the Lab: Where Ancient Wisdom Meets Modern Technology

Stepping into the lab, Salwa makes her usual rounds while greeting the formulation team, scanning rows of beakers, and reviewing the latest updates on this top-level, hush-hush project. From our heirloom Chébé seeds to results-driven formulas, this lab isn’t just where products are made - it’s where ancestral wisdom continues to protect, strengthen, and redefine textured hair care. Let’s not forget to mention, it’s the birthplace of our Chébé Complex™! Our key ingredient blends an ancient ritual with modern hair science.

It was this lab that took Salwa’s heirloom Chébé seeds, harvested directly from Salwa’s family farm in Chad, and created the Chébé Complex™. And remember, these aren’t your average Chébé seeds. Lab tests have revealed they’re 100x more potent than other local varieties with a history unlike any other, making them the best!

This is also the same lab that created our best-selling Growth Oil, formulated with—you guessed it—our Chébé Complex™. It’s a favorite for a reason! It works to seal in moisture, boost scalp health, and help you retain those inches. No wonder it’s a staple in every Cheribabe’s routine.

Next stop: Hotel for Lunch + Wash Hour

By the time she leaves the lab, it’s almost noon, and a quick look at her calendar for this evening and tomorrow shows it’s stacked. That means today is the only day she has for a much-needed hair and scalp rest. Now that she's back at the hotel, she finishes her lunch and gets ready to pamper her hair. Salwa pulls out her go-to Chéribé products and sets the tone for what we love to call “wash hour.” It’s not rushed like “wash day.” It’s intentional, soothing, and smart because a busy woman doesn’t have time to do the most, especially when it is not needed with Chéribé.

Wash Hour: Her Version of Self-Care

Wash hour isn’t just about cleansing, it’s a ritual. A reset. A way to pause between work and the real world, and pour into herself the way she pours into everyone else. Salwa queues up her favorite playlist and wraps a towel around her shoulders.

Her process? She starts by pre-pooing with the Growth Oil and lets it set for around 10 minutes. Then it’s time to cleanse. She grabs the Hydrating Shampoo, gently working it into her scalp with her fingertips. The formula is light but effective, cleansing without stripping. She knows from experience that your scalp should be clean, not dry because this is where growth starts.

After rinsing, she follows up with the Softening Conditioner, letting it soak in for a few minutes as she detangles section by section. Her curls respond immediately! They’re slipping apart without snapping, restoring softness from root to end.

She mists in the Daily Refresh Moisture Milk, then smooths everything down into a bun for the evening with a cocktail of Flexible Styling Buttercrème + Growth Oil, It’s her go-to combo for soft nourishment when she’s on the go and extra busy. Her curls are left soft, defined, and most importantly protected.

Back To Work: Reflection + Product Vision

With her hair tucked into a soft bun and the scent of Jardin de Chébé lingering in the air, Salwa steps over to the office desk and opens her laptop. On screen? The full Chéribé collection, of course! Each product represents years of research, feedback, and wisdom.

She scrolls through product reviews and customer messages from Cheribabes around the world. Questions about styling routines, hair textures, and ingredient breakdowns flood her inbox. As she reads, she jots down notes for her next team meeting, because there’s always room to expand, to improve, to elevate the experience.

Lined up on her screen, the core Chéribé lineup reminds her of how far the brand has come:

Hydrating Shampoo – Gently cleanses without stripping. Perfect for scalp care and curl prep.

Softening Conditioner – Rich in slip and nourishment for easy detangling and deep softness.

Repairing Hair Mask – A weekly reset that repairs hair in under 3 minutes.

Length Retention Leave-In – Light but potent, designed to hydrate and shield from breakage.

Daily Refresh Moisture Milk – A mist-on hydrator to bring curls back to life between wash hours.

Growth Oil – Made with rosemary, designed to moisturize, soothe the scalp, and seal ends.

Flexible Styling Buttercrème – For braid-outs, twist-outs, or protective styles with softness and control.

Styling Gelée – A humidity-fighting hero for hold, definition, and frizz-free days.

Salwa pauses, tapping her pen against her journal. Maybe it’s time to expand the collection with more stylers…or maybe a travel-sized trio for the Chéribabes on the go?

She takes a breath. A ping alerts her: it’s almost time for a check-in with her web designer…

Evening Wind-Down: Wrapping Up the Day

With her work day finished, her hair wrapped in a silk scarf, and her routine complete, Salwa settles in with her journal and a glass of tea after work for the day. Tomorrow’s schedule includes a meeting with Target Rep, Zoom meetings with the team, and a late afternoon check-in with her hairstylist.

But for now? It’s quiet. It’s calm. Her space is peaceful. She reflects on the day, the formulas she’s created, and the women who trust Chéribé to show up for their curls in all seasons.