After suffering from traction alopecia, a form of hair loss affecting the edges and back of the scalp, Sherine developed non-toxic and nourishing hair care products for every hair strand.
In 2018, she created her brand, IVY WILD, as she wanted to offer products free from any harmful ingredients such as parabens, sulfates, phthalates and DEA. Sherine started by blending natural ingredients from her kitchen and sold them to her friends and family.
The main natural ingredients in the IVY WILD range include aloe vera, avocado oil, castor oil, sweet almond & mongongo oils, or mango butter.
Since then, IVY WILD has grown to become a revolutionary hair care brand by taking a refreshing approach to hair care thanks to its plant-based ingredients and by sourcing organically where possible.