Our Story
Meet Our Founder
Sara Matii
SARA'S JOURNEY TO NATURAL BEAUTY
At Keeina, our story is deeply intertwined with Sara, a woman who embodies our brand's essence. Growing up in Ethiopia, Sara watched her grandmother lovingly craft natural hair oils from scratch, a tradition that kept her curls healthy and happy. When Sara moved to the United States at 15, she struggled to find products that matched the purity and effectiveness of her grandmother's oils. This longing for her youthful, healthy hair led to the creation of Keeina.
The Turning Point
Sara's turning point came when she decided to honor her roots and the natural beauty secrets from her homeland. Inspired by these traditions, she envisioned a line of products harnessing nature's power combined with modern science to create transformative hair care solutions.
The Birth of Keeina
Back in the U.S., Sara collaborated with experts in botany, dermatology, and cosmetic chemistry to develop Keeina. Each product is a testament to her commitment to clean, ethical, and powerful hair care solutions that cater to the unique needs of every curl.
Sustainable and Ethical Choices
Our commitment to sustainability reflects our respect for the environment and future generations. From eco-friendly packaging to ethically sourced ingredients, we strive to make choices that are good for both your hair and the planet. This dedication to ethical practices resonates with our customers' values, reinforcing their trust and loyalty to Keeina. 
Building a Community of Belonging
Keeina is more than a hair care brand; it is a community. We celebrate the beauty of diversity and encourage our customers to share their stories and experiences. Through our social media platforms and community events, we create spaces where everyone can connect, learn, and grow together. This sense of belonging and shared identity fosters loyalty and a deeper emotional connection with our brand.
Join the Keeina Community
Keeina, meaning "for you" in the Ethiopian Hadiya language, is crafted for radiant women with naturally curly hair. Each bottle celebrates nature’s rich essence, offering pure and nourishing ingredients without additives or sulfates. We are committed to providing premium hair and face care while caring for our environment with recyclable packaging. Your story inspires us every day, and together, we celebrate every curl.
Our Story
Meet Our Founder
Sara Matii
SARA'S JOURNEY TO NATURAL BEAUTY
At Keeina, our story is deeply intertwined with Sara, a woman who embodies our brand's essence. Growing up in Ethiopia, Sara watched her grandmother lovingly craft natural hair oils from scratch, a tradition that kept her curls healthy and happy. When Sara moved to the United States at 15, she struggled to find products that matched the purity and effectiveness of her grandmother's oils. This longing for her youthful, healthy hair led to the creation of Keeina.
The Turning Point
Sara's turning point came when she decided to honor her roots and the natural beauty secrets from her homeland. Inspired by these traditions, she envisioned a line of products harnessing nature's power combined with modern science to create transformative hair care solutions.
The Birth of Keeina
Back in the U.S., Sara collaborated with experts in botany, dermatology, and cosmetic chemistry to develop Keeina. Each product is a testament to her commitment to clean, ethical, and powerful hair care solutions that cater to the unique needs of every curl.
Sustainable and Ethical Choices
Our commitment to sustainability reflects our respect for the environment and future generations. From eco-friendly packaging to ethically sourced ingredients, we strive to make choices that are good for both your hair and the planet. This dedication to ethical practices resonates with our customers' values, reinforcing their trust and loyalty to Keeina.
Building a Community of Belonging
Keeina is more than a hair care brand; it is a community. We celebrate the beauty of diversity and encourage our customers to share their stories and experiences. Through our social media platforms and community events, we create spaces where everyone can connect, learn, and grow together. This sense of belonging and shared identity fosters loyalty and a deeper emotional connection with our brand.
Join the Keeina Community
Keeina, meaning "for you" in the Ethiopian Hadiya language, is crafted for radiant women with naturally curly hair. Each bottle celebrates nature’s rich essence, offering pure and nourishing ingredients without additives or sulfates. We are committed to providing premium hair and face care while caring for our environment with recyclable packaging. Your story inspires us every day, and together, we celebrate every curl.
A note from Sara
I was constantly told there could never be high-performance products that were healthy. That simply didn’t sit well with my spirit. I decided to challenge myself. I knew I wanted to be the person to crack the code and create beauty formulas that are good for people and our planet. Once I discovered our 100% Pure Oil hair, my plan was set in motion. Now, I’m so proud of our clean, ultra-nourishing formulas that leave you with juicy, happy hair from head-to-toe.”