Our Story

Meet Our Founder

Sara Matii


It all started in Ethiopia. Growing up, Sara watched her grandmother craft homemade natural hair oils with love and from scratch. The local stores in Hossan provided similar products that left Sara’s curls happy and healthy.

Everything changed after Sara moved to the United States when she was 15 years old. She looked online, in nearby supermarkets, and beauty supply stores for oils she loved. But they failed to deliver on their promises. Sara longed for the healthy locks from her youth. This longing led to the conception of Keeina.

All curly girls know the trials of searching for the best hair care. Your crown deserves nothing short of royal treatment. That’s why we put so much love into each product, just like Sara’s grandmother did.

**Our Commitment to You**

Every bottle is a celebration of nature’s rich essence and purest ingredients, carefully selected for their nourishing properties. But it’s not just about what’s in the bottle; it’s about what’s not. Our products have no additives or sulphates – no compromises.

Our respect for nature extends to our packaging. All materials are recyclable. You can rest assured you’re caring for our environment, as we care for you.

**Discover Keeina**

Keeina. “For you” in the Ethiopian Hadiya language. Because these oils were made just for you: a radiant woman with naturally curly hair. Our range of products caters to the unique needs of every curl so you can find your perfect fit.

We’ve heard you, and you inspire us every day.

For Keeina, your story is our story, and every curl is a celebration.

Our Story

Meet Our Founder

Sara Matii


It all started in Ethiopia. Growing up, Sara watched her grandmother craft homemade natural hair oils with love and from scratch. The local stores in Hossan provided similar products that left Sara’s curls happy and healthy.

Everything changed after Sara moved to the United States when she was 15 years old. She looked online, in nearby supermarkets, and beauty supply stores for oils she loved. But they failed to deliver on their promises. Sara longed for the healthy locks from her youth. This longing led to the conception of Keeina.

All curly girls know the trials of searching for the best hair care. Your crown deserves nothing short of royal treatment. That’s why we put so much love into each product, just like Sara’s grandmother did.

**Our Commitment to You**

Every bottle is a celebration of nature’s rich essence and purest ingredients, carefully selected for their nourishing properties. But it’s not just about what’s in the bottle; it’s about what’s not. Our products have no additives or sulphates – no compromises.

Our respect for nature extends to our packaging. All materials are recyclable. You can rest assured you’re caring for our environment, as we care for you.

**Discover Keeina**

Keeina. “For you” in the Ethiopian Hadiya language. Because these oils were made just for you: a radiant woman with naturally curly hair. Our range of products caters to the unique needs of every curl so you can find your perfect fit.

We’ve heard you, and you inspire us every day.

For Keeina, your story is our story, and every curl is a celebration.

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.”

Sara Matii

xoxo