It wasn’t long ago Hairfinity came to London to launch their hair vitamin with no other celebrity endorsement than Kim Kardashian and her sister Khloe.

kim kardashian and hairfinity

kim kardashian and hairfinity

As a person this would mean nothing to me as I know major businesses hype up their products with celebrity endorsement in order to increase awareness and of course grow their brand.

As a hair expert and educator, this cannot be ignored for various reasons.  Clients with major hair problems who are struggling to grow their hair have now been fed with imagination and make believe that their hair will grow like Kim Kardashians’ and in no time too.

kim kardashian in hair extensions

kim kardashian in hair extensions

This is fraudulent – running with people’s imagination and feeding them with lies. If this were about anti-aging and health care; advertising standards would have been after this company with laws to force them to tell the truth about their product.  I find this line of advertising a bit too much to deal with at least for the ignorant.

I have no personal problems with Kim Kardashian. She is absolutely gorgeous and I adore her in her own right. Her business acumen is also enviable in every way. She has grown an empire that is beyond imagination. What I will not agree with is lying to the public especially on hair growth. If she was asked to give celebrity endorsement for hair extensions or wigs, she would have been perfect for the job. For someone who’s image like the rest of the celebrities including myself occasionally depend on wigs and hair etensions; need to tell the truth to their audience and stop feeding people with tales and lies.


kim's hairloss

kim’s hairloss

For another point, Kim is struggling with her natural hair as the excessive hair extensions has taken a toll on her hair. Would Hairfinity tell us that her hair problem have been solved hence the need for the hair vitamin? If this is the case then we have to see the roots of her hair to be convinced and for how long did she take this tablets to give her the growth she needed.  If there is no truth about this, then this is simply unfair to gullible people who believe every hype that is thrown at them.

Reading so much about Hairfinity gives me reason to wonder what the hype is all about. This product contains same vitamins as the rest of the hair growing pills so using Kim does not bring anything new to the table –

B-Vitamin complex nourishes and supports a healthy scalp and hair growth. Biotin helps produce keratin, increases hair elasticity, and protects the hair from becoming dry. It also helps thicken the hair to give the appearance of fullness. Antioxidant supplements such as Vitamin C are believed to stimulate hair growth by enhancing the immune function and improving scalp health at a cellular level. Vitamin D helps prevent hair shedding which is critical to a voluminous fuller head of hair. Silica (Horsetail Extract) helps to maintain collagen and hair elasticity to help keep hair lustrous. The sulfur provided by MSM is required for healthy collagen and keratin, which are essential to healthy hair growth.



 All of us seek beautiful hair and especially now every woman want to be like the celebrities hence Kim Kardashian is chosen to be the face of Hairfinity. We can all help our hair to stay healthy and grow without going the route of popping too many expensive pills like Hairfinity. If you are not one for hair extensions and wigs which gives quicker result like Kim, then there are things you need to do to avoid the hype and grow your hair naturally.


It starts from inside with eating the right food. Healthy food inside makes us beautiful and healthy on the outside. This is what Hairfinity and the rest hair growing tablets will not tell you. This is called hype and business marketing.


healthy foods

healthy foods

Some of the simple things you need to include in your daily life include the following:

  • Eat protein rich foods as hair comes from a protein called Keratin.
  • Drink lots of water as it is not only for the functioning of the body but also flushes out toxins.
  • Healthy fats – olive oil, canola oil, omega 3 fatty acids etc
  • Fruits and vegetables are all some of the things to consider and many more.


Best Vitamins for hair growth

  • Spinach – contains iron, zinc and essential minerals
  • Carrots – contains Biotin (essential vitamin for hair regrowth)
  • Onions – rich in zinc, iron, biotin
  • Sweet potatoes – contains beta carotene
  • Tomatoes – contains anti-oxidants
  • Garlic – contains sulphur
  • Beetroots – contains lycopene (stimulates hair growth)
  • Curry leaves – contains keratin
  • Oranges – beta compounds


While we do not support hype and confusion on how to grow hair, we also know that the hairstyles you wear, the products you use on your hair and the attention you give to your hair will all add up to either help your hair grow or completely damage your hair.


For more information or advise, please contact us.


+44 1702 339 858


About Joy Phido

Joy Phido and her 4 children

Joy is an award winning Natural Hair fashion educator and designer. She is a celebrity natural hair designer and trainer to celebrity stylist. She is the CEO of World of Braiding & Extensions Ltd.

Joy is a graduate of Business, a State Registered Hairdresser (SRH), a business entrepreneur, educator, trainer, teacher, Natural Hair & Extensions Designer & Carer, Natural Hair Consultant, NLP practitioner and motivational speaker.

Joy can be seen working with celebrities at photoshoots or for special events and usually the go to person at the back stage of various fashion and beauty events – ranging from working behind the scene at Rita Ora’s Rimmel photoshoot, the Ethnic Fashion Show Southend, Essex Girls Football to major events as Blackstyles Weekend, Miss England, Miss West Africa, Afro Hair & Beauty Fashion show etc.  Training for major organisations such as Newham Summer School, Harrow Youth Council, Hackney Family Learning, American School in London, Newham Adult Education London etc

She has been braiding since the age of 5 and teaching natural hairstyles – Hair Braiding, Weaves & Extensions since 2003. Prior to setting up World of Braiding & Extensions.

She has spent 12 years in Natural Hair Education and Designs and 15 years in various Corporate responsibilities and careers with varied organizations and in various continents;  Currently teaching the world from the internet as a Youtuber with over 8millions views and counting Joy brings on a wealth of knowledge ranging from being a mother in Business, a wife, a business owner who started from Africa and now runs her business in the West etc. You have a lot to gain from this wonderful, full of energy and ready to share knowledge woman.

Some testimonial about Joy.

“The good thing about your videos is that you are so bold and honest because you know exactly what you are talking about.Besides,you just don’t focus on braiding hair,but also on all the other aspects of it(customer service,what to consider to be successful in the business,natural hair care…)That was just firing me up!
I was getting better everyday and started braiding at home (mid May 2013), all by Faith! I wasn’t professional at all,but was working hard on that!I’m proud of my improvements today and can’t thank you enough for your insightful videos.We haven’t met yet,but I consider you as an African sister who just wants everyone to succeed .I see your business is prosperous and by God’s Grace I’m hoping mine will expand as well.And of course,I hope to work closely with you in order to get there!
By the way ,I just watched the video on tree braids with the Bundle of Joy.That hair looks amazing! And it doesn’t look silky at all,is it? It just makes me  want to use it 🙂
Well,thank you so much for your time ,Joy! Please check my pictures out when you get a chance and your advice would be greatly appreciated.
God richly bless you!


01702 339 858

07946 439 057 








caucasian damaged hair

caucasian damaged hair

Wow, what a big business move we made by relocating our business about 40 minutes away from the hassle and bustle of metropolitan life in the City of London.  It was one of those moves you make with a clear hope that you are going to have a healthier, better quality life after the stresses associated with major city life.

So we moved into the heart of Essex in England but luckily for us, Southend-on-Sea is a very bubbly City.  It offers us the best of both worlds in the sense that we are close to London which is only a train ride away within 40 minutes; a tourist town where it is usually busy without any stress and to crown our fun; an exciting seaside town with all the trimmings – series of shopping malls all within walking distances, a train station within 2 minutes’ walk, a children’s adventure Island and a beautifully designed seaside beach within 2 minutes’ walk.

On carrying out our business research, we knew it was a City with less Black clientele – 5% to be close, and yet we were not worried as all the other factors above where okay and our business catered to all races.



So far our business move has brought me closer to a very interesting discovery. Self-inflicted hair damage is a problem for all-races. This is because prior to our move, my understanding of hair damage has been focused on Black hair where this is what you tend to read about a lot on the internet and in newspapers.  With a clientele of mostly Blacks at the time, I believed this to be true as well.  This is where our move to Southend-on-sea has brought me a different understanding of hair damage on all hair types. It has created a different experience regarding working with Caucasian hairtypes.

On this particular Saturday morning at about 8am, my telephone rings and I answer it.  Prior to this call, I was getting prepared for a Festival event in the neighbourhood where we had been invited to braid the hair of 200 young girls in professional FA Football so preparing and putting all the materials required in my bag was an absolute necessity. I was very busy and did not want to forget any item as in events of this nature; the least forgotten item may become what ruins the whole event.

So when this telephone call came, it was simply an inconvenience that was going to distract my morning.  All the same, I answered the phone and a man on the line asked the question “what time do you open your salon?” I told him the time which is 10am.  Then there came a heavy pause on the line which I could tell were signs of desperation. So I probed and enquired if he was okay. Then it all came out as he answered.

“We are in front of your salon, my wife desperately needs help with her hair extensions, and could you come and help us.”  I can tell a cry for help when I hear one and this was one of those times.  So I told him to wait for me as I was going to be with him within 5 minutes.

Yes he waited and when I got to him, what I saw was an absolute shock – a young Caucasian lady with the whitest coloured hair I have ever seen. This hair was damaged, stringy and platinum white. I was in shock for several minutes. My immediate reaction was a mutter underneath my breath – “here we go again” and this is because I have seen incidents like this several times over.

Bad glue gun hair extensions

Bad glue gun hair extensions

On checking the state of this hair, it was extremely short – less than 2 inches natural hair attached to a very long length hair extension. I asked her to sit down and tell me what had happened and how I could help. She had bleached and coloured her hair several times over which had damaged her hair and now she needed the length back so she had gone to get a hair extensions service from a salon where they had added all this volume and length of 30” extensions to her about 2” natural hair but it looked so ridiculously fake. The worst part was that they had used black glue to add this platinum white beach blond extension onto her hair which was very visible considering her hair was very short.

How could I help, I asked? She wanted me to take out the extensions because the black glue was very obvious and did not let the extensions look real which made her feel self-conscious and look extremely ridiculous.

On further discussions, I found out that she had bleached and coloured this hair several times which had completely damaged her hair making it become very short. In a bid to recapture her locks, she had gone on to add the glue gun type of extensions to an already damaged hair.  This method is very damaging and not encouraged especially for damaged hair.  So this method had finally ruined her hair beyond repair and now she wanted me to help her take out the glue as the person who put it in, did not know how to take them out.  This is what I call self-inflicted hair loss.

caucasian hair color

caucasian hair color

This is not a one-off experience.  Prior to this lady, I have seen so many hair loss problems among Caucasians caused by series of bleaching, colouring and additions of unrealistic hair extensions.  Most times, the hair comes in looking like spaghetti straws – absolutely lifeless and in colours that could be seen in the rainbow colours.  Some of the clients say to me, that they have coloured their hair so many times, that they have no idea what their natural hair colour looked like.  Put the television on and the number of adverts on hair colouring will get the message across, then walk into the beauty isle in any super market and you will be confronted with these colours. We have discovered too that nearly every Caucasian girl in Essex wants to be blond just like the girls in TOWIE (a television series called – the only way is Essex) hence the continuous drama just like the lady above.  I have seen instances where the extensions have been applied with bonding glue up to the hairline.  Another instance was where the glue was applied directly on the scalp to hold the hair together etc, etc.

britney spears damaged hair

britney spears damaged hair

There was also another major incident where this teenager walked in with her Mum. Her hair was so damaged, I had no idea what was on her head. It looked so frail, thin and extremely short that she used bobby pins to hold the hair together. She had bleached and coloured it so much that the hair was extremely lifeless and needed these pins to be held in place.  What they wanted from me was a wig and as is normal in Essex, she wanted a blond wig. At this time, we had not stocked blond wigs so she wanted to have any colour wig fitted on so she could decide on the design to choose from.  She sat down and we fitted a red coloured wig on her head. This wig was absolutely perfect on her head and the colour suited her face very well. The design also suited her so much; you would think it was her own hair. From the fit, her mother was so impressed, she told her daughter “This is really great!  You do not have to colour your hair any more as we can buy whatever colour you want in wigs without damaging your own hair.” Then it finally dawned on me that the hair colouring and bleaching was one of the major reason responsible for Caucasian hair damage and this has always been self-inflicted hair damage as the decision to colour comes from the wearer. And there are so many more of instances like this that I meet most days as I operate from Essex. This brought home the memory of Black women and hair relaxers which just like colouring, is causing most of the Black hair damage and yet is another case of self-inflicted hair damage.

Track Extensions

Track Extensions

If any of the issues mentioned in this article has affected you, or you have an experience you will like to share with us, please feel free to do so.  Also email us if you need our advice on any issues in this article.

Tel: +44 1702 339 858, mob: +44 7946 439 057


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Skype – joyphido



Joy a mother with her four children

Joy a mother with her four children

About your Trainer

Joy Phido is an internationally established Natural Hair and Extensions Educator, Specialist, & Designer.  Joy is a mother with 4 children and has first-hand experience on how difficult it is to work and run a family especially in the Western world.  After working in corporate Nigeria as a banker and corporate England in telecoms, Joy tried her hands on buy and sell businesses which failed. She eventually realized that to succeed in business; you need to have a skill in your hands first. In addition to her natural passion and skill in hair designing, Joy took series of professional training from across different continents and now has the mission to give students real skill of running a hair Business. This is why World of Braiding has become a success and it is this passion of owning your own skill that motivates Joy in helping people who come to World of Braiding & Extensions for training.

Joy has a BSc in Business Admin, a qualified NVQ Level 3 Hairdresser, a State Registered Hairdresser (SRH) with UK Hairdressing Council, has over 20 years Natural Hair & Extensions experience.  She is also a qualified teacher, an NLP practitioner with varied career experiences.

Before setting up World of Braiding & Extensions, Joy started teaching Braiding, Weaving & Extensions with the Newham Council Adult Education Department (Newceys) for 5 years at 4 Centres with some classes as big as 30 students. As the Chief Executive, Trainer and Artistic Director at World of Braiding & Extensions, her passion is to make Natural Hair and Extensions a professional skill as well as help stylist understand how to make money while designing glamorous clients.

Joy’s passion for natural hair is also associated with the fact that she experienced hair damage with chemical relaxers which made her start wearing natural hairstyles thereafter.  She can be seen as the Doctor  for healthy natural Afro hair where all her children wear natural hairstyles and she is no stranger on the internet writing from her blogs, teaching on Youtube with step-by-step videos to constantly enrich students’ knowledge with over 3million views and over 18,000 subscribers.  She is also a Natural Hair & Extensions Business Mentor and adviser helping students & practitioners not only on how to get into the industry but how to become successful and prosper in the industry.  She brings a wealth of knowledge and personal experience to this training to enhance your learning.  World of Braiding & Extensions is constantly exhibiting at Hair events, giving talks in conference, taking part in major projects and designing hair for fashion shows and events. 



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