About the CEO

Tovae Ashae is the CEO of ReggaeRoots Hair. She grew up in the Caribbean island of Jamaica before moving to the United States at the age of 13. She originally grew up with permed hair before deciding that she no longer wanted to have damaged hair. In 2018, Tovae decided to cut her permed hair off and start a natural hair journey. She educated herself about healthy natural hair so that her own hair could grow and flourish beautifully during this journey. She shared her journey with others on her natural hair YouTube channel and influenced a lot of women and men to go natural. She had so much wisdom about how to take care of the natural hair that she advocated for the natural hair community, as well as did a lot of product reviews for hair companies. It was through all of these experiences that she came up with an idea to have her own product line. In the year of 2020, Tovae got a dream one night that she was using a product made from guava leaves in her hair. She woke up and decided to research about guava leaf benefits for the hair and was surprised yet amazed at the information she found. Tovae grew up around guava trees as a little girl in Jamaica, but never knew how beneficial the leaves actually were. For 2 years, Tovae experimented with her Guava Leaf Oil and successfully grew her hair to be long, healthy and voluminous. Though she was working on the oil in secret, she always planned to share it with the world if she successfully perfected the oil.

Tovae is a graduate of Howard University where she majored in nutritional science, with a double minor in biology and chemistry. Her education helped her to learn about the benefits of nutrients and how they can be used in our everyday lives. With this knowledge, she therefore incorporated her education into the formulation of her products.

On November 11 at 11:11pm in the year of 2022, Tovae was confident enough to launch ReggaeRoots Hair, dedicating her brand to her roots (culture).

This explains why ReggaeRoots Hair has its name, as the term ‘Reggae’ represents the country where she was born (Jamaica), and the term ‘Roots’ represents cultural influence, as well as the hair’s roots.

She is extremely happy to share the guava leaf oil with the world to help others on their hair journey💚. No matter the race, gender, age or the type of hair, let’s flaunt that beautiful hair together! .. with ReggaeRoots :)