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African American Bay Area Woman Launches Natural Hair Care Collection

After blending numerous concoctions and conducting focus groups with friends transitioning from straightening their hair, Truth landed on the perfect ingredients that resulted in healthy, moisturized, shiny curls and coils. Currently the collection consists of three core hair care products and a heat activated deep conditioning cap.

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I LUV CURLS PRODUCTS

In June, founder Joy Truth debuted her new hair care collection, “I Luv Curls.” The hair care system is designed to inspire women to embrace their curls and “luv” their natural hair.

In the midst of the pandemic and on the heels of the passing of the CROWN Act, (a California law that prevents race-based hair discrimination and is currently on the ballot in seven states), Joy Truth saw this as the perfect time to launch her new products targeting women of color who are transitioning back to their natural hair.

“Launching and innovating during a pandemic was divine order; it provided the time and focus that I needed. When everything shut down, the frolicking stopped, and I transferred that energy to my heart’s joy: ‘I Luv Curls.’” Joy Truth said. “I made a commitment to move forward despite what was going on around me.”

After blending numerous concoctions and conducting focus groups with friends transitioning from straightening their hair, Truth landed on the perfect ingredients that resulted in healthy, moisturized, shiny curls and coils. Currently the collection consists of three core hair care products and a heat activated deep conditioning cap.

The “add + clarity” clarifying cleanser is a gentle, botanical, clarifying, sulfate-free deep cleanser containing peppermint oil and rosemary oil. The “Add+ Moisture” ™ hydrating masque is a botanical, nutrient-rich, luxurious, deep treatment with moisture-locking humectants. The “Add + Strength” ™ is a luxurious, botanical, protein-rich ayurvedic deep strengthening treatment. And finally, the “Add + Heat” microwavable deep conditioning heat cap enhances the masque treatments by slowly diffusing heat to infuse moisture and/or strength deep within your hair follicles.

Joy Truth has plans for further product development of the collection with styling products and other hair treatments focused on curly hair health.

This is not the first launch for this entrepreneur; A creative and visionary entrepreneurial leader whose passion for beauty and wellness led her to leave corporate America and launch twin companies, Harmony Beauty Boutique and Harmony Yoga Pilates – a unique brand of personal care products and wellness services.

Born and raised in the SF Bay Area, Joy Truth holds a BS in Information Systems Management from the University of San Francisco, serves as the vice-chair of the Advisory Board of her alma mater, is a Christian ministry leader and contributes to social impact causes that benefit women of color.

She resides in Berkeley, with her husband Neil, stepson Jordan and their dog (Malshi) Zoe.

Activism

Oakland Post: Week of January 1 – 7, 2025

The printed Weekly Edition of the Oakland Post: Week of January 1 – 7, 2025

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2024 In Review: 7 Questions for the California Association of Black School Educators 

CABSE members represent governmental agencies, charter schools and charter school organizations, public school districts, traditional public schools, and community colleges. The organization’s primary goal is to expand PK-14 educational opportunities for all students in California, with an emphasis on under-represented and under-served Black students. 

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CABSE members represent governmental agencies, charter schools and charter school organizations, public school districts, traditional public schools, and community colleges. The organization’s primary goal is to expand PK-14 educational opportunities for all students in California, with an emphasis on under-represented and under-served Black students. 
CABSE President Satra Zurita and Conference Chair Micah Ali.

By Edward Henderson, California Black Media  

The California Association of Black School Educators (CABSE) is an organization consisting of elected and appointed school officials, administrators and instructors from across California who are committed to advancing equity for Black students.

CABSE members represent governmental agencies, charter schools and charter school organizations, public school districts, traditional public schools, and community colleges.

The organization’s primary goal is to expand PK-14 educational opportunities for all students in California, with an emphasis on under-represented and under-served Black students.

California Black Media (CBM) spoke with CABSE President Satra Zurita and Conference Chair Micah Ali about this year’s successes, disappointments, and plans for the organization coming into the new year.

Looking back at 2024, what stands out to you as your most important achievement and why?

Ali: I would have to say that two highlights have been the ongoing support of the Bill and Melinda Gates Foundation, Engie, and other sponsors that have enabled us to bring together like-minded education leaders twice a year to collectively advance innovative and meaningful strategies to achieve change on behalf of Black students across our state.

How did your leadership and investments contribute to improving the lives of Black Californians? 

Zurita: CABSE’s leadership and investment in improving the education system for Black students in our great state has resulted in a long-standing focus on transforming public education and its response to Black students. By pulling from the very wisdom of those educators and leaders who care deeply about Black students and who are showing great promise through their efforts.

What frustrated you the most over the last year? 

Zurita: Continuing to see the deep impact of COVID-19 Pandemic school site closures on students academically and emotionally — especially Black students. This makes our work and our advocacy more vital than ever.

CBM: What inspired you the most over the last year?

Zurita: Seeing our CABSE convenings grow in depth and breadth — our strategies, powerful content and reach.

What is one lesson you learned in 2024 that will inform your decision-making next year?

Ali: Our Blueprint for Education Equity is a crowd-sourced framework of strategies that have shown great promise for improving the education experiences and opportunities for Black students. In 2024, we developed an equity self-assessment tool for districts to use in evaluating their own efforts on behalf of Black students. Strategies are helping Black students.

In one word, what is the biggest challenge Black Californians face?

Zurita: Many Black students across our state are dealing with a host of challenges: homelessness, food insecurity, exposure to violence, not to mention bias remains a pervasive problem. To add to the challenge, educators are worn out, tired, and frustrated. We now need to think about how we can simultaneously inspire and empower students and educators alike. The system needs an overhaul.

What is the goal you want to achieve most in 2025?

Zurita: In 2025, we hope to stand CABSE up as a fully functioning non-profit organization engaged in research and policy design.

Ali: We also aim to deepen the content of our convenings, including adding a Math Track and what we are calling Social Determinants of Education Track to our annual conference and institute, which will address those social contexts that prevent Black students from realizing their potential as students.

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Activism

Let’s Talk Health: Empowering Our Community with Health Literacy

At Covered California, we recognize that understanding health insurance is more than just choosing a plan –it’s about having the knowledge to make informed decisions that lead to healthier lives. That’s why this year’s open enrollment campaign, “Let’s Talk Health,” focuses on breaking down barriers and simplifying the complex language of health care.

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Dr. Monica Soni. Courtesy of Covered California
Dr. Monica Soni. Courtesy of Covered California.

By Dr. Monica Soni

Navigating health insurance can often feel overwhelming, especially for individuals and families who are new to the system or unsure about their options.

At Covered California, we recognize that understanding health insurance is more than just choosing a plan –it’s about having the knowledge to make informed decisions that lead to healthier lives. That’s why this year’s open enrollment campaign, “Let’s Talk Health,” focuses on breaking down barriers and simplifying the complex language of health care.

Health literacy is critical for achieving better outcomes, reducing disparities, and ensuring every African American and Black Californian — regardless of their income, ethnicity, or background — has access to quality care. By making health insurance simpler to understand, we empower individuals to access preventive services, manage chronic conditions, and avoid costly medical bills.

Breaking Barriers in African American and Black Communities
This year, “Let’s Talk Health” places a special focus on supporting African American and Black communities, where systemic inequities in health outcomes persist. These communities often face higher rates of chronic conditions and challenges in navigating the health care system. To address these disparities, Covered California partnered with trusted organizations to provide information, tips and resources.

In San Francisco, Andre Atkins, Director of Programs at Rafiki Coalition, led a dialogue with Dr. Kim Rhoads, Community Engagement Director at UCSF Helen Diller Family Comprehensive Cancer Center; Destiny Williams, Health and Wellness Program Manager at Rafiki Coalition; and myself.

These conversations play a vital role in the pursuit of health equity by sharing power and creating spaces where our community can learn, share experiences, ask questions and connect with advocates who work daily to understand their unique needs. Through these efforts, we reaffirm our dedication to fostering equity and inclusion in health care, ensuring that every voice is heard and supported.

Why Health Literacy Matters
Health literacy goes beyond understanding health care terms. It’s about empowerment. It equips individuals to make informed decisions, from choosing the right health plan to finding a provider to deliver preventive care and seeking mental health services. At Covered California, we provide tools and resources, such as side-by-side plan comparisons and financial assistance details, to ensure everyone can navigate their options confidently and access the care they need.

Taking the First Step
Whether you’re a student, part-time worker, family of four, open enrollment is your opportunity to prioritize your health and your future. This year’s open enrollment period runs from Nov. 1, 2024, to Jan. 31, 2025, and we’re here to assist you every step of the way.

Consumers must select a health plan by the Dec. 31 to receive coverage for the entire year, starting Jan. 1, 2025.

To find the plan that’s right for you, and take the first step toward a healthier tomorrow, visit CoveredCA.com and fill out the application yourself or put in your ZIP code and connect with a certified agent in your neighborhood who can guide you through your options. Together, we can break down barriers and ensure that all Californians have the tools to thrive.

Dr. Monica Soni, MD, is the Chief Medical Officer for Covered California, where she leads efforts in health equity, quality transformation, and clinical innovation. As a practicing board-certified internal medicine physician and health care leader with over a decade of experience, Dr. Soni is committed to improving affordability, access, and outcomes for all Californians.

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