Berkeley

African American Bay Area woman successfully launches natural hair care collection in the middle of the Pandemic

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

Published

4 years ago

August 21, 2021

Isabelle Price

ILC Products

On June 10, 2021, 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, (Crown Act SB 188 Introduced in California by former Senator Holly J. Mitchell and signed into law on July 3, 2019 which prevents race-based hair discrimination and is currently on the ballot in 7 other 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 commented, “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 A D D + C L A R I T Y clarifying cleanser is a gentle, botanical, clarifying, sulfate-free deep cleanser containing Peppermint Oil and Rosemary Oil. The A D D + M O I S T U R E ™ hydrating masque is a botanical, nutrient-rich, luxurious, deep treatment with moisture-locking humectants. The A D D + S T R E N G T H™ 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. Joy Truth’s mission is simple and bold to help you “Be a Better You!”

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, CA, with her husband Neil, bonus son Jordan and their dog (Malshi) Zoe.

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Based in Berkeley, California, I Luv Curls is a company committed to the best results for your natural hair journey. In doing so, we educate and raise awareness of what textured hair needs, formulate and produce a necessary brand of Loving and Kind, Botanical, Ayurvedic, regimen driven hair care products that absolutely luv your curls! We transform your curl drama into a luv story. For more information, visit www.iluvcurls.com.

Press contact: Cindy Hill

Phone: (415) 715-4714

The Oakland Post’s coverage of local news in Alameda County is supported by the Ethnic Media Sustainability Initiative, a program created by California Black Media and Ethnic Media Services to support community newspapers across California.

Isabelle Price

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Bay Area

Progressive Missionary Baptist Church of Berkeley Celebrates 90th Anniversary

Dr. Earl C. Stuckey, Sr., who has served as Progressive Missionary’s pastor since September 1977, said the church also delights in the fact that it has hosted only five pastors in its 90-year history, including Pastors James E. Moore, H. A. Green, F. Douglas Farrell, and Edward Stovall, who served for 37 years.

Published

2 weeks ago

May 16, 2025

Oakland Post

Progressive Missionary Baptist Poster. Dr. Earl C. Stuckey, Sr., Pastor of Progressive Missionary Baptist Church in Berkeley with his wife, Kay Frances Stuckey.

By Oakland Post Staff

The Progressive Missionary Baptist Church of Berkeley is celebrating its 90th church anniversary on Sunday, May 18 at 10 a.m. at 3301 King Street in Berkeley.

The celebration will feature Pastor Darnell Manuel of the Union Baptist Church in Vallejo as guest speaker, along with many other special presentations.

Those who wish to share in Progressive’s history can purchase a 100-page full-colored souvenir book for $25.

The church boasts a number of notable people who either regularly attended or became members of the church since its inception, including former Alameda County Supervisor Keith Carson, Oakland mayoral candidate Loren Taylor, and one of the organizers of the Gospel Music Workshop of America, Helen J. H. Stephens.

Pastor Stuckey often remarks how longevity flourishes at the church — it boasts 13 centenarians (people who have reached 100 years or more). Currently, it has one centenarian who is still surviving, Mrs. Dorothy Chambers, and 14 members who have reached 90 years or more.

Recently, on Feb.17, the pastor and his wife Kay Frances, celebrated their 73rd wedding anniversary.

Oakland Post

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Activism

Faces Around the Bay: Author Karen Lewis Took the ‘Detour to Straight Street’

“My life has been a roller-coaster with an unlimited ride wristband! I was raised in Berkeley during the time of Ron Dellums, the Black Panthers, and People’s Park. I was a Hippie kid, my Auntie cut off all our hair so we could wear the natural styles like her and Angela Davis.

Published

1 month ago

April 28, 2025

Oakland Post

Karen Lewis. Courtesy photo.

By Barbara Fluhrer

I met Karen Lewis on a park bench in Berkeley. She wrote her story on the spot.

I got married young, then ended up getting divorced, raising two boys into men. After my divorce, I had a stroke that left me blind and paralyzed. I was homeless, lost in a fog with blurred vision.

Jesus healed me! I now have two beautiful grandkids. At 61, this age and this stage, I am finally free indeed. Our Lord Jesus Christ saved my soul. I now know how to be still. I lay at his feet. I surrender and just rest. My life and every step on my path have already been ordered. So, I have learned in this life…it’s nice to be nice. No stressing, just blessings. Pray for the best and deal with the rest.

Nobody is perfect, so forgive quickly and love easily!”

Lewis’ book “Detour to Straight Street” is available on Amazon.

Oakland Post

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Activism

Golden State Warriors Program Is Inspiring Next Generation of Female Engineers

Breaking down barriers and biases that deter young girls from pursuing STEAM subjects is essential for creating a level playing field and ensuring equal opportunities for all. By challenging stereotypes and promoting a culture of inclusivity and diversity in STEAM fields, experts believe young girls can be empowered to pursue their interests and aspirations without limitations confidently. Encouraging mentorship, providing access to resources, and celebrating girls’ achievements in STEAM are all crucial steps in creating a supportive environment that fosters success.

Published

2 months ago

March 23, 2025

Oakland Post

Front Row: UC Berkeley Steel Bridge Team Back Row: Girls, Inc. Participants. Photo courtesy of the Golden State Warriors.

By Y’Anad Burrell

The Golden State Warriors and e-commerce giant Rakuten are joining forces to inspire the next generation of female engineers through Building STEAM Futures, part of The City Calls campaign.

Organizers say the initiative is founded on the idea that science, technology, engineering, arts, and mathematics (STEAM) are crucial fields for innovation and progress, and empowering young girls to pursue careers in these areas is more important than ever. Studies consistently show that girls are underrepresented in STEAM fields, resulting in a gender disparity that limits potential and hinders diversity.

On Saturday, March 8, International Women’s Day, the Warriors and Rakuten hosted 20 middle school girls from Girls Inc. of Alameda County at Chase Center’s Above the Rim for a hands-on bridge-building experience. The young girls from Girls, Inc. of Alameda County had an opportunity to design, build and test their own bridge prototypes and learn the fundamentals of bridge construction from the Engineering Alliance and the UC Berkeley Steel Bridge Team.

This STEAM experience for the girls followed the first session in January, where they took a behind-the-scenes tour of the Golden Gate Bridge, learning about its design and construction from industry experts. The City Calls campaign, tipped off with the unveiling the Warriors’ new bridge-themed City Edition jerseys and court design earlier this year.