MIYORA: Where Innovation Meets Textured Haircare
Say hello to MIYORA. Your new favourite haircare brand. Don't just take our word for it—get to the root of it.
MIYORA brand campaign shot. Image via Press.
In an industry saturated with promises, buzzwords and overcrowded shelves, textured haircare remains structurally underserved across multiple communities. For example, within Black haircare—one of the most visible segments of the textured hair market—Black British women represent just 2% of the UK adult population, yet account for around 10% of total haircare spend. Equally, the Black haircare industry contributes approximately £168 million to the British economy each year—excluding the wider textured haircare market.
That snapshot points to a deeper issue affecting the wider textured hair category: a space where demand is high, but clarity, access and trust have historically been low. Research highlights a market shaped by fragmented retail experiences, limited tailored education and a lack of consistent brand accountability—leaving consumers with textured hair to navigate product discovery largely through trial, error and word of mouth.
MIYORA emerges from the evolution of Pretty Basics (the founders' earlier creative and conceptual platform exploring beauty, identity and textured haircare), now reimagined into a more structured, product-led brand.
The moment we log onto Zoom, MIYORA's mononymous founders—Mehmet, Emmanuel and Anwar—are already mid-flow: cracking jokes, bouncing ideas between them and moving with the easy synchronicity of a three-headed dragon. That same sense of clarity and alignment carries into the product itself.Built on scientific rigour, storytelling and essentialism, the debut formula brings together the essentials of a haircare routine in one sulfate, paraben and silicone-free product.
As the brand develops, MIYORA is built around long-term thinking—treating community, culture and conversation as central to the brand. In addition to creating a unified product ecosystem, the MIYORA crew are actively interacting with the settings and target audiences for their work, creating a brand that transcends the bottle. On a drizzly Wednesday morning in London, The Culture Crypt sits down with the MIYORA team to talk all things hair.
The Culture Crypt: Tell us about where your relationship with MIYORA and haircare begins.
Mehmet: "I joined MIYORA at the same time as Emmanuel and Anwar, about a year and a half ago. I was born in Turkey and moved to the UK when I was five. My professional background is in asset management and capital raising for asset managers. I've also had experience working on marketing events."
Anwar: "I grew up in Peckham with five sisters and I've always had a really close relationship with them, which naturally drew me into skincare. When I started working full-time, I was responsible for buying haircare products for all of us. I also studied engineering at Warwick and developed an interest in product formulation. I started mixing samples and MIYORA began with the three of us coming together to explore this further."
Emmanuel: "I grew up with a mother who mixed oils and my brother started a cosmetics brand which I helped him grow, managing logistics from the start. That experience has been invaluable."
“Community is a significant strength for us. Our circle of friends includes entrepreneurs, directors, producers and agency heads. Being part of these communities has taught us that community is vital for brand growth. We pay attention to what people want from our products and content and our in-person events help to strengthen these connections.”
With Mehmet focused on the creative side and Anwar and Emmanuel handling logistics and operations, how do those roles complement each other?
Mehmet: "Great question. We're really in sync, so it feels quite effortless between us. We actually hosted a seminar around our brand pillars to make sure we were aligned on how MIYORA operates. For us, it's shaped by how we engage with people and the experiences we create around the product. That goes beyond just the formula—it includes service too, like how easy it is to buy, receive and use MIYORA, from delivery to unboxing to support. It's about building a proper two-way relationship with our customers."
The leave-in conditioner is free from sulfates, parabens and silicones. Why was this the starting point for MIYORA and what determines what makes it into your formulas?
Anwar: "We take a one-product-at-a-time approach. The leave-in is a foundation in any routine. It's versatile and gives us space to introduce MIYORA's thinking in a clear, intentional way. It made sense as a first step because it works across wash-and-gos, styling and moisture-led routines."
Mehmet: "Each product has a primary function and a secondary benefit. In this industry, buzzwords often lead the conversation. We start with clarity and build from there. Transparency builds confidence, so everything we make is defined and purposeful from the outset."
What do you want someone to feel the first time they use MIYORA?
Emmanuel: "Consistency—in performance, texture, scent and experience. Something that integrates naturally into their routine.
Mehmet: "Confidence. Knowing what they're using and why it works for them. The haircare space can be noisy and confusing. We want people to understand their hair better through MIYORA and feel more informed and in control after using it."
Can you walk us through your film-inspired marketing campaign?
Emmanuel: "We want our work to create belonging, not just attention. A lot of established brands are staples, but the connection can be surface-level. We're focused on building campaigns that feel culturally aware and emotionally grounded, drawing from shared experiences and identity."
Mehmet: "When you watch a great film or listen to a great record, there are layers you don't catch immediately. We build that into our work. In the launch film, even small details—like language choices or references to the old brand—are deliberate. For some, they're subtle; for others who've followed the journey, they land differently. That depth is important to us."
What does success look like for MIYORA over the next 12 months?
Emmanuel: "We want MIYORA to be recognised as a brand defined by high-quality haircare."
Anwar: "We think long-term. The focus is on building a considered product ecosystem where each release connects back to the leave-in and to each other. Every launch should feel intentional and reinforce what MIYORA stands for."
Stay up to date with MIYORA on their social media here.