- I'm almost 30 and I don't know how to do anything.
Not even my damn hair.
(upbeat music)
- Most of the time I have braids because it's just so easy
to wear them, walk outta the house and go.
I need a hair routine that is not something that I have
to bother with too much and that can fit
with my fast-paced lifestyle.
- My hair journey for like, the longest was very like
un-swaggy, like low buzz cuts, just like no style
just like a number one all the way across.
So this is like me growing my hair out from 2014 to now.
It's been really hard to find the right products
'cause you go to a store and like the ethnic section
is like, so tiny.
- So my hair journey has been really crazy
for the past 23 years.
My mom is Asian and my dad is black so my parents
didn't really know what to do with my hair.
So as a result I've just straightened it ever since.
- I had natural hair until I was 13
then I begged my mom to get a perm, whatever, hated it.
Then I realized while doing that I really just wanted
to have my natural hair again.
I've been using this stuff that I learned
from when I trying to take care of my hair in its
relaxed state and the things that I've learned from
trying to take care of my hair in its natural state.
- Let's see how it goes.
- My name is Cassidy Blackwell and I am the Director
of Brand Engagement at Walker & Company.
I started relaxing my hair when I was five years old.
Until one morning I woke up and I was just like, why?
My mom relaxed her hair at the time and she and I
would get into these arguments and I realized that
hair care, rather than bringing us together
was starting to divide us.
Form was really inspired by being able to speak to
people's individual hair care choices.
Whether you where your hair natural or braided
or straightened or all of those things and somewhere
in between, Form has something for you.
You said you like to wear your hair in twist-outs.
- Mmhmm.
- So this is called Twist,
it is your protective styling cream.
So this is what you're going to use to set your twists.
But you told me you wanna try
a wash-and-go for the first time.
- Yeah, I'm nervous.
- Okay, I'm also going to add in Define.
- I dunno.
(laughing)
- You went online and you took your form consultation,
So this is your complete form regimen.
So we start here with Clarify.
This is a detoxifying shampoo.
If you wear braids on a regular basis it can be hard
to get product in there, right?
So we have this needle-nose applicator so you can actually
apply it right at the root of the braid and help to
break up a lot of that build up.
When you heat-style your hair, we're going to have you
using Protect Heat Serum.
- For the first time ever! - For the first time ever.
- Your very first experience with a heat serum.
We picked for you is called, Revive.
Revive is great for processed hair which means anybody
who color treats their hair that
needs that extra dose of protein.
So we formulated it to have a ton of slip so it's
going to make de-tangling super--
- Need slip.
- We all need slip, slip is key.
- Need some slip.
I'm excited, so, we'll see.
- Great.
- So I washed my hair and I used the shampoo
for protective styles and the conditioner.
I gotta say, my hair feels so good.
- So I can already say the cleansing shampoo,
the smell is amazing.
It smells like really, like minty.
I really like that.
It's also like a very soft shampoo.
It doesn't feel heavy, doesn't feel thick already
so I feel like it'll wash out very easily.
(record scratching)
This is gonna be incriminating for my boys, I already know.
- Already I'm looking in the side mirror
and it looks like a little, like, more luxurious.
- I just worked out and my hair is holding up pretty well.
This isn't like half as frizzy as it would normally get.
- This feels so good.
- So I did a wash-and-go today, what do you think?
- It looks good, it looks good.
It looks a lot shorter than what it normally looks like
but I don't think that's bad.
- It's just conditioner and water.
- I think you killed it.
- My hair was really moisturized throughout the day
which is very, um, reassuring for me.
- I am a little nervous, but mostly excited to have such
big hair, it's looking really good.
- This is the, um, Form Polish pomade and (sniffs)
it smells (sniffs) super good,
all of 'em pretty much have like the same smell.
The consistency of it is...
Really smooth, creamy-ish,
and I'm really excited to do my hair
and look to see how it works out on it.
- So I took out my twists and this is what it looks like.
I'm pretty satisfied with this,
I can walk out of the door with this, I'm good.
(light piano music)
The week is up and my hair looks bomb.
I literally went through all of the products and
I have to say my favorites were the twisting cream
and I really like the spray.
When I used that with my braids it was like...
The photo shoot was special.
It just, it's weird you know, because it's just like,
a lot of my beauty styles were always kind of deeply
rooted in the fact that I was hiding my natural hair.
And so having this week to really wear it out
felt really great because I never really got to see
myself like that, I never really got to see myself
as I really am.
(shutter clicking)
(upbeat music)
- The Form products, they're pretty dope.
On day four I had to do the wash-n-go
and I was really nervous.
I dunno.
I dunno...
But it uh, it worked out.
The photo shoot was weird.
I'm not used to taking pictures of myself like that
so it was completely out of my element.
I usually don't see that with men, just you know, big smiles
while playing with my hair was really cool.
(shutter clicking)
- I am so excited, I learned so much about my hair.
Growing up with mixed hair it was such a hard and
emotional thing to deal with.
It really just kinda took me back to my childhood,
and I was like, if those pictures existed in ads
when I was growing up, I would've been more inclined
to wear my hair natural.
So I'm really exited about this pictures.
(shutter clicking)
- I really liked it.
Somethings worked for me but like, I will be honest
somethings didn't.
When I used the pomade it actually worked very well
for my hair, it was actually my favorite product
out of the whole line, but
that initial like, mmm, kinda was--
You know, it's kinda loose, might not work for me.
It definitely proved me wrong.
Growing up, like, I always was told that me being
African American, I couldn't dye my hair any color
I wanted to because it wouldn't look right.
And me seeing those pictures, in that light,
it just made me be like, I dunno why anybody would
ever think that a black girl couldn't have blonde hair.
(shutter clicking)
Being able to see everyone's different hair textures,
everyone's different coils, and to be able to see
how Form had different products and different
regimens that could help all of us
look so amazing was just great.
(shutter clicking)