Alida Tchinda’s Fight for Natural Pride

In a global beauty industry dominated by images that prioritise conformity and Eurocentric ideals, a young Cameroonian entrepreneur is quietly reshaping the narrative. Alida Tchinda, founder of HERITAGE, has created more than just a natural haircare line; she has sparked a movement that redefines Afro beauty and reclaims pride in cultural identity. HERITAGE stands as both a business and a mission, fusing effective, affordable products with programmes that nurture women’s confidence and self-worth.

Alida’s inspiration emerged from a deeply personal journey. Like many African women, she had endured the social pressure that cast natural Afro hair as “unprofessional” or “unmanageable.” This perception, she noticed, ate away at the confidence of young girls, leaving them chasing products and styles that distanced them from their authentic selves. HERITAGE was her response. “I wanted to rebuild the pride and prestige that should naturally accompany our beauty,” she explains. “It’s about reconnecting with our roots in every sense of the word.”

The brand’s products are rooted in nature and cultural heritage. Formulated with locally sourced ingredients, HERITAGE’s range, featuring favourites such as Crazy Pousse Oil, Black Rain Shampoo, Pure and Perfumed Shea Butters, Avocado Oil and Coconut Oil is 100% natural, biodegradable and free from harsh chemicals. Yet Alida is quick to emphasise that HERITAGE is more than products. Every purchase supports the “Racines et Beauté” programme, an initiative that gifts young girls with haircare products and invites them into conversations on identity and self-love. For many, it is the first time their natural hair is celebrated rather than questioned. “Every queen deserves to be valued for being different,” she says.

The programme has already made a tangible impact, reaching 50 girls so far while creating ripples through schools, social media and community groups. Each gift is accompanied by dialogue, honouring the history of Afro hair while challenging outdated beauty standards. HERITAGE also partners with salons, pageants and community events, ensuring its message reaches wider audiences. In this way, Alida’s vision extends beyond individual transformation to influence cultural norms at large.

Sustainability is another cornerstone of HERITAGE’s mission. While the brand already leads with natural, environmentally safe formulations, its founder is transparent about the road ahead. “Our next milestone is eco-friendly, recycled and refillable packaging,” she notes. “We are seeking partners who share our vision of accessibility without compromising sustainability.” By acknowledging this as a journey rather than a marketing slogan, HERITAGE sets itself apart in an industry where “green” claims are often vague or superficial.

The impact of HERITAGE is steadily growing. More than 300 products have already been sold and with every sale comes the reinforcement of a social enterprise model where profit supports purpose. The revenue generated enables HERITAGE to expand its outreach, run workshops and build a brand presence both in Cameroon and online: https://take.app/heritageboutique. With physical stores already open in Yaoundé, Douala and Bafoussam and an online boutique available, HERITAGE is laying a foundation for growth that could easily scale across the continent and the diaspora.

Alida’s vision is ambitious and expansive. She imagines HERITAGE becoming a globally recognised symbol of Afro pride and holistic empowerment. Plans are in motion to open ancestral beauty studios where traditional African hairstyles can be revived, celebrated and made prestigious once again. She is open about the support needed funding for machinery, investment for marketing, partnerships with pageants and media outlets and access to grants and scholarships.

Plans are in motion to open ancestral beauty studios where traditional African hairstyles can be revived, celebrated and made prestigious once again.

HERITAGE is a declaration that African beauty standards deserve to stand tall and visible on the global stage. It is a reminder that economic empowerment and cultural dignity can be intertwined. In the words of its founder, success is not measured solely in sales figures but in the confidence restored to women and girls who, with every bottle of oil or bar of shea butter, are reminded that their natural beauty is enough.