Our Story

At Elwinlondon, we create and elevate clean haircare and beauty standards, providing freshly-made products that are better for you and your hair. Breathe easy knowing we will never compromise on fresh and plant-based ingredients, cruelty-free practices, clean formulations, and ethically sourced ingredients.


After years of using products that left her hair dry, damaged, and dull, Muhga Eltigani decided to chop off her hair and start over. For six months, she committed to using only natural ingredients on her hair—foods from her fridge and the grocery store with names she recognized, like avocados, olive oil, coconut, baking soda, and even eggs. She found support through an online community of women like her, sharing recipes and ingredients on Youtube.

After six months, Muhga was amazed not just by the inches of hair growth, but how soft, moisturized, and healthy her hair had become. Her community transitioned from giving her advice, to ask her advice. Seeing the need in her community for fresh products, Muhga decided to share her recipes. Elwinlondon was born.

Since then, Muhga has grown Elwinlondon from a series of deep conditioner experiments in her Philadelphia kitchen to a rapidly growing team that is taking the beauty industry by storm. Much has been honored by Forbes 30 Under 30, Inc. Magazine’s 30 Under 30 in business, Business Insider, and Essence. Elwinlondon sells the only fresh, refrigerated hair products on the market while fostering a community of black women who share hair tips, encouragement, and stories with each other. Elwinlondon continues Muhga’s mission of self-love, as it manifests in natural hair care as well as body and self-image. 

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