Be Naturally Free: Our Mission


We believe no young person should be held back from reaching their full potential. However, low self-esteem and anxieties over appearance keep young people from being their best selves, affecting their health, friendships, and even performance at school.

The JOSHICA BEAUTY Be Naturally Free, self-esteem project was created to empower young black women to love their natural hair and be confident with their natural beauty. 

Our mission is to ensure that the next generation of black girls grow up knowing how to care for their Afro-textured hair and have a positive self-image—helping black girls raise their self-esteem and realize their full potential. 

We are set to provide black girls with self-esteem education and partner with experts in the fields of natural hair and self-care to create a program of resources to help young women build a positive self-image, overcome self-image issues and be their best selves.