We Believe in Real, Not Perfect. Help Us Shift the ‘Beauty’ Paradigm…


We Believe in Real, Not Perfect.
Help Us Shift the ‘Beauty’ Paradigm…

Real TJK Hair Stories

We believe in real, not perfect. We believe in being the very best version of yourself, not striving to be like anybody else. We believe in the beauty of imperfections and in loving the idiosyncrasies which make us individual. We believe in the power of YOU.

Because of this, we feel it is our duty to break the damaging ‘norm’ that currently exists in the media, particularly within the beauty industry, by showing our products on real people, in real life. Our past two campaigns have been all about this – first the WARRIOR INNOCENCE WILDERNESS series, where we explored the multi-faceted nature of what it means to be a woman with strong images of unedited millennials. Next was our Real Life TJK stories, showing genuine hair transformation from using our organic range. We’ve got lots more to come to support our mission and spread awareness that real is beautiful – that YOU are beautiful – but we’re not the only ones on this journey.

Many other brands out there are doing their bit to increase awareness that what we see in magazines, on social media feeds and on the TV is not always real. In fact, more often than not, it’s pretty fake. Whether through editing, cosmetic surgery or simply a selection of actors and models who do not represent the masses or show any diversity, we are all left wondering if we’re good enough, with the overwhelming response in our own thoughts coming in as a resounding ‘no’.

Results on Body Image report from the All-Party Parliamentary Group on Body Image revealed that the vast majority of those involved in the poll had an extremely negative view of themselves. It found that:

  • One in four of us are depressed about our bodies

  • Globally we spend £6.5bn on diet pills

  • The average age for girls to begin dieting is eight

And it’s not only women who are affected:

  • The number of men taking steroids had doubled over the past 10 years

  • After reading men’s magazines, half of young men feel bad about their bodies

  • One in five have taken protein supplements to ‘bulk up’

Findings like these demonstrate just how important it is to promote positive self-image. It is time to shift the paradigm and allow what is real and healthy and unique about us to step into the spotlight and change the skewed view of what beauty really is.


What can we do?

The first thing we must all do is educate and spread awareness, with a view to change attitudes and behaviour towards beauty ideals.

There are many ways of doing this, from setting a positive example as parents (which can only stem from self-love) to taking responsibility in your own area of expertise.

If you’re in the healthcare or fitness sector, promote healthy lifestyle not aesthetic quick-fixes. If you’re in the beauty industry, use your platform to share what is real. If you’re in the media, provide a balanced, diverse selection of images that show all wonderful shapes, sizes and appearances. If you can find a way to positively impact the way someone else feels about themselves, do it.

The next step is to bring this positivity into your everyday. The biggest changes always start small, so don’t just wait until you feel you’ve got a big audience – that may never happen! Instead, make sure that your contribution to the world is having a positive impact on those around you. Start by paying five people genuine compliments today, cease all judgement of others and try to only ever speak from a place of love.

But before you can do anything for anyone else, you must turn the focus inward. Understanding everything that makes YOU who you are is what is truly beautiful is the foundation for helping others see their own beauty. Love yourself, completely.