Our Story

Built by a Scientist.
Born from Self-Love.

BLACK GIRL MAGIC  ·  SCIENCE  ·  HAIRCARE

Joyce "Lerato" Shale - She built her career in analytical laboratories — decoding the chemistry of crude oil, reading data that most people never see, and learning that the right knowledge changes everything. As a scientist in the oil and gas industry, precision wasn't just a skill. It was a way of seeing the world.

But there was one formula she couldn't find on any lab bench: the one for her own hair. Like so many Black women, she felt lost — overwhelmed by products that didn't work and a world that had long told her that her crown needed taming rather than tending. So she did what scientists do. She started asking better questions. She mapped her curl pattern, studied porosity, balanced moisture and protein — and slowly, beautifully, her hair began to thrive.

Leramino was born from that breakthrough. Created first for herself, then for every woman still standing where she once stood. It is Black Girl Magic meeting the lab — heritage meeting chemistry — a love letter to the women who deserve to feel at home in their own crown. Caring for your hair is an act of self-love. And self-love is the most powerful formula of all.