Ameenah Cheryl — Rich Roots Dialogue

The Rich Elements Range

Haircare should begin with understanding your hair.

Rich Elements is a small range — shampoo, leave-in, butter and oil — created to support healthy haircare practices. We would rather teach you how your hair works than sell you a shelf of products.

Explore Rich Elements
The Rich Elements range: shampoo, leave-in, butter and oil

The star ingredient

Sea Buckthorn Oil

At the heart of the Rich Elements Range is Sea Buckthorn Oil — a richly coloured botanical oil naturally containing fatty acids, carotenoids, tocopherols and other antioxidant compounds.

Selected as a signature ingredient within the range, Sea Buckthorn Oil complements formulations designed to support softness, conditioning and the overall feel and manageability of textured hair.

  • Naturally contains a range of fatty acids
  • Contains carotenoids and tocopherols, including forms of vitamin E
  • Helps support conditioning and softness within cosmetic formulations
  • Complements formulations designed to reduce dryness and improve manageability
  • Suited to the nourishing, moisture-conscious philosophy behind the Rich Elements Range

The range

Four elements. One routine.

Cleanse, hydrate, seal, nourish — in that order. Every product includes what's in it, why, and how to use it.

Cleanse

Shampoo

A gentle cleanse that respects the scalp and keeps moisture in the strand.

Ingredients
Gentle plant-derived cleansers · Aloe · Botanical extracts
Benefits
  • — Removes build-up without stripping
  • — Supports scalp health
  • — Prepares hair for moisture
How to use
Focus on the scalp, massage gently with fingertips, rinse thoroughly. Follow with leave-in.

Hydrate

Leave-In

Water-based hydration to soften, detangle and set the foundation for retention.

Ingredients
Water · Humectants · Light conditioning agents
Benefits
  • — Adds and holds moisture
  • — Eases detangling
  • — Reduces breakage
How to use
Apply to damp hair in sections. Detangle from ends to roots.

Seal

Butter

A rich butter to seal in moisture and protect the ends of the hair.

Ingredients
Shea butter · Mango butter · Nourishing oils
Benefits
  • — Seals moisture
  • — Protects ends
  • — Adds softness to protective styles
How to use
Use a small amount on damp, moisturised hair — especially the ends.

Nourish

Oil

A light oil blend for scalp massage and sheen.

Ingredients
Jojoba · Castor · Black seed oil
Benefits
  • — Supports the scalp
  • — Adds sheen
  • — Softens the strand
How to use
Warm a few drops between palms. Massage into scalp or smooth over hair.

Available through CRC

This unique, hand-formulated, high-end haircare range is available as part of the Crown Restoration Challenge (CRC) programme and can only be purchased alongside the programme.

The Rich Elements Range has been designed to complement the hair education and practical Crown Care taught throughout CRC — connecting product use with knowledge, consistency and a deeper understanding of your own hair.

Ready to begin your Crown Restoration journey?

Join the Crown Restoration Challenge

Haircare education

Know your hair before you treat it.

Hands applying oil to a parted, coily scalp

  • Haircare education

    Understanding your hair — its texture, porosity and needs — before reaching for a product.

  • Hair maintenance

    Routines that fit your real life, not a routine you feel guilty for failing.

  • Scalp health

    Healthy hair grows from a healthy scalp. Cleansing, circulation and rest matter.

  • Moisture retention

    Coily and curly hair loses moisture easily. Layering water, hydration and sealing helps it stay.

  • Hair science

    The hair shaft, the cuticle, protein and moisture balance — explained simply.

Inside and out

Products change the strand. Crown Work changes the relationship.

Explore Crown WorkJoin the 8-week challenge