About Us

Teal logo reading “Essence of Natural Beauty” with orange accents and “Supply Store” below

About Us

Always Celebrating Natural Beauty

Rooted in Care. Built for Community.

We’re a Black- and woman-owned beauty supply store committed to serving Ames with love, intention, and expertise. Since 2019, we’ve treated every customer like family—whether you’re coming in for braids, beard care, or your child’s first hair accessories. We focus on natural textures, protective styles, and real solutions that uplift your look and your confidence.

Woman braids another woman's hair in a salon with turquoise walls, both smiling.
Woman braids another woman's hair in a salon with turquoise walls, both smiling.

Proud Member of the NAACP

Essence of Natural Beauty is proud to be part of the NAACP and its ongoing work to advance equality, opportunity, and community empowerment. As a Black- and woman-owned business in Ames, Iowa, we believe beauty is more than appearance—it represents confidence, culture, and connection. Through our products, services, and community involvement, we remain committed to creating a welcoming space where every customer feels seen, valued, and celebrated.

About Us

Committed to the Beauty You Deserve

With over 5 years of experience, we specialize in wigs, braiding, and premium hair care products, offering both trusted brands and locally made gems. Our services are crafted with skill and care, always done right the first time.

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Questions and Answers

Real Questions, Honest Answers

Get clear answers about our services, products, hair types, appointments, and everything you need to know before your visit, start to finish.

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  • Do I need to book an appointment for braiding services?

    Our reputation for braids and locs in Ames is built on expertise, quality, and a true appreciation for natural beauty. People trust us for braids and locs because we use only the best products and techniques, ensuring our clients leave feeling confident and beautiful every time. Our talented team specializes in various braids and locs styles, from protective braiding to creative loc installations, making us a go-to destination for anyone seeking professional care. We celebrate diversity and individuality, and our welcoming environment makes every visit enjoyable. Clients keep coming back for braids and locs because of our attention to detail and commitment to healthy hair. Additionally, we also support the local community, making us a favorite spot for braids and locs treatments. Our dedication to providing a personalized experience has gained us a loyal following. Ready to experience what everyone is talking about? Book your appointment with us today and let us create the perfect look for you, whether it's braids and locs or another style that suits you!

  • How long does braiding usually take?

    If you are searching for the best braids and locs in Ames, you will find expert stylists, a comfortable atmosphere, and a wide range of services at our salon. We focus on healthy hair care while delivering stunning results for every style and texture. Our team stays updated on the latest trends and offers customized recommendations to suit your needs. Discover the difference at our salon by scheduling your visit. We invite you to book your appointment and see why locals trust us for their hair care needs.

  • What types of hair do you carry?

    We carry a wide range, including human hair, synthetic braiding hair, wigs, and extensions—available in various textures, lengths, and colors.

  • Are your products suitable for natural and textured hair?

    Absolutely. Our entire selection is curated specifically for natural, curly, coily, and textured hair types.

  • Can I shop without getting a service?

    Yes, you’re always welcome to browse and shop our full range of beauty supplies with or without an appointment.