Electra S. Ward, the African American Founder and CEO of Mysteek Naturals, the clean and chemical-free temporary hair color brand, is celebrating 10 years in business, an upgraded formula, expanded product offering, and upcoming placement in 350 retail stores across the country.
Originally created to provide women with a safer alternative to traditional hair color, her company offers a cream-based temporary hair color designed to deliver vibrant results without bleach, ammonia, or harsh chemicals. The brand has built a loyal customer base by addressing a common gap in the beauty industry: the lack of expressive color options that do not compromise hair health.
The brand has recently introduced several product improvements based directly on customer feedback, including larger jar sizes, a smoother and more spreadable texture, richer pigment with less transfer, and an even cleaner formulation. The updated formula is now fully halal, vegan, and free from dyes, bleach, ammonia, and other harsh chemicals.
"This version of Mysteek was built with intention," said founder Electra S. Ward. "Every change came from listening to what our customers asked for and what they deserved."
Ward made the decision to pause the brand's growth to reformulate and rebuild the product from the inside out. Rather than rushing to market, the company focused on improving both the performance of the product and the integrity of the brand.
"I could have kept selling what already worked," Ward said. "But my customers trusted me, and I wasn't going to ignore that."
As part of its next phase, Mysteek Naturals is expanding beyond direct-to-consumer sales and into retail distribution. The brand is slated to launch in 350 stores nationwide, marking a significant milestone while maintaining its strong connection to its core customer base.
The relaunch reflects a broader shift in consumer behavior, particularly among women seeking products that align with both self-expression and hair health. Mysteek Naturals provides a flexible, damage-free color solution that allows users to experiment without long-term commitment or risk.
"This isn't a comeback," Ward added. "It's a correction done right."
The products are available online at MysteekNaturals.com, with retail availability expanding throughout 2026.
About
Mysteek Naturals is a clean beauty brand specializing in temporary hair color products designed for vibrant expression without damage. Founded by Electra S. Ward, the company focuses on creating safer alternatives to traditional hair dye while empowering consumers to experiment with color freely and confidently.
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For press inquiries, contact info@mysteeknaturals.com