Skin and hair care label Carol’s Daughter was once a staple in the arsenal of many naturalistas, but as other homegrown companies have flooded the marketplace, Carol’s Daughter seemed to be courting a more diverse audience. Now, the company is taking it back to its roots and reaching out to women considering “going natural” or those who are new to letting their natural tresses shine.

Recently, Carol’s Daughter released a teaser video for their new site, Transitioning Movement, which helps newly naturals “transition” out of their relaxer and into rocking the hair God gave them.

WATCH A PROMO FOR THE PROJECT NOW:

The site’s website tells readers they want to help women “get back to the basics of natural beauty” by helping the ditch their creamy crack addiction.

Carol’s Daughter describes the site as:

“This definitive online source on how to transition was founded on the idea that every woman should celebrate her own unique beauty. As women transition from relaxed to natural hair with protective styles, the big chop or long or curly grow-outs, we aim to support them as they brave the change with fun, informative and helpful features.”

While I think it’s great newly naturals have yet another resource, I wonder how having a major player in the hair care market will affect the thousands of upstart natural hair blogs from everyday women.