Pacaiba is a hair care brand created for curly and wavy hair, with clean ingredients and island vibes.

The founder lives in London, UK and conceived of the project during lockdown in 2020, inspired by the idea of escape and a gentle space to be herself. Pacaiba partnered with brand studio Aligned Design Co. to envision a brand world that would evoke a feeling of freedom – a sense of self-expression through letting your hair do its own unique and beautiful thing.

They launched in spring 2023 with two products – The End of Harmattan Hydrating Hair Masque and By the Last Light Overnight Hair & Scalp Oil. The products are named after the founder’s experiences growing up on coastal west Africa where slow living was the way.

The packaging tells a compelling story through minimal design, soft colour and thought given to texture, so that the customer feels enveloped in the Pacaiba world.

There’s a quiet luxury to the brand that supports the vision of self-acceptance and self-care, built through atmospheric photography, elegant lines and a stripping-back of unnecessary frills. The brand’s logo, illustrations and colour palette all draw inspiration from a dreamy island escape – think earthy clay and rust tones through to gentle sand and wispy sky blue.

The team travelled to Ibiza to capture the photography that really brings the brand’s vision to life – a natural vibe that honours the island landscape, in keeping with the theme of embracing your own personal and organic sense of beauty. Luxe, serene, natural.