A formula that works or a formula that’s affordable ?


According to research, the average adult makes at least 35,000 decisions every day! However, this data summarises that we all consistently try to make decisions which is best for ourselves without even being consciously aware of it.


So why are we explaining this? We now understand even more that many black women are unhappy because of the decisions they make regarding their scalp and hair, so we don’t want you to be one of them. How would you feel if you had to spend a lot of money on products that didn’t work?


Let’s tell you a story that we rarely share with anyone. It’s a story of a lady who gave up after spending money on several products that just simply didn’t work.


It all started in 2017 when she tested a friend’s newly launched hair straightener. The straighteners worked perfectly that she wrote a review in an online magazine. However, she made a big mistake by leaving the hair in that state for 4 weeks. During this time, she had paid little attention to her scalp and her hair refused to grow or go back to the natural 4c curl pattern.

Like many people, she started testing various products to retain moisture on her hair and grow it back. However, none of these products worked because they are not effective. At the end of the day, she realised that she has spent more money buying several products that don’t work. She also realised that ‘AFFORDABLE’ can be very ‘EXPENSIVE’.


Luckily for her, it was around the same time that the CEO of Midnight Roots, Ackeem Henry was conducting research using natural ingredients. His goal was simple. He needed something more effective than the products made with chemicals without the harmful effects that come with them such as the case of Eunice. He came up with 3 unique natural and organic ingredients and the result is our luxury H.G.E. formula.


Next, he presented the idea and she happily tested it for herself. After one month, she saw obvious improvements in the health of her hair. She is just one out of the several women who have enjoyed the benefit of our luxury H.G.E. formula. It helps restore hair to its natural state and more importantly, it retains moisture and promotes a healthy scalp.


When people wonder why we do not price our product the same way as others, the only question we have for them is - do they want a product that works or a product that is affordable? We’re asking you the same question now because ‘AFFORDABLE’ can be very ‘EXPENSIVE’.

Your hair is your beauty and you must pay careful attention to it. Not all products in the market are meant for your hair.

1 comment