About Us

I’m Bethany, a mum, a salon stylist with over a decade of hands-on experience, and the founder of Unapologetic X HSM. But before any of that, I was a young Black girl in the UK navigating a world where my hair and skin didn’t fit the beauty standards I saw around me. It took years of unlearning, healing, and embracing my natural beauty to realise this truth: there is power in loving yourself exactly as you are.

 

Unapologetic X HSM was born from that journey — a mission to create clean, high-performance self-care that honours our beauty, our uniqueness, and our softness. Our bestselling Liquid Gold Hair & Scalp Oil was developed from my years behind the chair, crafted to support real hair retention, promote scalp health, and nourish all hair types — especially those often overlooked.

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From our rich body butters to glow-enhancing lip oils and restorative bath salts, every formula is handmade with care, using skin-loving, ethically sourced ingredients designed to uplift, hydrate, and empower. This isn’t just skincare — it’s self-worth in a bottle.

 

Whether you’re resetting after a long day, rediscovering your glow, or learning to love yourself a little deeper — this is your reminder: You are allowed to take up space, to feel beautiful, to care for yourself without guilt.

 

This is luxury made for you. Real, radiant, and unapologetically yours.
 

As an ever-growing business with a passion for natural, sustainable self-care with a strong focus on customer care and satisfaction. As the business grows and our products expand so will this website.

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I would like to personally thank you for visiting my website, buying our products, and supporting the cause. This is just the beginning, watch this space!

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with love, 
Bethany
Founder and Owner of UnapologeticXHSM