Knowing The Difference Between These Two Terms Can Save Your Hair!

Knowing The Difference Between These Two Terms Can Save Your Hair!

We have all seen the terms either MOISTURIZING and HYDRATING on almost every natural hair care product on the market right now.....but did you know that there is a major difference between the two? 

When it comes to natural hair we all say "my hair lacks Moisture", believing that moisturizing is what makes your hair soft, manageable and healthy. The reality of it is, some moisturizing products can actually cause your hair to be dry and brittle. The reason is this, 'moisturizing products' are designed to lock existing water into the hair strand. This means that it's designed to build a layer onto your hair strand that traps water in. What it also does is trap water or other hydrating ingredients from fully entering the cuticle as well. For example.....Baby Oil (Mineral Oill) and Petroleum Jelly are two moisturizers. They can keeps our skin from drying out and becoming ashy. The instructions on baby oil indicate that it is best applied directly after showering. This is to lock the water into the skin before it evaporates. If you run water over your skin after applying the oil,the oil repels it. The water is the HYDRATOR and the baby oil is the MOISTURIZER. Moisture locks in Hydration. Just as in drinking water, water goes inside of the body and is a hydrator. The same concept applies to hair.

When you apply too much MOISTURE to your hair, while you may be locking existing water in, you may also be locking everything else out. What you may find is that your hair feels amazing when it's wet but when it's dry it becomes stiff and unmanageable again. Once this happens, even ingredients that are generally able to penetrate the hair strand are unable to fully penetrate the strand because of the layer left behind from the product used.

I'll share a personal experience; one day after washing and conditioning with a random product, I found that after my hair dried, it was hard. I spent an entire week trying to spritz with water and added additional products that normally give my hair life, to regain softness with no success. My hair stayed dry and hard the entire week. When my wash day came around I was happy to go back to my normal routine and return to my own products to recover the soft hair that I am used to. I attempted to wet my hair by putting my head under the running water. To my amazement, my hair would not become wet; it was still hard and mostly dry even under running water. It took maybe a full 5 minutes of trying to wet my hair until the water was able to penetrate my cuticles and rinse the moisturizing agent off of my strands. Further more, it took two separate days of conditioning with my hydrating products for my hair to be restored. If it did that to my hair, imagine how it must have also done the same to my scalp, clogging the follicle and preventing healthy hair growth.

With that said, its important to pay attention to the ingredients in your hair care products. Thicker products tend have a lot of moisturizing properties due to the amount of waxes or other substances used. Now this isn't all bad, but water alone isn't enough to thoroughly hydrate your hair before the moisturizing process begins. Its important to understand which ingredients serve as a hydrator and can penetrate the hair strand; and which ones serve as a moisturizer. For example, using products with strand penetrating oils like avocado, olive and coconut oil are great for hydrating your hair. Hydration is an essential component in having healthy hair. For this reason, we formulate our conditioners to provide an enormous level of hydration and a moderate level of moisture and our Intense Hydrating Potion is designed to provide the highest level of hydration to your hair and scalp and just enough moisture not to overload your hair but enough to seal the water and oils in, naturally. This is the reason is keeps hair soft and hydrated for so many days without having to apply any addition product.

The Bottom Line: Don't be fooled by these misleading terms. Assess your hair needs and shop smart. Pay attention to ingredients. Don't let the idea of what you think moisture is to sabotage the success of your hair journey. The right balance is the key!

FOOD FOR THOUGHT: If the ingredients in a deep conditioner have no ability to penetrate the hair strand is it really DEEP conditioning?

Ok good people, until next time, stay beautiful and keep those strands hydrated! 


Tracy Golbourne
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Curls To Die For!

It's been a while since our last post but we had to bring you this vital information. As we move along in this Natural Hair Journey, one of the most common thing we notice is women on a hunt to achieve the perfect curl. This led me to researching some ingredients. What I found not only stopped me in my tracks but also gave me quite a fright.

Many of the ingredients were found to be highly hazardous resulting in illnesses from Cancer to Kidney Failure. One ingredient, however, stood out to me in a major way. This ingredient is Methylisothiazolinone, which is a strong preservative widely used in personal care products, not limited to hair care. In fact, I was actually able to find it in a few personal care products I have in my own home. 

Methylisothiazolinone is known to cause Cell Damage, Nerve Damage and is also an Irritant when used in high concentrations. This led me to think about all the women using products containing this particular ingredient to refresh wash and go's on a daily basis. This would mean that the concentration of this ingredient quickly accumulates with each use. I then thought about the many women who complain about their lack of hair growth. 

One very important fact to know about hair is that it is the fastest growing cell in your body, which is why people undergoing Chemotherapy lose their hair, as Chemotherapy is designed to attack rapidly growing cells, but let's stay on topic. If Methylisothiazolinone is damaging cells, could this be why so many women don't see the amount of hair growth as they should? Could this cell damage be the culprit for hair loss? Most likely so!

The most disturbing part is that we are doing it to ourselves. Ladies, let's be smarter about what we expose ourselves to. It is said that when we know better we do better. Challenge yourself to look at the ingredient list on the items that you purchase and ask yourself, would I use this on my children? If the answer is no, then put it down.

Are you willing to die for the perfect curl? I would hope not. 

Yes, having beautiful hair is very important but it can be achieved using products with natural ingredients. At For.ti.fy'd Naturals, we pride ourselves on providing you with highly effective products using natural ingredients. In fact, the preservative used in our products is Wholefoods certified, combats hard water and is safe.

Food For Thought: The Opposite of Natural is Un-Natural

Looking for the perfect curl? Do you need amazing style definition? Try For.ti.fy'd Naturals Intense Hydrating Potion. Not only will it give you amazing curls and beautiful definition but it will also give you instant hydration and help prevent breakage. Trust, it will not disappoint!!!


Ok Dolls, until next time.....Stay Beautiful!


Tracy Golbourne
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Retain More Length And Have Fuller Hair With 4 Simple Steps!

For most naturals, our goal is to have longer, thicker hair....right? We buy all types of products that we can use to enhance our hair growth and yes, while certain ingredients in the products may indeed contribute to hair growth; there is one thing that we all do that is preventing us from achieving optimal length retention and that thing is Over Detangling (too much manipulation). Most naturals wash routine goes something like this- wet hair in sections, apply a cheap conditioner to detangle and pull out shredded hair, maybe pre-poo, then shampoo, then deep condition and detangle, then use a regular conditioner to follow and slightly detangle again. After your done washing and conditioning you put in you leave-in conditioner and do what, detangle again. Mind you, you still have to style. All the while you are losing hair due to breakage in each step because your hair is its weakest when it's wet. 


Step 1- Start off by parting you hair in large sections and make some chunky twists (WITHOUT DETANGLING).

Step 2- Apply shampoo to the scalp and use the pads of your fingers to gently clean your scalp. The residue of the shampoo will run down the length of your hair cleansing your hair (repeat if necessary).

Step 3- Next, apply your deep conditioner, preferably For.ti.fy'd Naturals Reconstructing Deep Conditioner, ensuring that you have saturated each twist then cover with a plastic cap for 15-20 minutes allowing it to absorb into each strand to hydrate, strengthen and repair any damage.

Step 4- Right before rinsing is when you will detangle. Your hair will be so soft that the comb will glide right through it and all that will come out is your shed hair.

You will certainly notice the difference in the amount of hair loss when compared to your regular routine. Besides keeping more hair on your head, you will save tons of time and also use much less product which really only causes build up preventing other products from penetrating your cuticles anyway.  It's an uncommon method but it works like a charm. Additionally, you'll be saving money by not having to buy additional products for the steps you have eliminated. Let's be honest, if you have to add additional ingredients to a conditioner in order for it to work then it isn't the right product for your hair. 

Be sure to check out For.ti.fy'd Naturals products to help you on your journey! 

Ok dolls.....Until next time, stay beautiful!


Tracy Golbourne
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Identifying REAL Organic Unrefined Shea Butter

In an effort to get each of you to your optimal hair health and growth potential, it's important to shed light on things that can possibly be a hinderance. Now, we all already know that Shea Butter is a staple in most naturals hair regimen. But is what you're using really Shea Butter? I grew up knowing Shea Butter to be yellow and hard with a gritty texture. What I found as an adult is that the butter I just described isn't Shea Butter after all, it's actually African Butter. Although they have similar properties, they are not even from the same tree. So, where did this confusion or misleading information come from? The answer is simple, Europeans and Western marketing strategies to accommodate the high demand for Shea Butter. The idea was to make the consumer believe that the color of Shea butter was yellow so that if supplies ran low they could easily substitute it with African butter and YOU, the consumer, would be none the wiser. What this means is that ACTUAL Shea butter is sometimes sold with a yellow dye and additives so that the consumer will not be able to distinguish the difference. The issue with this is, those additives diminish the benefits of the Shea Butter. It may still have the softening effect however, the vitamins, minerals and healing power is diminished. Needless to say, it can not be called organic.

REAL Raw Shea Butter is naturally ivory or even sometimes grayish in color (not white). Its texture is somewhat creamy/pasty. It contains vitamins and minerals such as vitamins A and E as well as fatty acids. Because of the nutrients it possesses, it's actually great in promoting hair growth. It is also extremely moisturizing and has anti-inflammatory and also anti-aging properties. 

So, the next time you decide to purchase Shea Butter, be sure that it's really Shea Butter that you're getting, otherwise you're getting ripped off and not getting the full benefits of a really great ingredient that can improve your hair health and increase your hairs length.  

Fortify'd Naturals ONLY uses 100% Organic Raw Shea Butter from Ghana in all of our products!!!! 

Ok dolls, until next time....stay beautiful!


Tracy Golbourne
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As we embark upon a new year, it's time to get serious and get our hair to the lengths that we desire for it to be. With that said, we need to address the issue from the root.....the scalp.

So often many of us deal with scalp conditions that may be hindering our hairs growth potential, feeling as though there isn't anything you can do about it. The truth is, there's actually a possibility that we ourselves contribute to these ongoing conditions, dandruff being the most common.

Did you know that the fungus that is most commonly the cause of Dandruff is called 'Malassezia'? Did you know that this fungus lives in our scalps ALL the time? In fact, this yeast like fungus, when  overgrown will feed on the sebum, the wax that naturally secretes from our scalp, resulting in a rapid death of cells. At this point the body's natural defense is to create more sebum which then attaches to the dead cells. This results in the flakes and irritation we know as dandruff

We often try to remedy dandruff by shampooing more frequently; most often with shampoos that are too harsh for our scalp. Alternatively, we may add heavy petroleum based products to our scalps or we may scrub our scalp, either with our nails or a scalp brush. By doing these things we are actually worsening the problem. By over shampooing with harsh chemical based shampoos causes the body once again produce more sebum in an effort to rebalance itself, which gives the fungus more to feed on thus causing the rapid death of cells. Heavy petroleum based products actually clog the pores causing the same effect as over shampooing. Scratching the scalp either with finger nails or scalp brush is even worse because, if using your nails, you are introducing new bacteria to an already infected and irritated scalp; even with a brush, you are throwing off your scalps balance.

How Do We EFFECTIVELY Treat The Problem

  • One of the first things you can do is try not to shampoo more frequently than every 7-10 days.
  • Shampoo with very mild soaps, black soap is a great choice.
  • Use Apple Cider Vinegar to rebalance your hair and scalps PH  after washing (1 part ACV in 2 parts water)
  • Avoid petroleum based products, rather use Tea Tree Oil, Coconut Oil, Castor Oil (and others) or products containing them which have anti-fungal or antibacterial properties which will help combat the reoccurrence of dandruff.
  • DO NOT SCRATCH YOUR SCALP. Be gentle with you scalp. While washing, gently use the pads of your finger tips to massage the scalp. This should also be done when the scalp is itching.

Did you know that all of our products have ingredients in them that help combat dandruff and also relieve the irritation as a result of dandruff.

Try our Hydrating Leave In which is formulated to create and maintain a sanitary environment for optimal scalp health which will result in faster hair growth as it hydrates your hair and scalp naturally.

Also try our Growth Enhancing Moisture Therapy; enriched with Chamomile Flower extract which aids in relieving irritated, itchy scalp while also having other extracts that stimulate hair growth, like Linden Flower Extract and MSM powder.

We hope that you will use this information to help you along in your hair journey in this new year.

Until next time Dolls.......Stay Beautiful!!!

Tracy Golbourne
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Over Conditioning

We are so glad to be a part of your hair journey. We work tirelessly to create products with ingredients that truly nourish and moisturize your hair allowing you to achieve your optimal growth and length retention. 

Because your hair health is our priority we will periodically post tips, valuable information and yes, product discounts that will aid in your journey. We realize that one of the biggest issues naturals have with their hair is a lack of knowledge, after all, for some this is the first time experiencing your natural hair. While it does take some patience, with knowledge and really good products you will be well on your way to your healthiest, flourishing head of hair.

Hair Tip of the Day- Do Not Over Condition Your Hair!

Over conditioning is something that many naturals do on a regular and consistent basis, thinking that it's the best way to get the moisture that their hair needs. This couldn't be further from the truth. A good conditioner will be worth the money you pay for it and should do its job within 15-25 minutes tops. Leaving your conditioner in much longer than that can and will eventually cause the weakening of the strand which can result in breakage. Our hair is made of protein. When we over condition our hair loses protein causing you to have spend more money to get a protein treatment to replenish the loss. And that's definitely not our goal, is it? So the next time you find yourself considering leaving your conditioner in for a long period of time, think twice. Besides, wash day should not consist of an entire day of conditioning. 


Stay beautiful dolls......until next time.

Tracy Golbourne
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