"Focused on scalp health and herbal ingredients to create purposeful hair care for locs."

Our Story

Crown Elements was created from one simple but powerful mission— to help people with locs experience healthy, buildup-free hair without sacrificing ingredients.

Our founder, Jocelyn Renee, began her own loc journey in the winter of 2012. Like many others, she was excited to watch her curly new growth transform into mature locs. But instead of setting a length goal, she set a different intention— to grow healthy, buildup-free locs.

That intention quickly met an obstacle.

When Jocelyn went searching for products made specifically for locs, she found beauty supply aisles filled with products for loose natural hair — detanglers, curl definers, and heavy creams — but very few that supported the unique needs of loc’d hair. Even worse, the products labeled “for locs” were often filled with ingredients that caused buildup and residue.

Those times of frustration became the spark for something revolutionary. 

As a Cosmetologist and Certified Loctician, Jocelyn began researching holistic remedies and formulating with botanical ingredients inside the salon. Through years of testing and refining, she created a collection of scalp-focused, lightweight, and buildup-free products made specifically for locs.

On January 5, 2017, the Crown Elements Collection launched online and has since helped thousands of people care for their locs with intention, integrity, and results.

Our Philosophy

At Crown Elements, we believe in loc care that honors both hair and scalp health.

Every formula is handcrafted with natural and organic ingredients, designed to be lightweight, residue-free, and effective for all stages of the loc journey.

We don’t chase trends. We create salon-quality, loctician-approved products rooted in the balance of science and nature— made to keep your locs clean, nourish your scalp, and support healthy growth.