About Us

A Leading Force in Caribbean Hair Care

Dedicated to Hair Care Since 1993

IRBC Company Ltd. has been a leading force in the Caribbean hair care industry, committed to delivering high-quality products through its flagship brand, African Roots.

With a focus on inclusivity and innovation, African Roots has been carefully crafted to cater to all hair types, offering a range of solutions that nourish, protect, and enhance both natural and chemically treated.

As part of IRBC’s dedication to excellence, African Roots benefits from decades of research, development, and a strict Total Quality Assurance System. This ensures that every product reflects the highest standards of consistency, integrity, and environmental responsibility, adhering to the regulations set by Trinidad and Tobago.

From our headquarters in Williamsville, Trinidad, we produce a wide array of shampoos, conditioners, treatments, and styling products, tailored to meet the needs of diverse hair textures and styles.

At African Roots, we understand that no two heads of hair are the same!

That’s why we offer a wide range of products designed to meet the needs of every hair type, from tight kinks and coils to loose waves and curls.

Whether you’re restoring moisture to dry strands, repairing damage, or defining curls and coils, our products provide the targeted care your hair deserves. From nourishing shampoos to deep conditioners and rich moisturizing oils, African Roots has a solution for every texture, ensuring that your hair looks and feels its best.

Part of the IRBC Family

As part of the IRBC Company Ltd. family, African Roots benefits from a legacy of innovation and excellence shared across our sister brands:

SAR: Your go-to for everyday hair care essentials.

Nu Innovation: Advanced solutions for specialized hair care treatments.

Amante: A professional line trusted by salons and stylists.
With over 45 different product varieties available under these brands, we provide a diverse selection that caters to a wide audience.

Our Brands, Your Perfect Match for Hair Care

Our collection spans everyday essentials, specialized treatments, and professional-grade products, ensuring the perfect solution for everyone.

Whether you’re looking to enhance your daily routine, address unique hair challenges, or achieve salon-quality results at home, our brands have you covered.