Design Essentials was founded in 1990 by Cornell McBride Sr., a visionary who saw a need for professional-grade haircare — rooted in science, inspired by culture, and designed for textured hair.

Before launching the brand, Mr. McBride made history with Sta Sof Fro — a revolutionary product that defined the iconic Afro. Starting with just $500, he became know as ‘The Man Who Gave The World The Afro” and a multi-millionaire by age 35.

Our legacy continues under the leadership of Cornell McBride Jr., alongside the support of his siblings, Sholanda and Andre, and their mother Harriet, who has been a guiding light of our journey since day one.

The spirit of their eldest daughter Sheila, who passed away from kidney disease, lives on powerfully within the brand. Her initials, S.A.M., are lovingly printed on every bottle, and her favorite color — purple — remains a signature part of our brand identity. In her honor, we support kidney research, among other causes that reflect the heart of who we are. 

From the start, we’ve stood for more than beauty. Our vision is to empower confidence through healthy hair — offering real solutions for every style, every texture, and every crown. We are rooted in the professional community and proudly expanded our reach, bringing salon-quality results directly to consumers.

Today, under the leadership of Cornell McBride Jr., Design Essentials is a global brand with a presence in over 30 countries. We continue to grow with an unwavering focus on innovation, authenticity, and community impact.