Independent. Honest. Objective.

An initiative of


objective reviews

We review the reviewers. So what you get on GURU is the truth, the whole truth and nothing but the truth about products. No chaser. is where the online natural hair movement began and where the term "napptural" was coined. It was created in 2002 by a natural-haired Black woman to bring together other women to share advice and discuss natural hair care, regimens, products homemade recipes and more. It quickly grew into the internet's largest natural hair care community. Through and its millions of members and followers, thousands of natural hair careers, businesses and products have been launched.


Today there are thousands of natural hair products, websites, blogs and videos to filter through. How can you be sure what you are seeing is a real review and not sponsored by the company? And if you're an independent blogger how can you make sure people find you? That's where GURU comes in. GURU is a unique initiative sourcing and promoting independent content so searchers can make informed decisions and reviewers can stand out from the crowd. We do the research so you don't have to. Let us help people looking for advice find you.

Do you beauty blog? Video? Review? Let us know! It doesn't matter if you are an experienced blogger or just starting out. If you are an independent reviewer, we will feature you on GURU and link to your website, blog or YouTube and help you get noticed!

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honest how-tos

It takes a lot of time to put together a comprehensive how-to. We make sure the how-to's you see here are possible and accurate - so you don't have to.


Videos from real women, just like you who try and test the most popular products out there. No sponsored product videos, just real experiences. (c) 2017 MADE WITH    BY PATRICIA *Deecoily* GAINES