What Lies Beneath.... Judy Koloko

When it comes to inspiring women, we might be a little biased—but for us, our founder, Judy Koloko, is in a league of her own. Not just because she created The Steam Bar, a modern haircare brand built on the power of scalp health and the therapeutic benefits of steaming, but because of the journey that led her here.

Frustrated by the lack of solutions for her own hair care needs, Judy set out to create what she couldn’t find—launching The Steam Bar in 2023 with a mission to transform the way we looked at  hair care, guiding us to focus on what lies beneath the surface, centring scalp care as crucial step to hair health.  And transform it, she has. From developing a product line that’s changing the haircare game (just take a look at the reviews) to opening Europe’s first textured hair salon in a department store, to becoming the first British brand accepted into the Sephora Accelerator Programme—her growing impact speaks for itself.

But beyond the brand, it’s Judy’s resilience, humour, and warmth that truly inspire us. And once you get to know her, we’re pretty sure you’ll feel the same.

TSB -What was the spark that ignited The Steam Bar? And did you ever imagine steaming would become such a powerful metaphor for self-care and self-discovery?

Judy - Working in the Fashion industry I was privileged to travel quite a bit. We would stay at beautiful hotels, eat at wonderful restaurants and shop at amazing stores, yet when it came to my hair experience it never felt on par or elevated. I struggled for years to find products for my hair type at department stores, which was quite a shame considering you found every other necessity there. I also realised this was not just a UK problem it was a global problem; this is when I decided things needed to change.

Steaming as we know it literally refers to the process of heating water until it turns to Steam – metaphorically the steaming process symbolises transformation. The idea for The Steam Bar came pre covid in 2018. Wellness and self-care were not such  a big thing then, but  the pandemic changed everything; people changed their behaviour patterns in a number of areas of their lives and its self-care and self-discovery became very intentional.  I never imagined it would be this powerful, but where we are in the world now, it’s totally understandable.

TSB - Your roots and heritage must be a big part of your story. How has your cultural background influenced not just your approach to beauty, but your definition of it?

Judy - Growing up, hair care was not just a routine it was a ritual. A moment of connection, storytelling and self-care.

In Nigeria beauty traditions are deeply rooted in community, in the wisdom passed down through the generations. I remember sitting between my mother’s knees and she carefully oiled my scalp and threaded my hair. These moments weren’t just about hair, they were about identity, love and history.

When creating The Steam Bar, I wanted to honour these traditions while reimagining them for the modern world.

Steaming is something I grew up with – a method that kept our hair hydrated and strong. I designed The Steam Bar to bring that ritual back; combining the deep hydrating benefits of steaming with advanced modern formulas.  It's more than just a product; it’s a reconnection to heritage, a way to bring the wisdom of the past into the future. Through this journey I’ve learned that true beauty isn’t just about how we look , it’s about honouring where we come from, embracing what makes us unique and creating space for self-care that goes deeper than surface.

TSB - Success often hides a few scars underneath. What personal challenges have tested your resilience the most, and how did they shape the woman and entrepreneur you are today?

 Judy - When my daughter was nine months old, she had a fall that resulted in a brain bleed. She spent months in intensive care, and there were nights when doctors weren’t sure if she would make it through. I was in my early 20s at the time, and it was one of the most terrifying experiences of my life. But my daughter, Ruqaiyah, survived. She has complex needs - cerebral palsy, epilepsy, and is blind but she is the greatest gift in my life. She is the reason I am the person I am today. Her resilience and tenacity are beyond anything I could have ever imagined. She is a gladiator, facing adversity after adversity, yet she always shows up. She taught me perspective. The things I used to stress over suddenly became insignificant. In the grand scheme of things, we are incredibly fortunate. Tomorrow is never promised, and we should be grateful for every moment we have. Doctors told me there were many things she would never be able to do, yet time and time again, she has proved them wrong. She gave me an unshakable belief that nothing is impossible when you have faith.

TSB - Has there ever been a moment where you thought, this is too much, I can’t do this? What pulled you through when giving up felt like the easier option?

 Judy - Many a morning I wake up thinking this, but that thought quickly passes. I am not sure if I am actually some kind of narcissist and like the feeling of living on the edge. What is the worst that can happen?  You start all over again ….

TSB - Steam is all about revealing what lies beneath the surface—literally and figuratively. What have you discovered about yourself in this process of building a brand around that idea?

 Judy - Building The Steam Bar has been a journey of self-discovery in many ways. THE STEAM BAR at its core is about  tending to and revealing what lies beneath the surface both in haircare and within us. Through this process I have realised I have many layers that exist in me. Layers of resilience, fear, strength, vulnerability, and constant evolution. Parts of me are still unfolding, learning, adapting. Just like steam opens the hair cuticles to allow deep nourishment this journey has opened me up forcing me to confront doubts, embrace growth and step into my purpose.

TSB - Beauty standards can feel like a steam room you can’t escape from—hot, suffocating, and impossible to ignore. How do you navigate societal expectations while encouraging others to embrace their authentic selves?

 Judy - I’ve never been one to let conventional beauty define me. While I do wear wigs these days, mostly out of convenience, I rarely wear make-up, and my beauty routine is incredibly simple. Palmers’ coco butter in the morning and some La Mer moisturiser before bed and that’s me…

To me beauty should be whatever feels right to the individual, no rules, no pressure and certainly no judgement. It's personal, ever changing and should be embraced on your own terms rather than dictated by societal expectations.

TSB - If you could bottle up one tradition or beauty ritual from your heritage and share it with the world, what would it be?

 Judy - Easy one - STEAMING

TSB - People often see the polished version of success, but rarely the messy middle. What’s one part of your journey that people don’t see, but you wish they knew?

 Judy - What does one deem as success? Every day there is a challenge. My favourite phase now is all that glitters is not gold. People don’t realise the bigger and more successful the brand becomes the bigger your problems become, when I speak to other founders and entrepreneurs, they say to me enjoy this part of the ride – this is the fun part.

TSB - In a world obsessed with filters and perfection, how do you encourage people to embrace what lies beneath—imperfections, quirks, and all?

 Judy - I always encourage people to do you…  there really is no right or wrong.

TSB - If identity were a recipe, what three ingredients would you say make up your unique flavour? 

Judy - Authenticity. Resilience. Empowerment.