Butter supported the debut of game changing, Black women owned, beauty brand Waeve through creative direction of the product and lifestyle imagery for their launch. They are disrupting the industry by making quality wigs more accessible. Shop the drop!

The concept for Waeve's photography was simple: to celebrate Black women and femmes' self expression and joy. The look is maximalist and luxurious, but approachable, meant to speak to a Millennial and Gen Z audience while conveying the premium quality of the wigs. The simplicity of the styling focuses the viewer on lustrous, silky hair and glowing skin, and the vibrant, playful and warm feeling captures the essence of the brand.

In Waeve's own words, "Feel Good Hair" is a reclamation of agency in beauty. It is a rejection of the idea that black women have to have a certain texture or style of hair in order to be considered beautiful or worthy. "Feel Good Hair" is the idea that beauty should be fun. Whether it’s natural, weave, long, short, curly, straight, black, green – feel good hair means you decide what makes you feel healthy and happy." Read more about their inspiring founding story and follow along!