We’re excited to introduce you to the always interesting and insightful Naomi Fountain. We hope you’ll enjoy our conversation with Naomi below.

Naomi, thanks for joining us, excited to have you contributing your stories and insights. So let’s jump to your mission – what’s the backstory behind how you developed the mission that drives your brand?

Your Crown. Your Story.

That’s my mission—to make every Black girl feel comfortable and proud to wear her hair however she pleases.

This mission is deeply personal because, like many Black girls I know, my relationship with my natural hair has been a complicated one. While I adore my hair, we’ve never been the best of friends. She refuses to lay flat, breaks hair ties without remorse, and often has a mind of her own. It’s a love-hate bond—and unfortunately, that dynamic isn’t uncommon in our community.

If you walk up to a Black girl and ask about her natural hair, you might hear pride and joy. But you’ll also hear stories of frustration, confusion, or even shame. That was my story, too.

Before June 2021, I was what’s known as a “loose natural.” My 4A curls were beautiful, but maintaining them was draining. Truthfully, I was a lazy loose natural—my hair stayed in braids 10 months out of the year, and when it wasn’t, my curls were dry, neglected, and constantly tucked away. I wanted to embrace my natural hair, but I didn’t feel equipped or empowered to do it in a way that felt sustainable for me.

That all changed the day I locked my hair. Locs had been a long-time goal of mine, and finally making the decision felt like a turning point—not just for my hair, but for how I saw myself. It was the first time I felt truly in alignment with my crown.

Now, through my business, I want to pass that same feeling on. Locs are more than a style—they’re a commitment, a form of self-expression, and in many ways, a reclamation. My mission is rooted in helping Black women feel free to embrace their crowns, decorate them, nurture them, and most importantly, define beauty on their own terms. Because our hair is not just hair—it’s a story. And every crown deserves to be celebrated.

Naomi, before we move on to more of these sorts of questions, can you take some time to bring our readers up to speed on you and what you do?

If you’ve never heard of me before—hey, I’m Naomii, founder of Sprinkle My Locs and your go-to Loc Sprinkle Girl on TikTok. I started my loc journey back in June 2021, and like many people starting out, I didn’t know how much this choice would shape not only my crown, but my confidence, creativity, and even my career.

It all clicked for me when I hit my 2-year loc anniversary. I discovered something called loc sprinkles—tiny beads or decorations you can install in your locs to give them a little flair. As simple as it sounds, it was a huge moment for me. I had finally gotten to a place where my locs felt mature and beautiful, but like any style you wear daily, I wanted something fun to jazz them up. Sprinkles gave me a creative way to celebrate my hair and boost my confidence without changing who I was.

At the same time, I was going through a period of self-discovery. I had just turned 21 and decided I wanted to document more of my life—just for me. I had never been the one to take pictures growing up, and as I got older, I realized how few memories I had captured of my loc journey. So, I started posting on TikTok—not for followers or likes, but simply to hold on to the moments I never wanted to forget.

But something beautiful happened. After just a couple months of consistently sharing clips and thoughts about my loc journey, I started building a little community. People who felt what I felt. People who saw my posts and said, “Omg, me too.” As our community grew, I wanted to give more—to show other Black women how to style their locs, how to wear them with pride, and eventually, how to sprinkle them too.

That’s when things really took off. My sprinkle tutorials started gaining traction, and soon I became widely known as “the loc sprinkle girl.” While sprinkles weren’t brand new, they were still uncommon in the loc community—especially with the kind of style and creativity I was bringing. That’s when I knew I was onto something. I started designing seasonal sprinkles, like candy corn beads for Halloween and ornaments for Christmas, and they went viral. People weren’t just excited about decorating their locs—they were excited about expressing themselves.

That energy led to the birth of my brand, Sprinkle My Locs, which officially launched in February 2025. Today, I create bead kits that are bold, joyful, and made specifically for Black women with locs. I offer everything from high-quality sprinkle kits to tutorials, loc style inspo, and the kind of community support I wish I had when I was starting out.

What sets me apart is that this brand is more than cute beads—it’s about empowerment. Locs are a journey, not a trend, and I’m proud to be someone who helps women love their crowns in every stage of that journey. Through Sprinkle My Locs, I want to make sure Black women feel seen, celebrated, and creatively free when it comes to their hair.

What I’m most proud of is the community that’s formed around this. Whether someone is just thinking about starting locs or they’ve been loc’d for years, I want them to know this: Your crown is worthy. Your story matters. And it deserves to shine.

What do you think helped you build your reputation within your market?

Honestly? Showing up as myself. I think what really helped me build my reputation in the loc community—and now as a business owner—was leading with authenticity and consistency. I didn’t start posting to go viral. I started because I wanted to document my journey and connect with others who felt like me: unsure, maybe overwhelmed, but still proud to be on this path.

I also wasn’t afraid to be a beginner in public. I didn’t wait until my locs were “perfect” or fully mature. I showed the frizz, the doubts, the style fails and the wins. That vulnerability built trust. People didn’t just see a final product—they saw a real person learning and evolving, and that resonated.

Then came the sprinkles. When I leaned into the creativity of decorating my locs, it unlocked a whole new level of expression—not just for me, but for so many others. I didn’t see anyone consistently sharing sprinkle content the way I was doing it, so I filled that gap and made it my own. The tutorials, seasonal styles, and storytelling around each kit helped me stand out, and over time, people began to associate loc sprinkles with me.

But beyond the visuals, I think people connected with the message: that locs are worthy of love, celebration, and individuality. That you don’t have to wait until they’re “long enough” or “neat enough” to feel beautiful. And I think reminding people of that—over and over again—built something bigger than a reputation. It built community.

What’s been the best source of new clients for you?

The best source of new clients for me has definitely been social media—especially TikTok. That’s where my audience first found me, and it’s where I built trust by sharing my loc journey, styling tips, and creative sprinkle tutorials. It’s one thing to promote a product, but it’s another to live the lifestyle your brand represents. Social media gave me a space to be real, consistent, and connect with people who truly vibe with the message behind Sprinkle My Locs.

Right now, my personal platform alone has over 70,000 followers on TikTok and 20,000 on Instagram—and that’s not even including my brand pages. That reach has allowed me to not only share my personal story, but amplify the message of loving your crown, decorating it with pride, and embracing the journey at every stage.

On top of that, I’ve leaned heavily into my background in email marketing. Once I started building a community, I knew I wanted to create a space that didn’t rely solely on algorithms. So I built an email list that now gets exclusive content, early product drops, behind-the-scenes updates, and weekly encouragement through our “Loc Love Letters.” My experience in email marketing helped me design emails that don’t just sell—but connect. And that’s been a game-changer for turning followers into loyal customers.

The combo of visibility through social and intentional communication through email has allowed me to grow in a way that feels both sustainable and personal.

Contact Info:

• Website: https://www.sprinklemylocs.com/
• Instagram: https://www.instagram.com/sprinklemylocs/
• Linkedin: https://www.linkedin.com/in/naomi-fountain-9385a5159/
• Other: Tiktok: https://www.tiktok.com/@naomii.nae?lang=en

Image Credits

Models: Pearl Valentine, Abisola, Chris Rook, Jadah Pinkey
Photographer: Aniesha Brackens