Faces of Downtown: Keandra Sandifer, Founder and CEO of Knaturally, Inc. (DBA Knappy Hair)

In the heart of Downtown Bakersfield, Knaturally, Inc, doing business as Knappy Hair, stands as proof that global brands can be built from local streets. For founder and CEO Keandra Sandifer, choosing to headquarter her company downtown was intentional. It reflects her roots and her belief in the power of community.

Born in Los Angeles and raised in Southeast Bakersfield, Keandra launched her company in 2011 during the early days of YouTube, long before influencer marketing became mainstream. She entered the market boldly, building a brand around a word that many once considered negative: “Knappy.” But for her, it wasn’t negative. It was narrative.

At a time when textured hair was often misunderstood or marginalized, Keandra used digital platforms to educate women about hair care, texture, and quality. She helped redefine the conversation. There was nothing wrong with our hair. What was missing was representation—founders who understood textured hair because they wore it, lived it, and loved it. Through transparency and education, she built trust with women who were not simply buying extensions, they were investing in confidence, identity, and self-expression, especially Black women who had historically been underserved in the beauty industry.

Her entrepreneurial drive began in the 1990s after witnessing her mother’s negative experience at a local beauty supply store on Union and 8th Street in Bakersfield. That moment planted the seed. She saw how lack of access, limited quality, and poor representation impacted Black women in beauty spaces. From that experience, a mission was born: create something better. Something respectful. Something rooted in excellence.

As the company grew, so did her commitment to quality. In 2015, Keandra traveled to China on the first of three mission trips, working directly with manufacturers to ensure her products met rigorous standards for texture and consistency. She believed that if she wanted to shift the industry, she needed to understand every layer of it, from sourcing to storytelling.

Today, her work has graced some of the world’s most prestigious stages. Knappy Hair has been seen at the Oscars, Grammys, Golden Globes, Emmys, the Tony Awards, and the Met Gala. The brand was featured exclusively on Issa Rae in the film The Photograph, has been worn by Oprah Winfrey for the Tony Awards, Golden Globes, and Grammys, and appears daily on the ABC-produced The Tamron Hall Show, worn by host Tamron Hall.

 Yet despite global visibility, her heart remains local. Since 2014, Knaturally has operated exclusively from Downtown’s iconic Haberfelde Building, where it continues to create jobs and contribute to the city’s growing entrepreneurial momentum. Innovation does not have to leave town to thrive. It can start here. It can grow here. It can stay here.  

Keandra often says she is most grateful for the everyday women who built her brand. The loyal customers who trusted her early vision are the true foundation of Knaturally’s success. While her work travels the world, her story remains rooted in Downtown Bakersfield—where vision, purpose, and hometown pride come together.