For soft, healthy hair that feels good and looks good!

Why we're unique

Products specifically formulated to address the top concerns in the African American natural hair community: frizz, definition, hold without crunch, adequate moisture, growth and naturally soft looking curls

Shop Oprah's favorite, our best seller

From the Oprah Magazine Beauty O-Wards: Nourish Treatment Deep Conditioner is "Top 19 in 4C hair care"!

Shop Oprah's favorite

Rose B's soft, healthy hair that looks and feels good! You can be next!

Breaking, dry, frizzy strands transformed into touchably-soft, moisturized, defined curls in ONE wash day! 

How does knowing how to achieve hair that feels just as good as it looks feel? Tap learn more to start your transformation.

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Lydia F's soft, healthy hair that looks and feels good! You can be next!

Hormone-related, dry strands transformed into touchably-soft, moisturized, defined curls in ONE wash day using a refreshed regimen! 

How does knowing how to achieve hair that feels just as good as it looks feel? Tap learn more to start your transformation.

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Clean beauty redefined

Your health and safety are important to us and is why we've chosen to exceed the most restrictive standards governing cosmetic ingredients. 

The European standard bans more than 1400 ingredients, while the American standard only bans 14! 

While our "certainly not list" is ever-evolving as we learn more, we remain firmly committed to safe regardless of governmental standards and choose to exceed European standards!

Everyone wants to know

From our Founder's kitchen to gotta-have-it now status, everyone wants to know more about us!