Curlico

Feel Wavy is a U.S.-based haircare brand founded in 2022 by Eyal and Ariel Booker, designed to simplify wavy hair routines. Created out of personal frustration with one-size-fits-all haircare, the brand offers clean, minimalist formulas tailored specifically for wavy textures. Its core collection includes a gentle shampoo, conditioner, and styling cream enriched with aloe, coconut, and rice protein for balanced hydration and definition. All products are vegan, cruelty-free, and free from sulfates, silicones, and parabens. Feel Wavy’s mission is to help people embrace their natural waves with confidence through straightforward, effective routines. What makes the brand unique is its targeted approach — bridging the gap between straight and curly haircare with lightweight, humidity-resistant products. It has quickly become a favorite among the wavy hair community for its simplicity and results.

Founded in 1998 by Michelle Breyer and Gretchen Heber, NaturallyCurly began as an online community and evolved into a leading digital platform for textured-hair education. Based in Austin, Texas, it provides expert-led advice, product recommendations, and hair-type resources for curly, coily, and wavy hair. The platform connects millions of readers globally and has influenced many brands in the natural-hair movement. What makes NaturallyCurly distinctive is its pioneering role as an information hub, bridging brands, professionals, and consumers through education and inclusivity long before textured-haircare became mainstream.

Founded in London, Moroccan Naturals is a beauty brand inspired by Morocco’s traditional self-care rituals. It specializes in 100% natural, multi-purpose products for hair, skin, and body, featuring key ingredients like argan oil, rhassoul clay, and rose water sourced ethically from Moroccan cooperatives. Each product is hand-crafted in small batches and packaged sustainably in glass to reduce plastic waste. The brand focuses on simple, effective routines that highlight purity over complexity. What makes Moroccan Naturals distinctive is its authentic use of traditional Moroccan ingredients, bridging heritage beauty with modern eco-conscious standards for clean, minimalist personal care.