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.

Naturiam is a Moroccan brand specializing in natural haircare products designed for curly, wavy, and coily hair. Created with a passion for enhancing natural textures, the brand focuses on developing effective and gentle formulas tailored to the specific needs of textured hair. Naturiam combines scientific expertise with the power of plant-based ingredients to deliver high-quality products that promote healthy, defined, and well-nourished hair.

Drybar is a U.S.-based brand and salon chain founded by Alli Webb in 2010, specializing in blowouts and professional styling products. Its retail line includes shampoos, conditioners, and tools like dryers and brushes inspired by salon techniques. Drybar’s formulas enhance volume, smoothness, and longevity of styles using lightweight ingredients. All products are cruelty-free and designed for professional performance at home. What makes Drybar unique is its focus on styling expertise — transforming a salon service into a modern beauty brand. With its bright yellow aesthetic and accessible luxury positioning, Drybar remains a leader in blowout-centric haircare and tools.