Naturally Curly

Curlico is a U.S. haircare brand designed for curly and coily textures. Its products are formulated with nourishing oils, proteins, and plant-based ingredients to define curls while maintaining moisture balance. The line includes hydrating cleansers, leave-ins, and styling gels free from silicones and sulfates. Curlico emphasizes simplicity, education, and curl inclusivity. What makes it distinctive is its science-led hydration system, designed to strengthen strands and reduce frizz without heaviness, making it suitable for diverse curl patterns seeking consistent results and manageable styling.

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 2013 by Anmol Trikannad and Rahul Jain, Alex Ra Organic is an Indian clean-beauty brand specializing in natural hair and skincare products. Based in India, the brand focuses on toxin-free formulations made with cold-pressed oils, herbal extracts, and essential nutrients. Its haircare range includes strengthening serums, masks, and shampoos designed to promote scalp health and repair damage caused by pollution and heat styling. All products are cruelty-free and free from parabens and sulfates. What makes Alex Ra Organic distinctive is its fusion of Ayurvedic principles with modern formulation, creating affordable, plant-powered solutions that emphasize purity, transparency, and performance.