Lovett Sundries

Founded in 1984 by hairstylist Ouidad, the U.S. brand was one of the first to specialize exclusively in curly hair. Known as the Queen of Curl,” Ouidad developed a salon methodology and product line tailored to different curl types. Its formulas include protein complexes, botanical extracts, and moisturizing oils that enhance elasticity and definition. The brand also operates professional curl salons across major U.S. cities. What makes Ouidad unique is its pioneering focus on curl science, establishing techniques and products that shaped the modern curl-care industry.

Hally Hair is a U.S.-based at-home hair color brand founded by Kathryn Winokur. Known for its Foam Color technology, the brand offers easy, mess-free, semi-permanent color designed for first-time users. The formulas are ammonia-free, vegan, and infused with nourishing ingredients like aloe vera and chamomile to protect hair during coloring. Hally’s goal is to make hair color fun, safe, and approachable. The brand also focuses on self-expression and confidence, appealing to younger audiences through inclusive marketing and bright, creative shades. What makes Hally distinctive is its blend of innovation and accessibility, modernizing home hair color with gentle, beginner-friendly formulations that prioritize both safety and style.

Neuma Beauty is a U.S.-based professional haircare brand founded in 2009 by Jeffery Orrell. The brand was created to merge salon performance with sustainable, clean formulations. Neuma’s products are made with plant-based ingredients and certified organic extracts, avoiding sulfates, parabens, and synthetic fragrances. Its range includes shampoos, conditioners, and styling products designed to nourish hair while protecting color and maintaining scalp health. Every product is packaged in post-consumer recycled materials, and the brand follows strict cruelty-free and vegan standards. What makes Neuma distinctive is its commitment to clean beauty without compromise” — combining eco-responsibility with high-end salon results. With its minimalist aesthetic and ethical approach, Neuma has built a strong reputation among professionals seeking sustainability and performance in one bottle.