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.

Oserth is a modern clean-beauty brand focused on hair and scalp wellness through naturally derived, vegan ingredients. The company blends plant-based actives with scientific formulation to restore balance, shine, and long-term strength. Each product is free from sulfates, silicones, and synthetic fragrance, emphasizing a minimalist yet effective approach to hair health. Oserth’s philosophy centers on simplicity and sustainability — using recyclable packaging and eco-safe production methods. The brand aims to create mindful rituals rather than quick fixes, encouraging users to connect care with calm. What makes Oserth distinctive is its holistic vision of beauty and balance, combining clean innovation with responsible self-care for modern lifestyles.