OUAI

Pink Root Products was founded in 2015 by Mariel Mejia in New York City. The brand was created to meet the needs of curly and textured hair through clean, effective formulations. Each product blends natural oils like coconut, aloe, and shea butter to promote hydration and curl definition. All Pink Root products are vegan, cruelty-free, and free from silicones and sulfates. The company’s mission centers on empowering women to embrace their natural texture confidently. What makes Pink Root Products unique is its balance of simplicity and performance, offering affordable, clean haircare that supports healthy curls and community representation.

Sienna Naturals is a Los Angeles–based clean haircare brand founded in 2012 by Hannah Diop and later joined by actress Issa Rae as co-owner and ambassador. The brand focuses on plant-based solutions for textured and curly hair, combining natural ingredients with dermatological science. Its range includes shampoos, conditioners, and treatments that restore moisture, strengthen strands, and promote scalp health. Sienna Naturals avoids sulfates, silicones, and synthetic fragrances, offering clinically tested, vegan formulations. The brand stands out for its focus on scalp care as the foundation of hair wellness, a concept often overlooked in textured haircare. What makes Sienna Naturals distinctive is its science-meets-culture approach — addressing the specific needs of textured hair while promoting authenticity and representation in beauty. The brand has quickly grown into a leader in the clean-textured haircare movement.

CURLS is a U.S.-based natural haircare brand founded by Mahisha Dellinger in 2002. Created to empower women with curly, coily, and wavy hair, the brand offers clean, effective products designed to define and nourish natural textures. Its collection includes shampoos, conditioners, and styling products made with organic blueberry, coconut oil, and aloe vera. CURLS has been a pioneer in the textured hair industry, widely available in both salons and major retail stores. The brand also places emphasis on education and representation, helping redefine the beauty standard for textured hair globally. What makes CURLS distinctive is its combination of accessibility and authenticity — bridging professional performance with community empowerment. Two decades later, it remains a trusted leader in curl care and a key influence in the natural hair movement.