Virtue Labs

Bekekoa, founded in 2011 by master stylist Brandie Kekoa in California, is a natural-hair salon brand dedicated to curly, coily, and textured hair. The brand’s vegan, sulfate-free product line features gentle cleansers, conditioners, and styling creams enriched with natural oils and botanical extracts. Bekekoa promotes curl confidence through education and personalized care. Each formula focuses on hydration, definition, and scalp wellness, crafted for diverse curl patterns. What makes Bekekoa unique is its community-driven approach and salon expertise, bridging professional results with inclusive representation in the natural-hair industry.

Miss Jessie’s is a pioneering American haircare brand founded in 1999 by sisters Miko and Titi Branch in Brooklyn, New York. The brand was created to provide professional-quality products for naturally curly, coily, and wavy hair textures at a time when few existed. Its original salon and product line helped shape the modern natural hair movement. Miss Jessie’s signature items — such as Curly Pudding, Baby Buttercreme, and Pillow Soft Curls — became staples among curly-haired consumers worldwide. Every formula is designed to define, moisturize, and enhance natural texture without harsh chemicals. What makes Miss Jessie’s distinctive is its cultural impact: it not only revolutionized curly haircare but also redefined beauty standards for textured hair. More than two decades later, it remains a trusted, iconic brand in the global natural hair community.

Cecred is a haircare brand founded by global music icon Beyoncé in 2024, created to redefine the standards of textured haircare. The name Cecred” — derived from sacred” — reflects the brand’s philosophy that caring for one’s hair is a ritual of self-respect and heritage. Developed in partnership with professional stylists and scientists, Cecred focuses on repairing, strengthening, and hydrating hair of all textures, especially curly and coily types. The brand’s debut line includes shampoos, masks, and treatments formulated with bioactive keratin and fermented rice water to enhance elasticity and shine. Cecred also champions inclusivity and authenticity, inspired by the legacy of Beyoncé’s mother, Tina Knowles, and her former hair salon. What makes Cecred distinctive is its blend of luxury and science, offering products rooted in cultural identity and salon expertise. The brand celebrates textured hair as both beautiful and powerful, redefining modern haircare through innovation and purpose.