African hair braiding is much more than a tradition—it’s an act of cultural pride, a form of self-expression, and a powerful way to...
Natural hair care products exclusively for curly textured hair
One of the biggest frustrations today is the lack of hair care products designed for textured hair. For centuries, the beauty industry has neglected the needs of truly curly hair textures and types.
We thought it was about time there was a line that caters specifically to our beautiful curly textured hair. We’ve created naturally derived formulas that support healthy hair growth, moisture, & long-lasting hold.
We thought it was about time there was a line that caters specifically to our beautiful curly textured hair. We’ve created naturally derived formulas that support healthy hair growth, moisture, & long-lasting hold.
Best Products for Locs, Braids, and Twist
This is for you if mainstream beauty has overlooked your kinks and curls—but you ditched the hype and unapologetically rock your Natural Styles, Locs, Twists, and Braids anyway. Finally hair care just crafted for you.
Designed to hold locs, twists and braids firmly in place
Made for Textured Hair Care
Embrace Your Natural Beauty
Created by hairstylists frustrated with products that didn’t serve their clients’ naturally curly hair, we took matters into our own hands. By formulating a natural styling gel—perfect as a braiding gel or loc gel—along with our styling foam that slays as a curly hair mousse and spray oil treatment for dry hair and scalp. Each product is designed for real results. Our formulas are packed with nourishing ingredients that keep curls soft while providing the perfect grip to lock in your look. Because you deserve styles that stay fresh, defined, and looking good—day after day
Best Braiding Gel for Effective Styling
Achieve flawless braids with our hero loc, twist and braiding gel. Our collection features a range of high-quality braiding gel options, from neat braiding gel for sleek styles to braiding gel extreme hold for long-lasting grip. Our gel is perfect for creating intricate braids, twists, and locs that withstand the test of time. Enriched with moisturizing ingredients, our loc and braid gel ensures your hair remains healthy and flexible and nourishes without stiffness. Trust in our extreme hold formula to keep your hair looking flawless all day long.
Meet Nadra Smiley—The Vision Behind Evolving Textures
Introducing the Creator
When it comes to natural hair, Nadra Smiley is the expert you can trust. A pioneer in the industry, she’s been shaping the world of textured hair care for decades. From inventing Alli the Hair Assistant, a game-changing braiding tool, to launching one of Illinois’ first licensed natural hair braiding schools, Nadra has dedicated her career to elevating natural hair care.
Her expertise has earned her industry accolades, including The Master Pioneer Award and The Natural Hair Industry Convention Next Up Award, and features in top publications.
Our promise to you:
Price match daily
Be confident you're getting the best price
30-day money back guarantee
Not happy for any reason, we’ll refund all your money
Fast 2-3 day shipping
Free on all U.S. orders of $75+
Achieve Flake-Free Styles with O Gel Bunles
Smooth and style your hair with O Gel, the ultimate loc gel and flake-free braiding gel. Achieve sleek braids, smooth retwists, and frizz-free protective styles. Available in multiple sizes and money-saving bundles for all your styling needs.
