Is Designed to Shake Up The Old Standard of Beauty.

We Believe in Setting the Bar High When it Comes to Caring for Kinky, Coily Textured Hair.

100% Free Of Mineral Oil | Alcohol | Petroleum | Sulfates

We create hair products without harsh synthetic drying agents that cause product build-up and residue resulting in extreme dryness, breakage and hair loss.

High Quality Beauty Products Built To Help You Create Impeccable Styles.

Our Founder


If anyone knows styling textured hair, it's Nadra Smiley. It is no exaggeration to say Chicago-based natural hair champion Nadra Smiley is an Empire Builder: As an award-winning entrepreneur, educator, patent owner, inventor, hair stylist and advocate.


Products Specifically Crafted For Maximum Moisture | Hold | Control

It's Your Time To Shine

With Haircare Products that are Consciously Formulated, Plant-Based, of High Quality and Performance Driven.

Our Promise To You:

30-day Money Back Guarantee

Not happy with your product. We'll refund your money back, read full policy.

Fast Shipping

2-3 day shipping on all U.S. orders.

Price Match Daily

Be confident you're getting the best price.

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