Natural Hair Care Products Built Specifically for Curly Textured Hair

Rejuvenate, revitalize and replenish.

This is for you if you feel like your natural African American hair has been neglected by the hair industry, and want something that was finally built for you.



Say hello to a new age of styling hair gel that promotes African beauty and heritage. Same great "O" formula, new look and style.

Built by hairstylists frustrated by products that didn't cater to their clients' beautiful naturally curly hair. We formulated a styling gel just for you. Our natural styling hair gel includes nourishing ingredients that will leave your curls soft, yet with enough grip to prevent frizz. Giving you the confidence to create a well-nourished masterpiece that stays gorgeous for a long time.

Designed to hold locks, twists and braids firmly in place

Smooths, conditions, thickens and nourishes

Replenishes moisture with no heavy build-up

Stimulates scalp and hair follicles for growth

Restores elasticity, softness and shine

Keep hair cuticles sealed and frizz-free

Evolving Textures
Natural Styling Hair Gel

Overall rating


80% of reviewers would recommend to a friend.

Best ever!
Sandra Larry

Okay, I tried the hair gel and I will be a repeat customer! Love it! I don't have locs so I was curious to see if it would work on a twist out and my hair is beautiful today! Thank you!

Nadra Smiley-Martin


Nadra Smiley-Martin


If anyone knows natural textured hair, it's Nadra Smiley. A self-proclaimed hair junkie, Nadra's foray into the competitive natural hair market began in 1996. She became the patent owner of her award-winning invention "Alli the Hair Assistant" in 2017 , an ergonomically user-friendly hair installation tool that creates precision hair extensions in a short time.

Nadra also helms the Amazon Natural Look Academy, one of Illinois's first licensed natural hair braiding schools. It is part of a natural hair care dynasty borne by her mother, Amazon Smiley, the doyenne of natural hair care.

Born out of a need from her market, Nadra launched the Evolving Textures line in 2014. A collection of nourishing hair care products specially formulated for natural textured hair.

Nadra has been featured in:

Most recent awards:

  • 2019 The Master Pioneer Award
  • 2018 The Natural Hair Industry Convention Next Up Award

Our promise to you:

Price match daily

Be confident you're getting the best price

Fast 3-day shipping

3-day shipping on all U.S. orders

30-day money-back guarantee

Not happy for any reason, we'll refund all your money

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