At Evolving Textures, we're more than just a hair care brand - we're a movement celebrating the natural beauty of curly, coily, and kinky hair. Founded by Nadra Smiley, a visionary natural hair specialist, our journey is rooted in a deep understanding and respect for the unique needs of black hair.
From the bustling streets of Chicago, Nadra Smiley embarked on her quest at the young age of 15. Her passion for understanding and nurturing natural hair textures quickly set her apart. With each twist and braid, Nadra's resolve grew stronger, leading her to the inception of Evolving Textures in 2013. Her mission was clear: to revolutionize natural hair care by providing safe, effective, and nurturing products specifically designed for the most evolved curly, coily, and kinky hair textures.

Nadra's pursuit wasn't just about replacing harmful ingredients; it was about understanding what truly benefits natural hair. The Evolving Textures brand became synonymous with integrity and innovation, tirelessly sourcing naturally derived ingredients that not only style but also nurture hair from the root. Over twenty years of relentless research and experimentation in salon break rooms and Nadra's kitchen led to the creation of products that clients now love and trust.
Evolving Textures was born from that passion—a collection of high-performance, plant-based products designed to provide moisture, hold, and shine for natural styles, braids, locs, and twists. Recognizing the need for superior styling gels, Nadra formulated O Gel—a nourishing braid, loc, and twist gel that delivers lasting hold without buildup.