Our Story

Our History

Amazon and Nadra Smiley
Evolving Textures is the result of years of frustration with the hair care industry who for so long did not acknowledge the needs of the natural hair consumers in the African American community. Leveraging their expertise as salon professionals this mother daughter duo combined their hair expertise to develop a line specifically designed for naturally curly hair in its varied style formats. Since 2012 the brand has been meeting the needs of consumers & professionals  nationwide. 
Nadra Smiley
Nadra Smiley was born into the lineage of Natural Hair Care and has carved a name for herself as an award-winning entrepreneur, patent owner, inventor, stylist, and educator, Nadra founded and operates Amazon Natural Look Academy one of Illinois' first licensed Natural Hair & Braiding Schools. Nadra also developed and manages the Evolving Textures line of hair care products. 

Nadra has made an imprint on the industry by introducing a contemporary set of styling standards, business best practices and an ethic of care to launch newly minted stylists and advance veteran stylists and salon owners. She comes by her status as an industry standard-bearer as a part of natural hair care dynasty borne of her mother Amazon Smiley, the doyenne of natural hair care. The entire Smiley family has played a role in ushering in a new era of artistry, excellence and sophistication targeted to a professional, refined market that includes women and men.

Amazon Smiley
Amazon Smiley is a pioneering educator and trendsetter in the Natural Hair Care industry. For over 35 years, Amazon has worked as a natural hair stylist, consultant for various industries including television, consumer packaged good and film, product developer, been featured in numerous hair care and life style magazines and owns a premier natural hair salon in the Midwest. Amazon Smiley remains an influencer in Natural Hair Care.