Founded by Charleny Escalante, the daughter of a Dominican-immigrant hairstylist, Challure makes natural curl-care products for curly and coily hair. Its formulas grew from Escalante’s own search for an easier way to care for her 3C curls and coils, including the hibiscus-and-chamomile leave-in conditioner that became the brand’s signature starting point. Challure’s silicone-, sulfate- and paraben-free line is built around embracing natural hair, cultural roots and everyday curl confidence.
Controlled ChaosControlled Chaos was founded by Alanna, whose own childhood struggle with accepting her curls shaped the company’s purpose: helping people embrace their natural hair. Based in Brentwood, New York, the brand creates curl-care formulas for wavy, curly and coily textures, including its signature Curl Creme. Its products are made in the USA, cruelty-free and free of sulfates, parabens and gluten.HAUPPAUGE, NY
Shirley JaneFounded by Jenna after struggling to find curl care that tended to rather than tamed her hair, Shirley Jane makes restorative hair-care formulas for naturally curly and textured hair. The company’s buildable routines use botanicals, oils, and proteins to support different curl patterns, with products formulated and manufactured in the USA. Shirley Jane’s standards also include cruelty-free formulas without sulfates, parabens, silicones, or phthalates.DAYTON, OH
Bask and Lather CoBask and Lather Co makes natural hair-care products centered on scalp health, hair growth, moisture and length retention, including its signature Scalp Stimulator and Hair Elixir oils. The brand grew from a family response to the CEO’s younger sister losing her hair after a ringworm infection was misdiagnosed as dandruff: her mother created the original oils when specialists offered little hope of regrowth. Its formulas are made with all-natural, 100% organic ingredients and are especially tailored to textured and 4C hair.
Nae Nae's NaturalsNae Nae’s Naturals is a Black, family-owned business run by husband-and-wife team Terrence and Nevadra “Nae Nae” Johnson. Nevadra developed the company’s signature formula after spending two years seeking a natural answer to her children’s eczema and dry, itchy scalps; an unexpected effect on their hair led the family to share it with friends and build a brand for women with kinky-curly coils.GERMANTOWN, MD