Founded 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.
VerelleVerelle makes clean, customized haircare for wavy, curly and kinky-coily hair, pairing hair-type-specific formulas with a simple three-step routine. The company’s approach grew from a belief that natural curls deserve personal care rather than a one-size-fits-all standard, and its products are made in the USA with natural ingredients while avoiding sulfates, silicones and parabens. Verelle’s range is vegan and cruelty-free, with a curl quiz helping customers choose the routine suited to their hair pattern.
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
ChallureFounded 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.
Zenn Hair CareFrom a college dorm room in Pennsylvania, Aurora Teasley built Zenn Hair Care into a plant-powered scalp-care company focused on the needs of textured hair. Its handmade, organic formulas are designed to clear buildup and nourish the scalp without stripping away the moisture that curly and kinky hair needs, with the Apple Cider Vinegar Scalp Cleanser serving as the product born from Teasley’s own struggle with dandruff. Launched in 2020, the company has since grown from local pop-ups to a two-year presence at King of Prussia Mall.KING OF PRUSSIA, PA