Verelle 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.
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
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.
Naturaz IncChemist Mumbi Dunjwa created Naturaz to make scientifically formulated, 100% vegan hair care for dry, curly and coily hair. Drawing on her chemistry background and childhood in Kenya, she blends plant-based ingredients with African hair-care traditions in the company’s signature Moisture Burst System®, designed to deliver lasting moisture while nourishing the hair and scalp. Naturaz’s clean formulas are free of sulfates, parabens, silicones, mineral oil and other listed synthetic additives.OAKS, PA