Star product: The Hair-Foam: Curl Defining Mousse defines curls without weighing them down or leaving them crunchy. Keratin fibers increase humidity resistance, while glycerin keeps stands hydrated.
Cécred
Many people forget that, long before she was captivating audiences worldwide, Beyoncé was once a preteen sweeping up hair in her mother’s Houston salon. With the help of her mom (who goes by Mama Tina), Beyoncé tapped into her love for hair care in 2024 with the launch of Cécred. The line includes a deep conditioning mask, a clarifying shampoo, and a fermented rice protein treatment that got the Allure team buzzing over its innovative packaging—the rice protein powder comes with a shaker bottle to mix the treatment with water and dispense directly onto the hair.
Star product: “The Moisturizing Deep Conditioner is the product I’m recommending to all my friends who want to try Cécred,” says Allure editor in chief Jessica Cruel. It has a luxurious consistency that is heavy-duty enough to moisturize thick coils and curls.
Curls Dynasty
Nickie Nougaisse started Curls Dynasty in her kitchen in 2014, with a mixture of oils called, fittingly, the Organic Oil Blend. Since then she’s expanded the brand’s offerings to include a full range of natural hair products that will take you through all the steps in your wash-day routine.
Star Product: We love the sulfate-free, hydrating Cocoa Mint Moisture Rich Shampoo with a nozzle cap for targeted application to the scalp.
Pattern Beauty
Tracee Ellis Ross has always been known for her voluminous curls, so it made perfect sense when she launched her hair-care line, Pattern Beauty, in 2019. “I was dreaming about doing this all through high school,” Ross previously told Allure. The first Pattern Beauty drop included a shampoo, three different conditioners (medium, heavy, and intense), two hair oil serums, a brush, a clip, and a microfiber towel. Ross has added items like an Afro pick, a scalp serum, and the brand’s newest launch, a curl-conscious blow-dryer.
Star product: The Pattern Beauty Scalp Serum is like a cool drink of water for your scalp. The nozzle tip makes it easy to apply the thin gel, especially if you’re wearing a protective style. The peppermint and rosemary oil help to soothe and offer a light botanical scent.
Alaffia
In 2003, Olowo-n’djo Tchala founded Alaffia, offering hair, skin, and body products that share one staple ingredient: shea butter. The brand sources this ingredient through cooperatives in the West African country of Togo. Its Beautiful Curls collection is specifically created for type 4 curls and features 10 products, including shampoo, leave-in conditioner, and curl-defining gel.