There is a pride that is being reinvigorated for those who welcome back a natural curly style. Here we will focus on those with curly hair types, ethnicities and nationalities including but not limited to Hispanic, Pacific Islander, and African Ancestry. 

What makes it more difficult to formulate and market to an ever-diversifying population is understanding that not all curls are the same. The curl type and density of the hair are important when determining a routine that works for an individual’s style. The curl pattern in particular defines how hair will react to styling such as mechanical stress and heat. The smaller the coil of the hair the harder it is for oil from the scalp to reach the strands completely, creating dry and brittle hair making it more resistant and more likely to break. Those with slower hair growth and low hair density do not want to weaken the hair strand but rather improve its health from within.


Ingredient Value
Luviquat Supreme AT 1 cationic polymer providing ultra-strong, flexible hold and outstanding curl retention even at high humidity levels. Has impressive conditioning properties, and UV protection for both internal damage and color fading.
Floraester K100 improves water resistance and the conditioning effects of quads, extends residence time of actives, and reduces hair breakage, wet comb force, andhair frizz while leaving hair soft and smooth
BBR ST 720 a naturally derived ingredient from Peas, that creates a flexible, smooth and continuous barrier on the hair that provides curl retention, hair protection and hair styling, that is easily removable so there is no lasting build-up. 
Gluadin Kera PLM A plant-derived protein, an ideal alternative to keratin, offering deep micro-penetration for reduced hair surface damage and long-lasting strength.

State of a Hairs

The historical use of products and treatments for “ethnic hair” have left consumers understanding the damaging results of such routines and products. Many have declared to “go natural” and although collectively this has been understood to mean the use of ingredients from a natural origin, for many people of color inherited rituals that contain natural ingredients such as shea, olive, coconut, and aloe are already their norm. Instead, this term refers to letting hair be styled in its natural, “un-tamed” state without overprocessing through chemical or heat manipulation.

Hair treatments NPD increasingly contain repair or damage control benefits reflecting the broader trend for consumers seeking in-depth hair repair/damage control.

Floraesters are just the products to repair those frayed, frizzed frocks.

These natural styles however often are not achieved effortlessly. Many require an extensive routine (some that can take over 2 hours depending on curl type, density, and length) and the need for extended in-between wash timeframes; this leaves opportunity for growth beyond the basic cleansing, conditioning, and styling formats on the market today. Take a look at our Video on curl styling routines Oh, Curl! Thats a good look, incorporate ingredients that address curls, frizz, parched strands, oily roots, and scalp health overall, in easy to use formats will triumph.


Polycare Split Therapy is just the product to repair those frayed locks. A guar-based product to deliver a long-lasting seal and enhanced durability to hair ends.

Polycare Frizz Therapy is ideal for those taking charge with a minimalist regimen and who want to control frizz with ease. Providing high humidity resistance and maintaining durable shape to styles.

Look at these starting point formulations for inspiration on the management and repair of curly hair


Consideration for time and value through efficacy, are benefits consumers no longer sacrifice on. The goal is to get to a natural healthy hair state and curly styles are notorious for requiring an arsenal of products, for this reason delivering both treatment and styling benefits, is sought out, one of the reasons ingredients like butters and oils have maintained their position in products developed for those with thick curly locks. Go further by Including ingredients that help to:

  • dry hair faster
  • extend style
  • reduce washing frequency or restore style
  • prepares hair for easier morning styling
  • are nutrient rich
  • remove product buildup while depositing much needed moisturization
  • add protection through anti-pollution properties


  • Hydagen 558 P – an algae-based, natural rheology modifier
  • Cetiol Ultimate – allows for faster drying time.
  • Rambuvital – protects hair from pollution, malodor and improves its vitality, as well as increases scalp hydration
  • PurisoftConcentrated powder of Moringa seed, that “coats” hair to protects from pollution, makes removal of particles easier which can help reduce washing frequency and extend/refresh styles.
  • Glutamates – removes build-up without stripping moisture

Because styles for curls and high density hair are notorious for increased product usage, as an additional consideration for eco-conscience consumers develop concepts that help to reduce water usage, and waste through multifunctional, multipurpose products, and alternative formats. You can check out more on our sustainability posts. Or jump into some of these categories directly:



Solid Formats