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Moist is good.

It’s what curls crave.

Life isn’t lived in a straight line...

We celebrate the unique, versatile and beautiful nature of all curls—wavy, curly, coily, and everything in between. We champion those who rise above ideals and expectations to embrace their authentic selves. Because real curls have their own Twist.

Weather Up Gel

Weightless Curl Defining Gel

$9.99

Essential Moisture

Gimme It All

4-in-1 Hydrating Conditioner

$9.99

Extra Moisture

Primed & CO

2-In-1 Conditioner & Primer

$9.99

Ultimate Moisture

It's All About Moisture

We’re redefining the curl conversation by putting moisture first. Mix and layer across our moisture scale to find your perfect blend.

The Twist Lineup

Frizz-fighting, coil-defining, good-for-curl ingredients, multi-functional and layerable. Find product combinations as unique as your curls and formulas that can keep up with you. Explore the complete moisture-forward line here.

The Twist Lineup

Frizz-fighting, coil-defining, good-for-curl ingredients, multi-functional and layerable. Find product combinations as unique as your curls and formulas that can keep up with you. Explore the complete moisture-forward line here.

Model with curly hair
Model with curly hair
Model with curly hair
Model with curly hair
Model with curly hair
Model with curly hair

One size fits all? Not our style.

Here are a few questions that will help you find your personal product pairing to reach all your curl goals.

Take the Curl Quiz

Our hero products

Curl Goals
Big, Rich & Dreamy
Weather Or Not
Gimme It All
Weather Up Gel

Curl Goals

Moisture-Locking Leave-In Conditioner

$9.99

Extra Moisture

Buy now

Big, Rich & Dreamy

Ultra-Hydrating Cowash

$9.99

Ultimate Moisture

Buy now

Weather Or Not

Element-Defying Conditioner

$9.99

Essential Moisture

Buy now

Gimme It All

4-in-1 Hydrating Conditioner

$9.99

Extra Moisture

Buy now

Weather Up Gel

Weightless Curl Defining Gel

$9.99

Essential Moisture

Buy now