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Long reign the curl

Our Roots

TWIST celebrates the unique, versatile and beautiful nature of curls. We are grounded in years of expert knowledge about curl care, ingredients, and styling techniques.

Who’s Our Curl?

Who’s Our Curl?

We embrace real curls of all kinds. Wavy, curly, or coily—we’re here for it. We champion those who rise above ideals and expectations to embrace their authentic selves.

The Moisture Approach

The Moisture Approach

We are redefining the curl conversation to put moisture first, because moisture-balanced hair is what your curls need to thrive.

Let Curls Be Curls

Let Curls Be Curls

We hail from The Curl Experts™ at Ouidad, a brand with over 35 years of history pioneering the curl category.

Your Own Twist

Your Own Twist

We believe that everyone should be able to customize a routine that works for their unique and personal curl journey.

Good-For-Curl Ingredients

Real talk: Moisture and curl-loving ingredients are key to helping your curls live their best life. You’ll find everything curls crave in our hydrating formulas like aloe leaf juice, coconut milk, and quinoa. Prepare yourself for curl-changing results.

None of the ugly

Rest assured: We don’t mess with any of the bad guys...your curls are safe with us! Our formulas don’t contain any of the common culprits like mineral oil, petrolatum, parabens, phthalates, or harsh sulfates, D4, D5, and D6 silicones.

Scent Story

Unique curls deserve one-of-a-kind scents. Our products are made with yummy scents that are designed to be layered for a personal your fragrance blend. Keep it fresh, play it up, and find your fragrance happy place.