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“Drybar for Braids..?…What do ya’ll think?” This short group message from Swella CEO and Co-Founder Brooke Hill to her classmates was just the beginning. Together with Co-Founder Zanbria Asante, Brooke Hill has been working to create a one-stop shop for luxury, convenient, and stress-free braiding experiences while building wealth within the community. In September of 2022, the Swella Braid Bar opened in Atlanta, Georgia and it is already changing the way women receive braids and the way braiders operate. We got to ask Hill how they brought this business idea to life.

Check out: 20 Black-Owned Beauty Brands to Add to Your Collection

How was the idea for the Swella born out of your experience in school?

I was sitting in the classroom as a graduate student, reviewing the case study of Drybar. It was 2020, and my class had been recently sanctioned to virtual courses due to the COVID-19 pandemic. My camera was turned off because I was getting my hair braided during class; I’d like to say this was an unusual occasion, but it wasn’t; receiving braids while working remotely had become a staple in my monthly hair maintenance routine. While the comfort of my home was cool, I longed for something better that didn’t leave long strands of braiding hair on my kitchen floor. The idea of Drybar sounded much more appealing. Without much thought, I swiped through my peers’ faces and realized four of the five black women in my virtual classroom were rocking braids. I immediately messaged them in a group with the words, “Drybar for Braids..?…What do ya’ll think?” Immediately everyone in the text thread agreed this idea should’ve manifested itself yesterday. 

What inspired you to innovate and disrupt both the salon industry and the technology used in it?

Frustration was the start of it all – for myself and my co-founder, Zanbria Asante. I wasn’t asking for much; I wanted safe spaces that served accessible, convenient, and quality braid services. I always say, “If hair braiding impacted everyone like it impacted Black Women, someone would’ve already created technology to improve the process.” My idea was “Drybar for braids,” and I knew more cities than Philadelphia – where I launched our first pop-up – could benefit from the model. I also knew that to be scalable; I had to find a way to make the process more efficient. One of Swella’s investors, Daniel Acheampong, of Visible Hands, introduced me to my now co-founder Zanbria Asante, who was working on integrating robotics to remove monotonous tasks in hair braiding to improve braider lives and make the process more efficient for customers. As soon as I heard about what she was doing, I first thought, “wow, this is genius,” I knew this was exactly what we needed to scale this Drybar for Braids model. We needed technology that would expedite hair braiding. Zanbria was living in Texas at the time, and so I flew up there for a week for us to visualize and manifest all that Swella would become. The rest is history! 

What has the process of building this business looked like from idea to development?

Step 1: Research; Step 2: Test! 

Step 1 was User Interviews. Zanbria and I have interviewed more than 200+ Black Women on their braiding experiences. Having worn braids for more than 20 years, we knew our experiences. Still, I knew it was essential to gather feedback because not everyone’s experiences would match ours. We built Swella to respond to the 200+ Black Women we interviewed. We heard the women we interviewed loud and clear – they wanted a space that allowed them to receive the same quality of braids at the same price but with a better experience in half the time. Step 2 was rolling out our MVP to the market. The MVP was meant to meet the user more than 60% of the way and still be differentiated enough, making us significantly better than any alternative on the market. We re-launched our Drybar for Braids model in Atlanta, Georgia September 7, 2022. By November, we had met capacity and sought ways to turn this pop-up into something permanent. We are now headquartered in Atlanta, GA, at our original location. We started in our space with three chairs dedicated to Swella, roughly 33% of the salon. We now own and manage 100% of the salon.

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For other small business owners in our industry, can you talk a bit about what fundraising looked like for you?

On paper, it looks like a scribble, but there is a method and strategy to the madness! I was a member of Visible Hand’s first cohort of entrepreneurs. I got $25K to attempt to launch Swella. Once I proved the business model, Visible Hands gave us a follow-on investment of $150k that allowed us to launch our first braid bar in Atlanta, GA. 

At one point, we were heavily seeking VC – we were on the fundraising bandwagon without really realizing how much we needed. I had a conversation with an LP that changed my perspective one day. He made me realize that sometimes you have to work and show progress with minimal resources so that you can accurately determine how much you need and not fall into fundraising to fundraise and potentially find yourself partnered with firms or individuals who do not have an aligned vision or goals for Swella. 

Fortunately, Swella was blessed to receive several grants, including Africon, Afrotech, The Whitney M Young Venture Competition, Grid 110 + Slauson and Co., and others that have enabled us the funding we need to keep building. We still plan to fundraise actively, but at our stage, we are very picky about who we partner with and we want to ensure that the VCs and angel investors are aligned with our long-term vision for Swella, which is to empower and inspire people with textured hair. We will get there by innovating and creating sustainable business practices; Swella will be a leader in generating wealth for communities of color.

What unique business challenges did you face, and how were you able to overcome them in launching Swella? 

The biggest challenge has been appealing to braid stylists. We are disrupting a space that has primarily existed as a shadow market. We found in our research that if you ask a person wearing box braids where she received them seven times out of ten, her response will not be a salon. Some Swella customers come to us simply because we can provide shampoo services alongside braid services. We are a one-stop shop for braid services, and according to our customers, that is a game-changer. However, if you look from the braiders’ lens – which we attempt to do at Swella often – you realize why this experience never existed. Because many states require you to have a cosmetology license to shampoo and blow-dry hair, Black women turn to braiding as a way to enter the industry without having to jump through legal hoops. Swella says, “hey, as a braider, you can feel confident that we’re providing everything we can to make your job easier. We provide shampoo and blow-dry for your customer. We provide the luxury atmosphere and vibes, for once – all you have to do is show up and perfect your craft of hair braiding.”

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You recently opened Swella Braid Bar in Atlanta, what have the first few months been like?

We are so grateful because the Atlanta community has welcomed us! We have more than 50% of our returning customer base, and our braiders love the experience. 

Do you have any advice for other budding entrepreneurs who also want to create a business in an untapped market? 

Research and test. I advise entrepreneurs like myself to become obsessed with the customer and to speak to them! Figure out their needs and desires and then build an imperfect version of the solution and test it. Remember, it is just a test, and you don’t obsess over the test version because it will change based on your insights and learnings – build something. The goal should be to develop and test an MVP that addresses just over 50% of your target markets’ needs.

What can we look forward to from Swella in 2023?

Expansion! We plan to continue to build and test in various markets. Swella Braid Bar, Atlanta, will be our flagship, and we want to continue to serve our customers there. We’re not going anywhere – so please keep us in mind the next time you get that itch to receive braid services. Swella’s got you! 

Read next: How Entrepreneur Gabby Goodwin is Growing Her Beauty Empire at Age 15 

We love and appreciate all the moms and mother figures in our amazing NaturallyCurly community. They helped teach us to love and care for our curls, so allow us to help you care for theirs. Treat those special people in your life to Mother’s Day gifts she’ll actually use. Shop curly hair products and save 20% off sitewide, and earn free shipping on any orders over $50, by using the code MOMS20 at checkout.

Gift her a Holy Grail product so good curlies buy it in bulk, a styling tool that will speed up her wash day routine, or a deep treatment for the TLC she deserves. Here are 20 Mother’s Day gifts she’ll actually use – all 20% off now.

1. Ouidad Advanced Climate Control Heat and Humidity Gel (33.8 oz.)

Was $74.99, now $59.99

2. SwirlyCurly Black Velvet Bonnet

Was $55.99, now $44.79

3. Jessicurl Hair Cleansing Cream – No Fragrance (32 oz.)

Was $49.95, now $39.96

4. AQUIS Hair Turban Waffle Luxe – Dream Boat Blue

Was $32.00, now $25.60

5. Thermal Hair Care Sweets Hot Head

Was $29.95, now $23.96

6. Olaplex No.6 Bond Smoother

Was $27.99, now $22.39

7. The Mane Choice Healthy Hair Growth Regimen Boosting Kit (4 pc.)

Was $24.99, now $19.99

8. Mixed Chicks Deep Conditioner (1 L.)

Was $50, now $40

9. Mixed Chicks Leave-in Conditioner (1 L.)

Was $50, now $40

10. Curlformers by Hair Flair Deluxe Pro Styling Kit for Spiral Curls

Was $59.95, now $47.96

11. Ouidad Moisture Lock Leave-In Conditioner (33.8 oz.)

Was $69.99, now $55.99

12. UNITE 7SECONDS Conditioner (33 oz.)

Was $72, now $57.60

13. UNITE BOING Curl Conditioner (33 oz.)

Was $72, now $57.60

14. Oyin Handmade Sugar Berries Pomade

Was $20.99, now $16.79

15. Camille Rose Naturals Lavender Crush Defining Gel

Was $21.99, now $17.59

16. SwirlyCurly Black Velvet Adjustable Headband

Was $22.99, now $18.39

17. Wonder Curl Detoxifying Clay Cleanser

Was $23.99, now $19.19

18. Jessicurl Confidence Collection Travel Set

Was $24, now $19.20

19. Curl Junkie Curl Queen Smoothing Hair Styling Gel

Was $24, now $19.20

20. SwirlyCurly Black Velvet Bonnet

Was $55.99, now $44.79

Don’t forget to enter MOMS20 at checkout for 20% off sitewide and free shipping on any orders over $50.

This sale ends May 15, 2023 at 11:59 pm cst. Free shipping is limited to Domestic US Ground shipping. 

Straight-backs, baby bangs, and buzzcuts – the Met Gala gave us so much more than “Hollywood mermaid waves” this year. And we appreciate the creativity. Scroll for our favorite hairstyles from the 2023 Met Gala, and save your faves for your next wedding, prom, or special occasion.

Quinta Brunson 

Hairstylist Alexander Armand made our formal updo dreams come true with Quinta Brunson’s show-stopping, sculptural updo. Strategic hairpieces and products from Maui Moisture made Brunson’s Met Gala debut a memorable one.

Michaela Cole 

Michaela Cole’s straight-back cornrows are all the prom hairstyle inspo we need this season. 

Imaan Hammam 

Anyone looking for curly bridal hairstyle inspo? Imaan rocked gorgeous, gorgeous curls that stood out against her simple white gown.

Whitney Peak

Finger waves were all over the beige carpet at last night’s Met Gala, and we’re partial to Whitney Peak’s glossy take on the 1920’s hairstyle. 

Adut Akech

Another 1920’s nod with the chic blunt bob, Adut Akech adds an edge with her black lipstick.

Salma Hayek 

Looking to dress up your ponytail for a special occasion? Salma Hayek add red rosettes for a bubble bow style.

Olivia Rodrigo 

Olivia Rodrigo was channeling Audrey Hepburn with her soft baby bangs last night.

Maya Hawke

The wolf cut is everywhere this year, including the Met Gala red carpet. 

Tems

Tems knows how to make a statement on a red carpet, and this feathered headpiece is no exception.

Florence Pugh

Florence’s feathered headpiece certainly had everyone talking, and below it? A freshly shaven buzzcut. We know how empowering it can feel to go short, and we’re excited to see Florence Pugh in this new hair phase.

Rita Ora

Let’s be honest, Rita Ora’s beauty look was really all about the nails. But the waist length waves caught our eye too. 

Gigi Hadid

Gigi Hadid wore a half-up, half-down ponytail – along with many other celebs including Emily Ratajkowski and Anne Hathaway. This wavy take is our favorite.

Erika Woods 

Save Erika Woods’ updo and stunning hair accessory look for your next special occasion or event. 

Maya Penn

Gen Z environmental climate activist Maya Penn caught our attention with a stunning hairstyle by Lacy Redway. Pictured here with Quinta Brunson, Julius Tennon, and Viola Davis.

Quannah Chasinghorse 

Quannah Chasinghorse’s hairstyle by Paul Mitchell Artistic Director Paula Peralta celebrated her indigenous heritage.

Halle Bailey

We’d like a full tutorial from stylist Tinisha “Sparkle” Meeks on the magic behind this hairstyle.

Lil Nas X

Lil Nas X was completely encrusted in silver body paint and rhinestones – except for his hair. Which naturally, we love. 

Lizzo 

Lizzo’s stylist Shelby Swain paired an updo with the Lush Wig Hair Trainer and customized hair pieces with spiked micro-bangs. 

Gabrielle Union 

Gabrielle Union wore waist-length goddess braids, a popular style in the NC community.

Janelle Monae

Janelle Monae’s super tall, structural top knot by celebrity hairstylist Nikki Nelms was inspired by her exaggerated tweed tuxedo. Nelms used the Mielle Pomegranate & Honey Blend Super Hold Edge Gel to get those edges laid down.

Julia Garner 

It’s rare to see natural waves on the red carpet – they’re so often heat styled beyond recognition. That’s why we love to see Julia Garner’s naturally wavy pixie at none other than the Met Gala.

FKA Twigs 

Stylist Louis Souvestre created art with FKA Twigs’ intricate, sculptured updo. 

Ice Spice

The signature ginger curls were pressed straight for Ice Spice’s debut at the Met Gala. We love the way the color pops against her white dress.

Amanda Seyfreid

Amanda Seyfreid gave us all the volume with her 70’s inspired disco waves. 

Cardi B 

Cardi B wore not one, but two completely different outfits and hairstyles to the Met Gala last night. One featured an auburn red low bun and the second was a silver 60’s inspired look with a headband. Which was your favorite?

Teyana Taylor 

Expect to see more of the pixie mullet now that Teyana Taylor brought it to the Met Gala.

Keke Palmer

Keke Palmer’s voluminous Hollywood hairstyle was the perfect accompaniment to her Sergio Hudson tweed gown.

Men with Braids

It’s not just about the ladies, we’re here for all  the men with braids at the Met Gala.

Trevor Noah 

Trevor Noah in straight back cornrows.

Pusha T 

Maluma

Shai Gilgeous-Alexander 

He wasn’t named the most stylish player in the NBA for nothing. 

A$AP Rocky

Closing out with A$AP Rocky, who shut down the Met Gala carpet alongside Rihanna with their late arrival. It did not disappoint.

Which were your favorite hairstyles at the Met Gala?

When you find a Holy Grail product that actually works, you want to shout it from the rooftops – and this is your chance to do just that! Make your wavy, curly, or coily opinion known by voting on NaturalyCurly’s Best of the Best 2023 poll. 

What are the NaturallyCurly Best of the Best Awards?

Every year NaturallyCurly.com, the leading resource for natural and textured hair for over 20 years, polls the community for your favorite hair care products of the year. Thousands of community members vote and the winners receive NaturallyCurly Best of the Best Awards.

What sets Best of the Best apart from other beauty awards?

Our awards give you the opportunity to vote on products that work for your unique curl pattern, whether you have waves, curls, coils or locs. And this year, we’ve expanded our survey to be even more inclusive with new categories for men and kids’ products too. 

If you’ve been transitioning or building yourself a healthy hair routine, you know it can take a whole lot of trial and a whole lot of error. But when you find that Holy Grail, victory is so sweet. The Best of the Best Awards are an opportunity to share your Holy Grail products with others in the community and give well-deserved recognition to the brands who’ve earned your trust.

Is there a conditioner so good you buy it in bulk? An all-in-one styling creme that holds and moisturizes without leaving a heavy residue? A product your braids and twists stay thirsty for? We want to know! And your fellow curlfriends do too. 

Vote in the 2023 Best of the Best Poll

Voting is open now and polls close on Friday, May 17.

If you’ve tried and loved the Mielle Organics Rosemary Mint Scalp & Hair Strengthening Oil – yes that hair oil that everyone’s been talking about – we thought you might like to know there’s more where that came from. 

You can get the amazing benefits of rosemary oil for hair growth from shampoos, conditioners, styling products, and even edge gels. If you’ve been curious to see for yourself whether this hair growth product lives up to the hype, or if it’s been sold out at your local retailers, here are even more ways to get the benefits of rosemary for your hair.

Mielle Organics Rosemary Mint Collection

Mielle Organics Rosemary Mint Scalp & Hair Strengthening Oil 

The hair oil everyone is talking about. The Mielle Organics Rosemary Mint Scalp & Hair Strengthening Oil is a multi-use product that can be applied to soothe and nourish the scalp, as a hot oil deep treatment, or as a split end treatment. See why NaturallyCurly readers voted this the Best Hair Growth Product for Type 3, Type 4 and All Hair Types. 

Read more: My Review of the Mielle Rosemary Mint Scalp Oil

Mielle Organics Rosemary Mint MultiVitamin Daily Styling Creme

Get the benefits of rosemary and mint benefits from everyone’s favorite hair oil in the form of a styler. This double-duty gel cream has a lightweight formula that can be used daily on twist-outs, braid-outs, and wash-and-go styles. 

Mielle Organics Rosemary Mint Strengthening Shampoo

For those who love that scalp-tingling feeling. This shampoo was made to gently cleanse your scalp while protecting and strengthening your hair to bring weak or brittle hair back from the brink.

Mielle Organics Rosemary Mint Strengthening Hair Masque

Treat your curls to some extra TLC with this biotin-infused masque. This nutrient-rich formula is packed with natural and organic ingredients like rosemary, mentha oil, honey, and coconut oil for strength and moisture. 

Mielle Organics Rosemary Mint Strengthening Edge Gel 

Voted the Best of the Best Edge Control by NaturallyCurly readers for Type 3 Curls and All Hair Types. This gel achieves healthy hold for delicate edges, along with that popular rosemary mint scent. 

More Rosemary Oil Products

Sunny Isle Rosemary Jamaican Black Castor Oil

This formula combines the potent hair growth benefits of Jamaican black castor oil with rosemary oil. And if the smell of JBCO is usually too strong for you, the light fragrance of rosemary makes this one more palatable.

Bloom Health Goods Rice Water & Brewed Rosemary Spray

Yao women of southern China have been rinsing their hair with fermented rice water for centuries for longer, healthier hair. This product combines rice water with rosemary oil to soothe scalp itchiness and promote healthy hair growth.

PURA D’OR Anti-Thinning Biotin Shampoo and Conditioner

The plant-based formula of this anti-hair thinning shampoo and conditioner contains herbal DHT blockers like nettle extract, as well as more popular curly ingredients like argan oil, aloe vera, and tea tree oil – along with rosemary oil.

Dominican Magic Revitalizing Hair Mask

Have you been meaning to add a hair mask to your regimen? Try this revitalizing hair mask that has restorative ingredients aloe vera and rosemary extracts. It’s ideal for dry, processed hair to improve moisture and length retention.

Camille Rose Rosemary Scalp Hair Treatment

Improve circulation and soothe your scalp with Camille Rose’s Rosemary Scalp Hair Treatment. Cleansing is a key step for any hair growth regimen.

Sunny Isle Rosemary Mint Hair and Strong Roots Oil

This rosemary mint oil in a dropper is ideal for protective hairstyles, weaves, locs and braids. Sunny Isle’s Double Growth formula is infused with their popular Jamaican Black Castor Oil as well as hair growth ingredient Biotin.

Honey Baby Naturals Really Hold It Honey Intense Hold Styling Gel

Shopping for a curly kid? Honey Baby Naturals has products for curly kids that the whole family will love. Use this gel on edges, ponytails, sleek buns, or for creating curl definition. The honey and rosemary in this formula helps keep curls hydrated.

OBIA Naturals Babassu Detangling Conditioner

Don’t let knots and breakage keep you from reaching your hair growth goals. This detangler is formulated with vegan, PH balanced and natural ingredients to nourish your hair and repair elasticity while you detangle.

Pure Rosemary Essential Oil

If you’re a DIY natural, you can always create your own oil treatment with rosemary essential oil. As with any essential oil, it is very potent so be sure to dilute this appropriately with a carrier oil before applying it. And be mindful that a little goes a long way when it comes to essential oil. 

TXTR by Cantu Oil + Vitamins Scalp Saver

This blend of vitamins, extracts, essential and natural oils comes in a convenient nozzle to be applied directly at the roots. This treatment offers relief for people with eczema-related dryness and chronic dry, itchy scalp.

A surprising acquisition amid recent TikTok drama, has long-time Mielle Organics enthusiasts concerned about the integrity of the products in the future.

Late December, Alix Earle included Mielle’s best-selling Rosemary Mint Scalp & Hair Strengthening Oil in a video roundup claiming she saw “tremendous hair growth” in just a month. Then on January 11, Mielle Organics announced it will be joining P&G Beauty, the company behind Pantene, Always, Crest and many other well-known brands. Between the TikTok drama and acquisition news, many fans of the hair brand have voiced concerns of changing formulation, increased prices, or textured hair no longer being centered in the marketing. But are these concerns all a result of the viral video and Amazon price-gauging, or are these anxieties emblematic of something deeper happening in the Black hair market?

The Mielle Oil TikTok Controversy

Let’s start with the fact that this hair oil isn’t new. The $10 oil won the NaturallyCurly Best of the Best Hair Growth Product Award in three categories in 2021 (for Type 3, Type 4, and All Hair Types”>, and community members have reported it being difficult to find even before Alix Earle’s Amazon list (it also went viral on TikTok last year after several Black women showed their rapid hair growth”>. The oil launched in 2018 after Monique Rodriguez, co- founder and CEO of Mielle Organics, noticed there was a gap in the market: a product that stimulated growth for women with textured hair.

Now onto the controversy…

Products created for textured hair, especially products that work for your specific hair porosity and goals, have always been limited and difficult to find, unlike products for straighter textures. This is compounded by the fact that funding and support for Black-owned Businesses is highly disproportionate to their white-counterparts (Black women receive less than 0.35 percent of all VC funding“>. For many long-time fans of Mielle Organics, seeing white women talk about this “hair growth hack” on TikTok feels like the colonization of the “ethnic” hair aisle. Like all Mielle Organics products, the oil description outlines that they are products for Black hair: “Use it on protective styles, including braids and weaves.” The viral GRWM video with over 5 million views now, sparked a larger conversation on Black products and gatekeeping, particularly Black-owned hair brands and products tailored to Black hair. Though not a new conversation, the combination of mega influencers (Earle has more than 3 million followers”>, viral TikTok products, and the ease to which consumers can buy these recommended products, has led to products selling out within minutes. And while this new age digital phenomena is not exclusive to white influencers sharing beloved natural hair products, the dynamics are worthy of taking a closer look at.

Perspective 1:

@hoodocomedy #stitch with @kellyannestone #greenscreen mielle controversy #fyp #funny #funnyvideos #blacktiktok #mielleorganics ♬ original sound – hoodo

Perspective 2:

@kita.io #stitch with @ronelle__ ♬ original sound – Kita iO

Perspective 3:

@lenabeanchats Not too much on my makeup routine, I do the same thing everyday? #mielleorganics #miellehairoil #rosemaryoil #alixearle #miellerosemarymintoil #smallbusiness ♬ original sound – Olena

Whatever your opinion on the matter, what’s clear is that Mielle Organics, now a part of P&G, has a new opportunity to reach a wider market and will now need to find ways to meet the increased demand of their product.

Mielle Organics Joining P&G

On January 2 Monique Rodriguez put out a statement that there were no plans to change the Rosemary Mint & Oil formula. The news that Mielle would become a part of P&G came just over a week later.

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A post shared by Mielle Organics LLC (@mielleorganics”>

While product reformulation isn’t unheard of after an acquisition, (looking at you Shea Moisture and Unilever”>, that doesn’t appear to be the plan here. “This partnership gives Mielle an opportunity to serve more textured hair consumers with the great products and formulas that our community loves.” – Monique Rodriguez, co-founder and CEO in the January 11 press release. The release also indicates that Mielle Organics will still be led by founders Moniquee and Melvin Rodriguez who serve as the brands CEO and COO. In a more personal message on Instagram to the OG Mielle Organics fans, whom Monique calls “Mavens and Mavericks,” Monique shared “This is a historic move for black women founders, and I want to continue to keep inspiring and showing the way. I will continue leading the vision forward with Mielle and better serving our customers. Please listen to this message in its entirety!! This is my heartfelt letter to my mavens and mavericks. I love all of you and will never turn my back on you.. this is just the beginning only up from here!! Queen of Hair ???” For many in the natural hair community, watching a favorite Black-owned brand merge with a larger company is an emotional experience. “Please make sure they don’t change your product!” was the sentiment from many black consumers on Instagram. “I’m happy for you and please don’t let them change the formula. It has happened to every single black hair care line you’re one of the last product lines that work for my hair” one comment read. Brand enthusiasts under Moniques Instagram video expressed this uncertainty in the comment section, but Monique has continued to affirm that Mielle’s formulas will not change.

Gatekeeping Black Products

So, should the natural hair community start gatekeeping products? Or is this newfound virality of textured hair products and styling a win for the Natural hair market and industry? It might be too early to tell. In 2017, SheaMoisture notably fell out of favor with many Black consumers after a brand campaign that failed to feature any women with 4C hair. The brand faced further critique from their original black fan base for changing the formulas to suit straighter hair textures. While I, and even the most spirited vloggers on TikTok don’t have a concrete answer, it’s important to consider that Mielle Organics, and the rosemary mint scalp and hair strengthening oil is a product meant for black and textured hair. It is a product that black women have used and can count on to work for them, when most aisles are filled with products that won’t. The oil, meant to be used on your scalp, is infused with more than 30 essential oils including biotin and castor oil, vitamins known to help prevent hair loss — and are especially popular ingredients in the natural hair community to protect hair from breakage and while using protective styles like braids and weaves. Styles that non-black communities are not acquainted with. And while the TikTok jokes about gatekeeping black products by saying the Mielle oil made them bald have merit, the main issue is a systemic one. There shouldn’t be a lack of investment in Black women. Black hairfluencers should be receiving as much attention and brand deals as other influencers. And most of all, credit needs to be given to black people for trends like oiling your scalp, braided tendrils, and the “clean girl look.” Do your research before you come to TikTok bragging about a new trend or product that black people found or created first, and then you can try and promote products in a more respectful way. Lastly, while the oil can be used by various hair types and/or races, hair specialists always recommend finding and using products that work for your personal porosity level, your hair health, your density and width, and your texture type. We recommend researching the products and ingredients and testing what works on your hair, rather than blindly buying products recommended by people on social media who have a different hair type to you. What’s your take, is Mielle for everyone?

With so many curl products on the market these days, you know a product really works when you finish the whole bottle and buy it again, and again, and again.

These are the products that the SHOPNaturallyCurly community purchased (and re-purchased”> the most in 2022. From must-have hair tools to multi-tasking stylers and cleansers that won’t strip your curls dry, these are the hard-working products that got the job done.

All of these are available on SHOPNaturallyCurly, where you can get free domestic US Shipping for all orders of $50 or more!

22. Hair Remedie Frizz Eliminating Towel 

Have you ever used a microfiber towel that was simply too small for your long or thick hair? Same. Well the Hair Remedie towel is a generous 39 inches across and 25 inches wide, and its multi-layer, patent-pending design helps faster without the frizz or damage.

21. The Mane Choice Peach Black Tea & Vitamin Fusion Anti-Shedding & Intense Volume Therapy Shampoo

If you’ve been wondering “is it normal to shed this much hair in the shower?” then you may be interested in this anti-shedding cleanser. It cleanses the hair and scalp without stripping it, and was formulated to promote scalp health. 

Read next: Hair Loss vs. Hair Shedding for Natural Hair

20. Kaleidoscope Miracle Drops

Kaleidoscope Hair Products was one of the most talked-about brands of 2022, and their best seller is the Miracle Drops. This hair oil is formulated to combat dry scalp and aid in hair growth. 

19. Camille Rose Naturals Coconut Water Style Setter 

If you’re not familiar with Camille Rose, it’s time to acquaint yourself with this must-know brand. It appears no less than three times on this list. This Coconut Water Style Setter is a moisturizing styler that can be used on twist outs, wash n go’s, roller sets, and more.

18. Camille Rose Naturals Almond Jai Twisting Butter

Camille Rose Naturals once again with a Twisting Butter that has won NaturallyCurly’s community-voted Best of the Best Awards multiple years in a row. 

17. AG Hair Beach Bomb Tousled Texture 

It’s not always easy to find styling products that will give Type 2 Waves hold and definition without weighing them down. This Beach Bomb does the trick, making it a NaturallyCurly Editors’ Choice Award winner. 

16. Aunt Jackie’s Curls & Coils Don’t Shrink Flaxseed Elongating Curling Gel 

Flaxseed is a star ingredient for DIY naturals, but if you’re not the DIY gel type then this Flaxseed Elongating Curling Gel is the styler for you. 

15. Curl Junkie Curl Queen Leave-In Conditioner

Moisturizing and lightweight is a much sought after combination in curl products, and this water-based leave-in conditioner ticks the boxes. 

14. Darshana Natural Indian Hair Oil 

This blend of Ayurvedic botanical ingredients has won both the NaturallyCurly Best of the Best and Editors’ Choice awards for its nourishing properties and 100% natural ingredients. 

13. Curly Hair Solutions Curl Keeper Original 

You know a product has reached Holy Grail status when the 1 liter bottle is a top seller. Curlies get their bang for their buck with this water-based frizz fighting styler. 

12. Rizos Curls Curl Defining Cream 

If you like your curls to look natural and voluminous without the crunch, give this styling cream a try. This Latina-owned brand is one to watch in 2023 and beyond. 

11. Mielle Organics Rosemary Mint Scalp & Hair Strengthening Oil 

You’ve likely seen this oil making the TikTok rounds for its hair growth properties and for being hard to find – lucky for you it’s available and authenticated on SHOPNaturallyCurly now. 

10. LONG AID Curl Activator Gel for Extra Dry Hair 

Another best selling product in large-size packaging (32 ounces!”>. Water, aloe vera gel, and glycerin are the top three ingredients in this popular curl gel. 

9. Botanika Beauty The Mendor 

If you’re in need of a protein treatment this season, curlies use this unique protein-enriched formula for restoring damaged and weakened hair. 

8. Camille Rose Naturals Curl Maker Marshmallow and Agave Leaf Extract 

This curling jelly is a moisturizing styler made to give you moisture and definition without the hard cast. You can dial up the definition by cocktailing it with stronger hold products. 

7. Jane Carter Solution Curls to Go Un-Tangle Me

Looking for an effective detangler with all the slip? This weightless leave-in contains some of our favorite slippery ingredients like Slippery Elm and Marshmallow Root.

6. Dippity-Do Girls with Curls Curl Boosting Mousse 

Achieve lift, body and bounce to your curls with this lightweight mousse. For extra lift, apply this to hair when wet and then diffuse to dry. 

5. KinkyCurly Spiral Spritz

This Curly Girl-friendly styling product lightweight and aloe-based and can be used to style freshly washed or second day curls. 

4. The Doux One Love CoWash 

Gently cleanse, detangle, and deep condition with just one product. We love a hardworking multi-tasker in our curl regimen. 

3. Dippity-Do Girls with Curls Curl Shaping Gelee

The original curl setting gel continues to be one of the top three best selling products of the year. It’s CG-friendly and less than $8, what more could you ask for?

Read next: Top 20 CG Approved Drugstore Products Under $10

2. KinkyCurly Curling Custard

KinkyCurly took the top two spots of our top sellers list this year. So if this Curling Custard is your first time trying this brand, you can feel fairly confident that it won’t be your last. 

1. KinkyCurly Knot Today 

And coming in at number one is KinkyCurly Knot Today. We can’t say we’re surprised, this product has been winning NaturallyCurly’s awards for years. This multi-use leave-in and detangling product will help you resolve your worst snarles and tangles. 

What was your star product of 2022? Share your new discoveries or tried and true Holy Grails in the comments!

Read next: 12 Curly Girl Method Approved Curl Creams for Every Curl Pattern

The NaturallyCurly Leaders in Curl interview series highlights the people and the brands that are redefining the beauty industry – one curl at a time. Curly girls have traditionally been marketed and sold tools and products to tame, loosen and straighten our curls. The curly product industry has expanded exponentially since NaturallyCurly launched in 1998, with creams, sprays and treatments now being made for every curl concern you can think of. But tools have in large part stayed the same, often employing high heat to manipulate textured hair into submission. Dawn Myers, Founder of Richualist, is working to change that. Richualist’s tool is called The Mint, “technology for textured hair.” The Mint is a wand with bristles that was engineered to detangle and distribute product evenly throughout curls and coils for a faster and easier wash and go. We spoke to Myers about how this product idea came to be, and what it has taken to bring it to fruition.

Most of the styling tools we see in the hair industry are related to heat styling and straightening, so we were thrilled to see that your tool is specific to styling curls! Can you tell us about The Mint?

Of course! it is my absolute pleasure to introduce our all-in-one curl hydrator and styler, The Mint! The Mint cuts the time and effort required to style textured hair by simultaneously detangling, conditioning your favorite curl creams and gels, and applying that product to get you quick, easy, consistent results. Our tech turns on our styling pods – kind of like Keurig K-cups, except they gently warm and distribute your favorite curl creams and gels for maximum product penetration and augmented hair health. Further, our compact design and TSA compliant pods make this static process ultra portable. Now we can style at the gym, on travel, out of the country, or wherever our dynamic lives take us. We all know that we are supposed to perform heated product treatments, but few of us have time for an extra step in an already cumbersome process. Gently warming your curl products doesn’t just get healthier results, it also helps cut down on time and product use. On average The Mint cuts styling time IN HALF for our users. We have also made this product highly tailorable with interchangeable bristle options and an optional double sided construction so your Mint works like it was made just for you. It works just as well on TWAs and transitioning curlies. It’s super gentle and designed to minimize shedding. We’ve literally thought of every pain point in a curly girl’s routine and solved for it!

What hair types would this work best for?

The Mint works best on Type 3 and Type 4 curls and kinks. Any person who spends more than 30 minutes or uses more than a couple ounces of product each wash day can benefit from the time savings and product savings The Mint offers. While all porosity levels can benefit from the application of gentle warmth during the styling process, users with low porosity hair will see a marked difference in hair health and product absorption on day 1.  

For heat-averse curlies, can you talk about the way this tool utilizes heat differently than what we’re used to seeing?

Our tools leverage heat differently. The Mint’s warming function is designed to be ultra safe for curls. Other hair appliances (think flat irons, curling irons, and hot combs”> weaken bonds and destroy natural curl patterns with excessive heat. We have collaborated with industry experts to figure out the optimal heat point to open up the cuticle and achieve maximum product penetration without damaging the hair cuticle. Heat isn’t the only game changing innovation this tool offers. The Mint cuts down styling time at home and is compact and portable for styling on-the-go. Removable product cartridges are easy to transport, which means you can quickly and easily style whether at the gym, leaving work, or on travel. The Mint is super compact, so you can carry it in your tote, gym bag, or carry-on. We have taken all the elements of your styling routine and rolled them up into one beautifully designed unit so that your busy life doesn’t have to revolve around your hair.

What has the process of building this tool looked like from idea to development?

Development has been a 5 year winding road of intellectual property development, research, engineering, testing, re-engineering, team building, fundraising, and manufacturing. Our progress has really followed the prototypical founder’s journey. I really struggled with maintaining my natural hair between work and athletic activities. I just really needed help and the help didn’t exist on the market. I thought about what kind of widget might solve my problems and I immediately went out to Ace hardware and CVS, picked up supplies (glue guns, soldering irons, combs, brushes, etc.”>, and built a very early prototype. That very early prototype was a mess – it looked like Frankenstein if Frankenstein were a hair tool – but it was enough to perform some early testing, get some early prospective customer feedback, and see that there was something here. From there, I started getting on the train from DC to NYC to meet with executives from various corporations to understand the landscape. The smartest thing I did was doing some of the early engineering off-shore. Engineering in the states can be super polished and precise but SUPER expensive, and the early ideation phases require a lot of time and variable testing. By the time I had done a few accelerators and secured major funding, I already had IP and the basic engineering in place, which saved us a ton of money in the long run. We were lucky enough to fundraise and be able to partner with an amazing NYC-based engineering firm called Tomorrow Lab. They were so determined to get this right for our customer, and they knocked it out of the park! We established a partnership with Dow, a major global manufacturer, and they helped us test and ready our product for launch. Now that we’re launched, we’re just elated to get actual feedback from customers. I’m blown away every single time a user’s eyes light us when they try it for the first time. The road has been long, but it’s worth it to get results.

For other small business owners in our industry, can you talk a bit about what fundraising looked like for you?

Tech-enabled products are notoriously capital intensive and logistically involved, so we knew that our company would be a hard sell to investors. Furthermore, our technology solves a huge problem, but that problem isn’t very visible to most funders. Many companies with a similarly big vision are looking for big checks from funders in the early stages of development. We knew that was a less realistic prospect for us, so we took an incremental approach that helped us build credibility, expertise, and ecosystem support over time. We started with pitch competitions where we won small checks that sustained us in those early days of development. We put on community events where we encouraged our friends and family to support with investments or in-kind contributions. We then moved on to accelerator programs where the checks and expertise were more robust. With the headwinds from accelerators and ecosystem supporters, we negotiated partnerships with massive companies in the space. While this approach took more time, it gave us space and an army of supporters who helped us learn the practice of product development, engineering, intellectual property, and company governance. These learnings and this accumulation of support positioned us for more substantive investments from venture investors. Building physical products is a magic. We can make our very own solutions to our communities’ biggest problems and improve the quality of life of people we care about through ingenuity and innovation. But building tech-enabled products is a complicated undertaking, and most companies in this space fail. It’s a super power to be able to ignore the pressure to grow fast and lean into a more strategic approach. There are so few tech tools that solve pain points for textured hair care, and I am excited to see this massive white space filled in by the ingenuity of women in our community!

What unique business challenges did you face, and how were you able to overcome them in launching this product?

There were so many challenges, but the hardest obstacle was getting investors and partners to value and understand this customer’s problem. As you can imagine, the vast majority of decision makers and key contractors in this space are men who have never encountered a 4-hour wash day. We had to do a lot of education – videos, customer interviews, demonstrations and so on – to convince investors and partners to take us on. Then we had to devise our own data gathering and scientific experiments to fill in the massive gaps in information around the needs of textured hair. Industry reports simply do not contain adequately nuanced information around our hair type, so we had to create our own data sets to inform design. The list of obstacles never ends, but what’s important is that we maintained focus on the needs of the curly girls and women we serve. That focus informed every major business decision and helped up navigate the endless red tape to get to market.

How do you see your brand expanding beyond the launch of The Mint?

Our first order of business is expanding our liquid product partnerships so that our customers can access all of their favorite brands and products through our pod subscriptions. We want to make everything about washday more convenient, including sourcing and replenishing your product stash. Beyond product partnerships, we are in the early stages of developing even more innovative product designs that can arm our customers with information and a data feedback loop to monitor hair health and recommended routines and products for their hair type, pain points, and hair condition. This is just the beginning and we are so excited for customers to be a part of our journey.

Where can our readers buy it?

Visit us at www.richualist.com … and subscribe for tips, styling tricks, and discounts! Read next: How Young King Hair Care is Bridging the Curly Industry Gap for Young Black and Brown Men

When I first started reporting on the natural hair looks seen at New York Fashion Week back in 2012, to be honest, there wasn’t much to report on. Runway after runway featured straight or straightened hair and any curls to be found were created with heat styling tools. Now, it’s a joy to see shows that feature curls, coils and waves being creatively styled in all of their vast versatility. Fe Noel’s recent Spring 2023 show at New York Fashion Week featured the work of Unilever Stylist & Celebrity Hair Artist, Lacy Redway and the TRESemmé team of textured hair experts. We spoke with Lacy Redway backstage before the show to learn more about the looks she created, as well as the changes she’s seen firsthand in the fashion industry.

Photo: Astrid Stawiarz, GETTY Images for TRESemmé, Graphics by Fran Avery

Can you tell us about the look and the inspiration behind it?

I envisioned this style complementing the femininity and fluidity of Fe Noel’s collection. The hair appears wet, emulating a drenched, watery, wavy texture, which will be brought to life in a variety of ways throughout the show So there’s hair that kind of sweeps over the forehead in this wave using the TRESemmé TRES TWO Mega Control Hair Gel. Then we gel the hair back saturated like it’s dripping in water, and then it’ll be shiny at the end. We’re using the TRESemmé Keratin Smooth Shine Serum at the end for a shine. And then we’re using TRESemmé Freeze Hold Hairspray as well to really make sure there’s hold.

Do you have tips for maintaining this kind of hold and definition throughout the night, especially when there’s humidity?

If somebody wants to do a style like this in real life I would say you definitely want to know your hair type and what it does. So I would say girls that have really, really coarse hair, I wouldn’t suggest gel as the primary product. To emulate this look, I would probably use hairspray and and then maybe do a twist out or something, and then use hairspray to kind of help flatten it as opposed to gel because gel will revert your hair back. So I would just say, use the right products and the right tools, like a good flat brush, and just tie it down – tie it down!

Why is it important to you to use your platform to shine a light on texture?

It’s really important, especially a show like this that is very diverse. That we have a diverse team back here. I know for myself, when I was coming up in the industry, there weren’t a lot of Black stylists backstage. So this is like a privilege, you know, to have so many of us here. And we also deserve to be here. But [it’s important] to make sure models here are being taken care of properly. For so long, and even now, some model feel so traumatized that they come with their hair already done, because they don’t know that there are people that are actually going to be at the show that know how to handle their hair. So we’re just trying to make sure that everybody’s hair type gets the same amount of attention and address their hair needs.

How have you been seeing the TRESemmé Future Stylists Fund impacting the industry?

I actually have some former Future Stylist recipients here on the hair team! So that’s how I try to use my platform is to really walk it like a talk and really pay it forward. So I do have some of the girls here with us who are not as experienced as some of the other people that I have here that have maybe 20 years of experience, but they’re here, they’re getting in, and they’re talented. So I feel like talent doesn’t have an age number on it or a certain amount of years of experience. These women are talented and we’re just going to continue to nurture them and help them get into the environment. TRESemmé strives to make quality salon haircare accessible to women everywhere and as an industry leader recognizes the need to counteract the lack of textured hair training in past and current cosmetology curriculums to better service the textured hair community. In partnership with Diane Da Costa, CEO and founder of SimpleeBEAUTIFUL CurlyTextured Academy, TRESemmé introduced the Texture Certification Program in 2022 to provide more than 1,000 licensed stylists nationwide with exclusive training and the tips, tools and vocabularies to consult textured hair clientele with confidence and expertise. The program is an expansion of the TRESemmé Future Stylists Fund, an annual $100,000 scholarship program designed exclusively for aspiring Black female hairstylists. Learn more here.

All photos by Astrid Stawiarz, GETTY Images for TRESemmé

Photo courtesy of @havuni

If your hair is fine or low in density it can dry like a wet blanket, close to our head without the lift and volume we see with other curls. Luckily there are some tricks that fine haired curlies and anyone looking to amp up the volume have in their toolboxes. You may find that in the pursuit of bigger hair, you have to accept some of the frizz that comes with separating your perfectly clumped curls – it’s all about the look you’re ultimately going for.

1. Clarify your hair

If your hair is forever flat at the roots, it may be weighed down by product buildup from your moisturizers and stylers or residue from hard water. The first step in the pursuit of volume is to clarify and remove anything that’s holding you down. The Elucence Volume Clarifying Shampoo is a classic clarifier in the curly community, and I’ve found that it really does help me in my volumizing routine. Another great volumizing shampoo I’ve tried is the Eprouvage Gentle Volume Shampoo. I’ll usually use a clarifier once every week or two, but you may find that clarifying once a month or less works best for your hair type and lifestyle. Here are a few more clarifying shampoos that are gentle enough for curly hair.

2. Rinse upside down

I discovered this tip by accident while washing my hair in a sink, but it really does help me achieve more lift at my roots. By tipping my head forward and allowing the water to run over my roots in the shower, my curls start to clump and form pointing up, instead of flat to my head. I like to apply my conditioner, flip forward, and comb the conditioner through with a wide tooth comb, then rinse.

3. Clip at the roots

Clipping at the roots is a widely used technique in the curly community. While this technique may be intimidating to the beginner, I’ve heard it best described by curl stylist Brianne Prince, who calls it “O Clipping” due to the shape your arm makes when inserting the clip, “I have so many clients that come in and tell me that they have tried clipping in the past and just couldn’t get the hang of it. Usually the reasons why are that they are using the wrong type of clip for their hair or that they are attempting to clip at an awkward angle.” To clip, after applying your styler or refreshing your curls:

1. Lean out to one side, this makes your hair is hang off of your scalp, which is very important 
2. Grab a small section of hair (less than an inch”>
3. Create an O around your head with your arm, and insert the clip with the “mouth” of the clip facing away from your roots
4. Leave them in for 10-20 minutes, then carefully remove

See a full clipping tutorial with photos and videos here.

4. Use mousse

I recently rediscovered mousse thanks to curl stylist Brooke Michie, owner of Lyric Salon in Austin, Texas. She made me reconsider mousse when she used it in Grace’s wavy hair transformation. She likes DevaCurl’s Frizz-Free Volumizing Foam because “it’s alcohol-free and lightweight, and the airy formula helps give your roots lift and volume – especially for fine or looser textured hair.”

Photo courtesy of @makaylamclovin

5. Diffuse

If I really want my hair to have volume, then I absolutely have to diffuse. Air drying is fine for my curl definition, but it doesn’t give me the bouncy volume that a diffuser can. For an extra boost, flip your head upside down (a common theme”> and diffuse upside down, switching your part from side to side so that it doesn’t set in one direction.

6. Fluff with your fingers

I learned this technique from NaturallyCurly’s Co-Founder Michelle Breyer. At various moments throughout the day, you can see us at our desks, heads flipped forward, fluffing our roots out to make our hair bigger. As Michelle says “big hair is the new long hair.”

7. Use root lifting products

I don’t place a lot of stock in “volumizing products” because nothing can actually make the strands of your hair wider, but there are some products that do help me achieve the appearance of greater volume. In my experience, the best products for this are the ones that add hold and stiffness to the roots so that they don’t dry flat to my head. EvaNYC has a powder with a unique candy floss consistency that works well on dry roots. SheaMoisture’s Dragon’s Blood & Coffee Cherry Volume & Lifting Spray is one of the few products that I have sprayed on my roots that doesn’t weigh them down, and Brooke Michie also recommends using the DevaCurl Mousse all the way up to the roots.

8. Tease with a pick

This tool may typically be used by tighter, coilier curl patterns, but curlies of all shapes and sizes can benefit from picking out their hair from time to time. If you have looser curls or waves, you can use the pick by placing it close to the ends and pushing the hair up towards the roots a few inches, then repeating on different sections around the head. If you have tighter curls or coils, you can insert the pick at the roots and then pull gently towards the ends a few inches, to loosen up the curls closest to your head. Just be sure to be gentle with your curls when using this method, as you don’t want to over-manipulate or cause breakage with the pick. Check out this article for a tutorial on using a pick for more volume at your roots.

9. Get a haircut

If your hair is long and hasn’t been trimmed in months, then the length of your hair may be working against you. I can’t overemphasize the impact a proper curly cut from an experienced texture stylist can have on the shape of your curls. I’ve definitely experienced times when my hair stopped responding to all of my usual tips and tricks, but once I got a trim they were back to bouncy and defined. A stylist will also be able to advise you on your specific curl pattern, density, width and length. These tips are a broad starting off point, but a personal consultation with a stylist who can see and feel your curls would be invaluable.

Optional last resort:

As someone who has suffered bleach damage, I don’t recommend this lightly; however, there have been those with very fine hair who find that lightening their hair gives them the extra volume that they seek. Bleach does raise the cuticle, which could appear like fuller hair. The trade-off here is that bleach also damages your hair and loosens your curls, and this damage is generally irreversible. It all depends on your priorities. If your hair health and curl definition are a higher priority, then give this a pass. If you’re seeking more volume at the risk of your ringlets, then consult a colorist for their professional opinion on what your individual hair can take.

NaturallyCurly World: Have you found any tricks for bigger hair? Share yours in the comments!