A Spanish brand specializing in the care of curly, wavy, and Afro hair, which has gained significant popularity for its alignment with the Curly Girl Method. It defines itself as the "reflection of the curly soul" (Curly Soul).
The brand was born with the purpose of helping people embrace their natural texture. It moves away from traditional straightening standards to focus on hair health and curl definition. Its motto, "Love your curls, define your style," summarizes its focus on self-acceptance and conscious care.
Its products stand out for being "clean," meaning they are free of ingredients that tend to dry out or build up in curly hair, such as sulfates, non-soluble silicones, parabens, drying alcohols, and mineral oils.