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we know curls. we love curls. we are curls.

Our Mission

Ouidad is dedicated to empowering individuals with curly hair to understand, enhance and love their hair.

WE

believe in humbly and consistently serving and educating our customers, team, and community. Success will follow. We are committed to providing exceptional service that is personalized, empathetic, truthful, respectful and proud.

place education at the core of everything we do and are devoted to educating our stylists and customers about the unique needs and solutions for naturally curly hair.

are the pioneers of the curly hair revolution. We formulate products exclusively for curly hair — working from the inside out — to leave hair healthy, manageable, and frizz-free. We are committed to delivering the highest-quality, results-oriented solutions for all kinds of curls.

create a welcoming environment that is an oasis and refuge, where curly haired people feel at home; where their individual stories and desires are heard; where their hair is understood and appreciated.

belong to a global curly hair community and leverage our resources to make a difference in our community every day, not just once a year.

believe our employees ARE the company. They’re our most precious resource. They are filled with knowledge and passion for our mission, and are eager to help.

For the past 30 years and for the generations to come, we have been and will always be pioneering new innovations to meet the needs of our curl community.