Our Product Philosophy - Ouidad

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Our Product Philosophy


Every Ouidad product is formulated to express, never suppress, your curls.

Because curls need constant hydration, Ouidad products are formulated to replenish lost moisture and nutrients to maintain the internal weight necessary for curl formation and definition.

Because curls are prone to absorbing chemicals and product residues, Ouidad products are only formulated with active botanicals, plant extracts and ingredients safe for absorption.

Because curls are easily weighed down, dulled and distorted, Ouidad products are formulated to be breathable, water-soluble and layerable – and never with heavy silicones, waxes or oils.

Because every curl is unique, only Ouidad formulates specific products for specific curl types – Loose, Classic, Tight, Kinky – to help you understand, maximize and love your own fabulous, unique curls.

Experience the difference curl type-specific products can make for you.