In 1984, a Lebanese immigrant, Ouidad Wise, opened the first salon in N.Y.C. dedicated to curls. As a hairstylist and curly girl, she was passionate about embracing the unique texture of curls and spent years honing specialized cutting and styling techniques like the “Carve and Slice” and "Rake and Shake,” which are still used in salons around the world today. From behind the chair to fashion shows, Ouidad was determined to empower others to “let curls be curls”. A signature product line was soon to follow. Curl-specific care is still hallmark to everything we do. For over 30 years, we've perfected a customized, professional salon-quality approach to curl care with products specifically formulated for every curl type—from loose curls and waves, to spirals, tight curls, and coils.

In addition to working closely with stylists to master specific curl needs, we also partner with curly consumers (like yourself!) to understand what products you’re looking for next. With thousands of 5-star reviews, it’s clear that Ouidad products don’t just make curls look better; they help curls feel soft, strong, and healthy. ​Our professional-quality, award-winning formulas are made with sophisticated good-for-curl ingredients that combine decades of experience with the latest in scientific breakthroughs. Packed with the highest quality moisturizers and most nourishing botanicals, they work to strengthen every strand from the inside out.