This round-up of curl-friendly haircare demonstrates how brands are answering demand for accessible, texture-led routines and climate-smart styling that fits modern lifestyles.
Aussie's creator-led Curls Just Wanna Have Fun campaign seeks to highlight the playfulness of curl routines, which can often feel overwhelming because of their seriousness or elaborateness. The brand emphasizes affordable, uncomplicated, high-performance solutions in this category, specifically catering to Gen Z consumers.
JVN, the popular haircare brand by Jonathan van Ness, continues this sentiment with its new Curl Defining Mousse. This accessible product promises to deliver effortless 72-hour curl retention, frizz control, and hydration using cutting-edge ingredients like chia and linseed extracts, marshmallow root extract, and hemisqualane. Jonathan created this formulation with Trulee Rodney, marking the first collaborative product development for JVN.
- Gen Alpha
- Gen Z (primary audience)
- Millennial (primary audience)
- Gen X (primary audience)
