1Ex-vivo testing on tresses.
2Ex-vivo testing on tresses treated with be curly advanced™ coil definer gel or curl enhancer cream vs unwashed hair.
3Ex-vivo testing on tresses treated with be curly advanced™ curl enhancer cream vs untreated hair.
4Be curly advanced franchise is 93%+ naturally derived per ISO Standard 16128, from plant sources, non-petroleum mineral sources, and/or water.
NEW be curly advanced™
Game-changing care
for curls and coils
Reduce frizz, hydrate, strengthen and more with
93%+ naturally derived* coily, wavy and curly hair products.
*Be curly advanced™ franchise is 93%+ naturally derived per ISO Standard 16128, from plant sources, non-petroleum mineral sources, and/or water.
100% VEGAN • LEAPING BUNNY APPROVED • B CORP CERTIFIED
CLEANSE
AWARD WINNER
be curly advanced™
curl enhancer cream
Increase curl definition by 89%* while reducing frizz, boosting hydration and adding shine.
*Ex-vivo testing on tresses vs untreated hair.
TREAT & STYLE
SET
4 years in the making
Texture experts and scientists worked together to develop these advanced formulas for more types of curls and coils.
72-hour
frizz protection in high humidity1
Up to 2X
shinier curls and coils2
89%
more definition3
93%
naturally derived4
Co-created
by texture experts
A vegan
curl-strengthening peptide
derived from hydrolyzed pea and vegetable proteins fortifies naturally fragile curly, coily and wavy hair types.
Kokum seed butter
deeply nourishes, conditions and provides slip and detangling to help reduce breakage of curls, coils and waves.*
*Excluding be curly advanced™ coil definer gel.
MODEL CURL TYPE: 4B/C
Before: Unwashed hair.
After: Results with be curly advanced™ co-wash,
intensive curl perfecting masque,
curl perfecting primer, and coil definer gel.
MODEL CURL TYPE: 3C
Before: Unwashed hair.
After: Results with be curly advanced™ shampoo,
intensive curl perfecting masque, curl perfecting primer,
curl enhancer cream and coil definer gel.
NEW be curly advanced™
"We created these formulas with thoughtful ingredients
that treat your hair well, so you can feel your best."
RENÉE GADAR, GLOBAL ARTISTIC DIRECTOR, TEXTURE
Pick the right routine
for your unique curls and coils
2A-3C
for waves and loose curls
Shampoo
Conditioner
Masque
Primer
Curl Enhancer
3C-4C
for coils and tight curls
Shampoo
Co-wash
Masque
Primer
Coil Definer
Your step by step regimen
be curly advanced™
1. Cleanse
shampoo
Removes build-up without stripping.
Between wash days.
co-wash
Gently cleanses, hydrates and reduces frizz.
2. Condition
intensive curl perfecting masque
Smooths, conditions and adds shine.
Alternate masque or conditioner depending on hair's needs.
conditioner
Detangles and retains moisture until next wash.
3. Prime
curl perfecting primer
Creates foundation for styling products and protects from drying effects of sun.
4. Style
coil definer gel
Adds shine, defines and reduces frizz.
curl enhancer cream
Hydrates, defines and reduces frizz.
Coily, curly and wavy hair hub
Learn more about styling and caring for your curls from our textured hair experts
Transform your curls with
our expert recommendations
Plant-powered performance
Unlock your hair's potential with a customised routine of naturally derived, vegan hair and scalp care products.
The Art and Science of Pure Flower and Plant Essences
Cruelty-free, leaping bunny approved
100% vegan, naturally derived high-performance formulas.
Pioneer in sustainability
First beauty company to use 100% PCR resin in bottles and jars.
Care for the people and planet
Over $71M raised for non-profit clean water projects, including global partner charity: water, to protect clean water access.