Aveda develop plant-based collection for textured hair
Aveda has launched a new collection of plant-based products formulated specifically to care for natural curls, coils and waves.
Aveda Be Curly Advanced™ protects against frizz in high humidity, hydrates, strengthens, defines and adds shine with plant-based silicone-free formulas. Products have been rigorously tested on all types of textured hair from 2A – 4C patterns.
Recognising the fragility of curly and coiled hair, the range has been co-created by Aveda's Global Texture Team who work to educate and redefine textured hair education and champion hair inclusivity.
Renee Gadar, Global Artistic Director of Texture for Aveda, comments:
“Be Curly Advanced™ is a game changing line of products for Aveda because it was formulated with black and brown women in mind as the primary users, led by our head of R&D and myself – women who also have textured hair. Creating the collection through this lens and our experiences gave us insights we needed to ensure we could meet the very unique needs of our textured haired guests and deliver products that perform and make curl and coil care simpler.”
Aveda Be Curly Advanced™ comprises seven products that cleanse, condition, prime and style textured hair.
Aveda
