If there’s one thing we don’t know about hair, it’s why the industry ignored curls for so long. For awhile it seemed like every curl product on the market left your hair frizzy, dry or crunchy and smelled like coconut or fruit juice. Basically, curl care was stuck in the 80’s. That is, until Curl Jelly, the curl-of-your-dreams gel-oil product we developed in collaboration with our favorite person ever; you. When we asked you what you wanted, we weren’t that surprised to find out that it wasn’t the 10 step routine you normally associate with perfect coily curls. Instead, you wanted a curl product that turned your routine into something that fits your modern day, on-the-go lifestyle while delivering serious hydration and curl definition. So here it is - a curly hair routine fit for 2017. It’s so good, it’ll make all other curls gel-ous.

OUAI Haircare Curl

Step 1

Start in the shower with our best-selling Curl Shampoo, and Curl Conditioner. They’re both sulfate free and will protect your curls while fighting frizz and adding moisture. As you let the conditioner soak in, finger detangle or use a wide tooth comb to remove any knots.

Optional: Double up on moisture and shine by spending 10 minutes with our Treatment Masque soaking in your hair from root to tip. Rinse out.

Step 2

Gently soak up excess water from your hair using a microfiber towel or cotton t-shirt.

Step 3

While your hair is still damp, work a quarter-sized amount (or more depending on length) of our new Curl Jelly between your palms and smooth onto curls from root to tip. Gently scrunch the product in so that it distributes evenly absorbs into your hair.

Step 4

Control edges with a small amount of our Matte Pomade.

Step 5

Air dry and go. When dry, Curl Jelly feels undetectable, so curls are full, touchable and totally 2017. We really weren’t kidding when we said it was wash and go.


1980s: Hairspray

1990s: Gel

2000s: Mousse

2017: Curl Jelly