Love Ur Curls® began with a simple question: Why is caring for curls so complicated?

In 2016, our founder, Sahar started this brand as something deeply personal. Like so many others, she grew up believing her curls were something to be managed, straightened, or fixed.

What began as personal frustration became a mission to help people truly love their curls—and by extension, love themselves.

When we launched, the curly hair category was overwhelming—defined by endless products and complicated routines. We introduced something radically simple: a 3-Step System customized for different hair types.

And it worked.

With over 10 million bottles sold, our Iconic 3-Step System is still simple, effective, and the foundation for every curl routine.

However, while curl typing helped unite the curly hair community once, it has also started to divide us. Across the category, curl typing has started to create confusion and pressure, leaving people questioning if they’re identifying their curls “correctly” or feeling the need to fit into a chart.

So we’re evolving.

This isn’t just a rebrand. It’s a reset. Hair type still matters, but it’s only one input, alongside hair health and hair goals.

At the center is our 3-Step System- it always has been. What’s changed is how you build around it: volume, definition, moisture… freedom. Your Curls, Your Way™.

Our formulation philosophy

Rooted in science and developed in-house, every product is tested on real curls and refined through hundreds of iterations, guided by performance, not trends.

We believe innovation isn’t about more, it’s about better. Every formula must earn its place through results you can see and feel.

This philosophy is what shaped our collections: a considered range designed around hair health, styling goals, and scalp care.

And because our formulas are engineered to be compatible, down to how they interact on the hair, you can layer and combine with confidence, creating a routine that’s entirely your own.

We’re evolving simplicity for real life, so curls are something you style, love, and move on with, not overthink and stress over.