Ouidad and its best products

From Scientific Approach to Cult Products: Why Experts and Fans Have Trusted the Brand’s Innovative Formulas for Decades

Every morning, millions of women with curly hair start their day with the same ritual — trying to tame their unruly locks. In this daily battle for beauty, many find an ally in a brand whose name has become synonymous with luxurious curls — Ouidad. Founded in 1984 by Lebanese-born stylist Ouidad Wallin, this brand revolutionized the curly hair care industry, transforming curls from a constant source of problems into a point of pride.

“Before Ouidad, curly hair was viewed as something that needed to be fixed,” says Michelle O’Connor, the brand’s global art director. “Ouidad was a pioneer who told the world that curls are not a problem, but a gift that simply needs proper care.”

In an era when the beauty industry has finally recognized the value of all hair types, let’s dive into Ouidad’s history, explore the brand’s scientific approach to product creation, and identify those flagship products that have deservedly achieved cult status.

Pioneer of the Curly Revolution

When Ouidad Wallin opened her first salon in New York dedicated exclusively to curly hair, it was a radical move. At a time when glossy magazines praised straight locks and stylists offered aggressive straightening methods, she proposed a fundamentally different approach — working with natural texture, not against it.

“Ouidad was a revolutionary,” notes Jen Atkin, famous stylist and founder of Ouai Haircare. “She didn’t just create a product line, she changed attitudes toward curly hair, raising the issue of inclusivity in the beauty industry long before it became a trend.”

The brand’s story began with personal experience. Growing up with thick curly hair in a culture that didn’t accept it, Ouidad understood the emotional component of this problem well. With an education in cosmetic chemistry, she combined science and practical knowledge to create her own methodology for curly hair care.

“Her approach was unique in that she viewed curly hair as a separate category requiring special formulas and cutting techniques,” explains Dr. Alan Barad, dermatologist and hair health expert from New York University. “Before her, most products simply adapted formulas for straight hair, adding more oils or weighing ingredients.”

Scientific Approach to Unruly Locks

What distinguishes Ouidad from many other curly hair brands that have emerged over the decades? First and foremost, an unwavering commitment to science. Each product is developed with the unique structure and needs of curly hair in mind.

“Curly hair has a fundamentally different structure than straight hair,” explains Dr. Roanna Green, trichologist and brand consultant. “Each curve creates a potential breaking point. Additionally, due to the spiral structure, natural oils from the scalp struggle to move down the length of the hair, making curls prone to dryness.”

Ouidad’s laboratory focuses on solving these specific problems. Instead of simply masking symptoms, as many brands do with heavy silicones and oils, Ouidad develops formulas aimed at restoring hair health at the cellular level.

“Their research group did pioneering work studying curl geometry,” says Cosmo Di Mauro, a cosmetic chemist who previously collaborated with L’Oréal. “They classified curls not just based on visual observations, but taking into account their microstructure and physical properties, which allowed them to create products that meet the needs of different curl types.”

The brand is known for its classification of curls into four main types: wavy, spiral, tight, and kinky. More importantly, Ouidad recognizes that one person can have multiple curl types and creates products that can be combined for personalized care.

Cult Products: Creating Perfect Curls

In almost four decades of existence, Ouidad has released dozens of products, but some have earned special status in the curly hair community. Let’s look at the most iconic ones with comments from experts and users.

Advanced Climate Control Heat & Humidity Gel

“This is the Holy Grail for those battling frizz,” says Takisha Sturdivant, lead stylist at Ouidad’s New York salon. “The patented Anti-Frizz Nano Technology creates an invisible shield around each curl, protecting against moisture, which is the main cause of frizz.”

The gel contains seaweed extract, wheat proteins, and a ceramide complex that not only fix curls but also strengthen them from within. Notably, the formula is alcohol-free, which can dry out already dry-prone curls.

“I moved to Florida from Arizona and thought my curls simply wouldn’t survive in this humidity,” shares Lauren Benson, a beauty influencer with over 500,000 Instagram followers. “This gel literally saved my hair. Even on the most humid days, my curls remain defined and springy.”

Salon Series Mongongo Oil Multi-Use Curl Treatment

This multi-functional treatment based on rare mongongo oil has become a hit not only among clients but also among professional stylists.

“Mongongo oil is a real treasure,” says Janine Jarrett, founder of NaturallyCurly.com. “It contains a high concentration of antioxidants and eleolic acid, which protects hair from damage caused by heat styling and environmental exposure.”

The therapy can be used in several ways: as a pre-wash treatment, as a leave-in conditioner, or as a finishing product for adding shine.

VitalCurl Clear & Gentle Shampoo

Sulfate-free shampoo is a key element for maintaining healthy curly hair, and this product has set a new standard for gentle cleansing.

“Most shampoos contain harsh sulfates that strip curly hair of natural oils,” explains Dr. Barad. “VitalCurl uses gentle amino acid-based cleansing agents that remove impurities without disrupting the protective barrier of the scalp.”

The formula also contains chamomile extract and wheat proteins, which soothe irritated scalp and strengthen hair structure.

“This shampoo completely changed my approach to washing hair,” admits Gabrielle Union, actress and advocate for natural hair textures. “I used to wash my hair once every two weeks, afraid of drying it out. Now I can do it more often without negative consequences.”

Mongongo Oil Cream-Gel

This hybrid product, combining the moisturizing properties of cream and the fixing qualities of gel, has created a sensation among those tired of compromises.

“The idea of combining these two types of products was genius,” believes Vernon François, famous stylist and Redken ambassador. “Curly hair often has to choose between moisture and hold, and this product offers both.”

The cream-gel contains the aforementioned mongongo oil, as well as black cumin seed oil and marine algae extract, which nourish, protect, and define curls simultaneously.

“For me, it became the solution to re-moisturizing on the second and third day after washing my hair,” says Tracee Ellis Ross, actress and founder of Pattern Beauty. “It refreshes curls without weighing them down and doesn’t conflict with other products in my care routine.”

Brand Philosophy: More Than Just Products

Behind Ouidad’s success is not only product quality but also a holistic philosophy toward curly hair.

Ouidad was the first to talk not just about styling curls, but about creating a healthy ecosystem for their growth. Her Carve and Slice cutting method, which follows the natural movement of curls instead of cutting them evenly, revolutionized the styling industry.

The brand’s educational mission also deserves attention. Ouidad invests significant resources in training stylists on the specifics of working with curly hair and informing consumers about proper care.

“Their resource center for stylists is one of the best in the industry,” confirms Dickey Short, founder of Hair Rules and author of “Texture!”. “They don’t just sell products, they create experts who understand the science of curls.”

Challenges and Adaptation in a Changing Landscape

Despite its pioneering status, Ouidad faces growing competition. Over the past decade, the curly hair product market has experienced a real boom with the emergence of brands such as DevaCurl, Pattern Beauty, and Briogeo.

When Ouidad started, it was practically the only player in the curly hair niche; today it’s one of the fastest-growing segments of the beauty industry with annual turnover exceeding $9 billion.

In response, the brand is actively updating formulas and expanding its line to meet the needs of a new generation of consumers.

Ouidad constantly researches new ingredients and technologies; for example, recent innovations focus on biomimetic peptides that mimic natural processes in hair, and on sustainable ingredients obtained through green chemistry.

The brand is also adapting to growing demand for ingredient transparency and environmental responsibility.

The new Advanced Climate Control® Plus line is completely vegan and free of parabens, silicones, and mineral oils. Ouidad is also transitioning to packaging made from recycled materials and working to reduce their carbon footprint.

Ouidad’s Future: Innovation and Inclusivity

Looking to the future, Ouidad continues to push the boundaries of innovation in curly hair care.

The brand is also actively working to expand its educational platform, offering online courses for stylists and consumers.

“Our goal is to democratize knowledge about curly hair,” explains O’Connor. “Everyone deserves access to information and products that will help them love their natural textures.”

In an era when authenticity is becoming increasingly valuable, Ouidad occupies a unique position as a brand that has always supported natural beauty.

For millions of people with curly hair, Ouidad remains not just a brand, but a symbol of liberation from standards that have dictated what beautiful hair is for too long. In a world where diversity is finally welcomed, its legacy seems more relevant than ever.