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17 Brands for Natural Hair You've Probably Never Heard Of

There’s more out there than you probably thought.

17 Brands for Natural Hair You've Probably Never Heard Of

Bustle and Coveteur are working together to bring you the best mix of the season’s fashion and beauty releases, shopping tips, and service stories in ways that are both inspirational and attainable. Check The Fall Style Edit channel weekly to see what we’re up to.


Dealing with kinky coils is no joke, and when a curly Q stumbles upon a holy-grail hair-care regimen, straying from tried-and-true products without guidance feels totally out of the question. There’s a reason big names are a naturalista go-to, but lesser-known brands for natural hair are often the best-kept secrets.  

Maintaining curly hair comes with so much trial and error that it can be overwhelming. Humidity fighters for natural hair are practically the unicorns of the kinky-curly community, a girl’s got to seriously hunt for worthy leave-in products, and nothing dares to come close to the struggle of finding curl enhancers that define and hydrate. It’s no wonder the most popular natural hair lines are constantly hyped; once naturalistas discover curly hair products that actually work, there’s just no turning back. So must-have brands like Cantu, Camille Rose Naturals, and Carol’s Daughter will likely always have a place in your stash. But it just may do your locks some good to switch it up with the unfamiliar.

Some of the best moisturizers, detanglers, and cleansers come from companies you probably haven’t heard of or tried yet. It's time to get hip to these 17 under-the-radar brands full of curlicious magic.

Curls & Potions
The highlight of Curls & Potions is the brand’s hair-care bundles, loaded with everything a curly Q needs to keep waves, kinks, and coils hydrated and styled to perfection.

Maybe you’ve come across these amazing brands and have yet to dabble in their inventory. Maybe it’s all new to you. Whether you’ve checked them out before or not, these lesser-known brands are proof that there are always worthy options beyond the most popular natural hair care.


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