State of Curly: How the Brand 'Curls' Is Taking Over Mainstream Beauty Industries

For decades, hair in mainstream media for women of color has changed time by time. Going from eras where the beautiful Dorothy Dandridge wore a short, straight press ‘n curl, on to, seeing the emergence of ‘Fro-Love’ in the 70s, in lieu of the spread of Black love and power through the Black Panther party and other movements spreading the love of natural beauty. While the era of natural hair came in the 70s, the next decade brought us back to an age of chemicals, heat, and un-friendly hair products. The beauty industry has done no favors women with kink, coils, and curls until more recent years. While there was little to no presence of quality products for naturals or inclusiveness of women of color in mainstream industries, many women made it their duty to change this problematic reality.

Many ponder the questions of “Why is this the common narrative amongst beauty industries?” and “How can we change these industry standards of beauty?”. For many women of color, growing up and seeing women with skin like yours, lips like yours, or even hair like yours was a rare and seeing a woman who was remotely close to what you looked like was inspiring, but this representation was minimal. More recently, natural hair amongst women of color hasn’t quite become exactly more acceptant in beauty, fashion, or media industries, but women of color have disregarded the Eurocentric standards of beauty and have embraced everything about themselves, especially their natural hair. Maria Boges, Angolan supermodel, made history in 2015 wearing her natural hair on the Victoria Secret runway being the first time a model had in the company’s runway history, while also being one of eight black models in the shows 44 models. Boges went on to inspire other models like Jourdana Phillips to also embrace their natural tresses on the runway.

Along with the emergence of natural kinky-curly coils steadily becoming more accepted in the fashion industry, beauty industries are also coming under fire for their lack of appeal to women of color and scarce variety of products for curly, kinky hair. Luckily, more women of color are taking the initiative of starting products ‘for us, by us’. Founder of ‘Curls’, Mahisha Dellinger, had the vision in 2002 to serve this call to action and create products for a diverse, overlooked audience that desired products for natural hair and wanted to embrace it despite industry standards.

“Mainstream media just recently started to share images of natural hair...like in the last 2-5 years. their impact on our natural beauty is minimal at best...we have learned to love our kinks without their acceptance.” said Mahisha, who spoke with me about the journey of ‘Curls’ and how the company continues to be a pioneer in the natural hair industry. “Curls, without a doubt, has had a substantial impact on the natural revolution. We are a pioneer in the industry and were 1 of the original 4 brands that kicked off the movement in target over 10 years ago.”

Being the founder of a company that has become such a staple to the natural hair movement, Mahisha has witnessed the progression of the movement’s rising over the past years. With this, Mahisha feels that some in media/beauty industries are becoming more open, stating “Those who see the beauty…embrace, while others that still feel it is an eye sore, no.” Recognizing this, it is difficult to determine what the future will be like for younger generation and what their images/standards of beauty will be.

With all the barriers of the industry constantly being tore down by women who want to change the perception of beauty as it relates to kinky, curly hair, we must always be mindful of how these expectations affect the esteem of young women/men and what can be done in the industry to reflect positive images. With all the work Mahisha Dellinger has done with ‘Curls’, she continues to work with high-profile celebrities who partner with the company and promote the importance of accepting your tresses, such as, Nia Long, Tia Mowry, Alicia Keys, etc. While also beginning a non-profit movement within ‘Curls’ called ‘Girls Rule the World’ that is “All about connecting young brown girls all over the world with mentors to get them to and through success...all while teaching them how to love their natural beauty.”

With the help of ‘Curls’, we have indicated some the best products for specific hair types (2-4) from their various collections, including their new line of ‘Cashmere + Caviar’, specifically selected by CEO Mahisha Dellinger.

‘Curls’ Perfect Curl Guide:

Type 2: Pure Curls - Clarifying Shampoo, Lavish Curls Moisturizer *Insert Images*

Type 3: Blueberry Bliss Reparative Hair Wash, Goddess Curls Botanical Gelle, Blueberry Bliss Curl Control Jelly *Insert Images*

Type 4: Cashmere & Caviar Hair Bath, Cashmere & Caviar Hair Masque, Cashmere & Caviar Hair Gelle *Insert Images*