Alaffia targets curl care with Beautiful Care collection

Alaffia is putting an emphasis on caring for curls.

New from the company is the Beautiful Curls collection of hair care products, which are made with plant-based ingredients and free of silicones.

Made with handcrafted and unrefined shea butter and coconut oil from Togo, West Africa, the collection contains cleansing, conditioning and styling solutions for those with loose waves, big curls, medium spirals and tight coils, the company said.

Formulated with aqueous extracts, as well as with Alaffia’s reverse osmosis water system, products contain purified water that has been infused with such botanicals as yarrow, comfrey, arnica, calendula and chamomile.

“These clean formulas support hair health without sacrificing high performance,” Lanaia Edwards, vice president of global marketing said. “What sets the Beautiful Curls collection apart from other offerings is the unique plant-based and fair trade ingredients that not only produce impactful results for textured hair, but also impactful opportunities for our women-led cooperatives. This collection is built on Alaffia’s mission to alleviate poverty and advance gender equality through the fair trade of indigenous resources and community empowerment initiatives.” 

Products part of the Beautiful Curls collection include:

• Curl Enhancing, which hydrates, defines and enhances curls. Made for those with wavy and curly hair types, it consists of the Curl Enhancing Shampoo, Curl Enhancing Leave-In Conditioner and Curl Defining Gel;
• Curl Activating, which was formulated for those with curly to kinky hair types. Created to activate and moisturize tresses, it contains the Curl Activating Shampoo, Curl Activating Leave-In Conditioner and Curl Activating Cream; and
• Curl Styling, which was made for all hair types, consists of the Curl Control Custard, Curl Hydrating Oil and Curl Reviving Tonic.

Made without the use of sulfates, parabens, phthalates, mineral oil, artificial colors or synthetic fragrances, Alaffia’s Beautiful Curls collection is available for purchase at Whole Foods Market, Wegmans, independent health food stores, natural grocers and online at BeautifulCurls.com and Alaffia.com.