Your natural hair journey, made simpler

Science-backed, nature-made,
totally clean hair care for all curl types.
Shop Collection

Your natural hair journey, made simpler

Science-backed, nature-made,
totally clean hair care for all curl types.
Shop Our Collection

Elevate your curls

Multiuse Hair Oil
Multiuse Hair Oil handheld
Multiuse Hair Oil
$10.99
Curl Defining Gel
Curl Defining Gel handheld
Curl Defining Gel
$10.99
Curl Refresher Mist
Curl Refresher Mist handheld
Curl Refresher Mist
$10.99
Moisturizing Shampoo
Moisturizing Shampoo handheld
Moisturizing Shampoo
$9.99
Moisturizing Conditioner
Moisturizing Conditioner handheld
Moisturizing Conditioner
$9.99
Leave-In Curl Cream
Leave-In Curl Cream handheld
Leave-in Curl Cream
$10.99
Lightweight Conditioner
Lightweight Conditioner handheld
Lightweight Conditioner
$9.99
Clarifying Shampoo
Clarifying Shampoo handheld
Clarifying Shampoo
$9.99

Hemi15:
The Breakthrough Ingredient
for Frizz-Free Curls

Clinically proven stronger, healthier more
defined curls from root to tip.
Learn More
female model

Cleanse & Condition

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female model

Nourish & Treat

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Young female model

Style & Define

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Let Your Curl Shine

Nourish your hair from root to tip with our
shine-enhancing Multiuse hair Oil.
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Multisue oil handheld

Let Your Curl Shine

Nourish your hair from root to tip with our
shine-enhancing Multiuse hair Oil.

Shop Now
Tia Mowry sitting with her kids laughing

FROM OUR FOUNDER + CREATIVE DIRECTOR, TIA MOWRY:

“Every one of us has a different hair texture and type and yet we’re all in the same family. That’s what is so beautiful about natural hair.

4U is all about clean, easy-to-love products that work beautifully for you and your curls—no matter your curl type.”
Learn More
Tia Mowry sitting with her kids laughing

FROM OUR FOUNDER + CREATIVE DIRECTOR, TIA MOWRY:

“Every one of us has a different hair texture and type and yet we’re all in the same family. That’s what is so beautiful about natural hair.

4U is all about clean, easy-to-love products that work beautifully for you and your curls—no matter your curl type.”
Learn More

Waves, Curls, Coils:
We’ve Got You Covered

Waves
Male model
Male model
About Waves

Waves, loops, ‘s’ curls. Don’t let anything weigh down your waves. Clarifying shampoos that keep your hair and scalp free of buildup without stripping moisture as well as styling products to help hold shape are our favorites for this versatile hair type.

About Waves

Waves, loops, ‘s’ curls. Don’t let anything weigh down your waves. Clarifying shampoos that keep your hair and scalp free of buildup without stripping moisture as well as styling products to help hold shape are our favorites for this versatile hair type.

WAVY HAIR FAVORITES
Reset & Revive | Clarifying Shampoo, Lightweight Conditioner, Curl Defining Gel, Curl Refresher Mist
Hair female model
Bundle & Save

Reset & Revive

$41.96 $38.00
Clarifying Shampoo
Clarifying Shampoo handheld

Clarifying Shampoo

$9.99
Lightweight Conditioner
Lightweight Conditioner handheld

Lightweight Conditioner

$9.99
Leave-In Curl Cream
Leave-In Curl Cream handheld

Leave-in Curl Cream

$10.99
Curl Defining Gel
Curl Defining Gel handheld

Curl Defining Gel

$10.99
Multiuse Hair Oil
Multiuse Hair Oil handheld

Multiuse Hair Oil

$10.99
Ultimate Revival | Clarifying Shampoo, Lightweight Conditioner, Leave-In Curl Cream, Curl Defining Gel , Curl Refresher Mist, Multiuse Hair Oil
Hair Model
Bundle & Save

Ultimate Revival

$63.94 $56.00
Curls
Female Model
Female Model
About Curls

Springs, spirals, corkscrews. Curls span everything from loose, soft waves to tightly packed volume. Go for leave-in treatments that hydrate and lock in moisture without weighing down strands, and products that minimize unwanted frizz while bringing out your natural bounce.

About Curls

Springs, spirals, corkscrews. Curls span everything from loose, soft waves to tightly packed volume. Go for leave-in treatments that hydrate and lock in moisture without weighing down strands, and products that minimize unwanted frizz while bringing out your natural bounce.

CURLY HAIR FAVORITES
Tia's Favorite | Clarifying Shampoo, Moisturizing Shampoo, Moisturizing Conditioner, Leave-In Curl Cream, Curl Refresher Mist
Hair female model
Bundle & Save

Tia's Favorite

$51.95 $47.00
Clarifying Shampoo
Clarifying Shampoo handheld

Clarifying Shampoo

$9.99
Moisturizing Shampoo
Moisturizing Shampoo handheld

Moisturizing Shampoo

$9.99
Moisturizing Conditioner
Moisturizing Conditioner handheld

Moisturizing Conditioner

$9.99
Leave-In Curl Cream
Leave-In Curl Cream handheld

Leave-in Curl Cream

$10.99
Curl Refresher Mist
Curl Refresher Mist handheld

Curl Refresher Mist

$10.99
Coils
female model
female model
About Coils

Zig-zags, coils, tight rings. Coils lend themselves to a range of styles and are vulnerable to breakage—especially when wet—so aim for deeply hydrating conditioners as well as creams and oils that help retain moisture, resist tangles, and increase definition.

About Coils

Zig-zags, coils, tight rings. Coils lend themselves to a range of styles and are vulnerable to breakage—especially when wet—so aim for deeply hydrating conditioners as well as creams and oils that help retain moisture, resist tangles, and increase definition.

COILY HAIR FAVORITES
Moisture & Define | Moisturizing Shampoo, Moisturizing Conditioner, Curl Defining Gel,Leave-In Curl Cream
Hair male model
Bundle & Save

Moisture & Define

$41.96 $38.00
Moisturizing Shampoo
Moisturizing Shampoo handheld

Moisturizing Shampoo

$9.99
Moisturizing Conditioner
Moisturizing Conditioner handheld

Moisturizing Conditioner

$9.99
Leave-In Curl Cream
Leave-In Curl Cream handheld

Leave-in Curl Cream

$10.99
Curl Defining Gel
Curl Defining Gel handheld

Curl Defining Gel

$10.99
Multiuse Hair Oil
Multiuse Hair Oil handheld

Multiuse Hair Oil

$10.99
Deluxe Curl Care | Curl Refresher Mist, Moisturizing Shampoo, Moisturizing Conditioner, Leave-In Curl Cream, Curl Defining Gel, Multiuse Hair Oil
female model
Bundle & Save

Deluxe Curl Care

$63.94 $56.00

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