Your natural hair journey, made simpler

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

Your natural hair journey, made simpler

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

Hemi15:
The Breakthrough Ingredient
for Frizz-Free Curls

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

Cleanse & Condition

female model

Nourish & Treat

Young female model

Style & Define

Let Your Curl Shine

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

Let Your Curl Shine

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

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.”
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.”

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
Bundle & Save
$41.96 $38.00
$9.99
$9.99
$10.99
$10.99
$10.99
Bundle & Save
$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
Bundle & Save
$51.95 $47.00
$9.99
$9.99
$9.99
$10.99
$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
Bundle & Save
$41.96 $38.00
$9.99
$9.99
$10.99
$10.99
$10.99
Bundle & Save
$63.94 $56.00

Curl Up With Us On Instagram