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Our Story Our Science Our Philosophy

Your Natural Hair Journey, Made Simpler

Get ready for easy, clean, high performing solutions for every kind of curl, coil and wave.

“We started 4U to take the guesswork out of
curl care. Our job is to make your natural hair journey truly your own.”

Tia Mowry, Founder + Creative director

Our Fabulous
Founder

“I’m so proud to offer a line of natural hair care that’s science-backed, nature-made, and totally clean for your curls, health, and the environment.”

Hair Care is a
Family Affair

Everyone deserves access to clean hair care—especially our kids. That’s why our products have ingredients you can pronounce. 4U is 100% safe for the entire family.

Celebrate
Your Curls

Curls should be celebrated. Juicy curls, soft curls, coily curls, bouncy curls, shiny curls, we love all curls! Curly hair deserves the best sustainable ingredients because healthy curls make us look and feel good.

Sustainable. Safe. FourU

Cruelty Free

Vegan

Non-Toxic

Silicone Free

Sulfate Free

Paraben Free

Even Better Together

We put together the best combinations of products for your healthiest, sofest, bounciest curls yet.

SHOP BUNDLES