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Rewriting the Rules
of beauty

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

Totally Clean Curl Care

When we started 4U, we set out on a mission to make clean curl care accessible and effective. We believe clean beauty is the future of beauty and our commitment is to bring you safe, affordable, truly clean products that make your natural hair journey simpler.

Simple

Easy-to-use curl care systems made from naturally derived ingredients you can pronounce.

Safe

Totally clean, EWG verified products
free from harmful chemicals and 100% safe for you and your kids.

Sustainable

Biodegradable formulas made from
sustainably sourced and manufactured ingredients.

Science-Backed

Clinically-proven and developed in
partnership with the world’s leading

clean scientists.

    Simple

    Easy-to-use curl care systems made from naturally derived ingredients you can pronounce.

    Safe

    Totally clean, EWG verified products
free from harmful chemicals and 100% safe for you and your kids.

    Sustainable

    Biodegradable formulas made from
sustainably sourced and manufactured ingredients.

    Science-Backed

    Clinically-proven and developed in
partnership with the world’s leading

    clean scientists.

Next Generation

Clean Curl Care

Our mission is to develop products that are good for you and good for the planet. We teamed up with the world’s leading clean scientist and formulators to push our products to do the most with the fewest possible ingredients. Our formulations will never include silicone, sulfates, or parabens because, at 4U, clean beauty is always safe, ethical, and environmentally friendly. Period.

Curl Technology
4 years in the making

We knew we couldn’t change the face of curl care without using science – clean science that is. Every product within the line is formulated with our patented, award-winning molecule Hemi15 (aka Hemisqualane) - created from 100% ethically grown, renewable sugarcane. Before we came around, silicone was the leading ingredient in haircare. But, 50 research studies and over 50 global patents later, Hemi15 has been proven as a superior silicone alternative that deeply repairs, protects, and smooths all curl types and textures – there is nothing else like it on the market.

  • 100%

    said the product was good
    for their hair type.

Protecting the Planet
and Your Curls

Truly clean products and harness the best of nature without harming it. Every one of the products in our collection includes naturally derived ingredients with proven benefits for curly hair. Our products are produced with pioneering processes like sugarcane fermentation, where we convert basic plant sugars into rare bioidentical molecules that are included in everyday products that don’t deplete the source. The result? High- performance, biodegradable formulas crafted with sustainability in mind.

Breakthrough Science Meet the best of Nature

100% sustainable, 95%+ naturally derived ingredients

HEMI15

Deeply nourishes and moisturizes hair from root to tip after just one use.

Watermelon Extract

Minerals and vitamins (A, C, B complex) deeply hydrate and soften hair.

Hibiscus Oil

Rich in essential fatty acids, strengthens hair and boosts moisture.

Apple Cider Vinegar

Acetic acid and polyphonic compounds balance pH, and clarifies.

SEA MOSS EXTRACT

Rich in proteins and minerals, adds shine and fortifies strands for added strengthens against breakage.

FLAXSEED OIL

Omega-3 fatty acids can help strengthen hair & reduce hair breakage.

APPLE FRUIT EXTRACT

Magnesium, potassium, and copper hydrate and soften.

ALOE VERA

Strengthens and conditions, promoting healthier looking shiny hair.

VITAMIN E

Reduces oxidative stress for healthier looking strands.

ACAI OIL

Coats hair in antioxidants to smooth and protect.

ROSEMARY

Calms and conditions

ALOE LEAF JUICE

Strengthens strands while deeply hydrating

CASSIA SEED

Creates a flexible film on hair fiber for defined curls that last.

CHIA SEED

Strengthens hair root to stimulate growth and thicken strands.

Your natural hair care
journey made simpler

Stronger, healthier, more defined curls from root to tip.

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