Rewriting the Rules
of Beauty

We live at the intersection of products and practices that are sustainable
and safe without sacrificing performance or quality.

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.

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.

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.

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.

Our Results Are Proven

During a recent consumer study:

Our Products Are Always

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

Sugarcane | Hemi15
HEMI15

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

Watermelon close up
WATERMELON EXTRACT

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

Hisbiscus Macro photography
HIBISCUS OIL

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

Apple Cider Macro Photography
APPLE CIDER VINEGAR

Acetic acid and
polyphonic compounds
balance pH, and clarifies.

Breakthrough Science Meet the Best of Nature

100% sustainable, 95% naturally
derived ingredients

Sugarcane | Hemi15
HEMI15

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

Watermelon close up
WATERMELON EXTRACT

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

Hisbiscus Macro photography
HIBISCUS OIL

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

Apple Cider Macro Photography
APPLE CIDER VINEGAR

Acetic acid and
polyphonic compounds
balance pH, and clarifies.

Your Natural Hair Care
Journey, Made Simpler

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

Your Natural Hair Care Journey, Made Simpler

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