In 1984, a pioneering stylist named Ouidad Wise opened the doors to the first salon in the U.S. dedicated exclusively to curls. At the time, there was no such thing as “curly hair care,” just products and practices that didn’t quite work. Frizz was the enemy. Texture was something to tame. And curls? They were misunderstood at best.
But Ouidad–yes, the brand is named after the founder herself–changed that. She believed that curls were something to embrace and celebrate. She developed cutting and styling techniques like Carving & Slicing®, launched curl-specific products that catered to every texture, and trained stylists to treat curls with the respect and care they deserve. Over four decades later, Ouidad’s forward-vision still defines everything we do.
Now, 41 years in, Ouidad has grown from one trailblazing salon to one of the best brands for curly hair, trusted by stylists, educators, and curl communities around the world. And we’re just getting started!
The woman behind the brand
Ouidad’s mission wasn’t just about hair, it was about empowerment. She saw firsthand how curls had been marginalized and under-served in the beauty world. Through her expertise and passion, she created more than a product line—she built a movement rooted in individuality and authenticity. Today, her name lives on through every salon service, every curl tutorial, and every bottle that says “Ouidad.”
Her groundbreaking techniques helped establish the foundational science of curl care. While trends have come and gone, the core belief that curls deserve specialized attention has never changed, and that belief is what continues to guide everything the Ouidad brand does today.
The legacy behind Ouidad salons
Our flagship and signature salons, located in New York City, Santa Monica, and Fort Lauderdale, aren’t just destinations for great cuts and color, they’re institutions of curl expertise. These salons servie as creative hubs for stylist education, product innovation, and curl community connection.
They’re also where thousands of clients have had their first real experience with curl-specific care—transformative appointments and services where they felt seen, understood, and truly celebrated for their natural texture. For many, stepping into a Ouidad salon is the first time they realize: “My curls are beautiful just the way they are.”
Curls that feel as good as they look
Over the past 41 years, we've launched dozens of best-selling formulas, but a few standouts continue to define curly routines across all textures. If you’re new here (welcome!) or just need a refresher on the icons, here are a few you’ll always find in our curl cabinets:
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Advanced Climate Control® Heat & Humidity Gel
Our number-one seller—and for good reason. This curl gel locks in definition and blocks out humidity with Anti-Frizz Nano Technology™. It’s lightweight but serious about performance, making it a go-to for anyone dealing with frizz,It’s available in multiple holds, but the original is where the legend began. -
Moisture Lock® Leave-In Conditioner
Every curl needs moisture, and this daily leave-in delivers it without weighing hair down. It’s packed with arnica and prickly pear to hydrate and protect, whether you’re layering under a styler or using it solo for soft, touchable curls. -
Curl Quencher® Moisturizing Conditioner
A deep dose of moisture for tight curls This rich conditioner quenches dry hair, helps with detangling, and supports natural curl formation without buildup. It’s a staple in routines that need lasting hydration and smoother curl definition. -
Botanical Boost® Curl Energizing & Refreshing Spray
A cult-favorite for next-day curls or anytime refreshes. It revives curls on contact and infuses moisture and bounce—perfect for busy mornings, post-gym re-styling, or mid-week pick-me-ups. -
Unbreakable Bonds™ Weightless Bonding Oil
This bond-repairing oil strengthens from within while sealing ends, adding shine, and enhancing elasticity—all without a heavy feel. It’s ideal for damaged, color-treated, or textured hair that needs a strengthening boost.
Whether you're just starting your curl journey or refining your routine, these formulas offer hydration, hold, and flexibility without compromising on curl health.
The next 41 years: what’s ahead
While we’re taking a moment to honor our legacy, we’re always looking forward. You can expect continued innovation, texture-inclusive formulas, and deeper support through salon services, stylist education, and real curl stories. Ouidad was founded on progress, and we’ll never stop evolving to meet the needs of the curl community.
We’ll keep listening. We’ll keep learning. And we’ll keep creating the best possible care for all curl types.
Our legacy is your curl journey
What started as a single salon in NYC is now a full-on movement that spans stylists, salons, and millions of curl stories. Whether you’ve been with us since year one or just discovered your favorite gel last week, you’re part of the Ouidad family.
Thank you for trusting us with your curls for 41 years and counting.
Here’s to more bounce. And more curl confidence, every single day.