Shop Ouidad here

Ouidad is one of the most iconic, respected and enduring names in the entire curl care world, a brand with over four decades of professional curl expertise behind every single product they make. Built on the foundation of a legendary curl salon in New York City and driven by a founder whose name has become synonymous with curly hair excellence, Ouidad represents the gold standard in professional curl care. If you are serious about your curls and want products backed by more real-world curl expertise than virtually any other brand on the market, Ouidad is the one.

What is Ouidad known for?

Ouidad is best known for their scientifically advanced, salon-developed curl care formulas that deliver transformative results for every curl type across every porosity level. The brand is celebrated within the curl community for their depth of professional knowledge, their innovative curl-specific technologies and their ability to consistently produce products that rival and outperform the best in the market. Ouidad is also widely recognised for their Rake and Shake styling technique, which has become one of the most widely taught and recommended curl styling methods in the professional curl care world.

What curl types are they formulated for?

Ouidad formulates for wavy, curly and coily hair types across the full spectrum of curl patterns and porosity levels. Their comprehensive product range includes targeted solutions for every major curl concern including frizz, dryness, lack of definition, humidity resistance and colour-treated curl care, making them one of the most complete and versatile professional curl care brands available anywhere in the world.

Who founded Ouidad and why?

Ouidad was founded by Ouidad Wise, a curl specialist who opened her first dedicated curl salon in New York City in the 1980s at a time when curly hair was largely misunderstood and underserved by the mainstream hair care industry. Ouidad's deep personal connection to her own curly hair and her frustration with the lack of proper curl care knowledge and products available drove her to dedicate her entire career to the study, treatment and celebration of curly hair. Her salon quickly became a destination for curl enthusiasts from across the country and around the world, and the Ouidad product range grew naturally from the professional knowledge and expertise she developed over decades of working with curly hair clients. They were the first curly salon to ever open in USA!

Most popular products

Ouidad has an impressive lineup of hero products that have earned devoted fans across the global curl community. Their Advanced Climate Control Heat and Humidity Gel is one of their most iconic products, celebrated for its extraordinary ability to deliver frizz-free, defined curls that hold up beautifully in even the most challenging humidity conditions. 

Are they vegan, cruelty-free or organic?

Ouidad is committed to responsible formulation practices and does not test their products on animals. The brand formulates with carefully selected, high-quality ingredients and maintains a strong commitment to ingredient transparency throughout their range. It is always recommended to check individual product labels for specific vegan or organic certifications relevant to your values and preferences.

Are the products sulphate-free, silicone-free or curly girl method approved?

Many Ouidad products are sulphate-free and formulated with curl-safe ingredients, with a significant portion of their range being compatible with the Curly Girl Method. As formulations vary across their comprehensive product line, checking individual product ingredient lists is always recommended to confirm compatibility with your specific curl care routine and approach.

Shop Ouidad at Curly Life

Ouidad is available at Curly Life, Australia's home for expert-curated curl care. Over forty years of professional curl expertise, a founder whose name is synonymous with curl excellence and products that the curl community has trusted for decades make Ouidad one of the most prestigious and respected brands we stock. Shop the full Ouidad collection at Curly Life today and experience what four decades of dedicated curl care expertise looks and feels like in every product.