shop by hair type

from hair type straight (1a-c), wavy (2a-c), curly (3a-b), coily (3c-4a) and zig-zag coil (4b-c) we've got something for everyone.

find your perfect-fit products so you can love all your hair days.

model holding normcore signature shampoo and conditioner

not sure where to start? discover the hair routine you’ll love

revamp your hair days with ace, our virtual hair expert assistant. find your perfect-fit products so you can love all your hair days.
hair 101
what is hair porosity? your hair's ability to absorb and retain moisture

what is hair porosity?

What is hair porosity? How do you find out what type of porosity you have? Why is this important information to know, and how does it affect your haircare routine?
learn more
hydro rush shampoo and conditioner and the kure shampoo and conditioner

how to tell if your hair is dry or damaged

Your strand symptoms: brittle, dull, hay-like hair. The diagnosis: here’s where it gets tricky...your hair could be dry, damaged, or both.
learn more
Soulfood Nourishing Mask with Question Mark Icon

hair masking 101

Hair masks are deep conditioners. Hair masks are to your limp, tired tresses what a deep-tissue massage is to your weary muscles.
learn more
person holding hydro rush intense moisture shampoo and conditioner

what is hair zoning?

The idea of hair zoning is that there are different “zones” of your scalp and hair that have different needs.
learn more