How Curly Hair Brands Are Redefining Beauty Standards

Embracing Curls, Embracing Confidence

Curl textures are no longer just accepted - they’re celebrated. Brands like Rizos Curls, Pattern Beauty, Not Your Mother’s, and Oui are at the forefront of a movement transforming the beauty industry and inspiring people to confidently embrace their natural curls.

In this article, Hollywood Branded discusses how these curly‑centric haircare brands are reshaping beauty norms and empowering self‑confidence through authentic, inclusive storytelling and innovative product design.

Shifting Away from the Straight‑Hair Standard

For decades, straight hair dominated beauty culture, leaving curl‑loving individuals feeling overlooked. Today, that narrative is shifting -  curl textures are being honored, not hidden. These brands are leading that change by embedding cultural pride, clean formulation, and real representation in every bottle.

How Rizos, Pattern, Not Your Mother’s & Oui Lead the Charge

Rizos Curls
Founded by Julissa Prado in 2017, Rizos Curls emerged from a deeply personal hair journey. Prado, frustrated by the lack of clean, curl‑specific products, founded the brand in her cousin’s garage with self‑funded beginnings. Her mission centers around the “3 C’s” - Curls, Community, and Culture - with clean, Latino‑rooted formulations. The brand recently made history as the first Latina‑owned curly hair care line with nationwide placement in Ulta Beauty, built on authenticity and heritage.

Pattern Beauty
Created by Tracee Ellis Ross in 2019, Pattern Beauty was born from her personal curl journey and a desire to address the needs of coily and tight texture communities. It centers self‑love, inclusion, and high‑performing, safe ingredients - plus, 1% of sales go toward supporting women of color.

Not Your Mother’s
Established in 2008 to provide salon‑quality haircare at accessible prices, Not Your Mother’s redefines beauty care by bringing pro‑level results to everyday consumers. The brand emphasizes clean, transparent ingredients and cruelty‑free formulas. Reviews note its effectiveness across hair types, while remaining budget‑friendly.

Oui
Oui represents an elevated approach to curl care - offering luxury formulations that prioritize curl health and performance.

Photo Credit: Amazon.com

More Than Just Hair Products

Curl care isn’t only about aesthetics - it’s about identity, empowerment, and reclaiming self‑love. For example, fans of Rizos Curls talk about shedding years of hair‑related insecurity, joining a community that understands and uplifts them. And Pattern Beauty’s emphasis on representation and community support helps people reconnect with their natural texture through a lens of empowerment.

Photo Credit: Pattern

Purpose‑Driven Branding Wins

These brands stand out because they don’t just sell products - they tell stories and build community. Rizos Curls celebrates Latina identity and uses its platform to uplift underserved communities. Pattern Beauty integrates activism, authenticity, and philanthropy into its brand ethos. Not Your Mother’s focuses on transparency and accessibility as core brand values.

This kind of purpose‑driven branding resonates deeply with modern consumers - especially in beauty, where trust, inclusivity, and values matter nearly as much as ingredients.

Photo Credit: Rizos Curls 

The Future Is Textured

Curl pride is not a trend - it’s the new standard. Brands like Rizos Curls, Pattern Beauty, Not Your Mother’s, and Oui are redefining beauty by honoring natural textures and empowering individuals through authenticity, diversity, and meaningful community connection.

For marketers, this shift underscores the value of purpose and authenticity in beauty branding. Aligning with these brands or adopting similar values can unlock loyalty, cultural relevance - and real change.

Photo Credit: Not Your Mother's 

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