Moisture, definition and frizz control for every curl type, from loose waves to tight coils. Our Elasti-Curl range won four textured-hair awards at the HAIR Awards 2023, with sulphate-free Pure Mild Shampoo, Curls Defining Hair Cream and curl oils.

For curly, frizzy hair, the Hydrating Shampoo & Conditioner won Best Shampoo & Conditioner for Curls in 2025, and the Hydrating Hair Mask adds weekly moisture. Restructurizing Hair Spray detangles and strengthens curls that need extra care. All vegan, cruelty-free and made in Italy.

Frequently asked questions

What's the difference between wavy, curly and coily hair?
Wavy hair (type 2) forms loose S-shapes, curly hair (type 3) forms defined spirals, and coily hair (type 4) forms tight coils or zigzags. Find your hair type →

Is Elasti-Curl suitable for all curl types?
Yes. It's formulated for curl types 2 to 4.