be curly advanced for coily & curly hair types. Reduce frizz, hydrate, strengthen hair and more.

NEW be curly advanced

Game-changing care
for curls, coils and waves

Reduce frizz, hydrate, strengthen and more with
93%+ naturally derived* curly, coily and wavy hair products.

*Be curly advanced franchise is 93%+ naturally derived per ISO Standard 16128, from plant sources, non-petroleum mineral sources, and/or water.

100% VEGAN      •      LEAPING BUNNY APPROVED      •      B CORP CERTIFIED

CLEANSE

TREAT & STYLE

Watch how texture experts and scientists develop be curly advanced for more types of curls and coils.
4 years in the making

Texture experts and scientists worked together to develop these advanced formulas for more types of curls, coils and waves.

More advanced than be curly

and made for more types of curls and coils

be curly advanced is more advanced than be curly and made for more types of curls and coils

72-hour
frizz protection in high humidity1
Up to 2X
shinier curls, coils and waves2
89%
more definition3
93%
naturally derived4
Co-created
by texture experts

A vegan curl-strengthening peptide fortifies naturally fragile curly, coily and wavy hair types.

A vegan
curl-strengthening peptide

derived from hydrolyzed pea and vegetable proteins fortifies naturally fragile curly, coily and wavy hair types.

Kokum seed butter deeply nourishes and detangling to help reduce breakage of curls, coils and waves.

Kokum seed butter

deeply nourishes, conditions and provides slip and detangling to help reduce breakage of curls, coils and waves.*

*Excluding be curly advanced coil definer gel.

See the difference with be curly advanced

See the difference when using be curly advanced

MODEL CURL TYPE: 4B/C

Before: Unwashed hair.

After: Results with be curly advanced co-wash,
intensive curl perfecting masque,
curl perfecting primer,
and coil definer gel.

See the difference when using be curly advanced

MODEL CURL TYPE: 3C

Before: Unwashed hair.

After: Results with be curly advanced shampoo,
intensive curl perfecting masque, curl perfecting primer,
curl enhancer cream
and coil definer gel.

"We created these formulas with thoughtful ingredients that treat your hair well, so you can feel your best."

NEW be curly advanced

"We created these formulas with thoughtful ingredients

that treat your hair well, so you can feel your best."

RENÉE GADAR, GLOBAL ARTISTIC DIRECTOR, TEXTURE

Pick the right routine for your unique curls and coils

Pick the right routine
for your unique curls and coils

be curly advanced hair care routine for 2A-3C hair types: waves and loose curls

2A-3C
for waves and loose curls


Shampoo
Conditioner
Masque
Primer
Curl Enhancer

be curly advanced hair care routine for 3C-4C hair types: coils and tight curls

3C-4C
for coils and tight curls


Shampoo
Co-wash
Masque
Primer
Coil Definer

Your step by step be curly advanced routine

Your step by step regimen

be curly advanced

Step 1: Cleanse with be curly advanced shampoo or co-wash

1. Cleanse

shampoo
Removes build-up without stripping.

Between wash days.

co-wash
Gently cleanses, hydrates and reduces frizz.

Step 2: Condition with be curly advanced intensive curl perfecting masque or conditioner

2. Condition

intensive curl perfecting masque
Smooths, conditions and adds shine.

Alternate masque or conditioner depending on hair's needs.

conditioner
Detangles and retains moisture until next wash.

Step 3: Prime with be curly advanced curl perfecting primer

3. Prime

curl perfecting primer
Creates foundation for styling products and protects from drying effects of sun.

Step 4: Style with be curly advanced coil definer gel or curl enhancer cream

4. Style

coil definer gel
Adds shine, defines and reduces frizz.

curl enhancer cream
Hydrates, defines and reduces frizz.

Learn more about styling and caring for your coily, curly & wavy hair from our texture hair experts.

Coily, curly and wavy hair hub

Learn more about styling and caring for your curls from our textured hair experts

Take our hair & scalp check quiz to find a customize hair regimen just for you

Hair & Scalp Check

Over 4 million possible combinations, our tool combines powerful data and logic to give you a personalized routine.


Plant-powered hair care rooted in nature

LEARN MORE

*Hair care is 90% naturally derived on average using the ISO standard 16128. From plants, non-petroleum minerals and/or water.

1Ex-vivo testing on tresses.
2Ex-vivo testing on tresses treated with be curly advanced coil definer gel or curl enhancer cream vs unwashed hair. 
3Ex-vivo testing on tresses treated with be curly advanced curl enhancer cream vs untreated hair.
4Be curly advanced franchise is 93%+ naturally derived per ISO Standard 16128, from plant sources, non-petroleum mineral sources, and/or water.