Aveda Develops Game-Changing Care for Curls and Coils

Aveda, the purpose-driven pioneer of plant-powered, high-performance hair care, announces the launch of be curly advanced, a game-changing new lineup of products created specifically for curls, coils and waves.

Be curly advanced was developed to provide powerful, plant-powered solutions that addresses the specific needs of curls, coils and waves. These new, silicone free formulas were made for performance with every product clinically tested across all key indicators of curl performance – frizz protection, hydration, strength, shine and definition – to deliver transformative results without compromise.

“The Aveda Innovation team is always researching new actives to enhance our products. In our quest for stronger, healthier hair, we discovered the vegan curl-strengthening peptides. These remarkable peptides – derived from hydrolyzed pea protein and vegetable protein – owe their efficacy to the hydrolysis process, which breaks down these proteins into small, potent peptide components. The diminutive size of these peptides facilitates their penetration into the hair, delivering unparalleled strengthening benefits," Christine Hall, Vice President of R&D at Aveda explains. "Recognizing the inherent fragility of curly and coily hair, we harnessed the power of these peptides for our 'be curly advanced' line to help increase the strength of each strand. Combined with responsibly sourced kokum seed butter, which deeply nourishes and conditions curls and coils while also providing slip and detangling to help reduce breakage, these formulas ensure optimal care for naturally curly and coily hair types.” Be curly advanced was co-developed for guests with curls, coils and waves, by expert artists and scientists who deeply understand texture.Courtesy of Aveda

Be curly advanced was co-developed for guests with curls, coils and waves, by expert artists and scientists who deeply understand texture. Aveda’s global texture team is a team of artists who work to educate and redefine textured hair education; they champion hair inclusivity in cosmetology schools and salons around the world. When Aveda decided to embark on the development of a dedicated line for curls and coils, having these artists and scientists collaborating was essential to ensure the products would truly serve the hyper-specific needs of textured hair guests. It was the fusion of representative expertise - artists and scientists - who were determined to create breakthrough, high-performance formulas from the power of plants to provide a natural solution for this guest, the Aveda way. 

“be curly advanced is a game changing line of products for Aveda because it was formulated with Black and brown women in mind as the primary users, led by our head of R&D and myself – women who also have textured hair,” says Renee Gadar, Global Artistic Director of Texture for Aveda. “Creating the collection through this lens and our experiences gave us insights we needed to ensure we could meet the very unique needs of our textured haired guests and deliver products that perform and make curl and coil care simpler.”

The products in the collection underwent rigorous testing on all types of textured hair, from 2A – 4C patterns, to ensure impeccable performance guests can count on. Aveda R&D and Aveda Texture Team Artists refined formulas over a 4-year period of trial and error to ensure efficacy, and outstanding results for curls, coils and waves.

The be curly advanced collection consists of seven products designed to cleanse, condition, prime, and style textured hair with multi-benefit regimens that can be customized based on guest hair type:

Courtesy of Aveda

• Aveda be curly advanced Shampoo: For all curl types, this creamy, sulfate-cleanser free shampoo removes build-up without stripping hair and delivers moisture to curls, coils and waves.
• Aveda be curly advanced Conditioner: For all curl types, this nourishing conditioner for curly hair moisturizes instantly and provides slip to improve the ease of detangling curls and coils. 
• Aveda be curly advanced Co-Wash: For coily (4A-4C) and curly (3A-3C) hair types, this gentle, sulfate cleanser free co-wash removes build-up between wash days without stripping curls and coils. Instantly reduces frizz while increasing hydration and shine.
• Aveda be curly advanced Intensive Curl Perfecting Masque: An intensive curl treatment for all curl types that conditions curls, coils, and waves for more smoothed hair, reducing frizz and leaving hair shinier.
• Aveda be curly advanced Curl Perfecting Primer: Preps all curl types for styling by detangling and sealing the cuticle. Reduces frizz and protects from drying effects of the sun.
• Aveda be curly advanced Curl Enhancer Cream: Silicone-free curl cream for curl and wave types 2A-3C provides 72 hours of frizz protection in high humidity. 
• Aveda be curly advanced Coil Definer Gel: Coil definition gel for curl and wave types 2A-3C provides 72 hours of frizz protection in high humidity.

The entire be curly advanced collection is made with a minimum 90% post-consumer recycled resin bottles and jars and 100% post-consumer recycled resin tubes. Aveda's products are manufactured using 100% renewable electricity powered by Aveda's onsite solar array and wind power credits and offsets.