Founder: Ouidad and Peter Wise
Established in 1984
Ouidad opened her first salon dedicated to curls, offering curly-haired women the freedom to embrace the endless options and enviable texture only curly hair can offer. Each curl has its own internal structure, which controls the shape and flow of your hair. Ouidad identified the four different curl types — Loose, Classic, Tight, and Coily — and developed a signature line of products that complement each type. Because every curl needs the regimen that treats it right.
The Ouidad philosophy knows your hair inside and out, ensuring that your hair — with its unique curl pattern and distinctive style — stays hydrated, healthy, and happy.
Their formulas use the most sophisticated ingredients and combine decades of experience with the latest in scientific breakthroughs. Over time, you’ll see that your curly hair doesn’t just look better — it will also be softer, stronger, and healthier.
Sable and Ouidad believe that curls are beautiful, brilliant, and brave. We’re committed to letting curls be curls.
Tutorials, new product releases and sales and there may even be a small treat for you x