Originally launched in 2001, Aveda’s be curly advanced range recently underwent a major rejuvenation supported by years of research led by experts – Renée Gadar, Global artistic director, Texture, Asha Harris, Executive Director, Global Product Marketing, and Christine Hall, Vice President Research & Development – all of whom have curly, textured or coily hair themselves. The result? Formulations meticulously thought out, tested, and retested to meet the specific needs of hair types 2A to 4C.

“When people come in to see me, I find myself busting myths a lot. I believe the industry hasn’t done a good job of science-based education for people with highly textured hair, so it’s no wonder they turn to ‘YouTube University’, where contradictory information is common in just a few clicks,” says Renée Gadar.

Her expertise was crucial from the outset of the collection’s redesign. “When I sat down with Asha and Christine, there was a big issue,” continues the pro. “Asha had conducted an incredible market study, but the fact is, it represented what consumers THOUGHT they needed. I immediately said, ‘Well, let’s not listen to that. Let’s give them what they really need.’ I’ve been in this business for a long time and I was aware of the gaps in the market.”

Aveda be curly advanced curl enhancer cream

Price: $47

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The new be curly advanced collection from Aveda, which includes seven essential products – shampoo, conditioner, co-wash cleanser, curl enhancer cream, coil definer gel, curl perfecting primer, and intensive curl perfecting mask – relies on vegan peptides derived from plant proteins to give bounce and health to hair. ” The hydrolysis process breaks down these proteins into small, potent peptide components, whose diminutive size facilitates penetration into the hair, delivering unparalleled strengthening benefits”, says Christine Hall.

Aveda be curly advanced Co-wash

Price: $65

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Asha Harris emphasizes the uniqueness of each curly head: “When we talk about hair texture, we need to be aware of its diversity. No curl is like another, and consumers are looking for solutions that not only suit them but also go beyond mere appearance. The structure of curly hair is inherently different from straight hair. It needs extra hydration, and it needs strength because it’s naturally more fragile than straight hair,” she insists.

Aveda be curly advanced Curl Perfecting Primer

Price: $54

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The launch of Aveda’s be curly advanced range not only marks evolution in the hair care industry but also a movement towards embracing the natural diversity of hair. Asha Harris, in fact, made the decision to return to her natural hair – and therefore stop chemically straightening her curls – during the years it took to develop the be curly advanced range. “I’ve always found natural hair to be beautiful, but I was afraid of how society would view me if I took that path. I was afraid of experiencing discrimination in my career as well. But in preparation for the arrival of my daughter, I made the decision to go for it. Children respond more to what you do than what you say. It’s all well and good to tell my daughter she’s beautiful and her hair is beautiful, but if I’m always rushing to the salon to straighten mine, it sends a completely different message.”

Aveda be curly advanced Coil Definer Gel

Price: $47

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