Curly hair is finally getting the love it deserves, and some of our favorite celebrities are leading the way. Instead of just lending their faces to beauty ads, stars like Issa Rae, Beyoncé, Shakira, Tracee Ellis Ross, and Rihanna are building haircare lines made for real texture and real people. Their brands celebrate curls in all forms, from soft waves to tight coils, with products that actually understand what textured hair needs. Each one brings its own kind of curl magic, helping people embrace their natural hair with confidence, shine, and a little star power.
- . Sienna Naturals by Issa Rae
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Issa Rae is best known for her sharp wit and hilarious roles on TV and in movies, but did you know she’s also one of the faces behind Sienna Naturals? She co-founded the brand with her sister-in-law and hairstylist, Hannah Diop, to create clean, vegan haircare made specifically for textured hair. Sienna Naturals offers everything from shampoos and conditioners to serums and oils, all designed to keep curls healthy and hydrated. Not sure where to start? Try their sampler set, which includes four bestsellers — a leave-in, shampoo, conditioner, and strengthening mask. You can shop the full collection on their website, or skip the wait and grab your favorites at Sephora.
- . Cécred by Beyoncé’
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Queen B has always been known for her iconic hair, from her Destiny’s Child days to her most recent world tours. Last year, she took that legacy to the next level with the launch of Cécred, a brand built around the belief that everyone’s hair is sacred. Inspired by her own experiences with protective styling, color, and performance prep, Beyoncé created Cécred to restore and celebrate the health of textured hair. The line combines plant-based science with high-performing ingredients to deliver strength, hydration, and shine for all hair types. If you’ve been dealing with breakage or thinning edges from one too many slick-backs (same here!), the Restoring Hair & Edge Drops are a must-try. Cécred products are available on their official website and at Ulta, so it’s easy to add a little Queen B magic to your routine.
- . Isima by Shakira
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Shakira definitely did her big one with this one! Her brand IsimA, has quickly become one of my favorite curly hair lines, and the proof is in the curls. Shakira, who happens to be from the same city in Colombia as my family, created IsimA after realizing how hard it can be to find products that actually work for different textures. Every curly-haired person knows the struggle: you can follow the exact same routine, and your hair still decides to do its own thing. But her products keep my curls looking consistently defined, bouncy, and healthy. The brand offers a Discovery Kit that includes their shampoo, conditioner, hair mask, and leave-in, which is perfect if you are new to the line. While I love them all, my personal favorite is Curls Don’t Lie, a light-hold styling cream that defines my curls while giving me volume. You can find IsimA products on their website or at Ulta.
- . Pattern by Tracee Ellis Ross
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Tracee Ellis Ross might’ve been our favorite on Girlfriends, but she became everyone’s real-life girlfriend when she created this brand. Pattern Beauty is a Black-owned and founded company started by none other than Tracee herself, and it truly delivers on every level. The brand offers a wide range of products made to support different hair types and textures, helping everyone find what works best for them. Don’t know what products to try? Their website features a full Curl Edu section that breaks down curl patterns, textures, and the products that pair best with each one. They even have a glossary that defines all the go-to terms used in the curly hair community. Their number one bestseller, the Leave-In Conditioner, is known for giving hair seven times more moisture and twice the definition. You can shop Pattern products on their website, or find them at Ulta, Sephora, Target, Amazon, Macy’s, and Nordstrom.
- . Fenty Hair by Rihanna
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“Where have you been all my life?” That’s exactly what you’ll say after trying Rihanna’s Fenty Hair, the latest gem in her ever-growing Fenty empire, made for every curl, kink, and wave. While I still can’t forgive her for not dropping an album since 2016, she definitely makes up for it with her incredible beauty lines that never miss. Fenty Hair focuses on healthy, hydrated hair, offering products that are color-safe, sulfate-free, and packed with nourishing ingredients that actually work. One of her bestsellers, the Homecurl Curl-Defining Cream, is perfect for enhancing your natural pattern while keeping your strands soft and frizz-free. And because Rihanna knows what’s up, she even thought about those day-four hair moments when curly girls just want a sleek look. Her Slick-Back Styling Essentials Kit includes edge control, holding gel, and a 3-in-1 styling tool, giving you everything you need to get that effortlessly put-together look without sacrificing your hair’s health. Fenty Hair products are available on the Fenty Beauty website and at Sephora, so you can channel your inner RiRi with every wash day.
The Curl Conclusion
At the end of the day, these women are doing more than creating products. They are building communities that celebrate natural beauty in all its forms. From Issa Rae’s clean and conscious formulas to Beyoncé’s science-backed luxury, Shakira’s Latina-powered innovation, Tracee Ellis Ross’s curl education, and Rihanna’s effortlessly cool approach, these celebrity brands are redefining what haircare looks like for textured hair. Whether your curls are loose, tight, or somewhere in between, these brands prove that celebrity haircare can be real, inclusive, and made with love.