The Indian curly hair space is finally getting the attention it deserves. As conversations around textured hair evolve, brands are stepping up their game, and curly-haired folks are no longer sidelined in the beauty industry. Managing curls isn’t just a post-shower shake-out—it’s a full-time job.
Between shrinkage, frizz, porosity levels, and the ever-elusive protein-moisture balance, figuring out what works can feel like solving a never-ending puzzle. And for the longest time, curls didn’t even fit the conventional beauty standard. If you grew up watching everyone around you wrestle with a flat iron, chances are you did the same—probably every morning before school (guilty).
But a shift has been underway. We’ve got more representation now—Sanya Malhotra’s effortless ringlets, Chappell Roan’s bold curls, and an entire generation of curly-haired people reclaiming their natural texture—so it’s safe to say that the curly hair movement is thriving and brands are taking note.
Homegrown brands like True Frog and Arata have built a loyal following. For those willing to go beyond mainstream platforms, Moxie Beauty and Ashba Botanics sell directly via their websites—curly heads on the subreddits r/curlyhair, r/IndianSkincareAddicts, and The Nod team swear by them.
Of course, the technique is just as important as the products you use. A good clarifying shampoo, like L'Oréal Scalp Advance, to remove buildup, T-shirt drying to cut down on frizz, and silk pillowcases to reduce breakage—every small step adds up. And let’s settle this once and for all: silicones aren’t the enemy. Sometimes, a solid hair mask from Briogeo’s Curl Charisma line is all you need.
At the end of the day, it’s about finding what works for you. Whether you’re just starting your curl journey or perfecting your routine, there’s never been a better time to embrace the waves, coils, and everything in between. Scroll through our top picks below.
Homegrown favourites
Ashba Botanics
Shalini Shah, copy and managing editor at The Nod and one of our resident curly hair ambassadors, swears by Ashba Botanics for time-strapped days. The brand’s science-backed formulas deliver the perfect balance of hydration and hold—minus the dreaded crunch. Their lightweight, non-sticky solutions keep curls soft, bouncy, and beautifully defined for up to two days.
What to try: Curl Defining Gel
Where to buy: ashbabotanics.com
True Frog
If you want lightweight, fuss-free curly hair care, True Frog’s vegan shampoos, conditioners, and styling products keep your curls bouncy without buildup. Bonus points for being cruelty-free.
What to try: Shampoo for Curls
Where to buy: Tira and Nykaa
Moxie Beauty
Moxie Beauty has a lineup of curl-friendly treatments and styling products designed to enhance bounce and definition. Their Hair-Finishing Stick is a crowd favourite, easily stowed in a purse to help tame flyaways and create sleek buns on the go, but Redditors also vouch for their curl-defining products.
What to try: Flexi Styling Serum Gel or Super Defining Curl Cream
Where to buy: moxiebeauty.in
Fix My Curls
Lavina Bandekar, business manager at The Nod, swears by Fix My Curls—so much so that she can’t single out a favourite. From curl creams and gels to deep-conditioning masks, their range offers plenty of options for both quick touch-ups and deep hydration.
What to try: Moisture Melt Deep Conditioning Hair Mask
Where to buy: Tira and Nykaa
Arata
If you prefer clean beauty, Arata offers plant-based curl creams and gels made with good-for-you ingredients like Jojoba oil. Their products provide gentle cleansing and lightweight hold, helping to keep curls soft and refreshed throughout the day.
What to try: Styling Hair Gel
Where to buy: Tira and Nykaa
Curl Up
Curl Up offers a range of protein-packed shampoos, styling butters, and creams designed to support curl health and definition. Their moisture-rich formulas aim to revive limp curls and enhance natural bounce.
What to try: Curl Defining Cream
Where to buy: Nykaa
Global must-haves available in India
Aveda
Aveda’s high-end, plant-based hair care deeply hydrates and strengthens curls while being eco-conscious.
What to try: Be Curly Advanced Curl Enhancer Cream
Where to buy: Nykaa and Tira
Briogeo
If you're looking for clean, effective haircare, Briogeo’s products—especially their hair mask—are designed to revive curls. Inspired by the viral rice water treatment, their formulas are packed with powerhouse ingredients like rice amino acids, delivering the ultimate cuticle care your tresses crave for.
What to try: Curl Charisma Rice Amino + Avocado Leave-In Defining Crème
Where to buy: Sephora
Shea Moisture
Shea Moisture’s all-things-butter and nourishing oil-infused formulas hydrate dry, textured hair.
What to try: Shea Moisture Manuka Honey & Mafura Oil Intensive Hydration Hair Masque
Where to buy: Nykaa
Shop when you’re travelling
Cantu
This Italian brand is known for its rich shea butter-based formulas. Cantu offers curl creams, leave-ins, and styling gels that deeply hydrate and define curls. Perfect for those needing intense moisture and frizz control.
What to try: Wave Whip Curling Mousse
Where to buy: cantubeauty.com and Boots
Curlsmith
If you love premium, protein-balanced curly hair care, Curlsmith’s range includes everything from co-washes to scalp treatments, designed to strengthen and enhance curls without buildup.
What to try: Shine Jelly
Where to buy: curlsmith.com, Sephora & Ulta Beauty
Ouidad
Ouidad offers lightweight products designed for hydration, frizz control, and curl definition. Their formulas are suited for those who prefer a weightless feel without compromising on moisture and manageability.
What to try: Advanced Climate Control Heat & Humidity Gel
Where to buy: ouidad.com and Ulta
Maui Moisture
Inspired by tropical ingredients, Maui Moisture uses aloe vera, coconut oil, and shea butter to nourish and revive dry, damaged curls.
What to try: Weightless Hydration + Hibiscus Water Shampoo
Where to buy: mauimoisture.com and Boots
