Plant-Derived Curly Hair Products Are Here. Can They Possibly Work? (2024)

After years of being underserved when it comes to product innovation, those with textured hair are now encountering a glut of formulas designed to address their unique needs. Store shelves are lined with curl creams, shampoos for curly hair, and conditioners for natural hair—there are even products geared toward super-specific hair textures, like 4C curls.

The latest brand to get in on the action: Aveda. This pioneer of plant-powered haircare recently launched a seven-piece collection called Be Curly Advanced that promises frizz protection, strength, shine, and definition in formulas that are 93% naturally derived. The lineup was created by Aveda scientists in collaboration with a global texture team of artists who are specialists in the needs of textured hair.

Sounds great—but does it work?

To find out, we had two members of the Women’s Health beauty team put these products to the test. Can the assortment stand up to the stress of their busy lives—and make their curls pop? Here’s how it all went down.

What’s the science behind the Aveda Be Curly Advanced line?

These days, there’s no shortage of hair products that claim to meet the specific needs of curls, coils, and waves—finally. What makes Aveda’s collection, which took four years to refine, noticeably different are the claims that it’s mostly naturally derived. But can a plant-based product be effective? Aveda scientists say yes—the secret being the brand’s vegan curl-strengthening peptides, which are derived from hydrolyzed pea and vegetable proteins.

“[These ingredients] owe their efficacy to the hydrolysis process, which breaks down these proteins into small, potent peptide components,” explains Christine Hall, vice president of research & development at Aveda. “The diminutive size of these peptides facilitates their penetration into hair, delivering unparalleled strengthening benefits.”

And with this big science comes big claims: With this line, Aveda promises you get can get rid of frizz for 72 hours, have 92% more hydrated hair as well as hair that’s three times stronger, and be left with an 89% improvement in curl definition, among other benefits. Also worth noting is that the collection is vegan and Leaping Bunny Certified with a proprietary citrus scent that includes notes of lemon, bergamot, and orange.

But perhaps the biggest coup here is that the products were formulated for women with textured hair by women with textured hair, including Aveda’s global artistic director of texture, Renee Gadar. “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,” says Gadar.

All the products in the Aveda Be Curly Advanced line

As mentioned, the full collection is made up of seven products and the Aveda team doesn’t necessarily envision everyone using every product every day—this is a line can be customized by the user.

First up, the basics: the Aveda Be Curly Advanced Shampoo and Conditioner. The wash is, as you’d expect, sulfate-free, with a creamy consistency that gentle removes dirt and grime without stripping naturally drier types. The conditioner, meanwhile, is silicone free and provides a hefty dose of moisture and slip for detangling. Both are designed and appropriate for all curl types and texture patterns. There’s also the Aveda Be Curly Advanced Co-Wash that’s meant to be used in between official wash days to get rid of buildup and increase hydration in shine (this one is most appropriate for textures 3A through 4C).

When it comes to additional care products and styling items, you’ll find the Aveda Be Curly Advanced Intensive Curl Perfecting Masque, Curl Perfecting Primer, Curl Enhancer Cream, and Coil Defining Gel. Let’s start with the mask: It’s rich and intensive to condition curls and coils and infuse them with shine, yet light enough to be used on even wavy hair (types 2A through 2C). The primer seals the cuticle to reduce frizz and protect hair from the sun—the ultimate pre-styling product.

If you’re in the market for a new curl cream, Aveda’s silicone-free version provides 72 hours of frizz protection—even in high humidity—while increasing definition by 89% and hydration by 92%. Last up is the gel, which defines with a crunch-free hold that’s silicone free and prevents frizz. Both the curl cream and gel are designed for all texture types.

Our editors’ product-by-product thoughts on the Aveda Be Curly Advanced line

Women’s Health senior beauty editor Danielle Jackson and beauty assistant Sabrina Talbert put the entire Aveda Be Curly Advanced line to the test for more than a month. Jackson’s type 4C hair and Talbert’s 3B/3C curls are typically thirsting for hydration and definition. Both also tend to deal with single-strand knots. Here are their honest thoughts.

Talbert and Jackson were impressed with the shampoos lather and its ability to remove buildup. “I used this on my wash day after taking down a week-old twist out and it definitely got rid of the small amount of product left behind without drying out my curls,” Jackson says. “The consistency is also really lightweight, which I appreciated since I knew it wouldn’t weigh down my spirals,” Talbert adds.

The conditioner wasn’t quite thick enough for Talbert’s taste (but would most likely be ideal, in her opinion, for waves since it’s on the lighter side) but Jackson was a fan of the Intensive Curl Perfecting Masque which she says moisturized her hair well and has great slip. “I wish the jar were bigger,” she adds. “I feel like I had to use a lot to make sure every strand of my pretty thick hair was coated.”

The curl cream and gel were the major hits for our testers. “When I'm twisting up my hair after a wash, I like to layer my leave-in treatments with mousse, and-this cream was really hydrating and I feel like my curls soaked it in,” Jackson raves of the cream. “It made them feel so soft once I unraveled my twists and I can also appreciate the fact that the bottle is sizable for the price.”

As for gel, “This is my favorite product from the line,” says Talbert. “I style my hair differently throughout the week, and I love a good lightweight gel. This one does the trick for days when I want a lighter hold. It doesn’t leave my curls feeling crunchy, and it gives me definition without taking away my volume.”

The bottom line: Is the Aveda Be Curly Advanced line worth it?

Like any collection of products, our team of testers found some true standouts and some others that weren’t quite right for their specific hair—in essence, exactly what Aveda scientists had in mind when they designed the collection. While the collection is designed for texture hair of all kinds—a tall order, indeed—the team at Aveda realizes that it's highly unlikely that everyone is going to use all seven products. For our testers, both of whom are curly-to-coily on the texture spectrum, the styling products (the gel and curl cream, in particular) were the standouts. The care items like the shampoo, conditioner, and mask were solid offerings that looser curls or those with different hair needs may love.

Our testers found the primer and the co-wash to be less exciting than some of the other products in the lineup and note that the signature scent of the collection, while beautiful, is strong. So if you’re not a big fan of fragrance, this may be a turn-off for you.

But all in all, the collection is a worthy addition to the curl care aisle. And with a dearth of effective, mostly plant-derived products in the space, Aveda’s Be Curly Advanced line offers the clean-minded consumer a solid option.