Image via Plumpy Curls

The curly hair movement has gained momentum in Egypt over the past few years, with women embracing their natural textures and looking for products tailored to their unique needs. While imported brands often dominate conversations, several local names have carved out strong reputations for quality, accessibility, and community trust. Here are five brands shaping the local curly hair care market.

Joviality

Joviality has built its identity on clean, natural formulas, with the Curl Wonder line standing out as a favourite among curlies. Its products, ranging from shampoos and leave-ins to deep conditioners, are vegan, sulfate-free, and silicone-free.

Users often highlight how hydrating the line is, especially for tackling frizz while enhancing curl definition. The rich formulations work best for medium to coarse hair, though finer curls may need lighter application. While slightly pricier than some competitors, Joviality is seen as a trustworthy, high-quality option.

The Hair Addict

The Hair Addict started as a community platform before expanding into a brand, offering a complete range of shampoos, conditioners, leave-ins, and styling products. Its Frizz Off line, including papaya gel and curl activators, is especially popular. The brand’s strength lies in variety and accessibility, making it easier to build an entire routine without mixing brands. However, some products can feel heavy in Egypt’s humid climate if not applied carefully.

Clary

Clary takes a slightly different angle, blending curl care with treatments for hair fall and damage. With ingredients like Procapil, Keravis, argan oil, and shea butter, its range of shampoos, masks, and leave-ins is designed to strengthen follicles while moisturising curls.

This makes Clary a strong choice for women dealing with thinning or chemically damaged hair. On the flip side, if hair loss isn’t a significant concern, the formulas may feel heavier than necessary for everyday styling.

Plumpy Curls

As its name suggests, Plumpy Curls focuses on definition, bounce, and styling. Its sulfate-free shampoos, silicone-free conditioners, and styling custards are designed to give curls both hold and softness. The brand is especially praised for stylers like custards and gels, which deliver definition without the stiffness of traditional gels. Rich and nourishing, Plumpy Curls works best for medium to coarse textures. Fine or wavy hair types may need to use sparingly to avoid heaviness.

Bless

Bless has gained popularity for its budget-friendly, easy-to-use curl products, such as gels, creams, and shampoos. While it doesn’t offer the same wide variety or ingredient transparency as Joviality or Plumpy Curls, its appeal lies in simplicity and accessibility. For many curlies, Bless is the go-to option for everyday styling, especially for defining curls at a lower cost. The products may not always be as clean-label or long-lasting, but they remain a reliable choice for those building a routine on a budget.