Who Are We?

Welcome to Rooted in Curls x RiC Beauty Supply, a Black-owned and women-owned beauty brand dedicated to uplifting the natural hair community. We believe that curly and coily hair deserves nourishment, moisture and intentional care. Rooted in Curls products are created and selected to support healthy hair growth, restore hydration, and enhance curl definition - without harsh ingredients. 

Whether you're beginning your natural hair journey or maintaining your routine, we're here to provide handmade curl-friendly oils, shampoo and much more to come! You can now shop your go-to gels, leave-ins and beauty essentials that make your wash day easier and your curls thrive. We offer over 100 of the most popular hair care products and tools that are affordable and are shipped directly to your door. 

Rooted in confidence. Rooted in care. Rooted in nature. 

With Love, RiC