Naturalicious creates high performing, time-saving, vegan hair care products for busy women with curly hair. To date, we have saved over 70,000 women more than 1.2 million minutes on their hair routines. We are sold in over 1200 retail stores including Sally Beauty, Whole Foods and ULTA. What's different about us is that every product we make is designed to replace at least 3 products customers would have to normally purchase and use. Because all of our products are multitasking and multi-benefit, we save our customers an average of 80% of the time they normally spend dealing with their hair, with better results than if they had spent hours on it. The societal standard of beauty tells us that naturally curly, kinky, coily, or coarse hair is ugly, not desirable, and that it has to be tamed. We are told we should straighten our hair, or make it smoother, in order to be beautiful. In fact, the hair that naturally grows out of our heads has been called "unprofessional" for decades, and "nappy" for centuries. Women have literally been fired from their jobs just because of the way their hair grows, and the radical idea that they might actually wear it as God created it. At Naturalicious, we exist to remind our customers that they are the standard of beauty, through our revolutionary products that make it easy for them to manage their hair and be confident in their own beauty. We are a company on a mission to eliminate the frustration, time and expense our customers have with their hair by creating easy-to-use products that save turn their wash days to wash minutes.