Waves, Curls and Coils, Reimagined: The Inspiration Behind Our Curl Jelly Bergamot & Sandalwood

This is a New Era for Curl Jelly.

Same formulas. Same curl expertise. A new energy designed to meet curls where they are now.

When we started designing our latest Curl Jelly launch, one thing was non-negotiable. Curls do not change based on gender. But the way people connect with a product, from its look to its scent, absolutely does.

Curl Jelly has always been instantly recognisable. The pink bottle. The cult status. The TikTok viral formula that shows up in bathrooms everywhere. It works, it always has, and that is exactly why the formula stayed the same.

So instead of changing what Curl Jelly does, we focused on how it shows up.

That is where the new era began.

A warm and woody fragrance

Scent plays a bigger role in how we experience haircare than ever before; we kept this in mind when shaping this range. We introduced a warm, woody blend of Bergamot and Sandalwood to add a new dimension to the Curl Jelly experience.

It is fresh without being overpowering, designed to sit comfortably in your routine and elevate every step from wash to style. The fragrance runs across the Waves, Curls & Coils Shampoo, Conditioner, and Curl Jelly Scrunching Jelly, creating a  experience throughout.

Same curl expertise, a new visual and scent story

This range keeps everything that made Curl Jelly iconic, while introducing a new look and a new fragrance story. Designed with men in mind, but loved well beyond that, it gives our community another way to experience Curl Jelly in their daily routine, same Curl Jelly performance. Just reimagined.

Definition beyond wash day

The idea behind the range is simple. Definition should last beyond the moment you step out of the shower.

Each product works together to support defined, frizz-free waves, curls, and coils throughout the day. The shampoo helps remove buildup, excess oil, and sweat. The conditioner smooths and detangles. The Curl Jelly Scrunching Jelly finishes the routine with flexible hold and shine.

Everything has a purpose, working in sync from start to finish.

Owning your curl care

This range marks a shift towards curl care that feels personal and intentional. The same Curl Jelly formulas you already trust, paired with a new look and fragrance that speaks to a wider audience.

Curly knows curly. Always.