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. 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 you have with your hair by creating easy-to-use products that turn your #WashDaystoWashMinutes.