Curls Matter strengthens its position in the hair care market

After entering Monoprix in November 2024, the Curls Matter brand created by Innovative Beauty Group (IBG), one of the world's leading specialists in beauty solutions for brands and retailers, continues its development with two new listings with La Belle Boucle and Leader Santé. 

Curls Matter is a range of high-quality, affordable products designed exclusively for curly and wavy hair, with the distinctive feature of being gender-neutral. The brand relies on naturally-sourced formulations and unisex packaging and fragrances at affordable prices, up to 40 % less expensive than the market average.

Followed by over 7,500 followers on Instagram and over 10,000 followers on TikTok, accumulating 8 million views for her videos, she offers a range of six products designed to install a simple, effective routine based on three steps - wash, condition, define - to provide a solution for curly hair that is often complex to manage, even problematic.

Some 97% of naturally-derived ingredients with high-performance active ingredients adapted to curly hair make up the products in the range: shea butter deeply nourishes and strengthens curls without weighing them down, the blend of chia seeds and linseed reduces frizz and moisturizes hair to help define curls, without a cardboard effect, coconut oil softens and nourishes curls to give them shine, and hydrolyzed plant proteins (corn, wheat, soy) combine their benefits to protect the hair fiber and make styling easier.

Curls Matter is based on vegan, silicone-, sulfate- and mineral-oil-free formulas, and offers a light, unisex fragrance suitable for both women and men.

The recyclable packaging contains 30% of post-consumer recycled materials.

For example, Curl Cream has become a staple in the Curls Matter range, and the spray has been validated by UFC-QueChoisir, which found no toxic or controversial substances in its formulation.

_{Photo taken from the Curls Matter.}