Born in the United States, this brand has established itself globally as an affordable, high-performance solution. Its primary focus is on simplifying the styling and management of complex textures, delivering salon-quality results that many people also use at home. It was originally launched by the Alberto-Culver division in the 1970s, at a time when the market for products specifically designed for Afro hair textures was booming. Its mission has always been clear: to offer professional salon results at an accessible price, allowing people to manage challenging textures (very curly or type 4C) without spending a fortune.