We love this product!
For wavy, curly, or coily hair needing moisture and curl structure
Curls look defined and feel soft without the stiffness or weight of heavier products.
with Biodynamic California Poppy
California poppy is rich in flavonoids that reinforce the hair's internal protein bonds, improving the elastic memory that allows curls to stretch and spring back without losing their shape over time.
with Organic cornflower
Cornflower contains anthocyanins and polyphenols that smooth the cuticle surface, reducing the inter-strand friction that causes frizz in curly textures. It helps curl clumps form more cleanly while adding a soft, natural light reflection.
with Fair Trade Marula Oil
Marula oil delivers oleic acid and vitamin E that provide slip and conditioning without disrupting curl pattern. Its lightweight molecular structure hydrates porous, curly hair efficiently without the buildup that causes limpness or crunch.
with Sphingomonas Ferment Extract
A bioferment polysaccharide with water-binding capacity that forms a flexible hydration film around each curl. Unlike synthetic humectants, it regulates moisture absorption in varying humidity levels, preventing both dryness and swelling that distort curl definition.
styling & finish
curl priming cream
$55.00
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5.1 fl oz (150 mL)
A hydrating curl cream for wavy, curly, and coily hair. Bioferment extract locks in moisture and enhances curl structure; marula oil and upcycled olive add slip and nourishment. Biodynamic California poppy strengthens elasticity. Soft, defined, frizz-free curls without weight or crunch.
Silicone-free
Sulfate-free
Paraben-free
No synthetic fragrance
Vegan
Cruelty-free
Biodynamic California poppy
Organic cornflower
Pay in 4 interest-free installments of
$13.75
with
In stock and ready to ship: order today → get it by Wednesday (with express shipping)
The ritual.
Part of the sulfate-free curl routine
For curly to coily hair. Cleanses without sulfates, then hydrates and defines curls without weight or crunch.
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Step 1 · Co-wash
Apply to damp hair, concentrating on the lengths. Massage gently for 2 to 3 minutes, then rinse thoroughly.
curly hair co-wash
Shampoo & conditioner for curly hair
Cleanses and conditions in one step$60.00 - 8.1 fl oz (240 mL) -
Step 2 · Prime
You are hereOn wet hair, apply from mid-lengths to ends and distribute evenly.
curl priming cream
Cream for curly hair
Boosts moisture, softness, and curl definition$55.00 - 5.1 fl oz (150 mL) -
Step 3 · Define
Shake well. Work through the lengths, rub in gently and style. Dry with a diffuser for more definition.
The full routine
For curly to coily hair. Cleanses without sulfates, then hydrates and defines curls without weight or crunch.
How often: All three at every wash; the co-wash is gentle enough for frequent use.
The tube is part of the formula.
Grown, not sourced.
Agricosmetica®, a higher standard.
Not quite what you're looking for?
The right ritual shouldn't feel like a compromise. Answer a few questions and uncover a selection crafted for your rhythm, your space, your life.
Good to know
- Complimentary shipping on orders over $80
- Aluminium tube, no plastic
- Also at Oway salons
Will it make my curls crunchy?
No. It gives a soft hold with natural movement, without crunch, stiffness or weight.
Will it control frizz in humid weather?
Yes. It smooths and seals the cuticle for calm, humidity-resistant curls, while marula oil and upcycled olive lock in moisture.
Can I air dry or diffuse after?
Both. Apply it to wet hair from mid-lengths to ends, then air dry or use a diffuser to bring out natural texture and definition.
Does it work on wavy and coily hair?
Yes. It is made for wavy, curly and coily hair, enhancing curl shape from root to tip and adding bounce.
Is it vegan and cruelty-free?
Yes. It is vegan and cruelty-free, and free from silicones, sulfates, parabens and synthetic fragrance.
Which routine is right for me?
curl cream duo: for wavy, curly and coily hair. sulfate-free curl routine: for curly to coily hair.
About Oway
What is Agricosmetica®?
Agricosmetica® is how Oway makes cosmetics: actives from biodynamic and certified organic farming, selected with care and processed in a circular system that turns waste into resources, from the field to the bottle.
What is Ortofficina?
Ortofficina is Oway’s farm in the hills of Bologna, farmed with biodynamic methods since the early 2000s. Many of the botanical actives in Oway formulas are grown there and harvested when each plant is at its peak.
What does biodynamic mean?
Biodynamic farming treats the farm as one living system. It builds soil fertility with compost and crop rotation, uses no synthetic fertilizers or pesticides, and times sowing and harvest to natural cycles. Oway grows its biodynamic actives at Ortofficina and with a network of biodynamic growers.
Why glass and aluminium?
Glass keeps out light, air and moisture, so a formula keeps its purity, potency and freshness, and nothing leaches into it. Oway replaced plastic with recyclable glass and aluminium for its bottles, jars and tubes, to cut single-use plastic.
Where is Oway made?
In Italy. Oway was founded in Bologna in 1948 and still develops its formulas there, close to its farm, Ortofficina.
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