Born in The Netherlands. Made locally for our USA Pretty Curly Girls.

Since day one (nov 2019), our roots have been in The Netherlands. That is where the vision started. That is where the formulas were created. And that is where our standards were set.

Today, we are duplicating our original formulas locally in the United States for our USA Pretty Curly Girls.

Not reformulating.
Not changing.
Duplicating.

Why We Are Manufacturing Locally in the USA

We have had a local USA customer base since the start of our company. Unfortunaltly since september 2025 we have had a lot of challenges with all the new tariff rules and we needed to make the decision to stop all shipping to the USA. Leaving our USA customers was not an option. You have been a big part of my customer base and it has been challenging. So there was 1 option> Local manufacturing in the USA!

Local manufacturing in the USA allows us now to: 

• Reduce shipping times
• Avoid unnecessary import challenges and tariff issues
• Improve stock reliability
• Lower our environmental footprint
• Support local production while keeping our European quality standards

It protects our community and ensures continuity for salons and customers across the United States.

Dutch Standards. Global Vision.

We remain a Dutch brand at heart. Our formulations are developed under strict European cosmetic regulations, known for being among the highest standards in the world.

By duplicating our formulas in the USA, we combine:

European formulation expertise
American manufacturing efficiency
Global quality control

The result is the same Pretty Curly Girl performance you trust. The same ingredient philosophy. The same lightweight, curl loving formulas.

What Stays Exactly the Same

Our values do not change.

• European approved ingredients
- Vegan formulas
• High percentage natural ingredients
• Curly Girl method friendly
• No heavy oils
• No unnecessary fillers
• Balanced proteïne and moisture approach

Your curls will not feel the difference. They will only feel healthy, defined and supported.

What This Means for Our USA Community

Faster restocks for salons.
More stability in supply.
Greater availability of bestsellers.
A stronger presence in the US market.

We are not just shipping to the USA anymore. We are building within the USA.

And we are doing it without compromising who we are.

Born in Europe.
Manufactured in the USA.

I need your support now more than ever 

With love,

Hanan 

Be Pretty. Be Curly. Be You.