Textured hair care was excluded from the beauty industry’s inclusive evolution. Until now. 

It’s a quiet truth, made evident by the leaps and bounds of other consumer categories in the industry over the last decade — from color cosmetics successfully ushering in 40+ foundation shades as the new standard, to looser hair textures benefiting from innovation in both tech-driven and health-driven solutions.

As an investor and Black woman in business, I was frustrated by some of the industry’s best practices not reaching the textured hair market, and the absence of reliable data to support those within it.  As a consumer, I knew I wasn’t alone in my personal experience of spending a lot of time, money, and energy on my hair and not getting the results I was looking for. 

OurX was founded to course-correct the ways in which we recognize, validate, and create  for the textured hair consumer. To establish a new standard of innovation and equity. To introduce an end-to-end solution designed to help people reach their hair goals, and deliver long overdue personalization, expert guidance, and data-informed product development for the tightest textures. 

Today, I’m joined by a world-class team of experts, eager to put our approach to work to get you the results you’ve been waiting for. I’m happy you’re along for the journey.

-Ceci Kurzman, Founder