Joviality Wants to Help You Rock Your Ringlets

If you have curly hair, odds are that you grew up with no clue on how to manage your winding tresses. And if you have curly hair in Egypt, then you’ve also probably had to deal with a myriad of ethnocentric stigmas and European beauty standards that deemed your ringlets as undesirable, or ‘mankousha’. The good news is, we’re making a lot of headway as a society to reclaim our natural hair pattern. Dozens of local brands have caught on to this global trend, making natural products that work alongside the ‘Curly Girl Method’. Joviality, one of Egypt’s most popular natural beauty companies, has followed suit with their new product line, ‘Curl Wonder’.

Founded in 2015, Joviality has kiosks scattered in Cairo’s biggest malls, and has amassed over 100,000 social media followers. Founded by the Fayek sisters, Rana and Hadeel, the brand is best known for their natural skincare products, deodorants, lotions, and balms. Curl Wonder is the result of everything they’ve learned on product formulation during the last seven years.

The new collection includes a shampoo, conditioner, deep conditioner, and a repair mask all geared towards hair types 3A and above. The line uses two of the most loved ingredients for curly hair, Argan oil and shea butter. The former is praised for its ability to combat dry, brittle hair, which works wonders for the naturally dry texture of curly heads. The latter is one of the most moisturizing natural ingredients in the world, loaded with fatty acids and phytonutrients that help keep your ringlets long and strong.

Alongside the Curl Wonder line, Joviality is pushing out a campaign centered around everything self-love. Like many Egyptians, they know what it means to be told that your natural locks just don’t fit society’s idea of what is considered beautiful. And with the power of nature’s most nourishing ingredients, they’re looking to reclaim the narrative.