Curls are a gift, but managing them is a commitment. Frizz-prone curly hair needs a care collection dedicated to boosting moisture, shine and definition. Interested? Enter Strong Curls, a natural haircare collection, created with waves in mind. Here’s everything you need to know about curls and the haircare to give them full bounce, by editor Trudi Brewer.
Umberto Giannini, new Strong Curls, Image BeautyEQ
Anyone with straight hair will covet the bounce and volume curls give to your style. However, no one with curls will admit they wake up with that perfect S-bend definition without putting in some effort. Yep, glorious curly hair makes you work for it. One collection dedicated to the health and perfection of your waves was created by a famous UK-based hairdresser, Umberto Giannini. A stylist who left a lasting impression on those he touched - he believed when it came to hair, "Anything was possible." Gone too soon, that legacy lived on through his top-selling vegan hair brand and his co-founder, Claire Shread. With a mane of curls herself, she was motivated to create products that cater to every curl lover’s needs. The star of the collection and still a bestseller, Curl Scrunching Jelly, launched back in the early 2000s, and came to market when curls were massively underrepresented. It allowed those with curls to air or scrunch dry their waves, while eliminating frizz. Fast-forward to today, and the latest collection, Strong Curls, helps groom subtle movement in soft waves to tight coily curls, and it’s ideal for anyone experiencing breakage or frizz. Here, Umberto Giannini’s co-founder and owner, Claire Shread, shares the virtues of the Strong Curls collection and some simple maintenance rules for healthier-looking curls.
Umberto Giannini,’s co-founder and owner Claire Shread
Why did you create Strong Curls?
For anyone with waves, curls and coils that battle hair breakage from everyday wear and tear. The top concern for many with curly hair is breakage, whether it’s from styling, workouts or environmental damage. We wanted to create a collection that really helps to protect your hair strands from the root to ends, packed full of scientifically-proven ingredients that promote hair growth at all stages of your routine, including styling.
What curl benefits from this collection?
The range is suitable for all curl types, from 2A waves to 4C coils. Decoding your curl type can be confusing, but it is beneficial when selecting a hair care routine. To start: Curl type 2A is loose waves, with a gentle S-bend, and often the texture of the hair is fine. Next is type 2B, slight waves that form a more distinct S-bend, and have a medium texture, which takes effort to straighten and is prone to frizz. Curl type 2C starts at the roots, is thicker in texture and also susceptible to frizz. Curl type 3C are springy, well-defined, spiral-like curls that frizz easily and need moisture to stay defined. Finally, type 4C curls are defined as coily curls. These are the tightest curls, coarse in texture, which, when stretched out, form a zigzag pattern. Regardless of your curl type, Strong Curls formulas add moisture and strength, adapting to your curl pattern without weighing hair down.
WHAT ARE THE Key INGREDIENTS IN THE COLLECTION?
Rosemary, which is known to stimulate circulation in the scalp, can also encourage healthier hair growth. It also helps to soothe irritation, balance scalp oils, and promote stronger, shinier strands.
Wheat protein penetrates the hair shaft to strengthen from within, improving elasticity and reducing breakage. While biotin, often referred to as the hair vitamin, supports keratin production, it helps to fortify strands and encourage thickness and resilience. Shea butter, coconut, and argan oils deeply nourish. At the same time, rice water (which is commonly found in K-beauty skincare) is packed with amino acids, vitamins, and minerals that help smooth the hair cuticle, boost shine, and reduce frizz. It also strengthens strands, making curls more defined and less prone to breakage.
Umberto Giannini Rosemary Hair & Scalp Oil, $27
Healthy hair is only possible if your scalp is in great shape. In this scalp oil, there are 16 nourishing essential oils featuring rosemary, Jojoba, eucalyptus, castor and peppermint. Its non-greasy formula stimulates hair follicles and nurtures the scalp, ensuring longer, stronger hair, adding shine and taming frizz. That powerhouse of ingredients also acts as a heat protector when using hot tools at 220°C.
To use: Apply a few drops to your fingers and massage into the scalp, then comb through to the ends. Its non-greasy formula will absorb into hair without leaving residue.
The scent in this collection is so addictive. What is it?
We crafted this fragrance around our keynote scent, rosemary, because it’s so refreshing and grounding. Paired with lemon, eucalyptus, sage, and lavender, it creates a soothing, aromatic scent you can’t get enough of.
Why do Silicones get a bad rap when it comes to haircare?
Silicones coat the hair shaft, creating the illusion of smoothness; however, in some cases, they prevent moisture and nutrients from penetrating the hair. Over time, this buildup can weigh curls down. That said, silicones do get a bad rap; some curly hair can thrive with silicones used in the right products paired with the proper routine. You just must be conscious to cleanse your hair thoroughly to reduce the chances of that buildup.
Umberto Giannini Strong Curls Leave-In Conditioner, $26
Leave-in conditioners are curls’ best friend. Often parched, curly hair is prone to frizz, so this silicone-free leave-in conditioner will help repair, de-frizz and restore shine to dry, damaged hair. Enriched with biotin, vitamin E, shea butter, rosemary, coconut and argan oils, this is all your curly hair needs to stay silky soft.
To use: Apply a small amount to clean hair and do not rinse it out, then style as usual.
What other nasties are missing from the Strong Curls collection?
The range is free from sulfates, parabens, and drying alcohols. It’s also vegan and cruelty-free, so your curls get only the good stuff.
Umberto Giannini Strong Curls Boost Mousse Styling Foam, $26
Think of this mousse as your styling foam that will define your curl, add shine and help to reduce breakage when heat styling. It also boosts volume while strengthening your style and works for all curls, from soft waves to coils. With 88 per cent natural ingredients, including biotin, rosemary, castor, and Jojoba oils, as well as rice water, it’s also free from silicones, sulphates, and parabens.
To use: Shampoo hair and add a golf-ball size blob to damp hair, rake it through your hair from roots to ends and style as usual.
Styling mousse has made a big comeback. And not what it once was in the 80s. Why is that, and what hair type benefits from it?
Today’s mousses are lightweight, hydrating, and curl-friendly. They deliver definition, volume, and hold without crunchiness or stiffness. Any curl type can use it, but it’s especially loved by fine to medium curls that need body without heaviness.
Umberto Giannini Strong Curls Rosemary Oil & Biotin Curling Butter, $30
This formula offers multiple benefits with a raft of hydrating ingredients that help style and hydrate at the same time. Stacked with wheat protein and plant oils, Shea butter and vitamin E, it helps repair damage while reducing frizz.
To use: Smooth through wet hair to detangle, do not rinse, then heat style your hair as usual.
What is the top-selling Strong Curls product and why?
The Rosemary Oil & Biotin Curling Butter has quickly become a hero product. Its rich, nourishing formula strengthens curls, locks in moisture, and enhances definition, all while leaving curls soft, bouncy, and never greasy. Smooth through wet hair and glide through with your fingers or a wide-tooth comb, to detangle and coat every curl. With a medium hold, it helps define curls, prevents frizz, and elevates your natural curl pattern.
Umberto Giannini Strong Curls rosemary oil Strengthening Shampoo, $25 & Umberto Giannini STRONG CURLS Rosemary oil Strengthening Conditioner, $25
Healthy curls start in the shower. Most experts recommend shampooing curly hair two to three times a week. If your hair is dry, make sure you focus the conditioner on the lengths and ends of the hair. Both these care products are loaded with nourishing ingredients in the collection and leave hair feeling reinvigorated thanks to the rosemary and peppermint oils. If you wash your hair at night, try wrapping your curls in a silk wrap, popular for good reason; they protect your curls from frizz as you toss and turn in bed, but they also keep your style in shape, so you do wake up with well-defined, great-looking curls.
A game-changer for waves, curls and tight coils.