Shelley Davis started the natural hair care brand Kinky Curly in the United States in 2003 because she wanted to make products that performed well for curly, coily, and kinky hair. It makes plant-based formulas that are free of sulfates, silicones, parabens, mineral oils, and alcohol and deeply moisturize, define curls, and keep frizz at bay. The brand is well-known for its moisturizing shampoos, leave-in conditioners, and defining gels, which are all popular in the textured hair community. Kinky Curly is known for celebrating the beauty of natural hair and providing targeted care that nourishes, strengthens, and improves curl patterns.