In a market overflowing with promises, ON NATURAL has quietly—and confidently—earned trust by doing things differently. With a strong commitment to clean, effective ingredients and an ear to the needs of the textured hair community, the brand has grown into a household name for consumers and beauty supply retailers alike. We spoke with Curtis Lee, ON NATURAL’s Chief Brand Officer, about the inspiration behind their top-selling lines, how K-beauty is elevating their formulas, and what’s ahead in 2025 for a brand that’s always focused on doing better—for their customers and their retailers.
OTC: Can you tell us your role at ON NATURAL and how the brand got started?
Curtis: As the Chief Brand Officer at ON NATURAL, I’m responsible for shaping the brand’s vision and voice from the ground up. We launched ON NATURAL with a core mission centered on quality over quantity—to create effective, ingredient-conscious products that truly support the health and beauty of textured hair. I recognized a clear gap in the market: too many products were either filled with harsh chemicals or failed to deliver real results. That’s what inspired us to build a brand rooted in clean, high-performance formulations that customers can trust. At ON NATURAL, we don’t chase trends or margins—we focus on delivering consistent quality and long-term value to our community.
OTC: ON NATURAL has become known for its commitment to natural and organic ingredients—what inspired that focus, and how do you ensure your formulas live up to that promise?
Curtis: Our inspiration comes directly from our community. In an effort to obtain a certain style or manageable hair, many of our customers have been exposed to harsh chemicals for a very long time resulting in more damaged hair and sensitive scalps over time… or are transitioning to natural hair and seek clean, non-toxic care options. Until 2024, all of our products were manufactured in the USA primarily so that we can work with the experts side-by-side to ensure the careful selection of botanical oils, plant extracts, and vitamins to ensure the quality and safe combination of ingredients. We carefully select botanical oils, plant extracts, and vitamins—avoiding sulfates, parabens, and mineral oils. Every formula goes through extensive quality control and testing to ensure not only safety, but performance. Being “natural” for us means being consciously curated and science-supported.
OTC: How do you approach product development for such a diverse range of hair textures and styling needs?
Curtis: We begin with listening—whether that’s feedback from customers, stylists, or retailers. Textured hair is beautifully diverse, and what works for one curl type may not work for another. Our R&D team develops products with that diversity in mind, testing across various hair types, from loose waves to tight coils. We also consider regional and cultural styling needs to create solutions that are both inclusive and specific.
OTC: Your Biotin & Botanical Oil line and the Curl-N-Wavy series are popular in the market—what has the response been from customers, and how do these lines address common concerns in textured hair care?
Curtis: Both lines have been very well received. The Biotin & Botanical Oil line supports scalp health and strengthens hair, which are key concerns for textured hair. The Curl-N-Wavy series is loved for its lightweight moisture and definition—perfect for curls, locs, and braids. We’ve recently upgraded the Curl-N-Wavy formula, adding K-beauty science and ingredients through our Korean manufacturing expertise. This improved hydration, scalp comfort, and curl performance—something our customers are already noticing and loving.
OTC: With so many products in your catalog, how do you decide which new trends or needs to respond to next?
Curtis: We stay closely connected to the needs of our community. A big part of our R&D process involves feedback from a trusted group of local beauticians and braiders who are constantly looking for better solutions than what’s currently on the market. Their insights help us identify real gaps—not just trends—so we can develop products that are truly useful, effective, and relevant to everyday styling and care needs. Also in 2025, our focus is on streamlining our product lines. Again, quality vs. quantity, better formulation, combining more features, i.e. heat protectant and shine mists combined with conditioner and detanglers. – cooling and refreshing
OTC: Can you walk us through one of your best-selling products and explain what makes it stand out on shelves?
Curtis: Our core product lines—Weave & Wig and Curl-N-Wavy—have been trusted in the market for over 15 years. In response to today’s market demands, we’ve upgraded both formulas by increasing key actives by 25%, with the help of K-beauty formulation experts. These enhanced products are now crafted with clean, high-performance ingredients—free from harsh chemicals—to deliver better hydration, manageability, and long-lasting results. We’ve always believed that quality and consistency are what truly make a product stand out, and these upgraded lines reflect that commitment.
OTC: What are some of the most common misconceptions people have about natural hair care that ON NATURAL tries to dispel through its products or messaging?
Curtis: One common misconception is that “natural” means less effective—or conversely, that heavy oils and thick creams are always better for textured hair. We challenge both ideas. Our formulas show that natural ingredients can perform at a professional level, and that hydration and moisturization doesn’t always have to feel heavy. We also educate consumers on proper layering and usage to get the most out of each product.
OTC: What support do you offer retailers to help them market and educate customers about your products?
Curtis: We provide retailers with in-store displays, product training, and marketing materials to help educate customers effectively. Additionally, we work with a network of social beauty influencers who use our products and share their honest reviews online. Their content builds trust and visibility, which has significantly boosted brand awareness and in-store interest—ultimately supporting our retail partners’ success.
OTC: How do you incorporate customer feedback into future product improvements or launches?
Curtis: Customer feedback is our compass. Whether it’s a DM, a review, or a chat at a trade show, we listen closely. Feedback informs not just new product ideas but also reformulations and packaging updates.
OTC: Are there any new product launches or company initiatives in 2025 that beauty supply owners should keep on their radar?
Curtis: Yes! 2025 is shaping up to be an exciting year for ON NATURAL. We have moved part of our manufacturing operations to South Korea to leverage advanced K-beauty formulation techniques and further elevate our product quality. Our Natural Hair Enhancer line, featuring the Fleek & Sleek 4-in-1 Hair Enhancer and the upgraded Curl-N-Wavy 3-in-1 Curl Definer, is receiving a major boost with refined, high-performance formulas. We’re also introducing S Kera, a revolutionary hair treatment with silk protein that delivers professional salon-quality results and instant transformation—something truly new to the market. In addition, we’re proud to launch the Eternal Braids series, a complete Braid care system. This includes a Braid Gel, Braid Spray, Braid Shampoo, and Edge Gel—all formulated to nourish, style, and maintain braids with long-lasting hold and scalp comfort. These launches reflect our continued focus on innovation, performance, and serving the real needs of textured hair consumers.
OTC: What does ON NATURAL’s presence look like internationally, and how has the brand resonated with customers outside the U.S.?
Curtis: Our international footprint is growing, especially in West Africa and the Caribbean, where protective styling is part of daily life. International customers appreciate our focus on scalp care, braid-friendly formulas, and natural ingredients that respect cultural needs. We’re working with distributors and salon partners abroad to strengthen our reach.
OTC: As ON NATURAL continues to grow, what kind of legacy do you hope the brand leaves in the beauty industry—especially for the textured hair care market?
Curtis: We hope ON NATURAL is remembered as a brand that empowered textured hair communities through offering quality products with honest care, education, and performance. Our legacy isn’t just about clean formulas—it’s about helping people embrace their texture with confidence, style with ease, and feel represented every step of the way.
