As children, we inherit stories—some whispered from family, others echoed by the media—about what our hair should look like. Straight but never flat, curly but always controlled, wavy but impossibly effortless. These narratives shape how we view our natural texture, often leading us to believe it’s something to manage, tame, or transform.

This January, we’re rethinking the narrative. It’s time to step back from the heat tools and give your strands permission to breathe.  Air Dry January is about nourishing your hair and honoring its natural texture. Let your strands guide the ritual—whether it’s adding brilliance with The Leave-In, or plopping with The Towel, even guiding your texture to unfold on its own terms with The Texturizing Air Dry Mousse. No one’s hair journey is the same, and that’s the beauty of it.

In this month of renewal, we invite you to craft a ritual that celebrates your texture—not anyone else’s. Reclaim what’s authentic to you. When you let go of the pressure to fit a mold, you’ll find that your natural texture tells a story of its own.

The Air Dry Ritual

A starting point for you to personalize, based on your hair type and goals:

01 Dry with The Towel

Our waffle-knit microfiber towel absorbs moisture gently and effectively, preventing frizz and breakage—unlike traditional terry towels.

02 Hydrate with The Leave-In Conditioner

Start with two pumps and adjust as needed, weaving weightless hydration from mid-lengths to ends for finer hair or from roots to ends for thicker hair.

03 Detangle with The Comb No. 002

Using our wide-tooth comb, work from the bottom up to evenly distribute product and eliminate tangles—perfect for all hair types.

04 Enhance with The Texturizing Air Dry Mousse

Buildable and crunch-free, this formula enhances natural texture, adding volume to fine hair and body to curls. 

05 Twist & Clip

Set strands in place to dry, revealing hydrated, shiny, frizz-free volume that feels as good as it looks.