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Our clever collection of multi-tasking + non-toxic hair care helps busy beauties rock fabulous hair in a fraction of the time


Date Established 01/2013
Founder Gwen Jimmere
Headquarters Detroit, MI
Beauty, Health & Wellness
Press Contact Sara Spiegel


Naturalicious creates high performing and time-saving, plant-based hair care and skincare products for the busy woman. They specialize in creating products for all types of curls; tight and loose and everything in between. Naturalicious believes every woman is perfectly gorgeous as is, and there is nothing they need to fix or change about themselves. Their products help support this self confidence in leveling up curls, promoting a healthy scalp and deeply conditioning hair to help people feel their best. To date, Naturalicious has saved over 70,000 women more than 1.2 million minutes on their hair routines.

Founding Story

Naturalicious was founded by CEO Gwen Jimmere, an all-natural hair care brand specializing in products for curly hair types designed to save time, frustration, and space in your bathroom. Gwen started her company with $32.00 in her bank account and made her first batch of products in her kitchen. Naturalicious has since gone on to become one of the fastest growing hair care companies grossing sales of over 7 figures a year. In addition, Gwen holds a spot as the first African American woman to hold a patent for a natural hair care product and in 2020 she was named an Entrepreneur of the Year by Ernst & Young.


Ulta Beauty
Whole Foods




“On my low-porosity hair, I prefer alcohol-free gels and gels to style my curls. I love the Naturalicious Dramatic Definition Gel. It gives a nice, firm cast, amazing definition, shine, and it’s flake-free!”

David Lopez