In 1984, a Lebanese immigrant named Ouidad Wise embarked on a remarkable journey in the heart of New York City. She opened the first salon dedicated exclusively to the celebration of curls. Ouidad, an accomplished hairstylist and proud advocate of curly hair, had an unwavering passion for embracing the unique texture of curls. She spent years perfecting specialised cutting and styling techniques, such as the famous "Carve and Slice" and "Rake and Shake". These techniques, which she pioneered, are still used in salons around the world.

Ouidad's commitment to empowering people to embrace their natural curls extended from her salon chair to the glamorous world of fashion shows. Her mission was simple yet profound: to encourage everyone to "let curls be curls". Soon after, a distinctive line of products bearing her signature was introduced. Today, after more than three decades, our commitment to curl specific care remains at the forefront of our ethos.

Enhance your salon offering by purchasing Ouidad supplies from Eson Direct, the UK's #1 leading salon supply warehouse. Make your purchase today to enhance your salon.