About Us

Hey, you found us! 👋 

Whether you scanned our label or landed here through the curl community, welcome to the family. We're Locks of Liz Haircare, a plant-based, Latina-owned clean beauty brand built for every wave, curl, and kink.

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Our Story

As an Afro Latina, Liz was born a curly girl. But growing up, nobody taught her to love those curls. Instead, she was shown how to relax them, blow them out, and do whatever it took to transform them into what her community called bueno. Because to everyone around her, her hair was "pelo malo" — bad hair.

It wasn't until 2015, watching her daughter rock her big, beautiful curls with a confidence Liz had never felt in her own hair, that something shifted. She decided she wasn't just going to embrace her curls, she was going to make sure her daughter never grew up hating hers.

Two years later, while working in cancer care (Oncology), Liz witnessed something she couldn't unsee: the devastating effect harsh chemicals can have on hair, and the way that hair loss quietly chips away at a person's identity and self-esteem — especially for Black and Brown women. Armed with a degree in biology and 15+ years as a medical professional, she knew nature had better answers than what she was finding on the shelves.

So she got to work.

Liz began researching plant-derived ingredients from around the world; botanical extracts, essential oils, and lesser-known plants with proven benefits for natural hair care. Being Puerto Rican, she had the perfect test group: her family comes in every color, texture, and curl type imaginable. (And that's just talking about their hair!) For a full year, she tested her formulas on relatives with everything from loose waves to tight coils, until she landed on a final formula that worked beautifully across all curl types — type 2, type 3, and type 4.

In 2019, Locks of Liz Haircare was born: a clean beauty brand rooted in science, community, and the belief that every curl is good hair.

Today, our Curl Lock Cream and Lock Length Oil are patented formulas featuring Eclipta Alba, a plant with clinically recognized hair growth properties rarely found in the natural hair care space. Our full line is sulfate-free, paraben-free, silicone-free, and fragrance-free. It's curly girl method friendly, cruelty-free, handcrafted in Connecticut, and safe for the whole family — from kids to adults, across every curl type.

Because your hair deserves ingredients you can actually pronounce, sourced from nature, backed by science.

Mission Statement  

Locks of Liz Haircare empowers you to Live Your Best Locks with natural, plant-based products, innovative tools, and essential accessories crafted to style, maintain, and elevate every curl type. Our mission is to simplify your routine and boost your confidence so you can shine from the inside out.

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Join our curl community for styling tips, tutorials, real results from real curls, and new product drops — because the curl journey is better together.

     

Ready to complete your routine?

Whether you're new to Locks of Liz or restocking your staples, shop our full collection of natural curly hair products — made clean, made for you.