Twist: A Review of the Products Designed for Your Curl Type

Twist by Ouidad Brand Review Best Products

@twisthair

For those of us with curly and coily hair types, product ranges and brands that claim to suit all hair types can be cause for skepticism. Let’s face it: There are extra layers and additional steps that we need to incorporate into wash day to not only cleanse our hair and scalp, but to introduce more moisture to our curls. The same can be said for styling: Heavy products with ill-nourishing formulas only prevent our hair from receiving the conditioning it needs. As curly and coily hair requires a bit more moisture and nourishment all within lightweight formulas, it can be a balancing act finding the proper range to not only care for all curls but put these unique needs first.

As a coily, Afro-textured hair type myself, you can believe that I've tried them all—we’re talking everything from corner-shop beauty boutiques to the biggest brands on the internet. So when Twist was introduced, you can imagine my immediate interest. Straight from the curl experts at Ouidad, the brand is dedicated to the long reign of the curl with a dedicated moisture approach cemented by its parent company's 35-year history in understanding and pioneering the category.

Twist

Founded: January 2021, in New York City.

Based in: New York, NY

Pricing: $$

Best known for: A moisture-first approach to curls, which helps with balance and provides curls with the nourishment they need.

Most popular product: Gimme It All 4-in-1 Hydrating Conditioner

Fun fact: The brand's product names are as fun and vibrant as the formulas.

Other brands you’ll love: Ouidad, Pattern Beauty, Bread

Twist has burst onto the scene as a solely curl-focused brand that looks after all curly and coily hair types (we’re talking 3A-4C). Leaving behind a prescriptive method and approach to looking after curls, the brand has set about carving out a space that prioritizes the needs of those of us with curly hair. "The number one concern for all of us with curly hair is its need for moisture, and we found by prioritizing hydrating and moisturizing formulas and reducing stripping components such as sulfates, parabens, and silicones, our products truly look after curl needs," explains Ashley Rectenwald, Twist's brand manager. 

Not only reworking traditional formulas to uniquely tap into the needs of curly hair, Twist treats every curl type as individual. "We’ve got a dedicated hair quiz online that takes our customers through a journey that helps to customize their hair care routine," Rectenwald says. "A bespoke approach is our priority, and we use the quiz to mix and match products that suit the health of the hair and adapt to everyone’s own pace."

And despite the information out there, Twist makes it its mission to debunk the curl myths presented to us over the years. "How many times have we been told to use a dime-sized amount but because of the formulation, us curly-haired girls end up needing the whole tub?" says Kayla Peters, the manager of product development at Twist. "That isn’t the case with Twist products because of the ingredients and formulations—take our Boss Bounce Light as Air Buildable Styling Cream. You really can resist taking a big scoop because it’s formulated with ingredients such as shea butter, pataua fruit oil, and jojoba oil to moisturize hair and combat frizz."

Just like the name suggests, Twist is dedicated to the unique needs of our curls—you can finally say goodbye to dryness and hello to bouncy and moisturized curls. Ahead, unlock the best Twist hair products that definitely deserve the hype.

01 of 08

Strengthen the Bond Bond-Strengthening Hair Mask

Twist Strengthen the Bond Bond-Strengthening Hair Mask
Twist Strengthen the Bond Bond-Strengthening Hair Mask $13.00
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Although one of Twist’s newest product launches, this bond-strengthening hair mask is making a bold and beautiful reputation for itself already. Strengthen the Bond returns strength to curls with an intense moisture complex that repairs the hair's structure and increases shine. Formulated with mango seed butter and black castor oil, the rich and nourishing formula is great both during wash day and as an overnight treatment in between washes.

02 of 08

Boss Bounce Light as Air Buildable Styling Cream

Twist Boss Bounce Light as Air Buildable Styling Cream
Twist Boss Bounce Light as Air Buildable Styling Cream $12.00
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We all crave those curls that still hold their definition and vibrancy days after wash day—and without the gels and mousses that can add an unwanted crispy feeling to our locks. With hundreds of customers rating this styling cream at least 4.5 out of 5 stars, you can rest assured that your curls will be in safe hands. Doing exactly what it says on the tin, Boss Bounce helps to deliver definition and hydration to your hair, all with a lightweight consistency and minimal buildup. That’s a win in our books.

03 of 08

Curl Goals Moisture-Locking Leave-in Conditioner

Twist Curl Goals Moisture-Locking Leave-in Conditioner
Twist Curl Goals Moisture-Locking Leave-in Conditioner $10.00
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This leave-in conditioner has the moisture and hydration that your hair needs. I find that it hydrates my curls post-wash day and acts as the best thirst-quencher when my hair needs a hit in between. Delivering the perfect amount of nourishment without weighing curls down, it’s the only day-to-day product you need.

04 of 08

Curl Reign Multi-Use Miracle Oil

Twist Curl Reign Multi-Use Miracle Oil
Twist Curl Reign Multi-Use Miracle Oil $21.00
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This is considered a multi-use miracle oil for a reason: Whatever state you find your hair in, you can count on this product to bring your locks back to life. Not only that, but it works as an overnight oil treatment when applied to damp hair after washing or as a midweek touch-up when you find your hair has taken a beating from environmental factors. The six powerhouse oils include castor oil, coconut oil, grapeseed oil, sweet almond oil, safflower oil, and jojoba seed oil. It's all blended to lock in moisture, reduce breakage, improve scalp health, and stimulate hair growth.

05 of 08

Gimme It All 4-in-1 Hydrating Conditioner

Twist Gimme It All 4-in-1 Hydrating Conditioner
Twist Gimme It All 4-in-1 Hydrating Conditioner $10.00
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A company and customer favorite, this 4-in-1 conditioner truly delivers the solution your hair needs, whatever the reason or occasion. A multi-use product that can co-wash, condition, treat, and style your hair, it's probably the only thing you would need to bring on a trip; it’s that good. With star ingredients such as panthenol, which helps to seal in moisture and protect against environmental aggressors, and the famed capuaçu butter, which adds luster, shine. and nourishment, you can guarantee your curls will be looked after regardless of your lifestyle.

06 of 08

On Repeat Gentle Oil-Infused Shampoo

Twist On Repeat Gentle Oil-Infused Shampoo
Twist On Repeat Gentle Oil-Infused Shampoo $10.00
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No curls are the same, and they really shouldn’t be considered so either. This oil-infused shampoo understands the needs of my often dry and dehydrated curls, not stripping my hair but instead cleansing it and providing it with the nourishment that it needs. It infuses each curl with moisture, restores the hydration balance, and hits the hair with vital oils, all in one wash. Harnessing vegetable protein to strengthen the hair, panthenol to seal in moisture, chamomile extract to nourish hair, and jojoba seed oil to help with moisture and thickness, this is one powerhouse of a gentle formula.

07 of 08

Weather Up Gel Weightless Curl Defining Gel

Twist Weather Up Gel Weightless Curl Defining Gel
Twist Weather Up Gel Weightless Curl Defining Gel $12.00
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A bestseller, this curl-defining gel is the answer to your styling dreams. It provides high-performance definition, smooths frizz and flyaways, and gives curls the gloss they need without leaving a sticky and crunchy feeling or weighing hair down. A sensation in our books, this product makes it easier to style hair freely without being concerned with product buildup.

08 of 08

Hit Reset Light Clarifying Shampoo

Twist Hit Reset Light Clarifying Shampoo
Twist Hit Reset Light Clarifying Shampoo $10.00
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This clarifying, lightweight, and foam-free shampoo is for those days or weeks when your curls need an instant reset. It removes product buildup and impurities without stripping the hair, while aloe vera helps to soothe and hydrate. This lightweight shampoo is a must for curly and coily hair types.

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