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Reimagining cultural beauty staples.
Texture-first hair care made to streamline your routine and empower your expression.
Celebrate your texture
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Honor your tradition
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Express your true self
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Celebrate your texture • Honor your tradition • Express your true self •
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High performance formulas for the hair multi-hyphenate.
We’re designing haircare that keep your strands healthy through heat-styled, natural, and protective hair styling.
Our Manifesto
We’ve been conditioned to believe that tight textures are not manageable, easy to style, or even desirable. That the magical bends, waves, and rich textures of our hair needed to be tamed.
Soft Rows was created to help navigate you through your hair journey wherever you are because how you feel about your hair is an extension of how you feel about yourself.
We’ve re-imagined what it means to care for your hair and empower you to love it unconditionally.
Meet the Founder
Soft Rows was created in parallel to my own journey towards self-acceptance of my tightly-textured hair. Soft Rows is a love letter to the rich and magical hair textures that have been left out and underserved in the beauty space.
I spent many years working for world-class beauty brands (Briogeo, Youth To The People, Paula’s Choice, Versed) championing for inclusion from the inside, but knew there would come a time where I would need to create it for myself and the communities I have always served.
At Soft Rows we aim to evolve the feeling of caring for your hair from chore to self-care practice, and transform hair routines that once felt difficult, into rituals with ease.
-Quani, Founder + CEO
Soft Rows exists at the intersection of science and the salon.
Built with science, rooted in heritage, made for texture-rich hair.
Did you know that proficiency in textured hair care and styling isn’t required to pass cosmetology board exams?
It’s not much better on the shelves, where a majority of textured hair products are actually formulated for wavy and looser curl patterns.
By centering tighter textures, we aim to evolve the conversation around curly hair care to truly include all textures.
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We stand firm in our approach of uncompromising transparency and making sure the tightest of textures stay in focus.
Soft Rows is cleanly formulated by best-in-class, women of color chemists informed by the latest research and development. We test our proprietary formulas in salons with licensed cosmetologists of color experienced in caring for textured hair.
We also test on diverse curl types and styles, including braided & protective hairstyles, resulting in effective products that prioritize texture-rich hair in all its forms.
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For us, clean means care and safety — for our bodies and beyond.
We’ve swapped out heavy oils and butters for humectants like hyaluronic acid, cationic polymers, and strengthening proteins that won’t weigh your hair down or dry out your strands.
We also opt out of ingredients such as cyclic silicones, parabens, PEG’s, and phthalates.
The ultimate result is hair that’s resilient, healthy, and soft, no matter how you choose to style your hair.
Editorial
Sharing culturally rooted rituals, hair practices, and stories that feel uniquely personal, yet universally appreciated by all.
it was my Japanese grandmother, Toshi, who gave me my first rituals of softness. She’d warm olive oil on the stove, brush through my curls, wrap my hair in saran wrap and a shower cap, then draw a warm bath and talk to me while I soaked with my wooden toys. That was love. That was care. And she gave it freely.