Celebrate your texture
Honor your tradition
Express your true self

Celebrate your hair texture

We evolve hair routines that once felt difficult, into rituals with ease

SHOP TEXTURE RICH STYLING

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Soft Rows hair mask hair foam hair lotion for textured hair
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Bundle: The Full Soft Rows Ritual

All 3 Essentials for Ultimate Texture-Rich Styling

$83.00 $94.00
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All Set Soft Touch Styling Foam

Multipurpose, conditioning styling foam

$28.00
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Supreme Strength Moisture + Repair Deep Conditioning Mask

Deep repair, intense moisture

$36.00
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Velvet Slip 3-IN-1 Hair Lotion

Smooth, define, soft hold

$30.00
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SCIENCE MEETS SALON

Our Soft Shield Complex

Created in partnership with Women of Color chemists and cosmetologists

Moisture

Moisture

Moisture without weighing down your hair.

Strength

Strength

Support your hair's internal structure, giving you softer, more resilient strands.

Slip

Slip

Slip to detangle and style with ease. Minimizing damage and preserving length.

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Soft Rows hair mask hair foam hair lotion for textured hair

Bundle: Get the full Soft Rows ritual

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MANIFESTO

For too long, tight textures have been dismissed as difficult to manage, style, or even celebrate. We’ve been taught to believe that the rich bends, waves, and textures of our hair need to be tamed.

We've re-imagined what it means to care for your hair and empower you to love it unconditionally.

READ THE MANIFESTO

Soft Rows and you

Your routines, Your way - Tag @soft_rows or use #SoftRows to be featured!

All Set Soft Touch Styling Foam

"I like the texture of the foam and the soft hold it gives" - Evelyn

Soft Rows Ritual Bundle

"Look at that definition!" -Dylan

Velvet Slip 3-IN-1 Hair Lotion

“I was a little shy with the lotion my first time, but WOW! My hair is so SOFT” -Chris

All Set Soft Touch Styling Foam

"The way these curls have been holding up through the rain...this is gonna be my new go-to!" - Alisha
Soft Rows Hair Lotion

Velvet Slip 3-IN-1 Hair Lotion

Loved Velvet Slip! Left my hair feeling soft and smooth.

Soft Rows Ritual Bundle

"I do like the softness that my hair has and moisture..but still gives me definition" - Rashawn

Soft Rows Ritual Bundle

"My hair feels absolutely moisturized" -Kaliya

Supreme Strength Moisture & Repair Deep Conditioning Mask

"I got the chance to try Soft Rows hair mask and BABY, My hair ate it up, DYHM?" -Raegan

All Set Soft Touch Styling Foam

"The foam smelled nice and laid my hair down good" - Terrell
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Meet the founder

Born from my journey towards softness and 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.

— Quani, Founder + CEO

Read our story

Editorial: The Soft Edit

Sharing culturally rooted rituals, hair practices, and stories.

Read the blog
A Different Aura: Why My Shaved Head Makes Me Feel Most Beautiful Mariena for Soft Rows

A Different Aura: Why My Shaved Head Makes Me Feel Most Beautiful Mariena for Soft Rows

By Quani Burnett

1. What was your decision behind going bald? how has rocking your hair thisway made you feel ?I originally started with a pixie cut (relaxed hair) because Rihanna always rocked itso beautifully. Eventually I made...
What Our Hair Remembers: A Mother's Day Reflection. Curated for Soft Rows By Moraya Seeger DeGeare, MA, LMFT and Chief Clinical Strategist, Personawealth & BFF Therapy

What Our Hair Remembers: A Mother's Day Reflection. Curated for Soft Rows By Moraya Seeger DeGeare, MA, LMFT and Chief Clinical Strategist, Personawealth & BFF Therapy

By Quani Burnett

This year, in the days leading up to my daughter’s preschool Mother’s Day tea, I witnessed a transformation. Not just in her, but in all of us. Millie Rose, my four-and-a-half-year-old, has been refusing to...
them) for Soft Rows

The Power of Hair: How cutting, dying, and eventually losing it’ll made me realize its strength Dr. Kay Coghill (they/them) for Soft Rows

By Quani Burnett

My hair has always been the topic of conversation in my family. My cousins would point out the texture being different or how long it was. I didn’t pay much attention to the comments or...
Confessions of a Straight Natural: Embracing Texture My Way Kira W. For Soft Rows

Confessions of a Straight Natural: Embracing Texture My Way Kira W. For Soft Rows

By Quani Burnett

Like many other Black girls, I grew up relaxing my hair which over the years cause a lot of damage to my hair. About 10 years or so I stopped relaxing my hair. I did...