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

SCIENCE MEETS SALON

Our Soft Shield Complex

Created in partnership with Women of Color chemists and cosmetologists

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Soft Rows hair mask hair foam hair lotion for textured hair

Bundle: Get the full Soft Rows ritual

Soft Rows and you

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
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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

Editorial: The Soft Edit

Sharing culturally rooted rituals, hair practices, and stories.