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New Curls

Refill Curls

"BY SELINA is a collection of products lovingly formulated by Selina for curls, kinks & waves. At the heart of BY SELINA is great quality curly hair products crafted with science, simplicity & sustainability in mind".

Dr. Selina R. Church (Founder & Formulator)

All our formulations are sulphate, silicone and paraben free. Each product is vegan, cruelty free and  proudly made right here in the UK.

What the BY SELINA sustainable curly community is saying....

Scalp & Curl Cleansing Shampoo is a sulphate free lathering shampoo. Unlike most lathering shampoos, By Selina contains conditioning ingredients to help condition the hair whilst cleaning. This means that curls are left cleansed, soft and hydrated.

Curl Cleanser & Conditioner is the ultimate product for a simple routine. This product can be used as a standalone hydrating conditioner or co wash. Infused with beautiful cleansing moringa and watermelon seed oil for beautifully healthy curls. 

Conditioning Curl Detangler is a thick luxurious masque for ultimate curl care and hydration. Infused with beautiful light curl caring ingredients such as jojoba oil, moringa oil and tea oil.

Hydrating Curl Gel is a medium hold gel to give both defined curls with volume too. The gel is best applied to wet or damp hair, scrunched into curls in an upwards motion followed by air drying or diffusing.

How it works: Buy your New Curls bottle with your plastic pump once. Keep your pump, and for every bottle there after purchase your Refill Curls bottle with just a screw cap.

Your safety is our priority. Each product in the BY SELINA collection has been assessed by an independent laboratory and only contains safe, microplastic free ingredients.

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Salons and Distributors

Are you a salon or distributor interested in stocking BY SELINA? Then please do send an email with your details to