Aveda Partners With Actress Antonia Gentry For be curly advanced™ Launch

Aveda Launches New Haircare Line For Curls, Coils & Waves

Aveda has announced the launch of be curly advanced™, a game-changing new lineup of products created specifically for curls, coils and waves. To support the launch, Aveda has partnered with actress Antonia Gentry to share her curl journey on embracing her natural texture.

About The Line: be curly advanced™

be curly advanced™ was developed to provide powerful, plant-powered solutions that address the specific needs of curls, coils and waves. These new, silicone-free formulas were clinically tested across all key indicators of curl performance—frizz protection, hydration, strength, shine and definition—to deliver transformative results without compromise.

Check out the full benefits of be curly advanced™:

• 72-hour frizz protection in high humidity*
• 92% more hydration**
• 3x stronger hair***
• Up to 2x shine****
• 89% improvement in curl definition******
• 93%+ naturally derived******
• Co-Created with the Aveda’s Global Texture Team and Scientists

Photo Courtesy of Autumn Communications

Antonia On Partnering With Aveda & Her Curl Journey 

Antonia’s journey to embracing her own natural curls is a beautiful story of self-discovery. Like many others, her path to embracing her natural curls wasn’t always easy as she faced challenges in understanding and caring for her unique hair texture. Antonia discovered the transformative power of high-performance curl care, leading her to celebrate her curls and embrace her natural hair texture. Antonia’s curl story is all about being curly with confidence—just like the Aveda be curly advanced™ collection.

Antonia shared her excitement about the partnership, stating, “I’m honored to tell my curl story in partnership with Aveda. Aveda be curly advanced™ is perfect for caring for my hair and for anyone with textured hair who wants to celebrate their curls, coils, waves and natural look. I am so thrilled to be working with Aveda to keep shining a light on powerful products that elevate the beauty of textured hair.”

“Antonia embodies the essence of confidence, beauty, and individuality that lies at the heart of Aveda be curly advanced™. Her authentic story about learning to embrace, love and celebrate her natural hair will resonate and inspire so many others,” said Renee Gadar, Head of Texture for Aveda. “Crafted by women of color, Aveda be curly advanced™ empowers women like Antonia to embrace their natural textured hair fearlessly. Antonia is the perfect partner to inspire others to love their curls.”

For more information, visit aveda.com.

Photo Courtesy of Autumn Communications

*Ex-vivo testing on tresses 

**Ex-vivo testing on tresses treated with curl enhancer cream vs. untreated hair 

***Ex-vivo testing on shampoo conditioner primer and curl enhancer cream vs untreated hair 

****Ex-vivo testing on tresses treated with curl enhancer cream vs. unwashed hair 

*****Ex-vivo testing on shampoo conditioner primer and curl enhancer cream vs. untreated hair 

******93%+ Naturally derived across the franchise, per the ISO 16128 Standard, from plant, non-petroleum mineral sources, and/or water