Wavy Debuts Male Grooming Curl Crème

Brothers Eyal and Ariel Booker have launched their new haircare brand, Wavy, designed to put a different spin on the men's haircare market and initially cater to the growing community of wavy and curly haired men. 

 

Wavy's debut product, the Everyday Curl Crème, is a premium and functional offering that works with all hair types, paving the way for what the brand calls a new era of men's grooming.

 

Eyal, a model, TV personality and influencer with over 1 million followers, is renowned for his free-spirited personality and iconic curls. He has spent years sharing lifestyle content, grooming tips, and promoting positivity to his dedicated fanbase. Meanwhile, Ariel Booker, the co-founder of Europe's leading canned water brand, CanO Water, brings his extensive experience in the FMCG and CPG industries and a proven track record of successfully launching new brand concepts.

 

The Everyday Curl Crème is the result of a year-long collaboration between Wavy and Pelham Healthcare & Laboratories, a partner committed to producing high-quality personal care products. This innovative curl-enhancing product aims to break traditional masculine norms associated with mastige brands and appeal to a diverse demographic of men who want to embrace their natural hair texture.

 

“Through Eyal's own experiences and our connection with the wavy and curly haired community, we've seen firsthand the need for a brand that truly understands and caters to their unique needs,” said Ariel Booker. “Our mission with Wavy is to inspire, educate, and engage this growing demographic and provide them with products that genuinely work and encourage them to embrace their natural hair.”

As part of the brand's commitment to sustainability, Wavy is dedicated to using eco-friendly packaging and minimizing its environmental impact. This ethos is a natural extension of Ariel Booker's previous success with CanO Water, which has sold over 40 million units and is stocked in more than 5,000 locations across the UK and Europe.

 

Wavy's Everyday Curl Crème will soon be available online (shipping internationally) and in select retailers, with plans to expand its product range.