Where to Buy Curly Hair Products: UK, US & EU Guide

Finding curly hair products shouldn’t require a treasure hunt. This guide maps out exactly where to find the products you need, whether you’re in the UK, US, or EU.

---

Quick Store Finder

---

UK Retailers

Boots

The best all-round option for UK buyers. Good range of both budget and premium curly hair products.

Budget brands available:

• Umberto Giannini (full range) — £6-10
• Cantu — £5-10
• Aussie — £4-7
• Garnier — £4-8
• Noughty — £8-10

Premium brands available:

• Curlsmith (growing selection) — £12-20
• Bouclème — £12-18
• SheaMoisture — £10-14

Pros:

• Advantage Card points/offers
• Often has 3-for-2 deals on haircare
• Click & collect available
• Staff can order items not in store

Tips:

• Check online first—store selection varies
• Sign up for Boots email for exclusive discounts
• Larger stores have better curly hair sections

Superdrug

Similar range to Boots, sometimes slightly cheaper. Worth comparing prices.

Brands available:

• Umberto Giannini (full range)
• Cantu
• Aussie
• Garnier
• Noughty

Pros:

• Health & Beautycard for points
• Often matches or beats Boots prices
• Good own-brand options

Cons:

• Less premium selection than Boots
• Smaller stores have limited stock

LookFantastic

Best for premium brands online. Free delivery over £25.

Brands available:

• Curlsmith (full range)
• Bouclème (full range)
• Color Wow
• Premium options not in stores

Pros:

• Regular discount codes (10-20% off)
• Subscribe & save options
• Good customer service

Amazon UK

Widest selection, competitive pricing. Best for bulk buying.

Pros:

• Everything available
• Prime delivery
• Subscribe & Save discounts
• Bulk sizes often available

Cons:

• Watch for third-party sellers (check reviews)
• Some prices inflated
• Authenticity concerns on rare products

---

US Retailers

Target

Best mainstream option for curly hair products. Growing selection of quality brands.

Budget brands:

• Aussie Instant Freeze — $4-6
• Not Your Mother’s Curl Talk — $7-9
• Cantu — $5-8
• LA Looks — $3-4
• Garnier Fructis — $4-6

Mid-range brands:

• Curlsmith (select products) — $15-25
• SheaMoisture — $10-14
• Maui Moisture — $8-10

Pros:

• Target Circle for 5% off
• RedCard gives 5% discount
• Good in-store availability
• Returns are easy

Ulta

Best for premium curly hair products. Salon brands and professional lines.

Premium brands:

• Curlsmith (full range) — $18-28
• DevaCurl (full range) — $20-40
• Briogeo — $20-35
• Pattern Beauty — $15-30
• Ouai — $28-32

Budget/mid-range:

• Not Your Mother’s
• SheaMoisture
• Cantu

Pros:

• Rewards program with real savings
• Professional recommendations
• Salon-quality brands
• Good return policy

Cons:

• Higher prices on basics
• Not everywhere (check store locator)

Walmart

Cheapest option for basics. Limited premium selection.

Brands available:

• Aussie — $3-5
• LA Looks — $2-3
• Cantu — $4-7
• Suave — $2-4
• Garnier — $3-5

Pros:

• Lowest prices
• Everywhere
• Online ordering + pickup

Cons:

• Limited selection
• No premium options
• Stores vary in stock

CVS / Walgreens

Convenient but limited. Good for emergencies, not regular shopping.

Brands typically available:

• Aussie
• Garnier
• SheaMoisture (some stores)
• Basic drugstore brands

Pros:

• Rewards programs
• Locations everywhere
• Open late

Cons:

• Limited curly selection
• Higher prices than Target/Walmart
• Inconsistent stock

Sally Beauty

Professional products at consumer prices. Great for gels and styling products.

Why visit:

• Large gel selection
• Professional salon brands
• Bulk sizes available
• Beauty Club membership for discounts

Popular products:

• Salon Care Super Hold Gel
• Biotera Alcohol-Free Gel
• Professional deep conditioners

---

EU Retailers

Douglas

Best physical store option in Germany, Austria, Switzerland, and Netherlands.

Brands available:

• Curlsmith
• Shea Moisture
• Cantu
• Some premium European brands

Pros:

• Physical stores in major cities
• Online delivery
• Loyalty program

Amazon (DE/FR/ES/IT)

Widest selection for EU buyers. Best bet for finding specific products.

What’s available:

• Most international curly brands
• UK brands like Umberto Giannini
• US brands like Cantu, SheaMoisture

Tips:

• Check reviews for authenticity
• Compare across Amazon UK for better prices
• Some products ship from UK with no issues

Local Pharmacies

Varies by country but often stock:

• Aussie
• Garnier Fructis
• Local brands

Worth checking for basics, but selection is usually limited.

Direct from Brands

Many brands ship to EU:

• Bouclème — Ships from UK, EU-friendly
• Curlsmith — Available on Douglas and brand website
• Cantu — Available on Amazon EU

---

Brand Availability Quick Reference

Brand	UK	US	EU	Price Tier
Umberto Giannini	✅ Boots, Superdrug	⚠️ Amazon only	⚠️ Amazon	Budget
Aussie	✅ Everywhere	✅ Everywhere	✅ Most stores	Budget
Cantu	✅ Boots, Superdrug	✅ Target, Walmart	✅ Douglas, Amazon	Budget
LA Looks	⚠️ Limited	✅ Everywhere	❌ Hard to find	Budget
Not Your Mother’s	⚠️ Limited	✅ Target, Ulta	❌ Rare	Budget
SheaMoisture	✅ Boots	✅ Target, Ulta	⚠️ Limited	Mid-range
Curlsmith	✅ Boots, LookFantastic	✅ Ulta, Target	✅ Douglas	Premium
Bouclème	✅ Boots, direct	✅ Ulta	⚠️ Direct/Amazon	Premium
DevaCurl	⚠️ Limited	✅ Ulta, Sephora	❌ Very limited	Premium

Key:

• ✅ Widely available
• ⚠️ Limited availability
• ❌ Difficult to find

---

Online-Only Options

Brand Websites

Often have exclusive products, bundles, and samples:

• Bouclème (boucleme.com) — Ships UK, US, EU
• Curlsmith (curlsmith.com) — Ships UK, US
• Ecoslay (ecoslay.com) — US-focused but ships internationally

Specialty Retailers

• Naturally Curly (shop.naturallycurly.com) — Curated selection, US
• CurlMaven (curlmaven.ie) — EU/UK shipping, curated selection
• The Curl Company — UK-focused

Subscription Boxes

Try products before committing:

• CurlBox — US monthly subscription
• Various UK options on Amazon

---

Saving Money on Curly Products

UK Money-Saving Tips

1. Boots 3-for-2 — Wait for these sales for premium products
2. Superdrug price match — They often match Boots prices
3. Amazon Subscribe & Save — 5-15% off regular purchases
4. LookFantastic codes — Check HotUKDeals for current codes
5. Large sizes — Often better value per ml

US Money-Saving Tips

1. Target Circle + RedCard — Stack for 10% off
2. Ulta Points — Redeem for significant discounts
3. Amazon Subscribe & Save — Set up for regulars
4. Generic options — Suave and V05 work for some basics
5. Sally Beauty membership — Discounts on professional products

General Tips

• Buy shampoo less often — You’re using less than you think
• Gel lasts months — Large tubs are always better value
• Wait for sales — Products go on sale regularly
• Try samples first — LookFantastic often includes samples

---

What to Buy First

If you’re just starting out, here’s what to get:

UK Starter Kit (~£20)

From Boots or Superdrug:

1. Umberto Giannini Curl Jelly Wash — £8
2. Umberto Giannini Curl Jelly Conditioner — £8
3. Umberto Giannini Curl Jelly — £8

Or budget option:

1. Any sulfate-free shampoo — £5
2. Garnier Hair Food Banana — £5
3. Eco Style Gel — £5

US Starter Kit (~$15)

From Target or Walmart:

1. Not Your Mother’s Curl Talk Shampoo — $7
2. Not Your Mother’s Curl Talk Conditioner — $7
3. Aussie Instant Freeze Gel — $5

Or budget option:

1. Suave Professionals Shampoo — $3
2. Suave Coconut Conditioner — $3
3. LA Looks Extreme Sport Gel — $3

---

Next Steps

Browse All Products

Find products filtered by your needs

Best Products for Men

Top picks with regional availability

More Guides

• Best Products for Men’s Curly Hair — Detailed product recommendations
• Complete Men’s Curly Hair Guide — Full routine and tips
• Budget Routine Guide — Get great curls affordably