In Morocco, natural curls break free from the straightening reflex

For a long time, the instinct when faced with curly hair deemed dry, voluminous, or difficult to style has been to straighten it. In Morocco, Sanaa Lahlou has been developing the opposite approach since 2018 with LS Cosmetics and then Bar à Boucles: starting from the natural texture, learning to understand it, and adjusting techniques rather than seeking to transform it.

The founder launched LS Cosmetics in 2018, before opening the first Bar à Boucles three years later. The network now includes seven salons, four of which are located in Casablanca, along with locations in Rabat, Tangier, and Marrakech. Their common focus is specifically on curly, frizzy, coily, or wavy hair, with teams trained to meet the needs of these textures.

Lahlou emphasizes a principle that contrasts with routines copied from social media. The type of curl, ranging from 2A to 4C, is not sufficient to determine the appropriate care. Factors such as density, thickness, dryness, scalp condition, history of coloring or chemical treatments, and daily habits can lead to very different needs, even when two heads of hair appear similar.

To start, she recommends a short routine rather than an accumulation of products: a gentle shampoo suitable for the scalp, a moisturizing treatment if necessary, a styling cream, and then a gel or setting product. The American Academy of Dermatology also advises detangling curly or coily hair when it is wet, using fingers or a wide-tooth comb, and avoiding dry brushing, which promotes frizz and breakage.

Heat remains another point of caution. American dermatologists remind that styling tools should be used on dry hair, at low or medium temperatures, and that excessive heat exposure can weaken the hair fiber. At Bar à Boucles, drying is typically done with a soft cloth or microfiber, followed by a diffuser at a reasonable temperature, to minimize friction while maintaining curl definition.

This evolution is also cultural. Lahlou shares that many people grew up with the belief that their natural hair was too puffy, too dry, or impossible to manage. She is now developing a library of content dedicated to textured hair, while her salons continue to support adults and children in the four cities where the network operates.