We tried Dae, the aesthetically-pleasing hair care brand you’ve seen all over social media

Ari Bines
·4 min read

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These days, choosing a hair care brand is like choosing a foundation: There are a plethora of options to choose from, and it’s hard to know which one is right for you. Social media-famous hair care brand Dae is trying to change that.

If you don’t know, it’s an up-and-coming beauty brand that’s been slowly blowing up on social media among hair care enthusiasts of all hair types. In fact, you’ve probably seen the brand featured in a lot of aesthetic photos on Instagram and TikTok. But don’t let the visually minimalist packaging fool you: It’s a brand built on simplicity, with results to help you through the every “Dae” ups and downs in your hair care journey.

Dae Shampoo, $24, Dae Conditioner, $24, Dae Deep Conditioner, $28

Credit: Sephora
Credit: Sephora

Buy Dae Shampoo

Buy Dae Conditioner

Buy Dae Deep Conditioner

Based in Arizona and founded by Amber Fillerup Clark, Dae is sulfate-free, cruelty-free, vegan and is safe for color-treated hair. The brand’s line up now includes five hair products, including its deliciously citrus-scented shampoo, conditioner, deep conditioning treatment, hair oil, and leave-in conditioner, brand’s the newest addition.

How Dae Hair Products Work On Textured Hair

I have type 4 curly hair, and I noticed Dae using its products on hair types similar to mine. I headed to my local Sephora and snagged the shampoo, conditioner and deep conditioning treatment to try out for myself.

The first thing I noticed was the amazing smell. It’s like a blast of orange with a honey-like undertone. For those worried about artificial fragrances, the brand doesn’t use any synthetic fragrances in any of its products, according to its website.

The second thing I noticed was how much of a lather I built out of a nickel-sized drop. I’m glad I started off with the travel size of the shampoo because a little goes a long way. The key is to add more water for a bigger lather. Despite there being no silicones in the formula, ingredients like moringa seed extract and oil give it enough slip to massage through your locks.

Credit: Ari Bines for In The Know
Credit: Ari Bines for In The Know

I tried the conditioner and deep conditioner on two different occasions. Both products had enough slip to detangle my hair with a shower brush, and it took me about 30 minutes in total to finish on both occasions. Though I didn’t see a big difference between the conditioner or the deep conditioner (they could both pass for a deep conditioner, IMO), I loved the way they made my curls pop. On damp hair with the conditioner, I also applied the Innersense Organic Beauty I Create Lift Volumizing Foam for a twist-out style and achieved above look.

After using the deep conditioner for the second wash day, I styled with the Aunt Jackie’s Grapeseed Ice Curls Jelly on soaking-wet hair. And, I have to say, this is what I consider a successful wash-and-go look for tighter textures.

Credit: Ari Bines for In The Know
Credit: Ari Bines for In The Know

To be honest, I think I stumbled upon something special with Dae’s hair products. A lot of hair care brands that cater to looser curl types don’t necessarily think of textured hair, but my coily locks weren’t disappointed in Dae. In both the wash phase and the conditioning phases, I could see my natural curl pattern come through. My curls were defined and I was able to maintain my curl pattern days later.

Many people have tried and true hair care routines and brands, but sometimes it doesn’t always hurt to try something new. It just might work.

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