Beauty Of 5: Aussie's Gone Natural With Miracle Coils Line For Type 4 Hair

Not sure about you, but when I think of the Aussie brand of haircare products, I think about commercials from the ’90s, filled with white women and the occasional Black girl with the loose, soft curls. It’s 2021 though, and not only are the ads more diverse but so are the types of products Aussie has that actually cater to curls.

Created in 1979 by Tom Redmond, Aussie decided to focus in on curls in 2018. Since then, they’ve launched their curls line, recently expanding it with the Miracle Coils and Miracle Waves products, specifically created for the complicated type 4 and type 2 curls. While that sounds wonderful, we all know that many major mainstream brands are looking to nourish natural hair now. So what sets Aussie’s Miracle Coils line apart?

We decided to ask Nicole Epps, scientist and scientific communications manager for P&G Haircare to find out — and to learn more about the new offerings.

Source: Aussie / Procter & Gamble

The latest Miracle Coils products were improved based on consumer and influencer recommendations.

Epps says that after their first innovation of products for textured hair in 2018, they listened closely to reviews from their customers and influencers specializing in hair to make some changes.

“First, we learned that our Gen Z Consumer is very diverse and she values inclusivity and as a brand we want to reflect that. Secondly, we learned, while the current curly collection continues to perform very well, that all curls are not all the same and that different curl patterns have very specific needs that were not being met with Aussie’s current curl collection and we wanted to change that,” she says. “So, after much consumer and influencer listening and co-creation, we are happy to introduce our Waves and Coils collections. We hope to better serve the unique needs of type 2 and 4 curls and create an inclusive lineup of offerings for everyone who is embracing their curls.”

Source: Aussie / Procter & Gamble

The key to the Coils formula? Less is more.

When asked about what is in the formula that sets it apart in the now crowded section for natural hair products, Epps said they’re proud of what’s missing from them.

“The Miracle Coils collection offers a sulfate-free shampoo for gentle cleansing and a silicone-free conditioner designed to hydrate thirsty coils,” she says. “In addition, Aussie has selected both cocoa Butter and Australian macadamia nut oil specifically for the coily collection. We’ve seen that the Australian macadamia nut oil works well in the Total Miracle collection, so we have carried that over to the new Coils collection and we have also added cocoa butter, which is new to Aussie. Cocoa butter with its creamy texture is known for all types of great benefits like hydration, smoothing down rough cuticles, which helps reduce breakage, it also helps to restore softness and add shine.

Source: Aussie / Procter & Gamble

The stretching balm helps with length if you’re not a big fan of shrinkage.

One of the standouts in the Coils collection is the stretching cream. The leave-in treatment works to help curls lengthen without the need of a heavy, gunky product.

“The stretching cream conditions hair, elongating the twist so they aren’t coiled up on top of each other,” she says. “It also provides a light hold to help maintain a defined, elongated coil all day.”

Source: Gary John Norman / Getty

With help from consumers, they’re looking forward to expanding the line further.

The current Miracle Coils collection has shampoo, conditioner, shaping jelly and stretching cream. Epps says they see more coming down the pipeline in the near future.

“We are constantly embracing the spirit of trying new things and listening to our community to find more ways to expand our offerings and innovate for all unique hair needs,” Epps says. “At this time, we plan to closely listen to consumer feedback from the current lineup and will hopefully expand in the near future.”