Wuli Grooming is the newest line of Australian-made, 100 per cent vegan and cruelty-free products to hit Aussie shelves. The range combines premium all-natural ingredients designed to nourish the hair from the root with users given the ability to achieve any style they wish to create. The unique name ‘Wuli’ comes from the dialect Bambara from Mali (birthplace of Wuli Grooming’s Founder, Amadou Doumbia), which translates “to wake up, get up and grow up”, – a daily routine conducted by everyone.
The brand is born from the dream and need of founder Amadou Doumbia, who said, “for a long time, I was looking for a hair styling product that was suitable for my coily hair. Most products in the market wreaked havoc on my hair type – aesthetic results were great for a short period, but then they dried and damaged my hair in the long haul. To validate my idea, I reached out to a network of salon and barbershop owners I knew to ask if this was a product lacking but filled with potential.”
The new products are designed to harnesses the power of active ingredients sourced from nature. The introductory line is an inclusive collection of products designed for men and women with hair types ranging from coily hair to the curliest of curls and to the finest of hair types. Backed by two years of research and development, Wuli Grooming utilises plant-based ingredients and Australian formulation techniques to introduce products that hydrate, moisturise, strengthen, detangle and nourish hair and scalp with every application.
The debut collection features four accessibly-priced products that are silicone-free, colour-safe and contain no mineral oils or synthetic ingredients: Curl Cream – with 11 active ingredients to define, hydrate and strengthen curls of all persuasions. Matte Balm – for manes craving volume, textured hold and nourishment with a matte finish and enriched by nine active ingredients. Shine Balm – a new take on pomade with nine active ingredients offering a sleek glossy finish with a firm hold well into the next day. Sea Salt Spray – The alcohol-free curl refresher that keeps frizz at bay while volumising hair through the power of 6 active ingredients.
There are 15 active ingredients across the Wuli Grooming range (such as marula, jojoba, safflower, argan oil and more), and each one provides a benefit that either strengthens, hydrates, moisturises or stimulate both hair and scalp. It’s a range that was developed with curly, coily and wavy hair textures first in mind and then rounded out with equally effective formulas for fine, flat and limp hair.
The brand’s signature curl cream that was the genesis of Amadou’s dream to create the line “lasts in effectiveness up to two days after initial use, while our Matte and Shine Balm apply a solid hold and volume while also conditioning the hair and scalp at the same time. Additionally, we’re all-inclusive with each product coming in two gender-neutral light oil-based fragrances that are perfectly suited for men and women (as well as children),” Amadou said.
Each product comes in gender-neutral fragrance combinations, bergamot and vanilla, a creamy, spiced scent with feisty floral notes that evoke the warmth of summer and neroli and sweet orange, a blend of Italian bitters with the rind of sweet orange.
When speaking of clients and salons using the new Wuli Grooming products Amadou hopes, “hairstylists and clients feel both the short-term and long-term benefits that well-formulated all-natural ingredients have on hair. Wuli Grooming’s products are perfect for clients who want a natural look to their hair. Right after application, the aesthetic benefits will come through. The greatest benefit though will come in the following days when a client realises they don’t need to wash the product out of their hair because of its natural qualities.”
The Wuli Grooming range is now available online with products shipping Australia-wide. Wuli Grooming can also be found for a limited time in Sydney, Australia at local pop-ups. Wholesale ordering will be available from March 2022.
For more information visit www.wuligrooming.com