Natural curls. Freedom of movement. Mindful hair care
WiliWili began with a very simple question: what if we created the curl care products we had been looking for ourselves for years? Behind WiliWili are people with naturally curly hair. Natalia and Grzegorz spent years testing different products, searching for formulas that would meet the real needs of their curls. Some were too heavy, others provided too little definition, while others worked well only at one stage of the hair care routine. After dozens of trials, one thought emerged: what if we created our own range? And that is how it all began.
Curls in full swing
Over the following months, concepts, initial formulas and new product versions were developed. Each product went through successive rounds of testing, not only by the brand’s creators but also by an additional group of testers with different curl patterns. More than a dozen variants of individual formulas were created. We changed, improved, compared and started again whenever the result was not exactly what we expected. Until the final WiliWili six remained. Six products creating a complete care and styling routine for wavy and curly hair. From cleansing and conditioning, through more intensive care, all the way to enhancing and defining the natural curl pattern.
Why WiliWili? The name is no coincidence either. WiliWili refers to the Hawaiian word “wili”, associated with twisting, curling and turning. Wiliwili is also the Hawaiian name for the endemic Erythrina sandwicensis tree, whose pods twist and open as they ripen, revealing their seeds. Curl is therefore part of our name from the very beginning. We wanted WiliWili to be a brand that does not try to change the natural character of hair. Quite the opposite. It is meant to help understand it, support it and bring out what is already there. WiliWili is a Polish brand specialising in products for wavy and curly hair. Its range includes cleansing, moisturising, repairing and styling products that together create a consistent everyday hair care system.
The green colour was not chosen by accident either. Once we had found the name, it was time to create the world of WiliWili. We wanted a design that would be distinctive and easy to recognise while remaining consistent with the brand philosophy. That is why we chose green. It is a colour associated with nature, balance, freshness and renewal. For us, however, it has one more meaning. It symbolises an approach to hair in which, instead of fighting its natural structure, we learn to work with it. We do not change the natural curl pattern. We help bring out the best in it.
WiliWili. It started with our curls.
WiliWili was not created by chance or because we decided the market needed yet another cosmetics brand. It started with our own hair, dozens of products we had tested and a simple thought: “what if we did it our own way?” Then came months of work, successive versions of formulas, testing, improvements, choosing the name, packaging and the entire world of the brand. All of it was done to create products we would want to use ourselves. Today, we can finally put them in your hands. And we hope WiliWili will love your curls just as much as it loves ours.
Cookies