Curly hair in the modern Arab world is undergoing a cultural shift. Once controlled and straightened to align with Western beauty standard, curls are now being re-embraced as a symbol of heritage, identity and confidence. From greater representation in media to the rise of curly hair product availability and specialist salons, change is now visible. At Emerson, we lead this movement as the Middle East's 1st Curl Lifestyle Destination - offering education, events and curated products that celebrate curls.
After a long Middle Eastern summer of high temperatures, humidity, air conditioning, your curls don't need surface level hydration - they need deep repair. Frizz, dryness and split ends are signs your hair is craving a deeper level of moisture. From clarifying shampoos that offer a fresh slate to deep conditioners that restore, a consistent curly hair routine is the key to healthy, resilient curls. Discover how to replenish moisture, repair and revive your curls.
Curly hair thrives on moisture - this is a foundational truth, but it also requires balance. In the Middle East, too much leads to frizz, too little leads to dryness and breakage. Heat, hard water, sun exposure, air conditioning and dust create challenges making curl care feel like a constant experiment. We specifically design this expert guide with this in mind, to help you build a resilient, thriving curls in Dubai, Riyadh, Doha, Kuwait and Beyond.
If you've built your curly hair routine around curl type alone, you're missing the real key - porosity. It's what determines how your curls absorb moisture and respond to the changes in the Middle East's climate. Balanced product formulations that penetrate the cortex and seal the cuticle are essential in heat and humidity. However, as the air cools, your awareness of porosity is vital, as what worked in July may no longer work in October. That’s why every Emerson edit is rooted in science and porosity tested.