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Beauty conditioning teaches women with curly hair to shrink long before we even notice it happening. The silent training that says straight hair is professional, curls are messy, and volume is "too much". We learn to hid the texture we were born with. In Episode 3 of In Her Mirror, we witness a turning point - when she realised her curls never needed fixing, only framing Every time a woman choose to honour her curls, beauty conditioning loses its power.

Some words stay with us long after the moment has passed. Episode 2 of In Her Mirror – A Note For Her Curls explores how a quiet mirror moment can reshape identity for women with curly hair in the Middle East. What begins as a simple morning routine becomes an intimate shift in confidence and visibility, revealing the power of language, recognition and representation for curly-haired women and girls.

Reflected Twice explores the quiet mirror moments where women with curly hair confront identity, confidence and cultural perception. In a world where curls are often overlooked or misunderstood, Episode 1 of In Her Mirror captures the private vs public self and the unexpected recognition shared between two women who see each other beyond appearance. A dynamic reflection on visibility, representation and what it means to be truly seen.

Even the healthiest curls can start to feel heavy, dull or unresponsive - signs of product and mineral build up that block hydration and diminish styling results. A regular curl detox helps remove residue, rebalance your hair and scalp's pH level and restores elasticity for clean, softer, bouncy and more defined curls. In this guide, our curl experts share when your curls are due for a detox, how often and the best treatments to provide you with a clean slate.

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.