Say hello to my new favorite masstige hair care, Odele Beauty. Women-owned and operated in Minneapolis, Odele developed from its founders’ desire to streamline product overload with a premium brand that’s affordable, but also safe, for everyone in the household. 

The line steers clear of “SLS or SLES sulfates, formaldehyde, phthalates, parabens, synthetic fragrances or any of the 1,300+ cosmetic ingredients banned by the European Union.” In fact, Odele uses botanical ingredients to create very light fragrances, which make its goops smell delightfully luxurious – and way more expensive than its drugstore price point. 

A go-to after every wash, Odele Leave-in Conditioner ($12) instantly hydrates my thirsty blonde and detangles its kid-like snarls. The texture feels light and non-greasy, helping to control my damaged tresses with the ease of a gentle lotion. Formulated with amino acids, this conditioner may help to rebuild hair, and it smells like the faintest cucumber-and-oakmoss dream. Odele recommends this product for all hair types and textures.

Then I discovered Odele’s Air Dry Styler ($12) – talk about a game-changer. I always wanted styled hair without having to use heat. This gel-like serum, made for fine to medium-thick hair that’s straight to wavy/curly, makes all my beach-babe daydreams come true. I apply a nickel-size squirt from the ends up, then twist small sections of combed hair until it air-dries for a frizz-free boho-chic bounce. (Tip: Add dry shampoo to the roots once dry for extra oomph.)

Since falling in love with this new hair-care cocktail, I’ve explored more of Odeles shampoos, conditioners, and styling products (available on Odele’s site or at retailers like Target) and can happily recommend this brand, determined to “democratize the beauty industry,” to anyone. 

Lauria Locsmondy

Beauty & Wellness Director. I bring a feminist lens to the articles that I carefully curate — this is my angle. But we’ve come too far to not also have some fun. Along with a personal mission to empower women, I uphold a lifelong love affair with the beauty industry and decades of bylines in beauty, wellness, and women-focused writing.