Founded in 2019 by Jessica Pritchett, OOLI BEAUTY is a Black-owned company focused on creating all-natural, organic hair care products specially formulated for locs. The brand values innovation, self-love, and environmental care, offering products free from sulfates, phthalates, parabens, synthetic fragrances, and tree nuts. Their product range includes loc gels and natural shampoos that nourish and maintain healthy locs using sustainably and ethically sourced ingredients like Baobab Oil, Aloe Vera, and Green Tea Extract. OOLI BEAUTY strives to be the one-stop shop for loc care, promoting sustainability through recyclable packaging and donating a percentage of revenue to local sustainability initiatives. The company is committed to cruelty-free practices, holding Leaping Bunny certification. Their mission combines quality hair care with a social and environmental conscience, catering to customers seeking effective, environmentally friendly loc care solutions.