I tried Odele: Clean, affordable hair care that feels bougie as hell

Say hello to my new favorite masstige hair care, Odele Beauty. And, no, I’m not paid to say this.

A women-owned and -operated company in Minneapolis, Odele developed from its founders’ desire to streamline product overload with a premium brand that’s affordable and 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. 

If you have dry hair, I recommend Odele Leave-in Conditioner ($12), which 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 Odele’s shampoos, conditioners, and styling products and happily recommend this brand, determined to “democratize the beauty industry,” to anyone.