Whether working with natural texture patterns or recreating them with styling techniques, in addition to embracing individual texture, we’re seeing a polished styling trend that is leaning toward natural movement in all shapes and forms. From less deliberate curls to randomised wave patterns and a variety of patterns, this takes undone movement to the next level.
Where You Can Spot The Movement:
Drawing on the natural progression of the styles seen around the world, you can easily see natural movement in all its glory in our 2021 LOOK.BOOK. Highlighting the latest product picks, colour trends and styles featured in our most-loved campaigns. One of our latest features, VELVET.FLORA was inspired by the opulence of 19th-century romance and glamour, shapes are refined yet wild, polished yet natural, and inexplicably individualised. Adding to this, the influence of fashion and nature built into the brand ethos are also echoed in the trend.
How To Create the Look:
It isn’t just about utilising a single technique, it is about mixing them to create a more unplanned feel. “Movement that appears natural can be very hard to achieve, and even harder to maintain. It’s not as simple as just leaving your hair to air dry. Great looking natural hair always comes down to your product choice.” — Kevin Murphy
Each look has a beginning, middle, and end. To begin, you start by improving the health of the hair so that whether you’re working with natural air-dried texture, heat-styled, or a combination of the two, you’re able to begin with the best possible canvas. Regular use of a WASH and RINSE system like HYDRATE-ME.WASH + RINSE, which adds moisture and nourishment to the hair is ideal.
The middle is then all about product combinations and layering at the right times throughout styling to get the desired effect. For example, if you want to create curly texture but with more drawn-out shapes you’ll need a product that refines the shape but with a degree of style ability to reshape the structure. Depending on your hair pattern type either reach for MOTION.LOTION to deliver flexible, frizz-free hold or KILLER.CURLS to define curls and help strengthen and smooth strands.
The end is where the finishing touches come into play. No matter the look, applying texturising, shine, or holding agents to the hair takes the style to the next level — from separating curls to highlighting shapes or creating style memory. A few of our favourites to finish include DOO.OVER for fresh texture, SHIMMER.SHINE for shine and the iconic SESSION.SPRAY for long-lasting style memory with a flexible finish that never flakes.
Making It Your Own:
People always want what they can’t have and in this instance, your natural texture can be exactly what sets you apart from others. This movement is all about creating a style that draws on your individual texture and makes it your own. There are no set rules about the type of curls to create, how to part your hair, or what products to use. It is more about picking a style that suits you, is fairly easy to create, and makes you feel like your most authentic self.