Challure was founded to answer the age-old question – “What’s the best way to rock my curls?”

Being the daughter of a Dominican-immigrant hairstylist, I am no stranger to the famous Dominican blowout — a traditional method of straightening hair. I was probably four years old when I got my first blowout and maybe ten when I received my first relaxer to make my hair more “manageable”. Long, sleek straight hair was the perception of beauty in our culture and anything else was coined as “pelo malo” (bad hair), and unfortunately for many this is still their reality.

In pursuit of self-love, I began seeking the roots of my heritage — and embracing my natural hair was the first step to cultivate that. As my natural hair grew in, I was tasked with finding out the best way to care and style my 3C curls & coils. And, whew! What a struggle. I bought all of the natural curly products I could find, but nothing ever detangled or defined my curls as good or as quickly as a flat-iron used to once straighten my hair.

Ever since, I dreamt of creating my own curly hair products that met the needs of curly-haired girls (and guys!) like me. Years later, I formulated our leader leave in conditioner that nourishes, moisturizes, imparts shine, promotes growth, defines, tames frizz, detangles (you name it!) — everything I was once looking for now all in ONE product.

Challure provides you with high quality curly-care products that enhance your natural, curly hair or curls-to-be. I make products that soak you in self-love and coat you in confidence. I want you to love every twist, turn, and loop that grows towards the sun or that falls onto your pretty face. Natural, curly hair is beautiful and I hope that when you use Challure you love it and feel closer to your roots just as much as I do.

With love,

Charleny Escalante 🌺

Provide naturalistas with premium haircare products that maintain, invigorate, and unravel the beauty entwined in their curly hair.

Our vision is to pioneer the future of natural curl-care by using high quality ingredients, educating our customers, and demand the inclusivity of natural hair, everywhere.

Provide the Best: We’re dedicated to innovating, reinventing, improving every facet of our business. From the ingredients in our products to how we deliver them to you.

Proudly Natural: From natural ingredients to natural hair, we embrace the beauty and benefits of using organic elements and being naturally you.

Pride in Passion: We’re passionate about everything related to haircare. We encourage our customers to love their hair with the same enthusiasm.

Fearless Leadership: We unapologetically set the trend for the future of embracing curly hair – giving our Charms the confidence to rock it proudly.

Unbroken Reliability: We provide products that customers will always trust when expecting exceptional results.