for textured hair

for textured hair is a Swedish haircare brand specialising in products for curly, coily and textured hair. Stylised in lowercase and abbreviated FTH, it is based in Stockholm and develops and manufactures its products in Sweden. The brand was founded by Alexandra Rydberg, a hairdresser who specialised in textured hair [11]. Its own website names the founder only as "Alexandra" and does not state a founding year; ELLE Sweden gives her full name as Alexandra Rydberg and dates the launch to late 2022 [11].

The range is built around a four-step routine and is positioned as vegan, cruelty-free and fragrance-free, with formulas the company says exclude sulfates, mineral oils and synthetic silicones [4]. The brand remains active: a new product, DEFINE, launched in spring 2026, and FTH is sold both through its own online store and through Swedish retailers including Kicks, H&M Beauty and Bangerhead.

According to the company, Alexandra trained as a hairdresser and specialised in textured hair, an experience that became the foundation for the brand. She describes having spent years unable to find products she felt were genuine, effective and safe to use herself, and created FTH to answer that gap. In the brand's words, "For Textured Hair is my love letter to everyone with textured hair," framing the company as an effort to make caring for textured hair simpler and to reduce what it calls a lack of knowledge around it.

The brand's visual identity was developed separately. FTH commissioned Mathilda Florentine, an artist and sculptor, to design its logo after the company had already launched with what she described as a "formula first" approach. She is a collaborator on the project rather than a founder.

FTH's central idea is that haircare should work with the natural texture of the hair rather than against it. The company emphasises a "holistic approach," combining knowledge of the hair's needs with regular washing, considered routines and gentle technique, and it consistently prioritises scalp health and what it calls long-term hair health over short-term cosmetic effect.

This extends to the brand's stance on fragrance. FTH describes its products as "fragrance-free, but not scent-free," explaining that it adds no perfumes or essential oils because, in its view, "every ingredient must serve a function" — anything that does not benefit the hair or scalp has no place in the formula [6]. The company positions this as part of a wider commitment to mild, transparent products that are gentle enough to be used from age three and suited to sensitive scalps.

A related theme is "low-tension" styling. The brand advocates moving away from tight, high-tension styles in favour of looser methods such as wash-and-go, soft twists and braids using one's own hair. It links this to scalp health and length retention, noting that repeated tension around the hairline can weaken follicles and, it states, potentially contribute to traction alopecia.

The core of the range is a four-step system: WASH 01, a sulfate-free cleansing shampoo; HYDRATE 02, a moisturising conditioner; DEFINE, a softening leave-in lotion; and STYLE 03, a water-binding botanical styling gel that the brand says preserves curl definition and hold. The line is rounded out by a DETANGLE brush and pre-assembled routine kits.

DEFINE, launched in spring 2026, is described by the company as a "softening leave-in lotion" containing squalane and propanediol, formulated to be protein-free, fragrance-free, vegan and pH-balanced [10]. Across the line, FTH names plant-based ingredients including oat extracts (beta glucan and Avena Sativa kernel oil), Camellia Sinensis leaf extract, panthenol, aloe vera, flax and marshmallow root extracts, mango seed butter and squalane [4]. The company states its products are pH-balanced between 4.5 and 5.2 and formulated in accordance with EU cosmetic regulations, without essential oils, sulfates, silicones, phthalates or synthetic colorants [10]. It also describes them as free from nuts and gluten.

For a recent and small brand, FTH has drawn some Swedish editorial attention. ELLE Sweden included it in a 2023 feature on women-led beauty ventures, describing the brand as "thoughtfully designed in every detail" and noting offerings such as private video coaching for customers [11]. In a separate ELLE article, hairstylist Sofia Hassani named the STYLE 03 gel and WASH 01 shampoo among her favourites for textured hair, calling the gel one that makes curls hold for several days [12]. The brand has also been featured by Femina among recommended products for curly and textured hair [13].

The brand is active. Its most recent visible activity is the spring 2026 launch of the DEFINE leave-in, and it operates a live online store carrying a current copyright notice. Distribution and shipping are centred on Sweden and selected EU countries, making FTH primarily a Swedish single-country brand, though its products are also listed across the wider Nordic market.