About Us

It all started in 1985 when Jonathan Torch opened his very own salon in Toronto, Canada - The Curly Hair Institute. Clients complained about the way many products caused unnecessary buildup, frizz and hair loss. Jonathan realized that the haircare on the market did not live up to his curly client's curl needs. In fact, there was a lot of damage happening to the curls that he loved and nurtured.

Jonathan knew that the unique problems presented by curly hair required customized attention and science. With the assistance of chemists and clients and many test runs and formulations later, Jonathan finally created something amazing. A true answer to frizz and completely based on science and named it - Curl Keeper. Today this remains the best seller (now named The Original Liquid Styler) and is the inspiration for all of the 30+ products that came after it. A back-to-basics line of curly hair products that are water-based, silicone-free, and work with humidity and not against it. A true leader in revolutionary water-based curl care..