Is wavy hair sold as a separate category on Kurli?

Yes. Wavy and type 2 hair has its own guide page and its own placement slot, separate from curly and coily. A brand can buy the wavy category on its own.

Why is the type 2 audience hard to reach with normal advertising?

Many people with type 2 hair believe they have straight hair that frizzes, so they never search wave or curl product terms and never join those interest segments. Kurli reaches them from the other direction: it reads their texture from a selfie and tells them what they have, then recommends the products for it.

Which product types perform best for wavy hair?

Lightweight ones. Mousse, light gel, salt or texture spray, a light leave-in, volumising foam, and a diffuser. Type 2 hair is usually flattened by heavy products rather than starved of moisture, so a rich butter tends to give a poor result in this segment.

My product works on both wavy and curly hair. What should I book?

Book both categories and say the range in the copy, or book the one where it performs best. Each category is booked separately. A narrower, correctly matched buy usually performs better per unit of spend than a wide vague one.

Can I buy all four texture categories as a bundle?

Only if your product genuinely works across all four. We will not sell a four-category bundle for a product that suits one, because most of those impressions would produce bad experiences with your brand and you would be paying for them.

How is the wavy placement labelled?

A paid slot carries a visible Paid placement label on the page, and the affiliate disclosure explains the arrangement. The label is not removable as part of a deal.

Does Kurli recommend heat tools to wavy users?

Kurli's guides cover heat tools alongside heat protection and the damage risk, rather than promoting heat styling on its own. A diffuser is a much more common recommendation in this segment than a flat iron.

What does a wavy category placement cost?

It is a flat monthly fee quoted per enquiry, because the rate depends on the category and the period. The affiliate option costs nothing up front and pays only on tracked sales, which is the usual place to start.

Can a small brand test one product before committing?

Yes. Start with the affiliate option or with a seeded review. Both let you see how the audience responds before there is a fee attached to the outcome.

Email hello@kurli.me or use the form at kurli.me/for-brands. Name the products, the texture range each one performs on, and the option you are interested in.

Type 2 is the segment most people buy for badly

The identification problem, and why it is a commercial problem

A large number of people with type 2 hair have spent years believing they have straight hair that misbehaves. They blow it out, fight the frizz, and never once search for a wave product, because in their own mind they are not in that category.

That is a real barrier for a brand selling to them. You can buy the keyword and they will not type it. You can buy the interest segment and they will not have shown the interest, because they have not made the connection yet.

Kurli approaches it from the other end. A user uploads a selfie for a hairstyle recommendation, and texture is read as part of the analysis. The wavy hair guide then explains what type 2 hair is and how 2A, 2B, and 2C differ. For many readers that is the moment they learn the category exists. The product recommendation follows immediately after, which is the most useful position a wave brand can occupy.

What wavy buyers actually need, and what that means for your slot

Type 2 hair has a different failure mode from type 3 and type 4. It is not usually starving for moisture. It is usually being flattened by products that are too heavy for it.

So the categories that perform in this segment skew light: a mousse, a light gel, a sea salt or texture spray, a lightweight leave-in, a volumising foam, and a diffuser. A rich butter placed here will get a poor result and it will be the product's fault, not the placement's.

If your range spans textures, this is the segment where you should name your lightest products rather than your best sellers. The best seller in a curl range is often the one that ruins a 2A result.

Where the placement appears

The same four surfaces as every other segment. The wavy hair guide and the hair type chart as standing pages. The product step after a try-on, when someone has just chosen a look and wants to know what maintains it. The routine builder, where the user describes their cut and texture and gets a maintenance routine with named categories. And The Kurl for seeded reviews, which are linked back from the texture guides.

Open any of them before you decide. We would rather you look at the actual slot than read a description of it.

The crossover question

Wavy is the segment with the most overlap. Plenty of 2C users read curly content, and plenty of 3A users are told they are wavy by one stylist and curly by the next.

We do not pretend the boundary is sharp. What we do is sell the categories separately so you decide where your product belongs, rather than paying for a blur. If your formula genuinely works from 2B through 3B, book both categories and say so in the copy. If it only works on fine waves, book one, and the narrower buy will almost certainly perform better per unit of spend.

The honest version of this pitch is that a smaller, correctly matched audience beats a bigger, vaguely matched one, and we would rather sell you the smaller one twice than the bigger one once.

What we will not do in this segment

We will not tell a straight-haired user they are wavy to widen your audience. The texture read is what it is.

We will not sell you a placement across all four texture categories as a bundle discount if your product only works on one. That is the easiest upsell available and it produces the worst outcome, because three quarters of the impressions generate bad experiences with your brand.

And we will not remove the paid placement label. See the affiliate disclosure for how the commercial side is shown to users.