Australian haircare brand JUSTICE Professional is strengthening its presence in Canada with the release of Curl Define, a four-piece range designed specifically for textured hair.
The move comes after the brand’s Canadian debut earlier this year, when its core line rolled out to leading wellness retailers Healthy Planet, Well.ca, and Goodness Me! The entry was accompanied by media previews and consumer events in Toronto and Vancouver, as well as a showcase at the CHFA Expo West that introduced the range to industry buyers. The strong initial reception, particularly among wellness-minded shoppers, set the stage for expanding into a dedicated curl-care segment.
“We created Curl Define to help people embrace their natural curl pattern rather than control it,” says David Mathie, General Manager at JUSTICE Haircare. “It’s about working with hair’s natural texture and providing moisture, softness, and hold.”
Industry data shows that products targeting textured and curly hair are now among the fastest-growing haircare segments nationwide. The “curly hair movement” continues to influence brands to develop more inclusive lines, with innovation in clean, sulfate-free, and botanical-based formulas now expected rather than exceptional. Consumers want products that address their unique curl patterns and provide personalized solutions
Founded in Australia more than 35 years ago by a team of professional stylists, JUSTICE Professional has long been known in its home market for salon-developed formulas that combine performance with accessibility. Internationally, its products have been embraced in markets such as New Zealand, the UK, and Singapore, where the brand’s focus on professional results without sulfates, parabens, or silicones has resonated with both salons and at-home users.
The new Curl Define lineup — comprising a shampoo, conditioner, activator spray, and styling crème — was created to address the needs of waves, curls, and coils. Drawing on active botanical ingredients, the collection aims to enhance curl definition, reduce frizz, and maintain moisture without weighing hair down.
With more than eight million products sold worldwide and a network of over 230 salons, JUSTICE Professional sees the Curl Define launch as a natural step in its Canadian growth strategy. Stockist updates are expected in the coming months.
