About Maui Moisture
Maui Moisture is a premium haircare brand specialising in products for curly and textured hair, inspired by the indigenous botanicals of Hawaii. Launched in January 2017, the brand was developed under Vogue International—the company founded by Todd Christopher, a former hairstylist who built multiple successful haircare brands including OGX. Christopher's journey from sleeping in his salon and selling vitamins from his car boot to building a haircare empire culminated in Johnson & Johnson's $3.3 billion acquisition of Vogue International in 2016. Maui Moisture launched shortly after, becoming part of the J&J consumer products portfolio alongside OGX and other hair brands. The brand's formulations are based in aloe juice and feature Hawaiian-inspired ingredients such as coconut oil, bamboo fibres, hibiscus water, shea butter, and vanilla bean. Each collection targets specific hair needs—from lightweight hydration for fine curls to intense moisture for thick, coily hair. The brand emphasises being free from silicones, parabens, and synthetic dyes. Maui Moisture rapidly expanded at launch, rolling out 19 products to 40,000 retail doors across major chains including Target, Walmart, and Walgreens in the US, with UK availability following through supermarkets and health & beauty retailers. The brand has positioned itself as an accessible luxury option in the curly hair market, offering salon-quality ingredients at mass-market prices.


