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Two sisters, Allyson McKnight and Megan McClendon, founded Twined Ivy in an effort to address a market gap for curly hair, particularly the curly hair of mixed children. It is exceedingly difficult for a single product to work well on all people with curly hair due to the variety of curly hair types. In addition, parents' and their kids' different hair styles appear to be a persistent source of conflict. Every time they go to the store, many parents find themselves making purchases and trying out new goods. Their lack of exposure to various hair textures makes it difficult for them to decide what to buy and test. With Twined Ivy, their first objective was to use these components as the line's focal point. They found formulae that worked on curly hair from one end of the spectrum to the other thanks to their concentration on in-between hair types, which is what they reflect in their products. They think natural is superior.