The CurlyKids goal is develop products that effectively addressed the expressed desires that parents of curly haired children. Primary among those concerns is excessive dryness, breakage, and manageability. There is some products that manage to partially meet those needs but many if not most are very heavy products or extremely pricey. It is clear to Curly Kids that there was a real need for a product that provided extra moisture and conditioning without being sticky, greasy or heavy and available at a price that was affordable.