Home Feamil Pump Haircare Pump Soft Curl Gel has sold over 20,000 bottles and...

Pump Haircare Pump Soft Curl Gel has sold over 20,000 bottles and has a three-week waiting list


The ‘secret’ to perfect locks: This $29 hair product has sold over 20,000 bottles and has a three-week waiting list – so what makes it so good?

  • A $29 hair care product with nearly month-long waitlist has sold out three times
  • Australian brand Pump Haircare launched its Pump Soft Curl Gel in 2019 
  • The cult product has since become a staple for women with curly hair

A $29 hair care product with nearly a month-long waitlist has taken the beauty world by storm after selling out three times since launching on Instagram.

Australian brand Pump Haircare launched its Pump Soft Curl Gel in 2019 – and the cult product has since become a staple for women with curly hair.

Founded by hairdresser Natasha Jay, more than 20,000 bottles were sold out in its first run, racking up a three week waiting list three times.

The plant-based formula contains moisturising ingredients such as Aloe Vera to create definition and smooth frizz on both high and low porosity hair types.

A $29 hair care product with nearly a month-long waitlist has taken the beauty world by storm after selling out three times since launching on Instagram

A $29 hair care product with nearly a month-long waitlist has taken the beauty world by storm after selling out three times since launching on Instagram

The plant-based formula contains moisturising ingredients such as Aloe Vera to create definition and smooth frizz on both high and low porosity hair types

The plant-based formula contains moisturising ingredients such as Aloe Vera to create definition and smooth frizz on both high and low porosity hair types

The cult product has been one of the five best sellers for the brand, known for its Curly Girl Method products.

And it’s not hard to see why the gel has become the must-have hair care product.

Hundreds of women have been sharing their glowing reviews on social media, with many raving about the product for nourishing and de-tangling locks with ease.

‘This stuff is the absolute best! Keep my curls (once upon a time, rats nest) frizz free for days,’ one fan wrote.

Hundreds of women have been sharing their glowing reviews on social media, with many raving about the product for nourishing and detangling locks with ease

Hundreds of women have been sharing their glowing reviews on social media, with many raving about the product for nourishing and detangling locks with ease

Beauty fan Jess said she was 'totally loving' the product after noticing her luscious hair was soft, shiny and volumised following weeks of using it

Beauty fan Jess said she was ‘totally loving’ the product after noticing her luscious hair was soft, shiny and volumised following weeks of using it

Another woman said: ‘Love this product so much! My curls have never looked better.

And a third added: ‘I was very skeptical about your products. Tried them and I honestly cannot believe the results. Absolutely amazing I have recommended this to so many people. Love love love.’

Beauty fan Jess said she was ‘totally loving’ the product after noticing her luscious hair was soft, shiny and volumised following weeks of using it.

‘When I first went to apply this I couldn’t stop smelling it. It has this light bubble gum scent that’s fabulous (Being mega sensitive to scents it was honestly a refreshing smell over some products that leave me sneezing on a wash day),’ she wrote.

‘I wanted to give it a true test on how my hair responds to it so I have been using this gel as a one and done styler. ⁣ I use between five to seven pumps on damp hair and then micro plop with the bamboo towel. ⁣

‘This product did not leave me with any sort of hard crunchy cast to scrunch out once I was done diffusing. Just left me with super soft, shiny and volumised curls. I think it’s definitely one I will be keeping in my product rotation.’ 

The product is very easy to use – simple apply the formula to your hands and then directly onto your wet hair by scrunching or twisting for a more defined curl.



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