It was 2012, and Joshica Kiah was standing in her Los Angeles bathroom, beginning to re-straighten her freshly washed hair, when her husband walked into the room. “He saw me and was like, ‘Oh my gosh, your hair is so beautiful! Look at all those beautiful curls,’”

Vogue beauty editors combed through thousands of Etsy entries and tested an edited selection of products to arrive at these twelve brands, all launched on the makers’ site.

I typically use Joshica Beauty Coconut & Brazilian Mango Shea Hair Butter twice a week to avoid buildup, but it's a savior for natural hair. A little goes a long way.