Adjusted Nav: surface the 15% discount in the Subscribe + Save CTA Before: "SUBSCRIBE + SAVE" — label only, no value signal.
After: "SUBSCRIBE + SAVE 15%" — discount value in the button itself.
Why: §15.1.2 flags the existing nav CTA as prominent but undersold. Surfacing the discount value at the nav level lifts subscribe-attach rate without requiring a click to discover the benefit. Standard pattern across competitor curl-care brands.
Sources: §15.1 Section 2 explicit direction
[ DROP ENDS IN ] 02d : 14h : 38m
[ 14% OFF — code CURL14 ]
Added Urgency signal: countdown timer + active promo code in the announcement bar Before: Announcement bar carried only rotating messages — no urgency, no active offer, no scarcity signal.
After: Added a countdown timer on the left ("DROP ENDS IN 02d : 14h : 38m") and the active promo code on the right ("14% OFF — code CURL14"). Both swap to the real promo when one is live; outside promo windows, swap to evergreen alternatives ("FREE SHIPPING ON ORDERS $50+" right; brand tagline left).
Why: §15.1.1 flags this as a CRO gap. Loss-aversion + visible offer code lifts conversion on first-time visitors. The placeholders make it easy for ops to swap in real promo content without redesigning the layout.
Sources: §15.1 Section 1 CRO gap · General CRO best practice (urgency + visible offer above the fold)
Added Two-message rotating announcement bar (Ulta locator + email signup) Before: Single bar mixed free shipping, bundle discount, and Subscribe & Save copy into one strip.
After: Two rotating messages — (1) Ulta store locator with retail credibility, (2) Free shipping on first order tied to email signup (popup trigger).
Why: §15.1.1 specifies this exact rotation. The Ulta message converts retail-shoppers into DTC subscribers; the free-shipping-for-email message lifts list growth, which is the single biggest lever on revenue per visitor.
Sources: §15.1 Section 1 explicit direction
Clean Curl Care,Made by Latina Sisters
Soft curls. Strong protection. From our island to yours.
★★★★★
4.7
/ 800+ reviews
As seen on TODAY · GQ · GMA
[ HERO LIFESTYLE — Cory + Nicol holding cream + gel duo, OCOA bottles laid out on cream backdrop ]
Added Above-fold social proof + secondary CTA test variant Before: Hero ended with a single "Shop Now" button. No social proof numbers, no press mentions, no rating visible above the fold.
After: Two-CTA test (primary "Shop Now" + secondary "Get Your Curl Kit") plus an above-fold trust row with 5-star rating, "4.7 / 800+ reviews", and "As seen on TODAY · GQ · GMA" press strip.
Why: §15.1.3 explicitly flags the missing social proof as the hero's biggest gap. First-time visitors who don't recognize the brand bounce without a credibility signal. The secondary "Get Your Curl Kit" CTA implements the §15.1.3 A/B test direction at structural level — easier to swap later than to add later.
Sources: §15.1 Section 3 explicit CRO gap · §15.1 Section 3 CTA test direction · §20 case studies (press mentions)
[ icon ]
Not sure where to start?
Take the Curl Quiz — get a 4-step routine in 60 seconds.
Start the Curl Quiz ›
Added Curl Quiz callout strip (cross-section traffic to a high-converting tool) Before: The Curl Quiz lived in the nav only. Visitors who don't read nav (most do not) never discover the tool.
After: Dedicated dark strip immediately after the hero: "Not sure where to start? Take the Curl Quiz — get a 4-step routine in 60 seconds." With a high-contrast outline CTA.
Why: Curl Quiz is a routing tool — it converts undecided visitors into product-specific intent, lifting downstream PDP conversion. Surfacing it BELOW the hero (when the visitor has finished the hero scan but hasn't committed to scrolling further) is the highest-leverage placement. Pattern observed in Pattern Beauty and Briogeo (both surface quizzes prominently).
Sources: §6 site IA (Curl Quiz is part of nav) · General CRO best practice (quiz-driven routing for undecided visitors)
Shop by Curl Routine
Two Dominican sisters. One ritual. Clean formulas your curls can trust.
ocoa
Cleanse Curl Care Shampoo →
ocoa
Hydrate Hydrating Curl Cream →
ocoa
Define Curl Defining Gel →
ocoa
Refresh Curl Refresh + Hold →
Shop All
Curl Care, From Our Island
From 2017 to 2018, Cory and Nicol searched every shelf for products that actually understood Caribbean curls. Nothing did. So they built their own Nada List — an inventory of everything they refused to put in a bottle — enrolled in cosmetic formulation school, and started mixing at home. The 4-step ritual you see today came out of that kitchen.
[ FOUNDERS — Cory + Nicol embraced, model wearing duo ]
800+reviews
Trusted
4.7 avg across the line. Judge.me Platinum verified.
GQ2024
Awarded
GQ Best Curl Cream 2024. Beauty Independent Beacon Award (Inclusivity).
#1
At Ulta
First Dominican hair care brand at Ulta Beauty — 565 stores nationwide.
NadaList
Clean
Sulfate-free, paraben-free, phthalate-free, no synthetic fragrance.
Why OCOA
Three things every bottle has to do.
[ leaf icon ]
Pillar 01
Clean Ingredients
No sulfates. No coconut oil. No synthetic fragrance. Built on the Nada List — our running inventory of what we will never put in a bottle.
Read the Nada List ›
[ hibiscus icon ]
Pillar 02
Dominican-Inspired
Caribbean curl rituals, distilled. Hibiscus. Mango butter. Marula oil. Hero ingredients grown in the climate Caribbean curls were built for.
Our Origin Story ›
[ hermanas icon ]
Pillar 03
Women-Owned
Founded, funded, and run by two Dominican sisters — Cory and Nicol. Still family. Still indie. The only sister-founded brand at Ulta.
Meet Las Hermanas ›
Added 3-pillar "Why OCOA" value props section with ingredient specificity Before: Value props were spread across the Stats panel (Trusted / Awarded / At Ulta / Clean). No dedicated 3-pillar treatment with specific ingredient language.
After: New "Why OCOA" section with 3 dedicated pillars — Clean Ingredients, Dominican-Inspired, Women-Owned — each with §15.1.5's specificity ("No sulfates. No coconut oil. No synthetic fragrance.") and a deep-link to the supporting page (Nada List / Origin Story / Las Hermanas). Sits between the Stats panel and Reviews so the visitor encounters credibility numbers first, then the differentiation story.
Why: §15.1.5 explicitly calls out that the current value props copy is too vague ("high-end curl care made with clean ingredients") and prescribes ingredient-specific copy. The 3-pillar layout is the standard pattern across competitor PDPs and homepages. This treatment is additive — the Stats panel stays as the credibility-numbers band, the new section is the values band.
Sources: §15.1 Section 5 explicit direction · §5 product catalog (ingredients) · §1 brand foundation (sisters, Dominican)
Explore Our Products
GQ AWARD
[ Hydrating Curl Cream 8oz bottle ]
★★★★★ 171 Reviews
Hydrating Curl Cream — 8 oz
Subscribe & Save 5%, terms
$19.98 $18.98/mo
QUICK ADD
Buy Once - $19.98
BEST SELLER
[ Curl Defining Styling Gel 8oz bottle ]
★★★★★ 155 Reviews
Curl Defining Styling Gel — 8 oz
Subscribe & Save 5%, terms
$21.98 $20.88/mo
QUICK ADD
Buy Once - $21.98
CLEANSE
[ Curl Care Shampoo 10oz bottle ]
★★★★★ 70 Reviews
Curl Care Shampoo — 10 oz
Subscribe & Save 5%, terms
$23.98 $22.78/mo
QUICK ADD
Buy Once - $23.98
CONDITION
[ Curl Care Conditioner 10oz bottle ]
★★★★★ 82 Reviews
Curl Care Conditioner — 10 oz
Subscribe & Save 5%, terms
$23.98 $22.78/mo
QUICK ADD
Buy Once - $23.98
Real Curls. Real Routines.
See OCOA in action.
‹
›
0:42
▶
[ VIDEO — Cory walking through the 4-step wash day, real-time tutorial ]
ic
Wash Day
0:28
▶
[ VIDEO — Hydrating Curl Cream demo on 3B curl pattern + after shot ]
ic
Hydrate
0:35
▶
[ VIDEO — Scrunch out the crunch — Defining Gel before/after reveal ]
ic
Define
★ FOUNDERS
1:04
▶
[ VIDEO — Cory + Nicol: why two Dominican sisters started a curl brand ]
ic
Sisters
0:22
▶
[ VIDEO — Customer testimonial — "Gracias Hermanas" reveal ]
ic
Real Curls
Added "See OCOA in action" — 5-tile UGC + founder video carousel Before: No video content surface on the homepage. Tutorials, founder content, and customer testimonials lived only on social channels and the Curl Hub blog (static images + text).
After: New section between Reviews and Explore Products, with 5 vertical 9:16 video tiles. Categories chosen to cover the full conversion arc: Wash Day (tutorial) · Hydrate (cream demo) · Define (Gel before/after) · Sisters (founder story, featured with a "★ FOUNDERS" badge) · Real Curls (customer testimonial). Each tile has a play overlay, duration, and a category caption below. Carousel arrows + dots indicate this is one of multiple rows the visitor can swipe through.
Why: Curl care is an "imagination gap" category — static product shots can’t convey pattern definition, frizz reduction, or volume. Video closes the gap. The Sisters tile elevates the founder story (§1 brand foundation) into a high-engagement format. Reclaims social-channel investment (§11, §23) back into the site instead of letting it pull traffic off to TikTok and IG. Pattern observed across Pattern Beauty, Mielle, Briogeo, and adjacent DTC brands (Obvi reference cited in the recommendation conversation).
Sources: §1 founder story · §11 marketing channels (TikTok/IG investment) · §23 social content intel · Competitor pattern (Pattern, Mielle, Briogeo, Obvi convergence) · General CRO best practice (video proof for imagination-gap categories)
Meet Las Hermanas
[ Cory Varona-Corniel portrait ]
Cory Varona-Corniel
Co-Founder · Nicol's older sister · 33 weeks pregnant moment / día 1 formulator
[ Nicol Varona Cancelmo portrait ]
Nicol Varona Cancelmo
Co-Founder · La hermana menor · the awakening
[ Las Hermanas — Cory + Nicol portrait ]
Read Our Curl Journey
As Seen On
TODAYHispanic Heritage Month Feature
ForbesFounder Spotlight
Good Morning AmericaFounder Story
GQBest Curl Cream 2024
BEAUTY INDEPENDENTBeacon Award — Inclusivity 2024
Al DíaFirst Dominican Brand at Ulta
ULTA BEAUTY565 Stores Nationwide
CredoCredo for Change Member
Added Press strip expansion: added GQ, Ulta Beauty, Credo for Change Before: 5 press logos (TODAY, Forbes, GMA, Beauty Independent, Al Día). Forbes incorrectly cited "GQ Best Curl Cream 2024" instead of standing alone.
After: 8 logos in a 4-up grid with an "AS SEEN ON" header. Separated GQ into its own logo (it's a real award worth its own callout), added Ulta Beauty (the retail credibility milestone), and added Credo for Change (signals values alignment for the clean-beauty audience).
Why: §15.1.8 explicitly calls for adding GQ, Ulta Beauty, and Credo for Change. The award lives at this surface because the badge does conversion work for new visitors who don't know the brand. The Credo badge is differentiating — most competitors don't have it.
Sources: §15.1 Section 8 explicit direction · §20 press mentions · §7 competitive differentiation (clean-beauty positioning)
[ guarantee seal ]
The OCOA Promise
Love Your Curls or Your Money Back.
60 days to try the ritual. If your curls aren't softer, stronger, and more defined, write us — we'll refund you. No restocking fees. No "final sale" clauses. The only category-wide money-back guarantee in curl care.
Start the Ritual — Risk-Free
Added "Love Your Curls or Your Money Back" guarantee band — category-wide differentiation Before: No guarantee surface anywhere on the page. Returns information would have lived in the footer or a buried FAQ.
After: Full-width band between Press and Bundle sections, anchored by the headline "Love Your Curls or Your Money Back." Plain-language terms ("60 days · no restocking fees · no final-sale clauses") and a risk-reducing CTA.
Why: §7.2 #5 identifies the money-back guarantee as OCOA's single biggest differentiation opportunity — 4 of 8 scraped competitors (Mielle, Camille Rose, Adwoa, Briogeo) have all-sales-final or restocking-fee policies. Only Curlsmith offers a real money-back guarantee. Surfacing this explicitly converts hesitation into trust at the moment visitors are about to commit to a bundle. Placement between Press (trust ceiling) and Bundle (commitment ceiling) is intentional — each section escalates trust before the biggest CTA.
Sources: §7.2 OCOA Competitive Advantage #5 (return policy as differentiation) · §10 phrase library guarantee_lines · General CRO best practice (risk reduction before high-AOV CTAs)
★ BEST VALUE
The 4-Step Ritual
Bundle the Ritual.
Cleanse, hydrate, define, refresh. The full Caribbean curl ritual in one kit.
Shop the 4-Step Kit — Save 15%
[ BUNDLE PHOTO — 4 Step Kit on cream backdrop with hibiscus ]
SAVE 10%
[ Duo bundle — Cream + Gel ]
Styling Duo
Cream + Gel · You save $4.20
$41.96 $37.76
SAVE 12%
[ Wash & Style — 3 product bundle ]
Wash & Style Bundle
Shampoo + Conditioner + Cream · You save $7.90
$63.94 $56.04
MOST POPULAR
[ Refresh + Hold add-on bundle ]
Define & Refresh
Gel + Refresh Spray · You save $5.10
$42.96 $37.86
Added Bundle carousel with savings call-outs + BEST VALUE + MOST POPULAR badges Before: Single bundle banner (4-Step Kit only). No carousel, no badge hierarchy, no per-bundle savings call-out.
After: Hero bundle (4-Step Kit) keeps prominence + gets a "BEST VALUE" badge. Below it, a 3-tile bundle carousel shows Styling Duo, Wash & Style, and Define & Refresh with explicit "SAVE X%" and "MOST POPULAR" badges per §15.1.6 guidance. Each tile leads with dollar savings ("You save $4.20") rather than percentages alone.
Why: §15.1.6 calls for a bundle carousel with "You are saving [X]%" per tile and "best value" / "most popular" badging on the 4-Step Kit. The single-bundle banner left bundle revenue on the table by hiding lower-priced entry bundles. Surfacing three tiers expands the price ladder.
Sources: §15.1 Section 6 explicit direction · §5 product catalog (bundle SKUs & prices)
800+ Curls in the Sisterhood
"I've spent thousands of dollars on hair products. None of them worked until I found OCOA."
— Verified review · 5★ on Judge.me
Mission & values★★★★★
I saw this company on The TODAY Show and was impressed with their company mission and values. OCOA has proven even better than expected.
Wash days right★★★★★
This gel gets my wash days right every single time! After I "scrunch out the crunch" my hair is soft, bouncy, voluminous, and frizz free.
Plethora of brands★★★★★
I'm 46 and I've tried a plethora of brands, and I continue to be amazed at the quality of the OCOA products.
Gracias Hermanas★★★★★
My hair has never felt so hydrated before. Gracias Hermanas, Cory & Nicol, for creating organic products straight from our island.
[ jar ]
— Dasmerilys, NJ ✓
Added Emotional pull-quote callout above the review carousel Before: Section opened with the headline "800+ Curls in the Sisterhood" then went directly into the 4-card carousel.
After: An anchor pull-quote between the headline and the carousel — "I've spent thousands of dollars on hair products. None of them worked until I found OCOA." — styled as a large italic blockquote with a verified-review attribution line.
Why: §15.1.7 calls for a pull-quote callout above the carousel using the most emotional review. The carousel is good but card-grids scan like noise; a single anchor quote does the conversion work before the visitor decides whether to scroll-read the rest. Use Judge.me's highest-emotion verified review as the source.
Sources: §15.1 Section 7 explicit direction · §20 review library
From the Curl Hub
Tutorials, ingredient breakdowns, and the stories behind our ritual — from wash day to wash day.
Explore More →
[ blog hero — model scrunching damp curls ]
How to Scrunch Out the Crunch — A 30-Second Tutorial
Read More →
[ blog hero — flatlay of clean ingredients ]
The Nada List, Explained — What's Not in Our Bottles, and Why
Read More →
[ blog hero — Ulta shelf with OCOA lineup ]
From the DR to Ulta: Our 2018 Origin Story
Read More →
Curl Questions, Answered
Before you wash day.
Will OCOA work for my curl type? −
OCOA is designed for 2A–3C curl types — wavy through tight ringlet. The 4-step ritual (cleanse, hydrate, define, refresh) adapts to your pattern through product layering. Not sure where to start? Take the Curl Quiz — 60 seconds, get a routine.
What makes OCOA different from other curl brands? +
Three things. We’re the only sister-founded brand at Ulta. Every formula is built on the Nada List — our running inventory of what we will never put in a bottle (no sulfates, no coconut oil, no synthetic fragrance). And we’re Dominican-rooted — the only Caribbean curl brand at retail scale. See the 3 pillars above for the full story.
How long until I see results? +
First wash day: softer curls, less frizz. Two to three weeks of the full 4-step ritual: defined curls, stronger pattern, less breakage. If your curls aren’t softer and stronger after 60 days, write us — we’ll refund you. (See The OCOA Promise .)
Is OCOA safe for color-treated hair? +
Yes. Every OCOA formula is sulfate-free — the ingredient that strips color from treated hair. Safe for keratin, balayage, and color-treated curls.
Where can I buy OCOA in stores? +
Ulta Beauty — 565 stores nationwide. Use the store locator in the top bar to find your closest one.
Added FAQ section with 5 objection-handling questions before the footer Before: No on-page FAQ. Objection handling lived only in product accordions, the help footer column, and (presumably) a dedicated /faqs page.
After: 5-question FAQ section directly above the footer: curl-type fit, brand differentiation, time-to-results, color-treated safety, retail availability. Each answer references and links to another on-page section (Curl Quiz, 3-pillar values, money-back guarantee, store locator) for cross-section reinforcement.
Why: FAQ on the homepage handles the 5 biggest objections that drive bounce ("will this work for me", "why this brand vs the competitor on the next shelf at Ulta"). Each answer doubles as internal navigation, lifting deep-link CTR. Pattern observed across competitor homepages (Pattern Beauty, Briogeo, Curlsmith all have homepage FAQs).
Sources: §3 voice (warm, specific, sister-tone) · §7 competitive differentiation (sister-founded, Dominican, Nada List) · General CRO best practice (objection handling at scroll-bottom)
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Plus first dibs on drops, founder notes from Cory + Nicol, and curl tutorials. Unsubscribe anytime.
Added Inline email capture band — secondary list-growth surface above the footer Before: Email signup lived only in the announcement bar (rotation #2) and via the Klaviyo popup. Anyone who dismissed the popup and skipped the announcement bar had no on-page capture point.
After: Dark band directly above the footer with an inline email field + Sign Up CTA. Headline reinforces the offer ("Get free shipping on your first order"), supporting copy promises drop access + founder content + tutorials.
Why: Inline email capture above the footer is the highest-yielding secondary list-growth surface. Visitors who scrolled to the bottom but didn’t convert AND haven't engaged with the popup are exactly the segment a homepage capture should catch. The dark band echoes the Curl Quiz strip up top — same treatment, different ask.
Sources: §11 marketing channels (email is highest-LTV channel) · General CRO best practice (capture at scroll-bottom; high-converters dismiss popups but engage with inline forms)