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A funny thing happened during a NaturallyCurly.com poll last year.

While many of the big hitters in the beauty industry got high marks from our members, the top-ranked shampoo and daily conditioner were Elucence Benefits Shampoo and Elucence Moisture Balancing Conditioner.

For most of its 16 years, Elucence has been a well-kept secret. It's a tiny David among the Goliaths of the beauty industry, proving that people will seek out and find quality products even if they don't have the benefit of big advertising campaigns or big-dollar public relations efforts.

'Elucence has grown mainly by word of mouth -- devoted stylists and users who have recommended the line to their co-workers and their friends,' says Camille Walton, brand manager for Elucence. 'There are not many other product lines that can boast that their brand has grown primarily by word of mouth and rave reviews of customers.'

Elucence was developed by Kenra as one of the first haircare lines to incorporate nutritional sciences into its ingredients. It draws upon a natural blend of proteins, vitamins and minerals. It also is known for its natural fragrances. Each product in the line has its own fragrance.

The market for Elucence has evolved over time, Walton says. While it is considered a multicultural line, the market is women -- and men -- who embrace natural, healthy lifestyle, regardless of race, ethnicity or hair type, she says.

But it hasn't always been easy to find. In response to requests from our members, NaturallyCurly.com now sells several Elucence products on the site.

The Elucence line currently includes nine shampoos, conditioners and styling products as well as four types of permanent straighteners. Walton said Elucence plans to add several other products to the line, including styling aids and another deep conditioner.

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