Waveney and her husband, Ruben, used their Stanford University backgrounds and Waveney's uncomfortable experience to help naturalistas achieve the styles that their hearts desire...without all of the handiwork (and eye rolls). For the record — Koil isn't the first or last hair company that caters to natural clients that want natural textures to match. But according to Waveney, what differentiates Koil from the rest is the fact that they aim to enhance Afros and the like, rather than require their customers to comb it, brush it, and flat iron it every single day. Translation: They're the place to go if you want more hair, not smooth hair. Of course, this makes perfect sense from a business standpoint, too. While natural hair isn't a trend, we've still seen our favorite stars like Solange wear her Afro in new, inspired ways, and have observed the industry grow to embrace frizz and texture.