The company addresses the neglect of natural African American hair by the hair industry, offering products that support healthy hair growth and longevity. Evolving Textures focuses on catering to the unique needs of curly textured hair, providing solutions that are tailored to this specific hair type. Their natural care products aim to nourish and enhance the natural beauty of curly hair, offering a range of options for individuals looking for hair care products that are specifically built for them.