Its kind of a little trick with scissors and a ribbon.
I believe you rub the edge of the scissors with the ribbon and voila, but i'm not sure.
Watch this video until the end, looks like curling it the wrong way makes the look you are looking for.
Thank you for all of the replies. Is it satin ribbon or curling ribbon?
I think it's bear grass. See this:
Thank you so much! It is exactly what i needed