Our Story

The beginning

I am Vanessa, an owner of a fluffy afro, I know how hard it can be sometimes to handle and style your curls. I can’t imagine a person who could have described it better than an American writer Phoebe Robinson: We black girls are conditioned from a young age to treat our natural hair as a problem that needs to be remedied, that we need to have that ‘good hair,’ meaning hair that, in its natural state, is not difficult to comb through”. While trying to reach the “good hair” state, a lot of us went through hair processing, such as hot combs, blowouts, weaves, perms and even chemically relaxing their hair. And trust me, this is not just extremely harmful to the hair, but also those processes are very expensive. For me, the-straightening-my-hair-phase came when I was a teenager and of course, the hair straighteners weren't powerful enough, so I ended up using a flat clothing iron (I still have a huge burn mark in my shoulder from that). Few times I even thought about chemically relaxing my hair, but luckily the cost of it was way out of our family pay-check.

My mum, who is a lovely Finnish woman with blond straight hair and blue eyes, was quite handy when it came to handling my hair. She learned how to braid it, do Bantu knots and tie it into a perfect bun for my gymnast competitions so that it wouldn’t look different from my teammates’. The biggest challenge was that she never had the right tools to do it. To simply brush my hair, she couldn’t just march to a normal supermarket and buy a brush. I don’t know if you have noticed, but most of the brushes have these small plastic balls in the tips. Therefore, every time I brushed my hair, I had fewer spikes in my brush and more in my hair. My mum found herself buying a dog brush with no plastic on the tips. So yes! Till today, I have brushed my hair with a dog icon on the brush handle.

I am Vanessa, an owner of a fluffy afro, I know how hard it can be sometimes to handle and style your curls. I can’t imagine a person who could have described it better than an American writer Phoebe Robinson: “We, black girls, are conditioned from a young age to treat our natural hair as a problem that needs to be remedied, that we need to have that ‘good hair,’ meaning hair that, in its natural state, is not difficult to comb through”. While trying to reach the “good hair” state, a lot of us went through hair processing, such as hot combs, blowouts, weaves, perms and even chemically relaxing their hair. And trust me, this is not just extremely harmful to the hair, but also those processes are very expensive. For me, the-straightening-my-hair-phase came when I was a teenager and of course, the hair straighteners weren't powerful enough, so I ended up using a flat clothing iron (I still have a huge burn mark in my shoulder from that). Few times I even thought about chemically relaxing my hair, but luckily the cost of it was way out of our family pay-check.

My mum, who is a lovely Finnish woman with blond straight hair and blue eyes, was quite handy when it came to handling my hair. She learned how to braid it, do Bantu knots and tie it into a perfect bun for my gymnast competitions so that it wouldn’t look different from my teammates’. The biggest challenge was that she never had the right tools to do it. To simply brush my hair, she couldn’t just march to a normal supermarket and buy a brush. I don’t know if you have noticed, but most of the brushes have these small plastic balls in the tips. Therefore, every time I brushed my hair, I had fewer spikes in my brush and more in my hair. My mum found herself buying a dog brush with no plastic on the tips. So yes! Till today, I have brushed my hair with a dog icon on the brush handle.

Become the solution

Today, curly hair still represents a very small portion of the $91B global haircare industry. However, 65% of woman in the world has textured hair (source). This doesn't really make much sense considering the growing population diversity.

That is why we wanted to create a natural hair care line without any added toxins specifically designed for curly hair. We use high-quality ingredients to guarantee the best possible result. Each of our products is designed for a specific curl type since not all curly hair is the same. For nourishing your hair, we use a variety of carrier oils, which are blended with essential oils to maximise the therapeutic benefits. We want to create a hair care line that helps to keep your hair healthy, strong, and beautiful.

Today, curly hair still represents a very small portion of the $91B global haircare industry. However, 65% of woman in the world has textured hair (source). This doesn't really make much sense considering the growing population diversity.

That is why we wanted to create a natural hair care line without any added toxins specifically designed for curly hair. We use high-quality ingredients to guarantee the best possible result. Each of our products is designed for a specific curl type since not all curly hair is the same. For nourishing your hair, we use a variety of carrier oils, which are blended with essential oils to maximise the therapeutic benefits. We want to create a hair care line that helps to keep your hair healthy, strong, and beautiful.

Journey

After launching our first homemade products in 2017 together with my fiancé Albert, we quickly saw a growing demand and very positive feedback on our hair oils.

After launching our first homemade products in 2017 together with my fiancé Albert, we quickly saw a growing demand and very positive feedback on our hair oils.

It became obvious that consumers were in need of more, more products, more diversity, more sustainability. We then decided to try to combine our day-to-day work and the development of our first Shampoo and Conditioner.

It became obvious that consumers were in need of more, more products, more diversity, more sustainability. We then decided to try to combine our day-to-day work and the development of our first Shampoo and Conditioner.

A lot of amazing things happened on 2020. First, we quit our jobs to dedicate full-time to this adventure. Secondly, and more important, we fundraised nearly £100k from nearly 300 investors.

This funding driven by hundreds of small private investors and recognised serial Seed investors enabled us to hire an experienced team in 2020 and build an in-house R&D facility. Some of the lead investors were Inés Ures (ex-CMO at Deliveroo), Stephanie Phair (COO at Farfetch) and Lopo Champalimaud (Founder at Treatwell).

A lot of amazing things happened on 2020. First, we quit our jobs to dedicate full-time to this adventure. Secondly, and more important, we fundraised nearly £100k from nearly 300 investors.

This funding driven by hundreds of small private investors and recognised serial Seed investors enabled us to hire an experienced team in 2020 and build an in-house R&D facility. Some of the lead investors were Inés Ures (ex-CMO at Deliveroo), Stephanie Phair (COO at Farfetch) and Lopo Champalimaud (Founder at Treatwell).

Our vision

Our brand is natural and cruelty-free.

We do not test on animals or ship to any country that requires animal testing by law. All ingredients used in our oils and water-based products are natural and plant-based.

We are devoted to curly hair care.

We are passionate about curly hair care and this is why we have a team of dedicated experts to design and develop our formulas with the highest quality and authenticity. Each of our products is designed to specific curl type since not all curly hair is the same.

Curly Girl Approved

All our products are free from parabens, silicones, petrochemicals and sulphates. Our products are Curly Girl approved.

Our brand is natural and cruelty-free.

We do not test on animals or ship to any country that requires animal testing by law. All ingredients used in our oils and water-based products are natural and plant-based.

We are devoted to curly hair care.

We are passionate about curly hair care and this is why we have a team of dedicated experts to design and develop our formulas with the highest quality and authenticity. Each of our products is designed to specific curl type since not all curly hair is the same.

Curly Girl Approved

All our products are free from parabens, silicones, petrochemicals and sulphates. Our products are Curly Girl approved.

Our mission

It is our mission to provide the right products for your hair and share tips and hacks on how to care for naturally curly hair. We believe that everyone should be able to feel beautiful and confident in their natural hair.

It is our mission to provide the right products for your hair and share tips and hacks on how to care for naturally curly hair. We believe that everyone should be able to feel beautiful and confident in their natural hair.