For many, the search for effective and gentle textured hair care solutions is a daunting task. Introducing Flora & Curl, a brand founded on the principles of simplicity and natural potency, on a mission to transform the world of textured hair care. Backed by scientific expertise and firmly rooted in the power of plants, Flora & Curl offers a curated range of products which use the highest-quality botanical ingredients to nurture and enhance your waves, curls and coils, catering to the essential needs of all textured hair types. Stocked in Boots and Superdrug, with 20 awards under its belt, the brand is already a leader in the market.
After years of using harsh chemicals on her hair, founder Rose Ovensehi wanted to embrace her natural coily hair. She soon discovered that most products on the market used low-quality or questionable ingredients. Eager to experiment to find a solution, she began sourcing plant-based ingredients from around the world; from Brazilian oils to Ghanaian butters and botanical ingredients, from which she created recipes in her mum's kitchen. She discovered that there was a whole new world of gentle, all-natural remedies for very dry, textured hair like her own, and that is how Flora & Curl was born in 2017. Rose knew that she didn't want to create a line of products that was overly complicated - daily care of textured hair should be easy and not time-consuming. She ideated a goal-oriented range of products, rooted in the nourishing and aromatherapeutic benefits of plant-based ingredients and backed by science. The goal is for each product to be as simple as possible to understand, organised in core collections of style me, hydrate me, protect me, soothe me. Each collection aims to meet the 'core' needs of textured hair in order for the hair to be moisturised, soft, and healthy. Customers can pick and choose which product or collection they would like to use to meet their present hair goals, which are often changing.
Healthy hair begins with healthy ingredients, and what you put on your natural hair and scalp is important. Flora refers to plant life - the brand combines nutrient-dense ingredients that are derived from plants to create potent curl food. The brand's formulations are devoid of harsh ingredients such as silicones, sulfates, parabens, artificial colors, and fragrances. The brand firmly believes that the ingredients used on hair and scalp matter significantly, and all products adhere to the rigorous safety standards set by the European Union Directive for Cosmetic Safety – the strictest cosmetic safety standard worldwide. The beauty and haircare industry also contributes a significant amount of waste. The brand's goal is to make sustainable haircare products for textured hair accessible for the general consumer. Flora & Curl have made the switch to replace plastic bottles in their hair care with aluminium bottles, because aluminium is infinitely recyclable and has a significantly higher rate of recycling compared to plastic. They’re contributing to a circular economy, by ensuring that materials can be reused and repurposed to minimise waste.
The minimalist packaging reduces environmental impact by eliminating individual boxes, and all shipping materials are fully recyclable and paper-based. Proudly manufactured in the UK and powered by 100% green energy, their commitment to giving back includes a donation of 1% of net profit to environmental charities, with a primary focus on tree planting in partnership with WeForest. Since 2021, they brand has funded the growth of over 25,618 trees, benefitting local ecosystems, wildlife, farmer livelihoods, and beekeeping initiatives.
From launching online at floracurl.co.uk with just 3 products and 500 early access sign-ups in 2017, the brand has grown to receive thousands of 5* testimonials. To date, the brand has shipped its products to customers in over 80 countries, including France, Germany, Netherlands, Spain, Australia, Dubai, and significantly in the U.S.A. This justified opening their second online store: floracurl.com, with new international websites to open for France, Germany, and Netherlands. In 2021,Flora & Curl launched in Superdrug stores, and this year, has launched a selection of their plant-based products online and in-stores at Boots, the UK's leading health and beauty retailer. As of 2022, the brand has won over 20 awards and Founder Rose was awarded the Best Natural Hair Care Products Brand at the UK Enterprise Awards, and along with several other outstanding industry awards, Rose graced the Forbes #30Under30 list in 2020.
For more information regarding flora & curl and to explore the full range of textured hair care products, please visit floracurl.co.uk.